前言近十年随着我国城市住宅消费市场的快速发展,地产广告已经占据了平面媒体,特别是报纸媒体的主要广告份额。尽管近年来广告投放方与广告制作方的合作日趋紧密,但我国报业的广告经营仍处于市场初期的粗旷发展阶段,使得广告诉求并没有很好的满足市场营销导向和读者阅读心理的需求。 Preface In recent ten years with the rapid development of urban residential consumer market in our country, real estate advertisements have occupied the major advertising share of print media, especially newspaper media. Despite the increasingly close cooperation between advertisers and advertisement producers in recent years, the advertisement operation in the newspaper industry in our country is still in the rough stage of development in the initial stage of the market, making the advertisement appeal not well meet the demand of market orientation and readers’ reading psychology .