摘要
20世纪90年代以来,随着中国市场经济的腾飞,房地产业发展迅猛,房地产报纸广告也随之如火如荼发展起来。读图时代的到来使色彩传播在房地产报纸广告中也得到充分的体现。以2011年《京华时报》、《新民晚报》、《南方都市报》的2296幅房地产报纸广告为样本,研究现代房地产报纸广告基本色调的使用现状及其在受众心目中的认知。
With the development of China＇s market economy since the 1990s, real estate advertising industry is developing rapidly. Colors are fully used in the real estate newspaper ads under the images era. With the sample of 2 296 real estate ads of Beijing Daily, Xinmin Evening News and Southern Metropolis Daily in 2011, the essay analyzes the use of the basic color in the real estate newspaper ads and its perception in the audience.
出处
《淮海工学院学报（人文社会科学版）》
2013年第20期99-102,共4页
Journal of Huaihai Institute of Technology(Humanities & Social Sciences Edition)
关键词
房地产报纸广告
基本色调
色彩认知
real estate newspaper advertisements
basic color
color perception
