THE DISCOURSE OF HOUSING ADVERTISING IN SPAIN DURING THE POST-BUBBLE A NEW TECHNOLOGICAL AND EMOTIONAL RATIONALE

Abstract

We present the results of a study into the discourse of housing advertising during the decade following the real estate bubble in Spain (2008-2019). We carry out a qualitative analysis of a sample of housing advertising published in Spanish newspapers during this period. Our aim is to understand the discursive mechanisms of the advertising during a period in which the housing sector faced two important challenges: on one hand, the need for restructuring in the wake of the previous decade and on the other, the need to respond to the rise of information and communications technology (ICT) as a new means of consumption. We can state that the advertising discourse adapted to this new rationale, moving away from the euphoric and aggressive tone of the preceding years. To regain the trust of new consumers, who are literate in emerging technologies, more informed and reflexive, the discourse of housing advertising offers more emotional links, in accordance with a market which seeks to be sustainable, professional and more in line with real demand.