Research Purpose:

The general objective of this research is to investigate the discursive matrices of sustainability presented in the process of commercialization of gated communities. As specific objectives, we seek to identify the main elements that constitute the sustainability discourse according to the producers of housing units in gated communities and compare the use of each element according to the constructive genre of the housing, whether horizontal or vertical.

Methodology:

The methodological cut chosen is the urban space of the municipalities that belong to the Brasília metropolitan area. Despite belonging to a different state of the federation (Goiás), the cities of Cidade Ocidental and Valparaíso de Goiás are enveloped in the metropolitan spatiality of the federal capital of Brazil. Based on bibliographic research, with the intention of revisiting the discussion about sustainability, of understanding the process of metropolization of the space of Brasília and of to analyze the commercialization of gated communities, we moved on to the documentary research of advertising material from companies that produce housing in these spaces where the content analysis technique was applied.

Findings:

it was possible to verify that these companies explore a specific group of elements with emphasis on saving financial resources in the case of projects in vertical spaces, while quality of life leading role in horizontal housing.

Originality/Value:

The research addresses the way in which producers of gated communities in the metropolitan area of Brasília explore the discursive matrices of sustainability as a green marketing argument, which contributes to identifying which actions are actually implemented in the space investigated.

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