轉型期社會，住宅購買成為一種消費運動，其中，住宅類房地產廣告裡的符號意義以及意義指向的身份意識影響著人們的住宅消費觀念。本文以2000-2016年《IAI中國廣告作品年鑒》中的房產廣告作為研究樣本，運用符號學中能指、所指以及意指組合的理論，對廣告中的文字符號和圖像符號進行分析，探討住宅廣告如何超越符號本身的直接意指，通過符號含蓄意指的隱喻和元語言的換喻來建構居住者的身份想像，並最終通過自然化機制與普遍化機制實現住宅廣告神話的過程。

In the transformation of society, the purchase of residential has become a consumer movement. The consciousness of identity in the real estate advertisements has a profound influence on people's housing consumption concept. Taking the residential advertisements in IAI China Advertising Yearbook from 2000 to 2016 as the research samples, the essay focus on analyzing the text symbols and the image symbols of real estate advertising, using semiotics of signifier, signified and the combination of signification. Through the analysis to discuss the real estate advertising how to realize the process of advertising myth through the mechanism of naturalizing and generalization, going beyond the denotation of symbols themselves to construct the imaginative attribution of identity through the metaphor of connotation and metonymy of metalanguage.