论目前房地产广告文案存在的问题.docVIP

摘要 PAGE PAGE I 摘要 1 - 论目前房地产广告文案存在的问题 专 业： 学 号： 学生姓名： 指导教师： 摘要 房地产广告对我们来说一点也不陌生，翻开报纸我们可以看到五花八门的房地产广告。目前，房地产广告文案存在着一系列问题，单从文案策划的角度来看，房地产广告文案存在着语言晦涩难懂、概念乱套，炫富和夸大其词，复制现象严重问题以及崇洋媚外等问题。面对这些问题，作为一名房地产广告文案人员，首先要深入了解项目本身的特点和内涵，从项目本身出发去解决项目存在的问题；其次要能够贴近消费者的利益，满足消费者的心理需求；在文案表达上应该有自己的特色，不能一味的抄袭；最后，广告追求的仍然是创意，不能一味地只遵循开发商的意见，要保证广告的质量，发展房地产广告文案的多样性。总之只有通过深刻的分析了解项目，提升驾驭文字的能力和沟通的能力，才能做出真正好的房地产创意广告。 关键词：房地产；广告；文案； Abstract PAGE 6 Abstract On the current problems in real estate advertising copy Abstract Real estate ads are not new to us, read in the newspapers we can see the wide variety of real estate advertising. Currently, there is a series of real estate advertising copy problem, just from the copy planning point of view, there is the language of real estate advertising copy obscure, the concept of laissez-faire, show off their wealth and exaggerated, the problem is serious, and kind of xenophilia replication issues. Faced with these problems, as a high copy of real estate related personnel, we must first understand the nature and content of the project, starting from the project itself to solve the problems the project; Second, we should be able to close the interests of consumers, to meet consumer psychological needs; expression in the copy should have its own characteristics, not blindly copying; Finally, the ad still in pursuit of creativity, not just blindly follow the views of developers, to ensure the quality of advertising, the development of diversified real estate advertising copy sex. In short only through in-depth analysis to understand the project, to enhance the ability to control language and communication skills, be creative and make a really good real estate ads. Keyword: Real estate；Advertisement；Copy； 目录 目录 目 录 TOC \o 1-3 \h \z \u 摘要 I Abstract II 第一章 房地产广告概述 1 1.1房地产广告的定义 1 1.2房地产广告的分类 1 第二章 房地产广告文案概述 4 2.1 什么是房地产广告文案 4 2.2 房地产广告文案的分类 4 2.3房地产广告文案的特点 6 第三章 房地产广告文案目前存在的问题 8