任何广告都是在向某个消费者群体即目标消费者传递信息,那么房地产广告最终给谁看、给谁听,要影响谁呢?众所周知,房地产商品的流通量,不仅取决于社会需求,更重要的是取决于有支付能力的社会需求,这是它与其他商品的一个显著区别。诚然,目前人们对与生活有关的许多商品的消费大多已成为普遍的消费行为,但对住房的消费却绝不是一种普遍的现象。我国城镇居民的消费 Any advertisement is to deliver information to a certain consumer group or target consumer. Whoever sees, listens to, and influences real estate advertisements. It is known that the circulation of real estate commodities depends not only on social needs, but also It is important to rely on the social needs of the ability to pay, which is a significant difference between it and other commodities. It is true that at present, most people’s consumption of many commodities related to life has become a general consumer behavior, but the consumption of housing is by no means a universal phenomenon. Consumption of urban residents in China