The housing projects, that have turned into concept projects promoted as a commodity since last decade in Turkey. These projects, are marketed with discourses such as “the long-awaited life”, “ideal home” and are constructed on the urban fringes. In this study, the housing projects that developed in Trabzon in recent years have been examined in this context. Marketing discourse and physical environmental characteristics of the projects have been analyzed. Thus, the study finds out to what extent the advertisement discourses are actualized and reveals physical environmental features. Kaşüstü and Yalıncak neighborhoods were chosen as the study areas. Firstly, discourse analysis carried out as the method for analyzing marketing discourse of the housing projects. Then, the applied projects were surveyed on site and observed, the physical environmental relations were examined and pattern analyzes were made. It is seen that, the meanings that ascribed to the house in the literature doesn't correspond with the marketing discourses in terms of content. In addition, the built environment that is promoted in the discourses is not realized. Finally, it has been observed that the environments created by the proposed housing projects cause destruction in the natural and physical structure of the city.
Keywords: Marketing discourses, housing projects, physical environment, urban pattern.