现代中国房地产报纸广告的色彩传播分析-analysis on color communication of real estate newspaper advertisements in modern china.docxVIP

II Abstract With the development of Chinas market economy since the 1990s, real estate advertising industry is developing rapidly. Now, China’s visual communication spread of color is in full development period, and it is fully used in the real estate newspaper ads. In this context, we will select 2296 the real estate ads in the 2011 full year’s Beijing Daily, Xinmin Evening News and Southern Metropolis Daily newspaper for a sample, and use 12 parameter indexes, which can descript of the characteristics of the real estate newspaper advertising color spread, as variables for statistical analysis. Meanwhile, this paper combines the different intentions of the basic colors of the real estate newspaper ads in the public mind, color spread characteristics of the real estate newspaper ads in differences cultural, analysis of the design influence factors of color spread, to analysis and research the status of color spread in modern Chinese newspapers real estate advertisements, This study found that: the main colors in accordance with their respective proportion of the total sample from high to low is followed by blue, yellow, green, pink, white, purple, red, gray / black, orange. The meaning of the blue in the real estate newspaper ads is on behalf of the ocean, calmness, generosity and restraint. Yellow with his inherent color symbolizes the riches and honor. Green represents manor, the nature, the health, comfortability, greenness, environment and other meanings in real estate newspaper ads of color spread. Pink represents the image of warmth, happiness, elegance and live. The purple symbolizes the image of noble, elegant, luxurious, luxury; Red is in most cases on behalf of the family, joy, thanks, houses and other images; In the frequency of orange is not much, and mostly it is used in ordinary residence on behalf of small, vitality image. Black, grey as neutral color is usually used to symbolize calm，generous and steady images. Along with the change of the tonal coll