房地产广告消费主义倾向分析——以南昌地区房地产广告为例-analysis of the consumerism tendency of real estate advertising - taking nanchang real estate advertising as an example.docxVIP

II II Abstract Daniel Miller believes that the advertisement for the expectation of the society has accumulated influence the formation of concept for the total way of life. Since the reform and opening upon the one hand, affected by the global economic integration, the western consumer culture began to invade China, on the other hand, the rapid development of Chinas economy, the development of social productivity, people living in this era of change in lifestyle and consumption concept. People are influenced by the Chinese traditional view of consumption at the same time, began to accept and even the pursuit of pleasure of consumption, modern consumer culture began to appear in china. The effect of this kind of consumption culture is imperceptibly, after a period of time, will fly in quality. Advertising is the companion of the commodity economy, itself has a utilitarian natural, it can not be divorced from the social culture. Based on this background, this paper take the real estate advertisement as the research object, on the real estate advertising began to take the consumerism tendency causes, manifestations and impact on society in many aspects, multi angle analysis, cause the attention of industry and academia on this phenomenon. In this paper, the research object is selected in 2014 March -2015 year in March published in the Southern Metropolis Daily, evening news, information daily Nanchang Nanchang area on the real estate newspaper ads. 2014 is a special year for the real estate market, the real estate market after ten years of rapid development began to freeze. In the past ten years, the development of the real estate market too quickly to the market chaos, the emerging issues, to promote the role of the market for real estate advertising too dependent for improve the quality of the product are not should be pay attention to, for the interpretation of the real estate advertising to a correct understanding of the existing problems. In the future developmen