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    Please use this identifier to cite or link to this item: http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/94354

    Title: 房屋銷售廣告與居住意象之傳遞
    Other Titles: Homes sales advertisement and communication of residential images
    Authors: 成詩淳;Cheng, Shi-Chun
    Contributors: 淡江大學建築學系碩士班
    劉綺文;Liu, Chi-Wen
    Keywords: 房地產廣告;場景;元素;環境線索;環境意義與價值觀;Real estate advertising;Housing image;Setting;Environmental features;environmental cues;Environmental values and meaning
    Date: 2013
    Issue Date: 2014-01-23 14:25:46 (UTC+8)
    Abstract: 近年來台北都會區出現一股由市中心遷出到市郊的”輕移民”風潮。大量房屋廣告隨之出現。建築廣告以虛擬環境來銷售一般人一輩子最重要的商品:住屋。本論文以報紙全版建築廣告,經由環境分析和廣告意象與訊息來探討探對於環境訊息的傳遞方式和意義的指涉。其中內容分成三部分:建築廣告中的環境構成、建築廣告中的意義指涉、建築廣告中的環境線索。
    There is a “light emigration” trend with people moving out of the city into suburbs around Taipei City in recent years that entails numerous home sales advertisements in public media. These home sales advertisements project images of new homes which often become the most significant purchases in lifetimes. This thesis focuses on full-page home sales advertisements appeared on newspapers to investigate the messages and meanings inthem. Through analysis of images, and text messages referent meanings in the advertisements are explored. Emphases are focused on contents and organizations, features and cues, and the referred meanings involved in the advertisements

    Buildings and community environments, followed by people and their settings appear to be the most used images in the home sales advertisements. Locations and characteristics of the communities have influences on the selection of setting scenes and arrangements of physical objects in them. Positions of the presumed audiences, including out-of or on the site also affect the presence of characters in the settings. Environmental features including fixed, semi-fixed, and non-fixed elements are correlated with the scales of the residential environments. However, there tends to be very little relation expressed between the larger environmental contexts and the advertised residential communities. Locations of the housing communities may determine the referred meanings which often involve economic status. Economic status of the projected buyers affects the information quantities and emphases, as well as that being concealed in the home sales advertisements.
    It is found that the idea of affluence is the most important message projected in the advertisements, and is communicated through three scales including the larger environment, apartment building, and physical objects. Quality of life is a key concept emphasized and communicated through environmental ambience and objects of daily use in the advertisements for the areas of light immigrants. With less emphasis on real physical quality meanings regarding spiritual level are stressed in home sales advertisements in Taipei city area. Information about potential residents is deliberately concealed in those light immigration areas. In addition, features of cultural significance, particularly Western, are emphasized. There is also a strong tendency of co-presence regarding themes of meanings, particularly social status and wealth.

    This thesis also applies the hierarchy of needs developed by Maslow indicating levels of values expressed in the home sales advertisements. Values communicated through the advertisements in the light immigration areas in general conform to the continuous pyramid shape. On the other hand, with emphasis on wealth, social status, and higher level values home sales advertisements in Taipei city area appear to be a fragmented pyramid. The research suggests that environments projected in the home sales advertisements have multiple looks and settings due to user’s needs. Settings projecting similar social groups often result in similar use of environmental cues and patterns of organization. Human needs are seen as the major cause and determinants of meanings and distinguishing differences in the advertisements.
    Appears in Collections:[建築學系暨研究所] 學位論文

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