Research On The Advertising Creativity Strategy For Modern Chinese Real Estate

Nowadays, real estate advertising like housing is matchless in advertising. Advertising creativity has become the goal of pursuit for housing development agents and advertisement designers. Lack of creativity for housing advertising is known to all. But various reasons, many housing advertising agents and housing ad designers find it difficult to change the status quo.The essence of housing advertising design is creativity. I believe that it is no doubt of great value to be creative in ad design. There is no lack of excellent works in present day advertising, but mediocre ads still occupy a vast market, taking up most of the advertising space of mass media.Creativity in the designing of housing advertising is affected by various factors like designers' personal cultivation in arts, preference of the housing agents, market acceptability, targeted customers of housing agents, demands of customers on the environment and other objective factors. Therefore, ad designers are not in a position to luxuriously expel their personal inspiration of creativity. Thus less creative work 'flourishes'. Many present-day seemingly common housing advertisements are in fact the outcome of untiring pursuit of many housing advertising agents.Housing advertising meets with commendatory and derogatory comments from society at large. Designers are in a dilemma. For breakthroughs in advertising, housing advertising designers rack their brains for creativity and for 'extraordinariness' out of 'ordinariness'. It is especially important to seek a model -commercial, more practical, more popular and widely welcome by people in the tradeChinese housing adverting agents are enterprising. They have a strong feel for crisis, eager to get out of various shackles fro breakthroughs. Though their efforts may not yield the desirable results, their pursuit has been never-ending. To avoid the conflict between ad creativity and the macro-milieu of economy, quite a number of housing advertising agents take the 'mean' route. There arises what the author means 'commonplace creativity'. This does not mean that the majority housing advertising agents have become negative or made compromise to housing developing agents. I believe that the good mental state for good and unique creativity will not be changed. We are seeking a commercialized, more practical and more popular creative advertising model, to be more welcome by those in the trade. It is my hope that one day we will have a god opportunity to have a good, creative advertising model conforming to the accumulated Chinese cultural heritage and also suitable for the popular commercial propaganda so as to serve the trade of the Chinese housing development and the broad masses of the Chinese people.