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陸2005年年例亮[e-mail]1陸2005年年例了2005年年錄186理列陸行陸來年2論年來了(2003)來烈類度了不流說流識(2001)簾更不1/2兩麗刺索了2005年年錄184北81603213勒陸陸()年索年行年不不度31999年年連,料,年理論年論,年兩理年了年連更料2008行年料來便利行年不了讀來年不讀不度讀利說年年年年連讀理理1998年錄,年年不連不年度,年易,了年不連&蘭2005了度年不年歷理論年利理論度,讀(讀)說,類論年,年19984()念Hofstede(1980)更更理念度行流(Hsu,2002)Pollay(1983)行度行行度行行行來不行了行(Kluckhohn&Strodtbeck,1961)不領不論1973年Rokeach類(TheNatureofHumanValue)論念不()度來異不度-5(high-context)更來更(low-context)來不行來說不不異量度行來說立行更來說更更來更來(1)(2)(3)(1)(2)(3)利立力利樂6量KluckhohnStrodtbeck(1961)北律數來說不力量來律理行行來說McCarty度行來說論樓來來樓來(Davison&Reed,1998)不不不(Hall,1976)念來歷念不了什不來什來更來7來更來說來拉北北更來(Hall,1976Kluckhohn&Strodtbeck,1961Yau,1988)度了Hall(1976)行更更行更讀不行更HallHall(1989)數例數例82003例念不來不見不若Pollay(1983)42度量Hetsroni(2000)歷年來度行類理25度(2003)度了Pollay25度兩異兩論不來1.陸什2.陸什3.陸什來2005年年錄18681來北北60來32來15來9樓北了年陸了陸兩女類年行不見行論錄Gerbner立度數0.80度數0.670.80(,2005)行錄不論兩見不類度Holsti(1969)度RogerD.WimmerJosephR.Dominick(2003)度行度=212NNM+度=])1n[(1)(×−+×nM=數N1=數N2=數了兩度不來說論行了度10度度度=80.0558558447*2=+度=88.0]80.0)12[(180.02=×−+×陸更數說樓念率年念不不35.5%樓來樓聯(18.8%)(18.3%)樓(9.1%)類了不例33.3%樓11來23.1%了說見更不樓說六論陸露更論念來說老樓易樓句說樓說流樓陸12行行不不更2005年年年料類量年更更料路更陸陸更13錄錄2=3=4=力5=便利6=7=率8=10=14=15=立17=19=20=21=23=流行25=28=30=32=36=年37=38=39=40=41=異143=5=樓6=立7=8=樂來9=11=歷12=識13=19=樓20=21=23=24=樓25=樓26=30=來15162=3=4=5=樓7=老10=樂15=16=樓樓19=20=樓21=23=24=數25=樓錄樓來1=2=3=4=力5=便利6=7=率8=9=10=11=12=13=14=15=立16=17=18=1719=20=21=22=23=流行24=25=26=27=28=29=30=31=32=33=行34=老35=36=年37=38=39=40=1841=異1=2=3=4=5=樓6=立7=8=樂來9=10=樓利11=歷12=識13=14=年15=來16=來17=18=類19=樓1920=21=22=23=24=樓25=樓26=29=30=來1=2=3=4=5=樓6=7=老8=老9=樓年聯10=樂11=來2012=來13=14=類行15=16=樓樓17=樓18=類不了類19=20=樓21=22=樓23=24=數25=樓21參(2005年7)2005年年論北(2003)北2003年6聯論北2008年料狀略952-955蘭2005年狀78-80(2001年7)類2001年年論北1998年理利()93-961999度年35-40年2005嶺Davison,G.M.,&Reed,B.E.(1998).CultureandcustomsofTaiwan.Westport:GreenwoodPress.Hall,B.J.(1997).Culture,ethics,andcommunication.InF.L.Casmir(Eds.),Ethicsininterculturalandinternationalcommunication,(pp.11-41).Mahwah:LawrenceErlbaumAssociates.22Hall,E.T.(1976).Beyondculture.NewYork:AnchorBooks,Doubleday.Hall,E.T.,&Hall,M.R.(1989).Understandingculturaldifferences.Yarmouth:InterculturalPress.Hetsroni,A.(2000).TherelationshipbetweenvaluesandappealsinIsraeliadvertising:Asmallestspaceanalysis.Journalofadvertising,29(3),55-68.Hofstede,G.(1980).Culture’sconsequences:Internationaldifferencesinwork-relatedvalues.BeverlyHills:SagePublications.Hsu,Chen-Hsing.(2002).Advertisingcontentandculturalconsequences:Across-culturalcomparisonofTaiwaneseandU.S.magazineadvertisements.Unpublisheddoctoraldissertation,UniversityofUtah.Kluckhohn,F.R.,&Strodtbeck,F.L.(1961).VariationsinValueOrientations.Evanston:Row,Peterson&Company.McCarty,J.A.(1994).Theroleofculturalcalueorientationsincross-culturalresearchandinternationalmarketingandadvertising.InB.G.Englis(Eds.),Globalandmultinationaladvertising,(pp.23-45).Hillsdale:LawrenceErlbaumAssociates,Inc.Pollay,R.(1983).Measuringtheculturalvaluesmanifestinadvertising.InJ.H.Leigh&C.R.Martin(Eds.),Currentissuesandresearchinadvertising,(pp.71-92).MI:UniversityofMichiganPress.Rokeach,M.(1973).TheNatureofHumanValues.NewYork:FreePress.Yau,O.H.(1988).Chineseculturalvalues:Theirdimensionsandmarketingimplications.EuropeanJournalofMarketing,22(5),44-57.23WhatDoMainlandChina’sRealEstateAdvertisementsSay:AStudyof2005ChinaYearbookofExcellentRealEstateAdvertisementsAbstractBycollectingthe186piecesofnewspaperadvertisementspublishedin2005ChinaYearbookofExcellentRealEstateAdvertisements,thispaperanalyzesthetextsofeveryadvertisementtofindouttheadvertisingappeals,valuesandexpressions,demonstratingthegeneraltrendinMainlandChinarealestateadvertising.Thisstudyusesthecontentanalysiswiththreeuniversitystudentsactingasthecoders.Themainfindingsare:themostimportantvaluereflectedintheadvertisementsarequalityandtradition;themostfrequentlyusedappealisaboutthequality;themostfrequentlyusedexpressionisadoptingaestheticexpressionunrelatedtotherealestate.Thelimitationsandsuggestionsareprovided.Keywords:advertisingappeal,advertisingexpression,advertisingvalue,realestate,yearbook24