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A rhetorical study of in-flight real estate advertisements as a potential site of ethical transformation in Chinese cities

Lawson, Gill M. (2013) A rhetorical study of in-flight real estate advertisements as a potential site of ethical transformation in Chinese cities. Cities, 31, pp. 85-95.

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Abstract

Real estate markets in Chinese cities are in transition. Advertising for new developments in these markets often reflects changing city aspirations and branding rather than environmental and social experience. This paper investigates real estate marketing as a site of potential ethical transformation of values related to new urban development. It uses Kenneth Burke’s rhetorical analysis as an approach to coding real estate representations from in-flight magazine advertisements as a means of capturing environmental and social viewpoints in China during 2008 - 2009. Both Chinese and foreign participants coded representations into four code modalities. These were based on anthropocentric - non-anthropocentric environmental orientations and nationalistic - universal social orientations. The results suggested that new developments in China are more likely to be understood as based on environmental resource use for continued national economic expansion rather than for a more sustainable world. Emerging patterns in coded representations have opened up the possibility of greater social choices that were however difficult to unambiguously decode from Chinese real estate advertising. From this it is concluded that it may take some time before real estate demand shifts in response to representations of Chinese eco-cities being promoted by Chinese policy makers in the 2000s.

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ID Code: 53711
Item Type: Journal Article
Additional URLs:
Keywords: China, environmental ethics, city branding, rhetoric, visual representations
DOI: 10.1016/j.cities.2012.06.020
ISSN: 1873-6084
Subjects: Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000)
Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > ARCHITECTURE (120100)
Australian and New Zealand Standard Research Classification > BUILT ENVIRONMENT AND DESIGN (120000) > ARCHITECTURE (120100) > Landscape Architecture (120107)
Divisions: Current > Schools > School of Design
Current > QUT Faculties and Divisions > Creative Industries Faculty
Copyright Owner: Copyright 2012 Elsevier B.V. All rights reserved.
Copyright Statement: NOTICE: This is the author’s version of a work that was accepted for publication in the journal, Cities. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Cities, Volume 31, April 2013, Pages 85–95, DOI: 10.1016/j.cities.2012.06.020
Deposited On: 19 Sep 2012 09:16
Last Modified: 13 Mar 2013 09:31

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