不同区域房地产广告的文化价值观差异——以北京、上海、广州、武汉、沈阳、成都六城为例  

Cultural Value Differences between Real Estate Advertising of Different Geographical Regions： Taking Beijing, Shanghai, Guangzhou, Wuhan, Shenyang and Chengdu for Example

作　　者：刘妙娜[1] 宋玉蓉[1] 林升栋[1] 

机构地区：[1]厦门大学新闻传播学院,厦门,中国,361005

出　　处：《现代广告》2013年第12期4-11,共8页Modern Advertising

基　　金：本文系中央高校基本科研业务费项目《东西方不同文化思维方式对广告说服的影响：一个至下而上的脉络建构与验证》成果之一.项目编号：2013221006

摘　　要：在不同区域投放广告应符合该区域的文化价值观，而区域房地产广告是透视该区域文化价值观的窗口。本文以cheng和Schweitzer（1996）的文化价值观量表为框架，对北京、上海、广州、武汉、沈阳、成都六城代表性报上1183条房地产广告进行内容分析，发现北京强调“享受”和“社会地位”；上海强调“高效”和“实惠”；广州强调“智慧”和“探险”；武汉综合表现中庸；沈阳强调“自然”和“现代”；成都强调“独特性”、“竞争”和“个人主义”。Advertising campaigns in different regions should comply with the regional cultural values, which can be understood from the real estate advertisements of different regions. Based on the Cheng ＆ Schweitzer＇s （1996） cultural values scale as the research framework, this article has used content analysis to analyze 1183 real estate advertisements from six representative newspapers of Beijing, Shanghai, Guangzhou, Wuhan, Shenyang and Chengdu, and found that Beijing stresses more ＂enjoyment＂ and ＂social status＂, Shanghai stresses more ＂effectiveness＂ and ＂economy＂, Guangzhou stresses more ＂wisdom＂ and ＂economy＂, Wuhan walks in the middle way, Shenyang stresses more ＂natural＂ and ＂modernity＂, and Chengdu stresses more ＂uniqueness＂, ＂competition＂ and ＂individualism＂.

关 键 词：广告投放 区域文化 文化价值观 房地产广告 

分 类 号：F713.8[经济管理—广告]