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.Keywords: Commodity aestheticism; Socio-spatial exclusivism; Death logic; Reserva do Paiva. RESUMO/ RESUMEN O MARKETING IMOBILIÁRIO À LUZ DA ESTÉTICA DA MERCADORIAO marketing imobiliário da Reserva do Paiva, na região metropolitana do Recife, é analisado na ótica da estética da mercadoria, aludindo-se à metáfora da lógica de morte a permeiar a ação do capital, que, de forma permanente, busca envelhecer objetos e coisas sob o argumento de serem substituídos pelas novidades do mercado. Nesse contexto, a obsolescência programada é abordada à luz da inovação estética, mesmo que no setor imobiliário isso encontre certas dificuldades pela alta durabilidade dos imóveis. Na tônica do exclusivismo socioespacial, esse complexo imobiliário é anunciado como uma nova raridade urbana, situado estrategicamente em uma das poucas áreas à beira-mar ainda não edificadas no espaço metropolitano.À luz da estética da mercadoria, o marketing explora tanto o lado racional quanto o emocional, por meio de ações de co-brands, matérias e publicidade em revistas voltadas para o consumo de luxo, com recorrentes construções discursivas a apelarem à ideia de sofisticação e exclusividade, igualmente relacionado com as necessidades do nosso tempo, como comodidade, conforto, segurança e sustentabilidade ambiental. Palavras-chave:Estética da mercadoria; Exclusivismo socioespacial; Lógica de morte; Reserva do Paiva. EL MARKETING INMOBILIARIO A LA LUZ DE LA ESTÉTICA DE LA MERCANCIAEl marketing inmobiliario de la Reserva de Paiva, de la región metropolitana de Recife (RMR), es analizado en la óptica de la estética de la mercancía, aludiendo a la metáfora de la lógica de la muerte que permea la acción del capital, la cual, de forma permanente, busca envejecer objetos y cosas sobre el argumento de que deben ser sustituidos por las novedades del mercado. En este contexto, la obsolescencia prog...

Proposed Declassification of Disease Categories Related to Sexual Orientation in the International Statistical Classification of Diseases and Related Health Problems (ICD-11)

“…27 Four important conclusions can be drawn from surveys of sexual behaviour in several countries. [6][7][8][9][10][11][12][13][14][15] First, variation in sexual orientation is ubiquitous, with the great majority identifying as heterosexual and a significant minority reporting other identities. Second, patterns of reported sexual identity and behaviour vary with sociodemographic characteristics, such as sex, age and race or ethnicity.…”

“…5 Moreover, recent surveys demonstrate that homosexual behaviour is a widely prevalent aspect of human sexuality. [6][7][8][9][10][11][12][13][14][15] Over the last half century, several classification systems, 16,17 including the ICD, 1 have gradually removed diagnoses that once defined homosexuality per se as a mental disorder. These changes reflect both emerging human rights standards and the lack of empirical evidence supporting the pathologization and medicalization of variations in sexual orientation expression.…”