A Probe Into The Real Estate Advertisement In The New Media From The Perspective Of Visual Communication

Advertising convey method become more and more rich because of the new media which is relied on the digital technology. Computer, BBS, micro blog and WeChat greatly expand the area of advertising.With the rapid development of the Internet expansion and smart phones, the spread of advertising media has gradually transferred from the Internet to the mobile terminal. However, in most cases the real estate industry designers do not understand marketing pace and mainstream transmission characteristics of new media. They often carry on the design according to the traditional creation experience so that advertising visual communication effect can not achieve the desired purpose and is lack of sales force. These designs not only result in the resources wasting but also delayed the promotion. So it is particularly important to study the new media real estate advertising from the standpoint of the visual communication.Under the background of the new media, this article describes the preliminary concept of visual communication and visual symbols at the beginning. Put forward the research of real estate under the new media advertising content. Through comparative study of traditional media real estate advertising and new media real estate advertising, it is concluded that the new media real estate advertising has advantages in digital, interactive and focus precise transmission. Through the evolution of new media real estate ads, further clarify the new forms of the mainstream of the new media real estate advertisement medium communication with various media to convey.Then, this paper discussed the typical performance of the visual communication of the new media real estate advertising in three dimensions:flat design, interaction and innovation trend. In order to find the designing rules of new media real estate advertising vividly and intensively, it is adopted the way of combination of examples and case studies. And through detailed case, detailed analysis, we can sum up the problems we meet of the new media real estate advertising in visual communication aspects.Finally, this article proposes scientific visual communication strategy for the problems which can be solved through the "customer-oriented", "improve the user experience" and "rational media placement". We creatively put forward the "AR+ LBS" APP interaction model of advertising and "hot spots, fun and reward sharing" WeChat interactive advertising platform. It can help the real estate use the new media adequately and motivate greater advertising effect, which is of great theoretical significance and practical significance.