THE IMAGE OF AN IDEAL COURTYARD: A SOCIOLOGICAL ANALYSIS OF THE REPRESENTATION OF COURTYARD SPACES IN THE ADVERTISING OF NEW RESIDENTIAL COMPLEXES

Abstract

This article examines advertising representations of residential courtyards as reflections of contemporary social expectations in urban environments. The introduction outlines the growing role of courtyards in shaping social capital and highlights the discrepancy between their promoted image and actual use, which remains insufficiently explored in existing research. The aim of the study is to analyze how marketing strategies construct the image of courtyard spaces and to assess the correspondence between these representations and real spatial practices. The methodology is based on content analysis of visual and textual materials from 22 residential complexes located in major Russian cities between 2018 and 2024. The empirical data include brochures, websites, and video content. Analytical categories such as functional zoning, infrastructure, safety, and environmental quality were used to systematize recurring themes and representations. The results reveal a standardized set of dominant narratives in advertising strategies. Courtyards are consistently portrayed as safe, environmentally friendly, and multifunctional spaces designed for recreation, social interaction, and community building. Visual and textual techniques emphasize landscaping, pedestrian-friendly design, and the concept of car-free environments. However, the analysis also identifies a significant gap between the idealized marketing image and the actual implementation of these spaces, where practical use often prioritizes infrastructure such as parking over social functions. The discussion integrates sociological theories of spatial organization, demonstrating that built environments influence patterns of social interaction. The findings indicate a shift in advertising discourse from prestige-oriented narratives to those focused on everyday comfort, safety, and functionality. In conclusion, the study proposes practical recommendations for aligning architectural design with real social needs, including improved functional zoning, adaptable spatial solutions, and the incorporation of elements that foster community interaction. These measures are aimed at reducing the gap between expectations and reality and supporting the development of sustainable and socially active courtyard environments.