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Abstract 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.
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Received: 14 March 2016
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2016, Vol. 13 
