TY - JOUR
T1 - Marketing landscapes
T2 - The use of landscape values in advertisements of development projects
AU - Maruani, Tseira
AU - Amit-Cohen, Irit
PY - 2013/6
Y1 - 2013/6
N2 - Advertising acts as a mirror of society, reflecting its values, norms and preferences. Therefore, the widespread use of signs and symbols that represent landscape values in advertising may be regarded as expressing prevailing preferences of the public. This paper examines evidence supporting this claim, based on a study of 85 full-page promotional advertisements of development projects in Israel. We analyze the components of a typical advertisement, showing the various signs and forms that express landscape as well as other values. We then present a comparative semiotic quantitative analysis of the advertisements, focusing on one specific component: the project name. Four main themes were identified in project names, defined as prestige, landscape, heritage and developers' credibility. Representations of prestige and landscape appeared in project names much more than the other two, implying the attractiveness of landscape features to prospective real-estate buyers, both for their own merit and as symbols of prestige. These preferences are responded by profit-maximizing motivated private developers that provide their projects with landscape amenities such as large man-made parks. However, this trend also increases pressures on natural landscape resources that attract development.
AB - Advertising acts as a mirror of society, reflecting its values, norms and preferences. Therefore, the widespread use of signs and symbols that represent landscape values in advertising may be regarded as expressing prevailing preferences of the public. This paper examines evidence supporting this claim, based on a study of 85 full-page promotional advertisements of development projects in Israel. We analyze the components of a typical advertisement, showing the various signs and forms that express landscape as well as other values. We then present a comparative semiotic quantitative analysis of the advertisements, focusing on one specific component: the project name. Four main themes were identified in project names, defined as prestige, landscape, heritage and developers' credibility. Representations of prestige and landscape appeared in project names much more than the other two, implying the attractiveness of landscape features to prospective real-estate buyers, both for their own merit and as symbols of prestige. These preferences are responded by profit-maximizing motivated private developers that provide their projects with landscape amenities such as large man-made parks. However, this trend also increases pressures on natural landscape resources that attract development.
KW - Culture
KW - Israel
KW - Open space
KW - Real estate advertising
KW - Semiotic analysis
KW - Signs
UR - http://www.scopus.com/inward/record.url?scp=84876717978&partnerID=8YFLogxK
U2 - 10.1016/j.landurbplan.2013.02.012
DO - 10.1016/j.landurbplan.2013.02.012
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SN - 0169-2046
VL - 114
SP - 92
EP - 101
JO - Landscape and Urban Planning
JF - Landscape and Urban Planning
ER -