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房地产广告设计语境的创意表达

Innovative Expression in Real Estate Advertising Context Design
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摘要 以广告语境这一浸润着文化心理的研究为切入点,寻求房地产广告创意表达的有效途径。针对房地产广告的特点,重点研究了语境建构中的诉求语义、关联语义和审美语义,以确保房地产广告能与消费者进行最直接、最有效的对话。 In fierce market competition,the culture sign character of real estate advertisement is more and more strong,and the way and the rules of advertising creative expression have started to change.The purpose of this study was to seek effective ways of creative expression for real estate advertisements from the starting point of contextual advertising.Aim at features of real-estate advertisement,the semantic demands,association semantics,and aesthetic semantics were studied to ensure that the real estate advert...
作者 郑革委
机构地区 湖北工业大学
出处 《包装工程》 CAS CSCD 北大核心 2007年第10期151-154,共4页 Packaging Engineering
关键词 设计语境 房地产广告 创意表达 contextual design real estate advertisement creative expression
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