Real Estate Newspaper Advertising Content Analysis

Since real estate innovation in 1998, real estate became a very hot consumption, therefore the real estate advertising also became very actively. Because of the national leading position in the media and the advertisement environment, the real estate advertising of Beijing was in a more advanced level. Studying the real estate advertising of Beijing has the great significance to understand the development, and the change, the future tendency of the Chinese real estate advertising.We can see that the former research mainly concentrated on creativity, marketing and the brand analysis, most of them were from a subjective angle; and the research from the content analysis angle to make the thorough discussion was so few. This research tried to do a content analysis from a longitudinal angle aiming at the real estate newspaper advertising. The author investigated 824 samples in Beijing daily from 1998 to 2004, with 20 variables which can be described objectively and also has the reference value to carry on the statistical analysis, mainly discussed from the advertisement development condition, the change tendency and the advertisement performance characteristic. According to results of this research, The newspaper real estate advertising publish has a certain time regularity; The big space advertisement is very significant, half space advertisement has surpassed the total quantity 50%, and become the mainstream form; The quantity of color real estate advertising is much more than black-and-white advertising; At the same time, the picture is widely used in the newspaper real estate advertisement; the copy of the advertising is usually very long; The appeal of cultural element ,such as life style, quality of life, culture, status, personal status and so on, gradually enhanced in recent years .This thesis analyzed and discussed the cause bringing the research result, and offered some advice according to the research result.