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近年来,房地产广告中有关刻意强调阶级与层次、西洋化情节严重、宣扬不健康价值观等因素屡见不鲜,笔者认为,以上均为贵族化意识形态的表现形式。为研究方便,本文用“消费者”一词来指代以各种形式和手段参与到房地产产业活动中的人群,并运用消费文化和社会学的相关理论,以消费者心理的深度转变为切入点,就目前众多房地产广告中贵族化意识形态的存在根源进行阐释和分析。
In recent years, real estate advertisements deliberately emphasize the class and level, Westernization is serious, promote unhealthy values and other factors are common, I believe that these are the forms of aristocratic ideology. In order to facilitate the research, this paper uses the term “consumer” to refer to the people who participate in the real estate industry through various forms and means, and uses the theories of consumer culture and sociology to change the depth of consumer psychology As a starting point, explain and analyze the existence of the aristocratic ideology in many real estate advertisements.