房地产广告已经从简单的硬件诉求转变为人文诉求，从最初的对楼盘位置，交通便利，物业设施等硬件的推销介绍转向对产品进行“人性化”呵护。这种转变是基于社会变迁，人们的需求层次也有了进一步的提高，已经从简单的物质需求转为精神需求。同时，在房地产营销领域，众多的房地产营销人员也已注意到这一变化，房地产广告的风格、内容、制法也发生了相应的转变。
本文从“人文关怀的内涵”着笔，继而探讨了房地产广告创意中所体现出的人文关怀，同时提出了房地产人文关怀广告的若干创意策略。旨在能够更好地使“人文关怀”融入房地产广告，有效提高房地产广告的品味和诉求效果。
【关键词】房地产广告；创意；人文关怀。
Creative real estate advertising trends in the humane care of
【Abstract】Real estate advertising has moved from simple hardware demands of the changing demands for the Humanities, from the initial location of the real estate, transportation, property and other hardware facilities, the marketing of products, introduced towards the "humane" care. This change is based on the social changes, people's demand level has been further improved, from the simple to the spirit of the demand for material needs. At the same time, in the real estate marketing, a large number of real estate marketing has also taken note of the changes in the style of real estate advertising,content,system of law has also undergone a corresponding change.
In this paper, "the connotation of humanistic concern"into, and then explore the creative real estate ads in the humanities reflect the care and real estate at the same time a number of humanistic care advertising creative strategies. Designed to better enable the "humane care" into the real estate advertising, effective real estate advertising to increase taste and the demands of the effect.
【Key Words】Real Estate Ads；Creative；Humane Care.
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