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当下房地产广告中大量使用西方化的表现形式,鲜有中国传统文化元素的出现。可喜的是,有识之士开始反省,开始了回归,房地产广告也出现了一股越来越鲜明的中式风格。本文尝试从房地产的楼盘整体设计、房地产广告的画面表现以及作品的语言文字表现中证明该种鲜明的风格;此外还分析了产生该种风格的原因,用以说明这种风格出现的重要意义;最后探讨目前房地产广告中式风格存在的一些误区。
The current real estate ads extensive use of Western forms of expression, few Chinese traditional culture elements appear. It is gratifying that, people of insight began to reflect, began the return of real estate ads also appeared an increasingly distinct Chinese style. This article attempts to prove the distinctive style from the real estate design of the real estate, the real estate advertising screen performance and the language performance of the works. In addition, it also analyzes the reasons for the style to show the significance of this style. Finally, we discuss some mistakes in the Chinese style of real estate advertisement.