A Study On The Application Of Chinese Traditional Cultural Elements In Real Estate Advertising

Real estate advertising not only plays the role of promoting the products for realestate companies, more importantly, the lifestyle and values it advocated guideconsumers potentially. Therefore, the study of real estate advertising is not only aproject in the economic field, but also an introspection and reflection in culture.This thesis is divided into five parts. The first chapter is the introduction part offormer research of traditional Chinese culture and real estate advertising at home andabroad, so as to excavate the point and direction of this study. The second chapterdetailed definition of the concept and scope of the traditional Chinese culturalelements, which are the prerequisite and basis for the entire study. Chapter three is anempirical research; it takes180real estate ads in the China Advertising WorksYearbook (2003-2011) as samples for content analysis, and obtained the status quo ofthe traditional Chinese cultural elements applied in real estate advertising. Chapterfour analyses the real estate ad texts specifically with the theory of Semiotics,interpreting the mechanism of the meaning of Chinese cultural elements generated inreal estate ads. The fifth chapter is reflections and recommendations of the currentreal estate advertising.The paper concludes that: the Chinese traditional culture elements are commonelements used in real estate print advertising, but it has a strong indication andpracticality, which only concerned with familiar scenes of life to mobilize consumers.This is closely related to geographic differences, the target consumer differences.Besides, the traditional Chinese cultural elements in real estate advertising are oftenconverted to other symbolic significances, such as noble status, the happy family life,the ideal way of life, departing from the essential connotation of the traditional culture.To a certain extent, it’s also a misleading for consumers.