Propuesta de metodología para el estudio del discurso de la publicidad inmobiliaria
ISSN: 1012-1587
Datum der Publikation: 2015
Nummer: 4
Seiten: 409-428
Art: Artikel
Andere Publikationen in: Opción: Revista de Ciencias Humanas y Sociales
Zusammenfassung
The real estate market today is a cross-section of high social, economic and cultural relevance. We present here a methodology to explain the significant dimension that acquires real estate when it is represented in advertising. With that purpose we have adapted the Rodrigo Alsina’s sociosemiotic communication model, introducing the mediatization concept as a procedure context of the brands, where the ideology of consumption is divulged. Our methodology will analyze a corpus of graphic advertisements that will help to reveal the discursive mechanisms of real estate advertising during the real estate bubble in Spain (1997-2006).