Commercial Advertisements’ Utterance Research: The Construction Of Advertisements’ Social Consuming Culture

When some national policies were launched to control the marketing of real estate, this industry has got certain control to lower the development speed. Despite of this, the real estate industry is always keeping a powerful position of national economics activities. As a result, the real estate industry has also leaded other related industries such as commercials, medias to develop well at a high speed. In this field, the traditional advertising method——ads on newspapers have been occupied, an important position for a long time which presents the importance of the real estate advertisements.As a main member of advertisements launching marketing, the real estate has a wide communication scale, which is more stronger than other commercial advertisements. There is no doubt that the real estate advertisements have been entirely occupied into every aspects of our life.The functions of the real estate is not only about the basic infomation about the houses but also including the atmosphere which is conducted by the advertisements.In order to enhance the attractive ability of the advertisements, as well as to match with the development of the society, the real estate advertisements have gradually got rid of their material meanings, what’s more, they are more intensive to transit the construction of its mental meanings. The real estate advertisements take advantages of the characters of media communication to blend with the words and pictures to express a conprehensive information of the product. Meanwhile, this way of expression can also satisfy the mental requiries of consumers. What social culture do these real estate advertisements reflect? With time flies, how does this construct a consuming attitude of the society?We hope to get well known with the meaning of the real estate advertisements deeply by the means of my research.My paper makes uses of qualitative and quantitative research methods to pick up<Xin Min Evening Newspaper>as a research sample. I will use consuming culture and construction theory to help with my paper. At the same time,I also combine with Chinese traditional culture values and western culture values to explore the essential reason after the real estate advertisements on the base of time flies.There are four parts of my research. The first part, I introduce the whole environment of the real estate marketing and explain the research meaning and methods of my paper. The second part all the theries are presented to explain the consuming meaning inside the real estate advertisements.Meanwhile, the construction theory is regarded a frame for the whole paper to make a discussion result of the social consuming values. Then the third part is about how I make research about my paper and what methods I choose to enrich it. The numbers of advertisements, the design of them and the thesis inside them are all included in my research scale with quantative method. In order to analyse deeple with the true meaning of the real estate advertisements, I have to make a lot of data analysis and theroy explanation, as well as to pick up some typical examples to strenghen the preciseness of my paper. By means of reading elements of the real estate advertisements, the real meaning inside the advertisements which constructs the social consuming values could be proclaimed.