Research On Consumerism Of Real Estate Advertising

Daniel miller thought that "advertising has accumulated effect on social expectation and the formation of the overall lifestyle concept". Since China’s reform and opening up, on the one hand, due to the influence of global economic integration, western consumption culture has begun to invade China; on the other hand, China’s economy has rapidly development with increasing social productivity, the life style and consumption ideas of people living in this era have changed. People are influenced by the traditional Chinese consumption view, also accept and even pursue pleasure-seeking consumption, so the modern consumption culture began to appear in China. The role of the consumption culture is subtle; after accumulating over a period of time, it will produce a qualitative leap. Advertising is the concomitant of commodity economy with the natural utilitarianism, which is unlikely to free from the influence of social culture. Based on such background, this paper takes the real estate advertising as the research object, conducts multi-aspect and multi-angle analysis on the causes, manifestations and the effects on society of consumerism tendency in real estate advertising, in order to draw the attention of industry and academic circles to this phenomenon.In this paper, the research objects are the real estate newspaper advertisings in Nanchang region published in Jiangnan City Daily, Nanchang Evening and Information Daily from March 2014 to March 2015. The Year 2014 is a special year for the real estate market; the real estate market cooled after the rapid development for more than ten years. In the past decade, the real estate market developed too fast with widespread dislocation, and all sorts of problems emerged; the overall market depended too much on the real estate advertising, and did not pay enough attention to promoting the product quality; explaining the real estate advertising can correctly understand the existing problems. In the future development, the author believes that the real estate market will tend to be more reasonable and orderly; focus more on mining product and deep service, going to the brand path, instead of just promoting and cracking up products using various means through advertisings.At first, this paper combs the related consumption theories, combs the concepts of consumption, consumption culture and consumerism, and explains the consumption society and its development in China. The second and third chapters of this paper analyze the real advertising text; the second chapter uses word frequency analysis to analyze the content of real estate advertisings in Nanchang region; the third chapter analyzes three real estate advertising cases. The last chapter expounds the background, reason and concrete manifestation of consumerism tendency in real estate advertisings in detail.