A Study on Strategy and Application of Illustration in Pre-sale Real Estate Advertising

• Main Authors: Lin, Yi-Ku, 林宜谷
• Other Authors: Hsiao, Hui-Chun
• Format: Others
• Language: zh-TW
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/8v75yj

碩士 === 臺北市立大學 === 視覺藝術學系碩士在職專班 === 104 === Real state advertisement serves the purpose of guiding and describing the value of the real estate, hence it plays an important role in real estate sales. Since real estates are assets with higher value, huge sum of money required makes the threshold to purchase. Therefore, before making the purchase, the consumers would definitely try to collect as much information as possible by all means. Real estate advertisement is also very different from ordinary advertisement. It is a communication of the overall information consists of analysing the real estate’s overall value such as the current value of its location, comparing with the area’s market, consumer demand, possible future increase in value. It is distinct from the ordinary advertisement, which mainly appeals to selling the product and service of a single commodity. In the process of carrying out the advertisement, whether it is poor sales performance or mistakes in strategy, are all testing the resilience of the real estate agency. However, to complete the sales smoothly, the performance of the advertisement derived from these strategies is directly related to whether it can affect consumers’ attention, and then lead them to the purchase. Among them, in the advertisement of pre-sale house, the real estate agency must create the imagination for the consumers, using appropriate visual factors to stimulate the consumers to picture how would the house look like once it is accomplished, and then lead to the purchase. Thus, before we knew it, illustration has become one of the visual styles of the real estate advertisement, or even its main technique of visual representation. In recent years, it tend to be more and more often to see the illustration adopted in real estate advertisement. According to the finding of this research, the strategy of illustration adopted in the real estate pre-sale advertisement are considered mostly according to the purpose of the occasion, uniqueness and the eye-catchingness, providing the overall idea of living, trigering imagination, softening environment, selling ideas. For example, for the cases located in the areas with rich history or near the historical sites, it is more likely to see illustration adopted. For the subjects that are rich in history and story, illustration is applied to tell the wonderful time in the past. Moreover, for the consumers insisting on stylish life, or with specific demand of quietness, or pursuing leisure and lohas lifestyle, the illustrated representation can also appropriately simulate and picture the lifestyle and atmosphere that the consumers yearn for, in order to serve the purpose of communicating the ideas. It is also because of this, apart from the factors such as market and homebuyers attitude, illustration adopted in real estate advertisement has gradually become a means to attract consumers’ attention, offering novelty and imagination. Keywords: illustration, real estate agency, pre-sale house, real estate advertisement