The article examines contemporary advertisements for residential estates being developed in Warsaw in the second and third decades of the twenty-first century. It strives to identify what an apartment represents, not only as a product on the commercial market, but also as the fulfilment of individual needs and dreams. The author is particularly interested in the value appeals used by the real estate developers. An analysis of the content of advertising brochures for planned and newly built estates revealed comparable proportions of hedonistic and utilitarian values, alongside a steady decline in the importance of values traditionally regarded as Polish. The main message most frequently communicated three themes: hedonism (understood as pleasure not limited to the sensual), modernity, and social prestige. Put simply, it appealed to people’s aspirations and dreams. The prominent role of social prestige proves the importance of the home not only as a safe private space, but also as a marker of social standing.
