O recurso da propaganda na valorização do produto imobiliário nos municípios de Vitória e Serra a partir da segunda metade do século XX

• Autor(a) principal: Fernandes, Erick Alessandro Schunig
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Espírito Santo (riUfes)
• Texto Completo: http://repositorio.ufes.br/handle/10/1235
• topic: Produção imobiliária; Construction; Adversiting; Real estate; Urban space; Geografia; Construção civil; Propaganda; Espaço urbano; Marketing; Cidades e vilas; Mercado imobiliário - Vitória (ES); 91

This paper analyzes the importance of advertising in the real estate sector in the municipalities of Victoria and Serra in Espírito Santo, located in the metropolitan area of Greater Victoria (RMGV). This sector has produced a series of transformations in the urban space of RMGV where propaganda lies as part of these strategies, becoming an important tool. From information derived from interviews and bibliographical and documentary research, we investigate why the propaganda will be changing with different forms of housing production and gaining importance in project launches during the decades from 1950 to 2010, the municipalities of Victoria and Serra. During the research it was found that the institutional mechanisms created by the state brought modifications to this sector, which resulted in the development of production strategies and creating new products. These changes manifested themselves in real estate advertising, which currently occupies a prominent place in the management of deployed marketing the builders and developers capixabas. The results show that over the decades the real estate sector has been preparing strategies for creating new ways to distinguish their products with the purpose of appropriation of urban space in the cities studied.