The Study On The Design Of Real Estate Newspaper Advertisement In China Since The1990s

In the early 1990s, China's real estate market began to revive. Lately, it developed in a rapid speed, drove the related industries' development, and became an important industry of the national economy. As a very important link of the real estate market's sale, real estate advertisement also came through a recovery and development stages, and finally entered a peak period. In a sense, the ten years of city's development just was the real estate industry's history, and it also was the real estate advertisement's history,. At the same time ,it also witnessed the change of social system, social structure and the change of the values in specific environment. In this context, the real estate advertisement is worthy of our research, which has strong practical significance and theoretical value. At present, the domestic scholars mostly research on the topic from the perspective of advertising, marketing, psychology and communication. Most of them concern on real estate advertisement's economic benefits and social benefit analysis, while few of them study it from the Angle of art design. Doing research on the design style of real estate advertisement in a long period is a completely new topic.In this situation, this paper abstracted 5925 samples from real estate advertisements published on xin min evening news between 1990 and 2007 and chose 10 technical parameters as dependent variable to count and analyze, which can reflect the change of the features of real estate advertisement design. This article mainly analyzes real estate newspaper advertising design features of three different periods from the perspective of design elements (graphics and text, color), technique of expression and layout style, hoping reveal the development of real estate advertisement design. Meanwhile, based on the prevailing market environment, people's aesthetic concepts and the development of computer and printing technology, this paper analyzes the forming reasons the development of real estate newspaper advertisement design, expecting to thoroughly understand its intrinsic motivation.