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房地产的创新广告已经不像我们传统的广告那样卖房就是给你介绍房子的性能,更是让人们被这种创新的理念所吸引,被创新的理念影响。把广告中的景象带入到自己的生活当中,这就是房地产创新广告中使用的象征性互动理论。将房子赋予另一种含义。增强消费者购买房屋的欲望。象征性互动理论在社会传播中起到了重要的作用,是人们通过互动的传播行为获取新的意义。本文首先对象征性互动理论的概念进行研究,分析其理论来源与主要特征,再写出传统房地产广告与象征性互动理论的关系,并对房地产广告创新中象征性互动理论应用举出相关例子,进行分析。
Innovative advertising real estate is not like our traditional advertising selling is to introduce you to the performance of the house, it is to let people be attracted by this innovative concept, innovative ideas affected. Bring the ad scene into your own life, which is the symbolic interaction theory used in creative advertising on real estate. Give the house another meaning. Enhance consumer desire to buy a house. The symbolic interaction theory plays an important role in the social communication, which means that people get new meaning through the interactive communication. This article first studies the concept of symbolic interaction theory, analyzes its theoretical sources and main characteristics, then re-writes the relationship between traditional real estate advertisement and symbolic interaction theory, and gives some examples of the application of symbolic interaction theory in real estate advertisement innovation. Analyze.