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

Abstract

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.