Drug advertising: health as a consumer product

被引：0

作者：

Rabello, Elaine Teixeira ^{[1
]}

de Camargo Junior, Kenneth Rochel ^{[1
]}

机构：

[1] Univ Estado Rio de Janeiro, Inst Med Social, Dept Polit Planejamento & Adm Saude, Rua Sao Francisco Xavier 524, BR-20550900 Rio De Janeiro, RJ, Brazil

来源：

INTERFACE-COMUNICACAO SAUDE EDUCACAO | 2012年 / 16卷 / 41期

关键词：

Drug publicity; Science; Health; Advertisement; Consumption;

D O I：

暂无

中图分类号：

R1 [预防医学、卫生学];

学科分类号：

1004 ; 120402 ;

摘要：

The aim of this study was to discuss the drugs television advertisements as a way of transmission and representation of current health views and medication function and use. We performed a qualitative content analysis of ten direct-to-consumers television advertisements of OTC drugs and an institutional advertisement of a pharmaceutical company. The data showed that the notion that articulates the ideas behind the messages and functions of the product announced is that "health problems" stem from body issues, either relational or social, but the presented solution is individual and is consubstantiated by buying and using drugs. The analysis suggests, finally, that notions of health and quality of life may be marked by notions that support the ideal of health linked to consummerism.

引用

页码：357 / 367

页数：11

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