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房地产是一种特殊的销售商品,其供给信息必须要通过以报纸为主的大众媒介向外界传播、展示,购房者一般先接触房地产的广告,从很大程度上来说,只有广告打动了购房者的心,才有可能为其所购。而广告的表现形式却是广告的主体结构,决定着能否吸引消费者的眼球。广告的基本表现形式是靠各个视觉元素的整体组织结构来呈现的,而表现形式的创新与意义的传达则是广告设计一直探索研究方面。基于本人几年的地产设计的实战经验,本文从报纸类房地产平面广告入手,分析并研究报纸类房地产广告的表现形式与创新。
Real estate is a special sales of goods, the supply of information must be through the newspaper-based mass media to the outside world to show, buyers generally have access to real estate ads, largely to the extent that only the ads touched the buyers Heart, it is possible for its purchase. The form of advertising is the main structure of advertising, determines the ability to attract the eye of consumers. The basic form of advertising is based on the overall organizational structure of each visual element to present, and the expression of innovation and meaning of the communication is that advertising design has been to explore research. Based on my actual experience in real estate design for several years, this article starts with newspaper print real estate ads, analyzes and studies the performance and innovation of newspaper real estate ads.