High-grade Residential Advertising Appeal Of Symbol Consumption Research

In1960s, with the development of science and technology and socio-economic,the social center of the Western capitalist countries gradually shifted from productionto consumption. In this context, consumerism has been rise in the United States, andsubsequent spread in the western developed capitalist countries. Since then due to thedevelopment of economic globalization, consumerism was also gradually affectedconsumer attitudes and values of Chinese people. China has also become the world’sluxury consumer.This study attempts to start from the high-end residential, Shenzhen, for example,research the changes and characteristics of the high-end residential ad demands witchtake the middle and upper income earners as target audience, and under thebackground that since the reform of housing commercialization, the purchase of abuilding becomes a trend. Study approach is sample survey and content analysis，samples are the high-end residential advertisements which published by the ShenzhenSpecial Zone Daily during2000to2010. This study analyzes the statistics of relevantdata on the socio-economic development, people’s living standards, and real estatedevelopment during the11years, and concludes that the Urban Economy in Shenzhenhas rapidly developed，people’s living standards have significantly improved, themiddle class and the new rich class has gradually rise, people begin to have a certaindegree of awareness and demand of symbols consumption. Otherwise, after thereform of housing commercialization, with the rapid development of China’s realestate industry, Shenzhen is to become one of typical cases. On this basis, this studyillustrates the symbolism that behind the high-end residential advertising signs. Thebasic conclusion is that the advertising of high-end residential has some obvioussymbolic consumption tendency, but there are not so many high-end residentialadvertisements that directly express social status, position, power, and other from theview of performance, most high-end residential advertisements imply the symbolicsignificance of high-end residential through the symbolic image of the advertising model, the "mythology" of the natural environment, the grafting of Western culture,and even the borrow the symbolic significance of golf instead. This study also foundthat "family" theme missing in the high-end residential advertisement and lack ofcultural connotations. In addition, through interviews with people in the real estateindustry and on the basis of the critical that advertisement build the symbolicconsumption in past studies, this study proposes a view that advertising play a role infueling the symbolic consumption of high-end residential building. Its practicalsignificance is to reflect changes in consumer psychology and demand with theevolution of socio-economic and sectors of society at this stage. This is also thefundamental basis of the changing of advertising appeals and advertisingperformance.