REAL ESTATE MARKETING IN THE LIGHT OF COMMODITY AESTHETICISM

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.