Propagandas de medicamentos: A saúde como produto de consumo

Abstract

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 directto- 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.