From House Construction to Life Building—Real Estate Advertisements Planning through Emotional Appeals and Cultural Feelings

DOI

10.2991/ceed-18.2018.105How to use a DOI?

Keywords

Cultural Feeling; Emotional Appeals; Real Estate Advertisement

Abstract

The 19th National Congress of the Communist Party of China has pointed out that houses are used to live, not to speculate. Consumers should be guided by national policies to purchase houses rationally, and houses should return to its fundamental property of living. Nowadays, consumers no longer seek the simple living function of houses. Therefore, house developers and house agents should not guide consumers from the perspectives of investment or properties in their real estate advertisements. By contrast, their full attention on consumers’ cultural feelings can deeply arouse their purchasing desire. As an important way of cultural feelings, emotional appeals move consumers’ emotion, and promote them to purchase.

Copyright

© 2018, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Wang Mo-ran
AU  - Guo Xiu-juan
PY  - 2018/12
DA  - 2018/12
TI  - From House Construction to Life Building—Real Estate Advertisements Planning through Emotional Appeals and Cultural Feelings
BT  - Proceedings of the 1st International Conference on Contemporary Education and Economic Development (CEED 2018)
PB  - Atlantis Press
SP  - 542
EP  - 545
SN  - 2352-5398
UR  - https://doi.org/10.2991/ceed-18.2018.105
DO  - 10.2991/ceed-18.2018.105
ID  - Mo-ran2018/12
ER  -