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随着近几年住宅商品化趋势,房地产广告在广告中的比重日渐增大,据统计,成都市发行量首位的《成都商报》,99年8月房地产广告发布面积达到总数的23%。房地产广告与家电、通讯器材、医药类广告共同构成报刊广告的支撑部分。本文探讨的,即为房地产报刊广告的一支——住宅报刊广告的情感诉求。较之其它类别广告,住宅广告的文案、设计更频繁地采用情感诉求,这种倾向在较大版面广告中表
With the trend of residential commercialization in recent years, the proportion of real estate advertisements in advertisements has been increasing. According to statistics, Chengdu Commercial Daily, the number one place of circulation in Chengdu, reached 23% of the total number of real estate advertisements released in August 1999. Real estate advertising and home appliances, communications equipment, pharmaceutical ads together constitute a support part of newspaper ads. This article explores, that is, one of the real estate newspaper ads - residential newspaper ads emotional appeal. Compared with other types of advertisements, the copywriting of residential advertisements is designed to adopt the emotional appeal more frequently. This tendency is reflected in the larger format of the advertisement