三年前,本刊曾经做过一个房地产广告专辑,而在中国房地产业已被部分政治与经济界人士视为“过热”的今天,我们试图在一个全新的全球化语境中再次研究中国房地产策划与广告。这个语境就是信息时代。信息时代应该有很多特性,然而现在只能谈两个与广告关系更密切的特性。第一,包括房地产在内的产品经历了从个体的生存到传播的生存的转型。各种产品的主体价值已经不是取决于其自身,而是取决于其传播中的形象。第二,在信息大量过剩的前提下,消费人群的接受信息模式发生了变化,按照舒尔茨的说法,由“取代模式”向“累积模式”转化,也就 Three years ago, we published an album on real estate advertising. Today, as real estate in China has been considered “overheated” by some politicians and business people, we are trying to study China again in a completely new context of globalization Real estate planning and advertising. This context is the information age. There should be many features in the information age, but now only two features that are more relevant to advertising can be talked about. First, products, including real estate, have undergone a transition from survival of individuals to survival of communications. The main value of various products has not hinged on its own, but on the image of its transmission. Second, under the premise of a large amount of information surplus, the mode of accepting information of consumer groups has changed. According to Schultz, it is transformed from “substitutive mode” to “cumulative mode”