Publicizing the bubble. A methodological approach to the analysis of advertising discourse in the mortgage sector in Spain
Autor(a) principal: | |
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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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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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1797068855838769152 |