Abstract
The real estate marketing of the Reserva do Paiva, of the metropolitan region of Recife (RMR) is analyzed from the perspective of commodity aestheticism, alluding to the metaphor of the death logic that permeates the action of capital, which permanently seeks to age objects and things, arguing that they should be replaced by novelties in the market. In this context, planned obsolescence is discussed in the light of aesthetic innovation, even if in the real estate sector this meets with certain difficulties due to the long durability of properties. With the emphasis on socio-spatial exclusiveness, this real estate complex is advertized as a new urban rarity, strategically located in one of the few unbuilt beachfront areas in the metropolitan space. In the light of commodity aestheticism, marketing explores both the rational and the emotional sides through co-branded actions, materials and advertising in magazines aimed at the luxury consumer, with recurrent discursive constructions that appeal to the idea of sophistication and exclusivity. This is equally related to the needs of our time, such as convenience, comfort, safety and environmental sustainability.
Highlights
Marketing is a key component of the real estate business
Like so many other goods real estate is part of this game of seduction under the most diverse artifices and appeals. In this context, marketing always works with the dimensions of the aestheticism of the commodity, that “[...] designates a complex functionally determined by the exchange of value and originating from the final form given to the commodity, concrete manifestations and sensual relations between the subject and object conditioned by them” (HAUG, 1997, p. 15)
This article analyzes the real estate marketing of the Reserva do Paiva from the perspective of commodity aestheticism, alluding to the metaphor of the death logic that permeates the action of capital, which permanently seeks to age objects and things arguing that they should be replaced by novelties in the market
Summary
Marketing is a key component of the real estate business. Just as in other branches of the economy, in this sector it is present throughout the cycle, that is, from market research in the pre-project design phase, until the delivery of the final product to the customer. The RRSC’s first two projects were completed in 2010 - the Condominium Morada da Peninsula and Via Parque, the master schedule foresees the completion of the last phase only around 2040.3 In addition to this condominium, the only one made up of houses, at present, the residential Vila dos Corais and Terraço Laguna has been completed; a business center with 1,118 rooms for offices, attached to a shopping center (open mall) with 40 commercial rooms; a Sheraton hotel and a gastronomic complex In this frame of reference, the tone of exclusiveness prevails in the Reserva do Paiva which is positioned as a new rarity in the context of the MRR, strategically located in one of the few unbuilt areas on that metropolitan coast. Below there follows an analysis that focuses on the insertion of marketing in the light of commodity aestheticism, as introduced above
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