Research On The Application Of Cultural Elements In Dandong Real Estate Advertising

The prosperity of the real estate industry makes real estate advertisements glow with new vitality and vitality.Many copywriting works with traditional cultural elements as the theme appear in the advertisement copywriting.Dandong,as a city with regional characteristics,has made full use of traditional cultural elements.However,some of them are properly used and have profound implications,while others are excessively pursuing novelty and innovation,and many problems need to be solved urgently.In the first chapter of this paper,the introduction part elaborates the research background and significance of the topic,summarizes and analyses the current research situation at home and abroad,introduces the main research methods used in this study,and lists the innovation and research difficulties of the research.In the second chapter,starting with the traditional cultural elements in real estate advertising,the concepts of real estate advertising and cultural elements are systematically elaborated.At the same time,Maslow's demand theory and brand image theory,which are used to support this study,are analyzed respectively.Chapter three summarizes the elements of traditional Chinese culture which are often used in real estate advertising,and selects the four most frequently used elements-"family culture","religion culture","poetry culture" and "totem culture",and illustrates the application of these cultural elements in specific advertising with examples.Chapter IV puts forward the problems that appear in the use of these cultural elements in real estate advertising,such as neglecting geographical location factors and excessive pursuit of cultural convergence;misusing cultural elements to make the copywriting lack aesthetic sense;transferring hierarchical concepts,affecting the establishment of correct values;lacking of new media thinking,and the limitations of communication ideas.The fifth chapter puts forward feasible suggestions aiming at the above problems,mainly including: understanding project characteristics on the spot,taking into account the commonness and pursuing individuality;correctly interpreting cultural elements and understanding spiritual connotation;choosing cultural elements that accord with audience's aesthetic taste;making full use of network advantages and increasing dissemination.The sixth chapter of the paper is a summary,which not only summarizes the viewpoints of the paper,but also clarifies the shortcomings of the paper,and strives for improvement in the future research.This paper mainly uses case analysis method to study,collect and sort out real estate documents in Dandong,and select representative documents for analysis;then literature research method,combing the existing achievements of real estate documents and traditional cultural elements to support the theoretical nature of the paper;finally,the field investigation method,from the field investigation to increase the authenticity and objectivity of the research.