2023-03-232023-03-232022-08-31SANTOS, Juliana Durando. Apartamento como objeto de consumo: representações materiais e simbólicas. 2022. 86 f. Dissertação (Mestrado em Projeto e Cidade) - Universidade Federal de Goiás, Goiânia, 2022.http://repositorio.bc.ufg.br/tede/handle/tede/12689To what extent are communication strategies used for sales of real estate products, in the city of Goiânia, able to impact and influence buyers' consumption modes? Seeking the answer to this questioning, the work is found for some discoveries by the materiality of the original product. By analyzing the advertising material and the production of the apartment presented, it can be used in the sales strategy, if you find points that confirm the duality: it is a danger that brings cultural characteristics, at the same time that it is a consumer product capable of moving the real estate and interior architecture market. Since, therefore, the product aims at this dual – and objective – characteristic, it becomes important to seek back the course in which the greatest effort is in the sense of adapting the production of the product to the demands of users and the city.Attribution-NonCommercial-NoDerivatives 4.0 InternationalApartamentoMercado imobiliárioConsumoMaterialidadeSimbolismoApartmentReal estate marketConsumptionMaterialitySymbolismOUTROSDissertação