摘要

　　　伴随着我国房地产业的蓬勃兴起，同时，伴随着当代社会消费文化的变化，人们的生活方式越来越趋向于美的享受、精神的追求和文化的积淀，房地产广告的文化诉求呼之欲出，结合地域、社区、新异文化而赋予的房地产广告表现内容越发能够展现各具特色的文化。这种表现内容蕴涵着深厚的文化底蕴，社会、消费者或被动或主动地去接受着这一文化信息的影响，广告主、房产商或积极或消极的面对着它的变迁，有的经典了，有的却歪曲了。本文试图通过对我国房地产广告的文化诉求内容及其运用现状的阐述，追寻广告文化诉求对于房地产广告创新的正确指导方向，通过注重创新性和多样性、兼顾内容和形式、提升文化品位等方面为房地产广告增强广告效果提供建议。

关键词：房地产广告；文化诉求

ABSTRACT

　　　Along with China's real estate industry has flourished, and at the same time, with the contemporary social changes in consumer culture, way of life of people more and more tend to enjoy beauty, spiritual pursuit and cultural accumulation, real estate advertising cultural appeal of troops, combined with regional, community, and different culture and gives the real estate advertising performance content more to show the unique culture. This presentation contains deep cultural, social, consumer or passive or initiative to accept the cultural information, advertising, property developers or positive or negative face it changes, some classic, some are distorted. This paper attempts through to our country real estate advertising cultural demand content and application present situation elaboration, search advertising culture demands for real estate advertisement innovation the correct direction, through the focus on innovation and diversity, both the content and the form, enhance the cultural quality and other aspects of the real estate advertising enhances advertising effect provides recommendations.

Keywords: Real estate advertising；Cultural aspirations