Study On The Application Of Huizhou Cultural Elements In Tourism Real Estate Advertising

Historically,the Huizhou people have created the prosperous and influential culture.Huizhou culture has been spreading along with Huizhou merchants and officeholders,and it has been fading away with the decline of Huizhou merchants,leaving quantities of cultural heritage.It's worth thinking about how to inherit and carry forward the excellent culture today.Under the market economy tourism real estate prosperity again in 2016.In 2017,the four ministries put forward a great effort to develop the characteristic town,and pay attention to the promotion of cultural connotation as a considerable platform for the economic restructuring.Due to the notable regional cultural characteristics,lots of Huizhou cultural elements are used in Huizhou tourism real estate advertisements.The usage of elements,the way they are used and the influence they bring are worth further discussion.In this paper,six items of tourism real estate are selected to analyze the application of Huizhou cultural elements in tourism real estate advertising.The tourism real estate project covers five major types: Tourist blocks,vacation villages,characteristic towns,residential real estate and tourism complex.A total of 624 sample advertisements were collected,among which 437 samples were advertised by using Huizhou cultural elements.The study shows that the use of Huizhou cultural elements in tourism real estate advertising can be divided into three echelons,which are,from more to less,Huizhou architectural and technological elements,Huizhou folk and geographical elements,Huizhou art thought and Huizhou technology elements.There are three major application modes: single or combination,representational or abstraction and deconstruction or reconstruction application classes.Through the interviews with experts and scholars,we find that the use of cultural elements can increase the influence of Huizhou tourism real estate ads,create artistic conception and endow tourism real estate brand connotation;for the culture of Huizhou itself,it will arouse more attention,also make the adaptive development or industrialization revival.However,the application of Huizhou cultural elements in tourism real estate advertisements still has the following problems: the selection of cultural elements in Huizhou is converging,the expressive technique is pale,it doesn't have deep connection,and it is not closely related to the subject when it is used.The article also puts forward targeted solutions: rational and pluralistic use of Huizhou cultural elements,looking for ingenious creative techniques,mining Huizhou cultural connotations,and accurately expressing advertising appeals.This paper provides data supporting for the application of Huizhou cultural elements in tourism real estate advertising.Meanwhile it analyzes the application,existing problems and solutions of Huizhou cultural elements in tourism real estate advertising.However,the quantity of tourism real estate project is too amazing to involve them all,the research results are still limited.In conclusion,I hope this article would provide guidance for the rational use of Huizhou cultural elements in tourism real estate advertising,so that Huizhou cultural elements can play an active role in tourism real estate advertising and bring positive results for both.