论南宁市房地产广告文案推广的局限性（摘要）房地产一直关系着国民经济发展的热点，一直带动着经济的发展，在如今快速发展的中国，住房市场的紧张化程度也随之增加。房地产业将继续以迅猛之势引领民生热点，在房地产创造巨大财富的同时也给依附着地产的企业公司也将青云直上。作为地产大脑的广告公司，自然不会让错过绝佳机会。地产广告公司在宣传包装地产项目时，广告文案必将是有力的宣传手段，如何让一则或一篇文案打动消费者来带动消费，则需要广告文案的内容和设计突破以往的局限性。文中通过分析南宁市地产广告推广现状以及个别成功的广告推广案例，阐述目前南宁市地产推广存在的问题及发展方向。（关键词）南宁房地产；广告文案；局限性；（ABSTRACT）Relationshipbetweenrealestatehasbeenthehotspotofthedevelopmentofnationaleconomy,hasdriventheeconomydevelopment,rapiddevelopmentintoday'sChina,thedegreeoftensioninthehousingmarketalsowillincrease.Rapidofrealestateindustrywillcontinuetoleadthepeople'slivelihood,intherealestatecreatesgreatfortunes,andalsotoclingtotherealestateenterpriseswillalsorise.Thebrainasarealestateadvertisingcompany,naturalwon'tmissthegoldenopportunity.Realestateadvertisingcompanyinthepromotionalpackagingrealestateproject,apowerfulpropagandaADcopy,howtomakeastoryoracopywritermoveconsumerstodriveconsumption,youneedtocopythecontentanddesignofthebreakthroughthelimitationofthepast.Inthispaper,throughanalysisofpresentsituationaswellastheindividualsuccessofnanningrealestateadvertisingadvertisingcasestudies,thispaperpresentnanningrealestatemarketingproblemsanddevelopingdirection.(keywords)nanningrealestate;ADcopy;Limitations目录1引言..............................................................................................................................................42房地产广告文案推广概念分析...................................................................................................52．1房地产广告文案的作用.................................................................................................52.2房地产广告文案的定义及本质........................................................................................62.2.1房地产广告的定义................................................................................................62.2.2房地产广告文案的本质.......................................................................................62.3房地产广告文案的主要特征............................................................................................72.3.1独创性..................................................................................................................72.3.2商业性..................................................................................................................72.3.3艺术性..................................................................................................................72.4房地产广告文案的写作过程............................................................................................82.4.1理解广告策划书...................................................................................................82.4.2构思房地产广告文案...........................................................................................82.4.3起草文案..............................................................................................................82.4.4修改文案..................................................................................
