Chinese Real Estate Advertisement Extant Problems And Social Responsibility Analysis

The real estate advertisement is the main way of consumer gains the real estate sale information. As real estate marketing important link, the real estate advertisement appears repeatedly all kinds of media and affecting our life all the time. The Chinese real estate industry develops after reform and open policy, and does not have the ready experience to be profit from, so there are very many problems in the development. The suit of real estate sale and the negative report appears repeatedly in the media, it make the people be afraid of the sight to the real estate advertisement. The advertisement has became the developer's beautiful rumor which fabricates carefully for the high profit, and has disseminated unhealthy expense way during advertisement, even sacrifices national and local cultural superiority resources. Because the developers pursues the economic profits constantly, the real estate advertisement while fulfilled own responsibility to neglect the social responsibility and the society affects, has the value deviation, and causes the bad influence about the society, cultural and the economical indirectly. It does not favor to construct the Socialism harmonious society. Therefore the research thorough the real estate advertisement has the very important social practical significance and the theory value. The introductory remarks part of this article, has summarize on researching significance of this article ,the real estate advertisement's concept and marketing strategy of real estate advertisement. In the first chapter of main text part, I analysis the problems of Chinese estate advertisement, and summarized the phenomenon of duplicating advertisement false advertisement, dislocation of advertisement design, the material supreme value guidance and so on. I point out the advertisement design dislocation, Including: imitation image that manufactures in a rough way, foreigner face and character's overflow, an strange idea advertisement words. In Second chapter, I thoroughly research and analysis on the social negative influence. The real estate false advertisement causes the brand vivid crisis of real estate enterprise, the honesty crisis of media. Material supreme theory does not favor on constructing harmonious society. Repeated selling point does not favor on the construction of urban. The real estate advertisement design will cause people in low esthetic. In third chapter, I analysis of social root the real estate advertisement in present situation from subjective and objective. The subjective factor comes from the consumer's psychology. During the reforming of our country society culture, the thought of social public, behavior transformation is inevitable. The objective factor includes: the policy and law are not perfect, medium and advertisement plot. Local authority and enterprise in order to economic interest, the homogenization of real estate is serious. The round turn information is asymmetrical, the advertiser do not have the occupational ethics. It also includes social culture reforming and commercial advertising cultural character. In conclusion part I has summarized to this article, and proposed my anticipation which the Chinese real estate advertisement develop in future.