宁波楼盘称及其广告语的文化阐释.docVIP

????摘要:楼盘名称及其广告语，是楼盘基本属性、市场定位和文化内涵的反映，在一定程度上折射出购房者审美心理、价值取向的变迁，并体现出鲜明的时代特点和地域文化特征。仅以宁波市10年来新建楼盘为例，其命名及广告语的设计，即涉及到中国传统文化、地方文化、消费者审美习惯等因素，这是商业与文化对接的结果，也是房地产市场日趋成熟的体现。????关键词:宁波楼盘;名称;广告语????Abstract:The?real?estate?names?and?advertising?slogans?evince?the?basic?properties?of?real?estates，the?marketpositioning?and?the?cultural?connotations，to?some?extent，they?reflect?the?aesthetic?psychology?as?well?as?thevalue?orientation?of?buyers?and?represent?the?marked?features?of?the?times?and?the?distinctive?regional?culturaltraits．Take?for?example?the?names?and?the?advertising?slogans?of?the?real?estat