摘    要

房地产广告是广告体系中的一个重要组成部分。但是传统的研究视觉把广告看作为一个整体，从而导致对广告的研究仅停留在整体而广泛的层面。本论文旨在研究中国房地产广告和美国房地产广告，发现其中用语的不足和各自的特点，从而给与两国房地产市场一些建议与启示。因而此研究在实践上具有很高的意义。
本论文是在利用文体学和文化相关基本理论的指导到展开的。通过相对大量随机地收集中美房地产广告实例（对中国房地产广告的收集，仅采用了双语的例子），用文体学基本知识对中国房地产广告进行浅析及从文化角度对两国房地产广告进行对比研究得以完成的。
通过分析及对比数据研究得出中国房地产英文广告用语及句型结构的选择尚待加以严格规范和中美两国房地产应根据不同的市场制定有针对性广告语的结论。

关键词：广告，房地产，文体学，价值观

ABSTRACT

Real estate advertisement is a very prominent part in advertising, we took the advertisements as a whole in traditional research, which results in the situation that the research only stays on an unspecific level. This thesis focuses on the deficiencies of the bilingual Chinese real estate advertisements and the characteristics of both countries, so as to give some suggestions to their real estate markets. Thus, it is practically to study the Chinese and American real estate advertisements.
The theories of stylistics and culture value are the foundation of this thesis. Through collecting a lot of Chinese and American advertisements in real estate (only bilingual Chinese real estate advertisement examples are used in this thesis), briefly analyzing Chinese real estate ads in stylistics and comparatively studying the two countries’ real estate ads in culture, this thesis is finished finally.
The findings of the thesis have two aspects, one is that real estate business shouldn’t ignore word-choice and sentence structure-choice when we choose the English advertisements version, the other one is real estate business should pay more attention to differences in the two countries’ ads although they have similarities.

Key words：advertisement, real estate, stylistics, values

1 Introduction
Advertising is everywhere. Radio and television, newspapers and magazines, the Internet, highway boards, window shows, and any place you can imagine are employed to get all sorts of information to all people, advertising has become an indispensable part in our lives. It is no exaggeration to say that the air we breathe consists of oxygen, nitrogen, and advertising.
Though separated by vast distance in two countries, the American and Chinese Real Estate Advertisements also have similarities because of their resembling purpose – supplying information, getting customers and creating mass markets. In the modern society, advertisements, in a sense, play a decisive role in our daily life. However, because of the different understandings, traditions and values, reasonably there also exist differences in Chinese and America real estate advertisements.