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Shanghai real estate advertising print media ideal self Policy

Author: WangYuFeng
Tutor: JiangZhiBin
School: Shanghai International Studies University
Course: Communication
Keywords: real estate advertisements media strategy content analysis ideal self
CLC: F713.8;G206.3
Type: Master's thesis
Year: 2010
Downloads: 140
Quote: 0
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Abstract


As a kind of material space built by human beings for themselves, the original purpose of housing is to provide a place for them to live in. In this sense, housing plays the same role in human’s life no matter how small or shabby it is. However, in social life a house symbolizes more. Especially in the modern commercialized society, a house does not only bear the meaning of material function, but also represents private wealth as well as social status. As one of the promotion means, real estate advertisements applied various approaches to push customers to chase after houses, in which houses signify a good life.With the approach of content analysis, the thesis chooses Xinmin Evening Post as the sample of research on the real estate advertisements in Shanghai, and makes a research on the residence-purposed real estate advertisements of every Friday in 2008. Based on the advertisement text, the thesis also uses the theory of ideal self and gives a general description on the samples from page position, page size and building type. Then, it analyzes several factors, such as words with high frequency, appeal form, appeal theme, picture patterns, picture element and character, to explain how real estate agencies take the advantage of advertisements to construct the“social status”and“life style”, which signifies a good life. In a word, the thesis analyzes how real estate agents realize their strategy of ideal self from the content of advertising text and creation.

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