JAUE2014-022 Analysis and Research on Print Advertising in Taiwan’s Real Estate Industry

Abstract

The population of Taipei metropolitan (including Taipei City & New Taipei City) is almost nearly 30% of Taiwan. Therefore, the Taipei metropolitan has a magnetic effect that creates enough incentive to make consumers among the general public willing to purchase homes in Taipei metropolitan using their life savings and the financial assistance of their parents, despite the fact that housing prices are still on the rise.
 This study is based on newspaper print ads copy for real estate in the Taipei metropolitan. Research data analyzed includes main titles, subtitles, and other advertising copy. The research has shown that there is still a large amount of false advertising or deliberately concealed information existing nowadays in newspaper print ads copy for real estate in the Taipei metropolitan. There is a considerable gap in the understanding of print advertising copy in newspapers between the real estate developers or agencies and the general consumers.
 This study shows that this gap in understanding is due to information asymmetry. The study then offers solutions and insights for real estate developers, consumers, and the government to help solve this problem.