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An Applied Research of the Application of Hunan Cultural Elements in Newspaper Advertising of Changsha Real Estate

Author: XiaoZuo
Tutor: LiZhengLiang
School: Hunan University
Course: Journalism and Communication
Keywords: Hunan cultural elements Real estate newspaper ads application
CLC: F713.8
Type: Master's thesis
Year: 2013
Downloads: 11
Quote: 0
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Abstract


The universal application of cultural elements with national and regional in the real estate newspaper advertising has aroused great interest among the press and the academia. Due to the significance of the regional characteristics, real estate newspaper advertising in Changsha applies many Hunan cultural elements. However, what is the application status and problems of these elements in the Changsha real estate newspaper advertising, and how to solve these problems are the focus of an in-depth discussion.Based on content analyze method, by selecting1359Fridays’ads at odd number on Changsha evening news, Xiaoxiang morning post and SanXiang metropolis daily newspaper from2002to2011as the research objects, this study adopts fixed sample equidistant sampling, and samples the ads in odd number on Friday for ten years, and ultimately determines the189advertisements with Hunan culture elements as the research sample. This thesis sums up the application situation, way, effect and law of Hunan culture elements in the Changsha real estate newspaper advertising. This paper argues that there are three rules in the application of Hunan cultural elements in Changsha real estate newspaper advertising-a deep comprehension of the Hunan culture connotation, an exploration of the home buyers’demand, and an integration of a variety of cultural elements. In the process of application, problems as the derivative, wrong use of Hunan cultural elements and the promotion of the hedonistic consumerism values arise. In order to solve the problem, the author puts forward the corresponding countermeasures:to dig into buyers’favorite Hunan cultural elements, to adjust local conditions to highlight the differences of Hunan cultural elements, and to seek the newness and optimization for creation of Hunan culture.Cultural property has been brought to the attention of the academia and the press. Through research, the author provides the empirical cases and the related data of the application of Hunan culture elements in real estate newspaper advertising, which has a certain guiding significance on real estate advertising. But due to the variety of the amount and type of real estate advertising, it is difficult to cover them one by one, the results of the study has certain limitations. It is hoped that this research can provide reference for the real estate business culture transmission, and promote the development of Changsha in Hunan province and even the whole real estate advertising

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CLC: > Economic > Trade and Economic > Domestic Trade and Economic > The circulation of commodities and the market > Advertising
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