摘要
房地产广告可以利用独特的文化诉求,把具有相同文化修养与追求的人聚集在一起,并取得价值观的认同。房地产广告的文化诉求应该在地域文化资源中汲取个性、以市场区隔的形式表现产品价值特征、从时尚和外域文化里提炼符合目标受众心理的元素,从而达到为顾客提供独特附加利益和价值,为房地产项目的发展提供文化积淀和品牌提升的目的。
Estate advertisement can apply its special cultural appeal to gather the people with the same cultural accomplishment and pursuit and achieve reoognitien on value outlook. The cultttral appeal of estate advertisement should draw particularity in regional cultural resources, display value characters of the products in the form of market segmentation, derive the elements in accordance with target receivex psychology from fashion and foreign cultures, provide special additional benefit and value for the customers, and reach the aim of offering cultural accumulation for estate project and enhancing brand.
出处
《商业经济》
2009年第20期82-84,共3页
Business & Economy
关键词
房地产广告
文化诉求
表现方式
estate advertisement, cultural demand, manifestation
