On The Real Estate Advertising In Consumer Society

The contemporary society has show a lot of typical characteristics of consumer society, meanwhile the sign-value has been becoming an important object in consumption beside the use value. As one of the significant social and cultural forces, advertising not only contributes to the change in consumption, but also presents and records the consumption cultural conception profoundly in the historical process of China's transition into the consumer society. Based on such a macro background, this paper takes the real estate advertising as object, aiming at clarifying the relationship of consumer society, symbolic requirement of homebuyers and real estate advertising text; analyzing the symbol connotation of housing consumption in current real estate advertising text; and discussing the advertisements'social functions, influences in dominating people's consumption and life in the process of symbolization construction of commercial residential buildings.The paper firstly straights out the theory of consumer society, recalling the origin and development of western consumer society, suming up its principal characteristics, and analyzing its present situation in China. The second chapter describes the produce mechanism of commodity sign in advertisements systematically and discusses the function of real estate advertising in the context of consumer society. The third and forth chapters analyze the practical advertising text. It makes a research of 1061 real estate advertisements pressed on Xinmin Evening NEWS and Yangcheng Evening NEWS from July in 2008 to June in 2009 with content analysis. outlines the features of graphic symbols and linguistic symbols in current advertisements comprehensively and explores the housing consumption symbol connotation constructed by current advertising, combining with the analysis of symbol connotation. Furthermore, it makes a profound research of three advertising cases with symbolic analysis to look through how the implication of advertisements' text expressed through symbols.The last but not least, the paper reflects on the tendency of consumerism in real estate advertising and its negative influence on society in a critical view. In addition, from the perspective of the high-involvement characteristic of housing consumption, it discusses the possibility of the audience's negotiated reading, even oppositional reading in real estate advertising, with rational and objective attitude.