房地产广告文案创作与消费者接受心理

Advertising Copies in Real Estate and Consumers' Acceptant Psychology

消费者接受心理是影响房地产广告文案创作水平的重要因素之一,广告设计师通常要结合目标消费群体的心理特点来进行广告文案的创作。房地产广告文案的创作与消费者接受心理之间有其特殊的内在规律。第一,别墅类房地产广告个性化趋势明显,广告与接受的相关性将更多地取决于个体因素;第二,公寓类房地产广告将进入中产化时代,消费群体的拓展将带来广告的规模效应,这恰恰与别墅类广告趋势相反,广告与消费者接受心理的相关性将更可测,更多地取决于群体因素。房地产广告的文案创作恰恰就是需要科学分析消费者接受心理,把握房地产广告之诉求趋势,以资提升房地产广告文案实施的目标性和有效性。

Consumer＇s psychological acceptance is one of the important factors that affect real estate advertising copy writing because the advertising designers usually create advertising copies according to the psychological characteristics of the target consumers.Real estate advertising creation has special internal relationship with the consumer＇s psychological acceptance.Firstly,villa real estate advertising is obviously individual-oriented and the relevance between advertising and acceptance will depend more on the individual factors.Secondly,apartment real estate advertising will come into the middle class age.The expansion of the consumer groups will bring scale effect to the advertising,which is precisely opposite to the villa real estate advertising trend.The relevance between advertising and acceptance is more likely to be measured and depends more on the group factors.Real estate advertising copy writing just needs to scientifically analyze the consumer＇s psychological acceptance and grasp the trend of real estate advertising demand in order to enhance the targetfulness and effectiveness of the implementation of real estate advertising copies.