Opisy inwestycji deweloperskich jako odzwierciedlenie oczekiwań względem zamieszkiwania
Development Investments as a Reflection of Expectations Regarding Dwelling

Summary/Abstract: Dwelling is one of the practices that builds the lifestyle of an individual who selects convenient, usually consistent elements from the entire range of communication offers. Analysis shows how living space is organised and presented in new development investments. The aim of the analysis was to reconstruct images of modern housing based on the marketing communication which is presented on development companies’ websites. It was possible to distinguish repetitive narratives about flats and estates considered as spaces that perform functions and serve specific purposes. The concept of JOS (Linguistic Image of the World) was used for the analysis and facilitated the discovery of the representation of the perception of reality contained in language. The research was based on the vocabulary, phraseology and semantics of the texts. The analysis made it possible to perceive and describe five highlights in communication dimensions of living (location, design adaptation, safety, community and comfort). Capturing the relationship between linguistic and social elements and their meaning, significant from the point of view of creating meanings, has led to the conclusion that buying an apartment from a developer equals buying a specific lifestyle. Developers using communication based on social norms and aspirations offer the individual a coherent vision of a “better” future and an ideal life. Despite the slight differences between various estate investments, the picture of residence presented in the marketing communications is universal—it refers to a small catalogue of values.

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