中文摘要：

通过对1634则房地产报纸平面广告进行内容分析,探索广告信息线索、USP和广告诉求3个变量的分布特征及相互关系。研究发现,房地产报纸平面广告总体上以实用性诉求为主,信息线索含量较高,USP使用率约占广告总量的1/3;3种类型（实用性诉求、价值表现性诉求、实用-价值表现性诉求）广告的平均信息线索数量存在显著差异;3种类型广告在价格/价值、质量、成分与含量、可获得性、体验、产品形状、本企业研究和新构思等8条信息线索的使用率上存在显著差异;USP广告与非USP广告在价格/价值、可获得性、体验、产品形状、本企业研究、新构思等6条信息线索的使用率上存在显著差异;3种类型广告USP战略的使用率存在显著差异。

英文摘要：

Based on the content analysis of 1634 newspaper print ads of real estate,this study explores the distribution characteristics of and the relationship among three variables including information cue,USP and advertising appeal.Results show that the print ads of real estate mainly employ a strategy of utilitarian appeal,the volume of information cue is high,and USP usage ratio accounts for about one third of the total ads.Three types of ads（utilitarian appeal,value expressive appeal,utilitarian-value expressive appeal）have significant differences in the average number of information cues.Three types of ads have significant differences in the usage ratio of eight information cue categories including price/value,quality,components or contents,availability,taste,packaging or shape,company research and new idea.There are significant differences between the USP and non-USP ads in the usage ratio of the following six information cue categories including price/value,availability,taste,components or contents,company research and new idea.Three types of ads have significant differences in the usage of USP strategy.