Luxurious Game

After it comes to the year of 2000, China's real estate has developed rapidly and has become one of the pillar industries of national economy. The change of real estate industry has not only improved people's living condition and affected housing consumption module, but also driven the development of a series of related industries. Real estate advertisements have gained more developing room due to the development of real estate industry. After the year of 2000, the occupancy of real estate advertisements in various media has zoomed, the status of which in the whole advertisement industry has become even more important. Real estate advertisements have great impact on the development of real estate. It can provide support from the aspects of marketing and brand orientation.The relationship between real estate advertisement and real estate product is a kind of interaction and mutual stimulation: that is the characteristic of real estate product decides the characteristic of real estate advertisement, and real estate advertisements have promoting, stimulating, intensifying and propagandistic effect on the characteristic of the product. Due to the characteristics of relatively fixed geographical position, unique architecture design, and diversified additional natures, real estate advertisements have the characteristics of better space scale, larger amount of information, and higher repeat rate. In the advertisements, real estate product and enterprise image are usually expressed in symbolic and significant symbol.In the process of its development, real estate advertisements appear unsatisfactory to be improved. So far, the widespread aristocratic ideology phenomenon in real estate advertisements has attracted extensive attention from all the society. The nobility ideology is not simply the same as "Wealth Flaunt", it also has psychological requirement of "character" and "Taste Flaunt "."Nobility" originally refers to peculiar cultural taste and living habits of nobility, but along with the economic development and the time, it gradually evolves into a kind of ideology that has extensive influence and critical character. In the socialist modernization of China, the emergence and spread of nobility ideology and spread seems to be disharmonious.Along with the development of every field in the society, more and more fields are occupied and affected by nobility ideology, and real estate as an industry closely related to human living and the national income is not an exception. Pay close attention to the trends and cause of formation of nobility is the chief task and effective way to solve these problems.In this paper, the mentioned"Nobility"refers to people who are advantage in money, position or resource. For most of the time, creature comfort is the key standard to distinguish"nobility", which would easily neglect spirit characteristic that real nobility holds. Therefore, I think people are eager to be noblized with content spirit and life full of enjoyment, rather than come down the entire disharmonious phenomenon to characteristic of noblization. The aspiration to be noblized belongs to the category of ideology.Real estate advertisements in various forms of nobility ideology, which are mainly manifested in the aspects of "deliberately emphasizing on classes and levels ", "serious western emotion ", "proclaim unreasonable values"," giving pressure and hot queue". These individual nobility real estate advertisements over flaunt the high level life with pictures and words, and conduct consumption on high grade houses with peculiar words and pictures representing treasure and nobility, even the name of landscape. The"grade","class"in the advertisements directly inspire bad ethos of capital feudal society, and the content of"luxury","enjoyment"is a violation to"Nature and Human in One"and"Thrift"in Chinese traditional culture. In addition, the advertisements under the nobility ideology impel the house price, contributing the formation of real estate"bubble". Thus, real estate industry is not able to develop healthily that a vicious circle even economy crisis will occur. Nobility ideology in the advertisements has severe negative effect on harmonious social construction, real estate industry and the advertisement industry.The reason that nobility ideology phenomenon appears in real estate advertisement is of many aspects, both from the developer and consumer psychology demand, and the influence of market economy, unreasonable structure of real estate industry, the poor government supervision and objective factors. In recent years, under the effect of canonizing luxury, wasteful consumption and enjoyment in time, great change has occurred to people's consuming manner and psychology. For people are yearn to the "upper" and "elite" class, consumers buy house product following the crowd and new rich people are to satisfy high standard house and the mental requirement. Prosperous market economy not only stimulates production and consumption, but also changes people's life style and outlook on life to a certain extent. In the process of the development of market economy, inequality of social treasure and resource distribution will inevitably occur... the current real estate product price is higher, which is not in accordance with our income and purchasing ability, many people may use all the savings to pay for the down payment. A variety of reasons contribute to pusher of the formation of nobility ideology in real estate advertisements, which have become excuses and reasons for expand.In the future, nobility ideology in real estate advertisement should be avoided or reduced. The development stress of future real estate advertisement will be how to promote aiming at different characteristics of different products when there are various kinds of products on the market. Though as method and carrier of information spread real estate, advertisements can not change the product structure and policy guide, in the process of harmonious development, at least, advertisements can not be the pusher of nobility. Now the problems worth thinking and being solved in the real estate advertisement industry are how to reduce the negative influence of nobility, and how to simplify and harmonize the current real estate advertisement industry on the base of delivering necessary product information.