传播仪式观视域下的中国房地产广告解读  

Analysis of real estate advertisements in China in the ritual view of communication

作　　者：魏昀[1] 

机构地区：[1]厦门大学新闻传播学院

出　　处：《广告大观（理论版）》2011年第2期92-99,共8页Journal of Advertising Study

摘　　要：本文借用传播仪式观的研究路径,将房地产广告作为一种文化的仪式,以具有较高的社会认可度的仪式作为研究对象,力图阐释人们在房地产广告这种文化仪式中,分享了怎样的共同意义和价值信仰,考察了其在意义共享的基础上对社会现实的表征和维系。本文采用内容分析的方法,以1996-2008年"‘广州日报杯’华文报纸优秀广告奖"中的"房地产"类别获奖广告为研究对象,从仪式的幕布、仪式的道具、仪式的进程以及仪式核心意义四个角度着手,对房地产广告从色彩、元素符号、生活方式和文化价值这四个方面予以分析,完成了仪式观对房地产广告的观照。This paper looks on real estate advertisements as some kinds of cultural ritual as the object of research through the ritual view of communication as the approach, trying to interpret what values people is sharing in real estate advertisements as cultural ritual and, how the social reality is characterized and maintained behind the ritual. In this paper, at the aim of finding out the colors, elements, lifestyles and cultural values reflected in the real estate advertisements, content analysis is taken up to look into the award-winning advertisements in the ＂real estate＂ category of Guangzhou Daily Cup Selection of Excellent Advertising Awards for Chinese Language Newspapers （1996-2008） in terms of the curtain, props, process and core meanings of the ritual.

关 键 词：传播仪式观 房地产广告 共享意义 

分 类 号：F713.8[经济管理—广告]