A Critical Discourse Analysis Of Value In Real Estate Advertisements

Advertising designers try to control mind and behaviors of the consumers by advertisement discourse,and between the discourse and the control,the penetration of the value and concepts in advertising plays an important role.The author collected fifty-five real estate advertisements from Jinan real estate sales center and divided them into common house,villa and premium apartment these three types,thus analyzing the discourse construction strategy of three kinds of real estate advertising and value behind the penetration of advertising.From the perspective of CDA,this research tries to explore value in real estate advertising by using van Dijk?s socio-cognitive approach.The study has found that firstly,the common house advertising adopts eight kinds of discourse strategies to construct three values,namely: the common house is not only a place to live,but also a standard of harmonious families,a standard of better future of your children,and even a standard of earning face.Secondly,the villa advertising adopts four kinds of discourse strategies to construct three values,namely: the villa is not only a place to live,but also a standard of noble status,a standard of possessing a good geomantic residence and a standard of high-quality and quiet lifestyle.Thirdly,the premium apartment advertising adopts six kinds of discourse strategies to construct two values,namely: the apartment is not only a place to live,but also a standard of high returns and stable earnings and a standard of easy and convenient life.Fourthly,the comprehensive value involved in the three types of real estate advertising can eventually rises to consumerism,that is to say,the purchase of the house is not only the purchase of housing itself,but to purchase the added value behind it.Advertising designers create different standards for potential consuming groups so as to push them to make constant efforts,triggering their purchase behaviors to achieve the standards.Behind this is the maximization of naked capital interests.Advertising designers try to use various strategies to beautify and polish the advertisements to cover up the commercial purpose,thus more cryptically implementing the construction of consumers? awareness.The recessive construction is what this paper wants to deconstruct.The significance of this research is divided into two aspects,one is the theoretical significance and the other is practical significance.Theoretically,the research can provide some reference for the analysis of discourse of real estate advertising.In reality,this research provides some guidance and reminders for the rational consumption of consumers in the process of buying real estates in reality.