当代中国房地产广告的创意策略研究设计艺术学专业论文.docxVIP

Research Research on the Advertising Creativity Strategy for Modern Chinese Real Estate ABSTRACT Nowadays，real estate advertising like housing is matchless in advertising。 Advertising creativity has bPA?A)me the goal ofpursuit for housing development agents and advertisement designers．Lack ofcreativity for housing advertising is known to a11． But various reasons。many housing advertising agants and housing ad designers find it difficult to change the status quo． The essence of housing advertising design is creativity．I believe that it is no doubt ofgreat value to be creative in ad design．There is no lack ofexcellent works in present day advertising，but mediocre ads still occupy a vast market,taking up most of the advertising space ofmass media． Creativity in the designing of housing advertising is affected by various factors like designers’personal cultivation in arts，preference of the housing agents，market acceptability,targeted customers of housing agents，demands of customers on the environment and other objective factors．Therefore，ad designers ale not in a position to luxuriously expel their permnal inspiration of creativity．Thus less creative work ‘flourishes’．Many present-day seemingly common housing advertisements are in fact the outcome ofuntiring pursuit ofmany housing advertising agems． Housing advertising meets witIl commendatory and derogatory comments from society at la唱e．Designers are in a dilemma．For breakthroughs in advertising， housing edvertising designers rack their brains for creativity and for ‘extraordinariness’out of‘ordinariness’．It is especially important to seek a model— commercial，more practical，more popular and widely welcome by people in the Uade Chinese housing adverting agents are enterprising．They have a strong feel for crisis,eager to get out ofvarious shackles fro breakthroughs．Though their efforts may not yield the desirable results，their pursuit has been never-ending．To avoid the conflict between ad creativity and the macro-milieu