Publicizing the bubble. A methodological approach to the analysis of advertising discourse in the mortgage sector in Spain

Detalhes bibliográficos
Autor(a) principal: Fernández Rincón, Antonio Raúl
Data de Publicação: 2013
Tipo de documento: Artigo
Idioma: spa
Título da fonte: Signos do Consumo
Texto Completo: https://www.revistas.usp.br/signosdoconsumo/article/view/70466
Resumo: This paper aims to test the methodology of discourse analysis in the mortgage industry advertising in Spain. The experiment reported here was conducted on a sample of ten newspaper advertisements published in Spanish at the beginning of the so-called housing bubble. These ten pieces graphs, from banks and thrifts, different discourses forth. Our goal is to understand the strategies of advertising production and reception, which served to promote mortgage products during the housing bubble in Spain. Check the validity of the method now, we surely will serve to address the analysis phase of a larger entity whose work representativeness of the sample, allow us to infer the characteristics and peculiarities of advertising promotion of the housing boom in Spain.
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spelling Publicizing the bubble. A methodological approach to the analysis of advertising discourse in the mortgage sector in SpainPublicizando a bolha. Uma aproximação metodológica para a análise do discurso publicitário no setor hipotecário na EspanhahipotecashabitaçãoEspanhabolha imobiliáriapublicidademortgageshousingSpainhousing bubbleadvertisingHipotecasviviendaEspañaburbuja inmobiliariapublicidadThis paper aims to test the methodology of discourse analysis in the mortgage industry advertising in Spain. The experiment reported here was conducted on a sample of ten newspaper advertisements published in Spanish at the beginning of the so-called housing bubble. These ten pieces graphs, from banks and thrifts, different discourses forth. Our goal is to understand the strategies of advertising production and reception, which served to promote mortgage products during the housing bubble in Spain. Check the validity of the method now, we surely will serve to address the analysis phase of a larger entity whose work representativeness of the sample, allow us to infer the characteristics and peculiarities of advertising promotion of the housing boom in Spain.Este artículo pretende ensayar la metodología de análisis del discurso publicitario en el sector hipotecario en España. La experimentación que aquí presentamos se ha realizado sobre una muestra de diez anuncios aparecidos en prensa española en el inicio de la llamada burbuja inmobiliaria. Estas diez piezas gráficas, provenientes de bancos y cajas de ahorro, enuncian discursos diferentes. Nuestro objetivo es entender las estrategias de producción y recepción publicitarias, que sirvieron para la promoción de los productos hipotecarios durante la época de la burbuja inmobiliaria en España. Verificar la validez del método ahora, nos servirá para abordar con seguridad la fase de análisis de un trabajo de mayor entidad cuya representatividad de la muestra, nos permitirá inferir características y peculiaridades de la promoción publicitaria del boom inmobiliario en España.Este artigo tem como objetivo testar a metodologia da análise do discurso na indústria da publicidade hipotecária espanhola. A experiencia aqui relatada foi realizada sobre uma amostra de dez anúncios nos jornais publicados na Espanha no início da chamada bolha imobiliária. Estas dez peças gráficas, de bancos e instituições de poupança, anunciam discuros diferentes. Nosso objetivo é compreender as estratégias de produção e da recepção em publicidade que serviram para promover os produtos hipotecários durante a bolha imobiliária em Espanha. Verificar a validade do método, neste momento, certamente servirá para abordar a fase de análise de uma quantidade maior de anúncios, cuja representatividade da amostra, permite inferir as características e peculiaridades da promoção e da publicidade do boon imobiliário espanhol.Universidade de São Paulo. Escola de Comunicações e Artes2013-06-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionArtigo não avaliado pelos paresapplication/pdfhttps://www.revistas.usp.br/signosdoconsumo/article/view/7046610.11606/issn.1984-5057.v5i1p88-116Signos do Consumo; v. 5 n. 1 (2013): Os Signos do Consumo em tempos de tutela midiática e da crise econômica; 88-1161984-5057reponame:Signos do Consumoinstname:Universidade de São Paulo (USP)instacron:USPspahttps://www.revistas.usp.br/signosdoconsumo/article/view/70466/73240Copyright (c) 2018 Antonio Raúl Fernández Rincóninfo:eu-repo/semantics/openAccessFernández Rincón, Antonio Raúl2019-04-01T12:53:14Zoai:revistas.usp.br:article/70466Revistahttps://www.revistas.usp.br/signosdoconsumoPUBhttps://www.revistas.usp.br/signosdoconsumo/oairevistasignosdoconsumo@usp.br||revistasignosdoconsumo@usp.br1984-50571984-5057opendoar:2019-04-01T12:53:14Signos do Consumo - Universidade de São Paulo (USP)false
dc.title.none.fl_str_mv Publicizing the bubble. A methodological approach to the analysis of advertising discourse in the mortgage sector in Spain
Publicizando a bolha. Uma aproximação metodológica para a análise do discurso publicitário no setor hipotecário na Espanha
title Publicizing the bubble. A methodological approach to the analysis of advertising discourse in the mortgage sector in Spain
spellingShingle Publicizing the bubble. A methodological approach to the analysis of advertising discourse in the mortgage sector in Spain
Fernández Rincón, Antonio Raúl
hipotecas
habitação
Espanha
bolha imobiliária
publicidade
mortgages
housing
Spain
housing bubble
advertising
Hipotecas
vivienda
España
burbuja inmobiliaria
publicidad
title_short Publicizing the bubble. A methodological approach to the analysis of advertising discourse in the mortgage sector in Spain
title_full Publicizing the bubble. A methodological approach to the analysis of advertising discourse in the mortgage sector in Spain
title_fullStr Publicizing the bubble. A methodological approach to the analysis of advertising discourse in the mortgage sector in Spain
title_full_unstemmed Publicizing the bubble. A methodological approach to the analysis of advertising discourse in the mortgage sector in Spain
title_sort Publicizing the bubble. A methodological approach to the analysis of advertising discourse in the mortgage sector in Spain
author Fernández Rincón, Antonio Raúl
author_facet Fernández Rincón, Antonio Raúl
author_role author
dc.contributor.author.fl_str_mv Fernández Rincón, Antonio Raúl
dc.subject.por.fl_str_mv hipotecas
habitação
Espanha
bolha imobiliária
publicidade
mortgages
housing
Spain
housing bubble
advertising
Hipotecas
vivienda
España
burbuja inmobiliaria
publicidad
topic hipotecas
habitação
Espanha
bolha imobiliária
publicidade
mortgages
housing
Spain
housing bubble
advertising
Hipotecas
vivienda
España
burbuja inmobiliaria
publicidad
description This paper aims to test the methodology of discourse analysis in the mortgage industry advertising in Spain. The experiment reported here was conducted on a sample of ten newspaper advertisements published in Spanish at the beginning of the so-called housing bubble. These ten pieces graphs, from banks and thrifts, different discourses forth. Our goal is to understand the strategies of advertising production and reception, which served to promote mortgage products during the housing bubble in Spain. Check the validity of the method now, we surely will serve to address the analysis phase of a larger entity whose work representativeness of the sample, allow us to infer the characteristics and peculiarities of advertising promotion of the housing boom in Spain.
publishDate 2013
dc.date.none.fl_str_mv 2013-06-21
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Artigo não avaliado pelos pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistas.usp.br/signosdoconsumo/article/view/70466
10.11606/issn.1984-5057.v5i1p88-116
url https://www.revistas.usp.br/signosdoconsumo/article/view/70466
identifier_str_mv 10.11606/issn.1984-5057.v5i1p88-116
dc.language.iso.fl_str_mv spa
language spa
dc.relation.none.fl_str_mv https://www.revistas.usp.br/signosdoconsumo/article/view/70466/73240
dc.rights.driver.fl_str_mv Copyright (c) 2018 Antonio Raúl Fernández Rincón
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2018 Antonio Raúl Fernández Rincón
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade de São Paulo. Escola de Comunicações e Artes
publisher.none.fl_str_mv Universidade de São Paulo. Escola de Comunicações e Artes
dc.source.none.fl_str_mv Signos do Consumo; v. 5 n. 1 (2013): Os Signos do Consumo em tempos de tutela midiática e da crise econômica; 88-116
1984-5057
reponame:Signos do Consumo
instname:Universidade de São Paulo (USP)
instacron:USP
instname_str Universidade de São Paulo (USP)
instacron_str USP
institution USP
reponame_str Signos do Consumo
collection Signos do Consumo
repository.name.fl_str_mv Signos do Consumo - Universidade de São Paulo (USP)
repository.mail.fl_str_mv revistasignosdoconsumo@usp.br||revistasignosdoconsumo@usp.br
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