摘要:房地产入侵了建筑，入侵了城市，入侵了艺术，入侵了人际关系、社交网络、阶层定位、消费观念、生活方式……房地产文化是中国最主流的城市文化，这一切的构造与形成，房地产广告起了不可低估的作用。房地产广告精美画面往往能在第一时间内给消费者以强大的视觉冲击力，但是真正打动消费者的，给消费者留下深刻印象的却是文字的魅力。广告文案的创作不同于艺术的创作，可随心所欲，它是在“戴着脚镣跳舞”，这个“脚镣”是由产品、消费者、市场共同铸就。随着广告运用的科学化，在广告出台前往往要制定广告策略，而决定广告策略成功与否就在于是否提炼出了消费者渴望得到的广告诉求点。房地产广告诉求是广告主题的表达，是项目主要卖点的强力展示。房地产广告诉求方式主要偏重于理性诉、感性诉求、情理结合诉求。基于房地产广告诉求策略在房地产广告中的重要地位，针对不同的诉求方式，完善系统房地产诉求策略成为房地产广告的重中之重。

关键词：房地产广告文案；诉求策略；感性诉求；理性诉求；情理结合诉求

ABSTRACT:Real estate invaded buildings, the invasion of the city, the invasion of the art, the invasion of the interpersonal relationships, social networks, class positioning, consumption concept, way of life... China's real estate culture is the mainstream of urban culture, all these structure and form, real estate advertising up do not underestimate role. Real estate advertising elegant picture can often in the first time to consumers with strong visual impact, but really touched consumers, to impress the consumer is the charm of words. Advertising copy is different from the creation of art creation, can follow one's inclinations, it is in the "wearing shackles dance", the "shackles" is by the products, consumers, market common casting. With the use of scientific advertising, advertising on the former tend to make advertising strategies, and decide to advertising strategy success lies in whether the extracts consumers want to advertising appeal point. Real estate advertising appeal is advertising theme expression, is the main selling point project powerful display. Real estate advertising appeal ways mainly focuses on the rational appeals, emotional appeal, with reasonable demands. Based on the real estate advertising appeal strategies in the important position of real estate advertising, in view of the different appeal way, improve the system of real estate appeal strategy as the top priority of the real estate advertising.

Keywords: Real estate advertising copy；appeal strategy；emotional appeal；rational appeals；Sense combined with appeal