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改革开放以来的社会转型,导致大众价值观念的转型;这种转变反映在房地产广告图片成分中,就是广告中一些视觉符号的出现与发展变化,表征着大众对房地产这一消费对象价值关注点的转移。北京地区市民报(以《北京晚报》为例)房地产广告图片体现的主导性文化价值自1995年到2003年逐渐趋于多元化;同时,总体上,实用性价值不再占据主导地位,象征性价值成为房地产广告图片中体现的主要价值类别。
The social transformation since the reform and opening up led to the transformation of the values of the masses. This change is reflected in the composition of the real estate advertisement images, which is the emergence and development of some visual symbols in advertisements, which indicates the public’s concern about the value of real estate Transfer. Beijing Daily (Beijing Evening Newspaper, for example) The dominant cultural value reflected in the real estate advertisement picture tends to be diversified from 1995 to 2003; meanwhile, in general, the practical value no longer occupies the dominant position, and the symbolic Value becomes the main value category reflected in the real estate advertisement picture.