The article analyzes the insertion of the urban land as a target for the action of real estate companies, as well as the appropriation of nature under the marketing aspect, focusing on the south littoral of João Pessoa, capital city of the State of Paraíba, Brazil. The spatial organization of all lands in the urban space involves interventions such as deforestation, opening of streets, dismemberment of existing plots of land, earthwork, delimitation of areas destined to the construction of community facilities, among others. In the city, the land is general condition for reproduction of capital and society not a means of production as happens in agriculture. Thus, it is a sui generis merchandise once it is unique and liable for monopolization by its owners. Taking into account the subject of the research, the article discusses the extraction of the three types of urban land rent: absolute, differential and monopolist. Later, nature is mentioned as merchandise in the urban space because it is a new rarity. However, the appropriation of this rare merchandise becomes a privilege of a few, this is, of those who can pay high prices for the lands "served" by the natural amenities. This "green merchandise" becomes a factor for the valorization of the urban space and constitutes one of the marketing appeals for the negotiation of lands in gated communities, although in these spaces there is no coexistence with nature, for it represents a mere simulacrum.
Urban land; urban land income; appropriation of nature; horizontal gated condominium; João Pessoa
