中国元素在房地产广告中的“意境美”

On the " beauty of artistic conception" of Chinese elements in real estate advertising

广告依托什么样的美学理念,是房地产广告策划工作者要首先考虑的问题。本文根据当前我国房地产广告中存在的怪现象,提出了中国的房地产广告应当依托中国传统的美学理念这一观点,并具体阐述了意境美在房地产广告中的应用。

The advertisement is to rely on what kind of aesthetic philosophy,should first consider the question what is the real estate advertising planning workers.In this paper,according to the current our country real estate advertising in the strange phenomenon,put forward this view that Chinese real estate advertisements should rely on the Chinese traditional aesthetic ideas,and expounds the beauty of artistic conception applicated in the real estate advertisement.