房地产论文：我国地产影视广告艺术性与实效性研究

房地产论文：我国地产影视广告的艺术性与实效性研究

【中文摘要】当前一些专业地产广告制作公司，在宣传片制作过 程中如同汽车生产流水线，大部分审美还停留在对于房屋模拟“逼真” 的要求上面，而忽略了宣传片的艺术创作与全案营销策略的对接与契 合。迷失在产品“炫丽”的画面当中，言之无物，主题苍白空洞。而一 个好的地产广告宣传片，不应仅仅只是单一的产品外观及功能的表达 而应该艺术与实效性相结合，从全方位体会全案策划方向，配合整体 营销框架，把握产品精神及理念，提高产品附加值。本文结合南京佛手 湖庄园广告宣传片制作案例，从策划案制作的角度，探讨研究出一套 科学的又切合实际的地产广告营销策划框架，理论与实际相互映证， 希望对房产广告宣传片的策划实践起到一些指导作用。

【英文摘要】 The current number of professional real estate advertising production companies in the video production process as automobile production lines,most of the aesthetic is still in the house simulation a realistic ” requirements

contrast,However, while ignoring the the promotional film artistic creation combined with marketing strategy.Lost in the product “dazzling ” screen, is empty talk, subject no any

meaning. A good real estate advertisement promotional film,not only simple roduct outward appearance and the function expression, should be comprehensive planning. direction and the overall marketing framework, grasps the product spirit and the ideas, increase value-added products. In this article

combine with Nanjing FuShou Lake manor promo case, The case of production from a planning perspective to developed a set of

scientific and practical real estate advertising and marketing planning framework and theory with practice mutual authentication.Hopefully,to real estate advertisement promotional film to play some role in guiding practice.

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【关键词】房地产影视广告艺术实效整体营销

【英文关键词］ real estate commercials Promotional

film Arts Practical Overall marketing

推荐访问:房地产论文 艺术性 实效性 影视广告 房地产论文：我国地产影视广告艺术性与实效性研究