Humanistic Feelings In Real Estate Advertisments

As one of the main components of national economy, real estate industryplays an important role in the development of national economy. In recentyears, advertising industry has also developed rapidly. Some successfulmarketing cases began to appear in China, which has promoted the prosperityof this field. Just over a dozen years ago, real estate advertising gave its firstappearance in China. But because of shortage of experience, variousmisunderstandings were caused. Is real estate advertising just the simpleequation of real estate plus advertising? With this question, the author of thisthesis has made a large amount of researching and found out that this simplelogic cannot solve the fundamental problem.To buy a house and some land has been the main concern of our Chinese.The traditional thinking of Chinese is that owning a house is the prerequisiteof leading a good life, which is like the traditional thinking of the westernsthat a young person should live independently after becoming an adult. As abig investment, people are usually very careful when then decide to by a newhouse. Therefore, advertisers should play a role of media to provide usefulinformation to the consumers. A poor quality advertisement may become atool for the real estate developers to earn large amount of profit, but, for theconsumers, which may play a part of delusive cheats. The real estatedevelopers are very fond of the pricing method named cost plus profit, whichare extensively used in practical applications because it is easy and simple.But this is just the developers’ wishful thinking. This method excludes theconsumers, who will buy a house only when they think the house is worthy ofits price, or even more. Thus the deal can be made and the enterprise canmake profit. This is where the advertising designers display their talent. Anexcellent designer can bring additional value for the consumers by fully usinghumanistic feelings in his advertisement. The house price may be higher, but the consumers are glad to purchase. A poor design usually form a fictitiousprice based on the pricing method of cost plus profit. Such a design can notmeet the consumer’s need and thus it is difficult to make a deal. Therefore,considering the special features of real estate, not every kind of advertisementcan work effectively in this field.In this thesis, from the development of real estate industry, the authordeeply analyzes the developing status of real estate advertisement nowadaysand proposes what the real estate advertisement should concern about are careand love for people, emotional appeal of people and humanistic feelings. Thefeatures of humanistic feelings in real estate advertisements are analyzedaccording to its different manifestations. In consideration of the increase ofthe middle class and its influence on the manifestation of humanistic feelingsin real estate advertisements, the importance of humanistic feelingmanifestation is clearly explained by analyzing the typical characteristics ofthe middle class. From the angles of the purpose, function and method ofhumanistic feeling shaped in real estate advertisements, the importance ofwhich is related and analyzed respectively. In the method section, thehumanistic feelings are paid close attention from such perspectives as quality,property management, surrounding facilities, even geomantic omen, etc. Inthe fourth chapter, future development of real estate advertisements isexpounded by case analyzing.By this thesis, the author hopes to inspire more humanistic feelings ofreal estate advertisement designers in their work, and man’s central positionin real estate thus can be affirmed.