Modos de ser, formas de habitar

In this article, we assume that living is a cultural practice that reveals life forms, and the real estate advertig is a discursive materiality that, par excellence, communicates and manages ways of being. Based on the analysis of an extensive corpus, composed of approximately 4,000 advertisements collected between 1970 and 2006 in the Diario de Pernambuco, we argue how, throughout the recent history of Recife, real estate advertising crystallized a certain ethic of living based on the denial of heterogeneity of city and the defense of private property, in the wake of the consolidation of neoliberal governmentality in the country.