楼书设计的发展方向及分析.docVIP

目 录 （略） 摘 要 楼书是房地产开发商或销售代理商宣传楼盘、吸引购房者的重要资料，是房地产广告的一种重要形式，它较大众媒体上的房地产广告和销售宣传资料更为翔实和丰富。 Loushu real estate developers or sales agents publicize properties for sale, attract buyers, is an important form of real estate advertising, real estate advertising and sales promotional materials in it than the mass media is more informative and rich. 关键字： 房地产 大众媒体 销售 前 言 中国的房地产业正在走向品牌化，品牌意识已经开始自觉或不自觉地融入到了中国传媒业变革的先行者之中。这样房地产的楼书视觉形象设计就成为其建立良好品牌形象的一个重要组成部分，而国内楼书的“大众形象”尚有薄弱之处，本论文对现在国内房地产楼书设计面临的一些问题进行阐述。 房地产业作为一项文化产业其商品属性越来越明显。楼书作为一个独立而敏锐的印刷媒体它既有同电视、广播相类似的实效强、综合化、集约化的特点也有像书籍那样轻松方便的阅读方式。然而楼盘毕竟不同于我们所认为的传统意义上的商品，大多数的商品是在面世的同时进行宣传推广，而房地产开发商会在楼盘的效果图制作完毕后立即对外进行宣传发布，楼书便很快充当其重要的媒体角色。 设计师要发挥独创性，运用与众不同的表现角度和表现手法，可以造就一种应变能力，不走人家走过的老路。关键在于设计必须创新China s real estate industry is the direction of the brand, brand awareness has been consciously or unconsciously into the Chinese media industry reform pioneer. So the real estate Loushu visual image design has become the established a good brand image is an important component of, and domestic Loushu public image and weakness, this paper present the domestic real estate Loushu design facing some problems. The real estate industry as a cultural industry with its commodity attribute is more and more obvious. Loushu as an independent and sharp printing media it both with television, radio and similar effectiveness strong, comprehensive, intensive characteristics also have like books as easy and convenient way of reading. However, real estate is different from what we think is the traditional sense of goods, most goods are available at the same time for publicity and promotion, and real estate developers in the sale of effect graph is made immediately after the foreign propaganda issued Loushu quickly, as the important role of the media. The real estate industry as a cultural industry with its commodity attribute is more and more obvious. Loushu as an independent and sharp printing media it both with television, radio and similar effectiveness stron