Propagandas de remédio na imprensa ilustrada e a imagem da enfermeira brasileira (1920-1925)

Abstract

Portuguese / English: www.scielo.br/reeusp RESUMO Estudo histórico-social sobre efeito simbó-lico das propagandas de remédios protagonizadas por mulheres com representações objetais utilizadas por enfermeiras, veiculadas na Revista Fon-Fon, que descreve as propagandas de remédios veiculadas neste meio de comunicação; analisa as representações objetais da imagem da enfermeira presente nessas propagandas e discute o efeito simbólico dessas representações para o consumo do remédio pela sociedade brasileira. As fontes documentais foram escritas, iconográficas e literatura referentes à História do Brasil, da Imprensa, da Propaganda e da Enfermagem. As propagandas de remédios analisadas, mediante uma matriz de análise baseada em conceitos da semiótica, derivam da Revista Fon-Fon. O estudo evidenciou que as propagandas analisadas investiram em representações objetais utilizadas pelas enfermeiras, de modo a obterem credibilidade em relação ao medicamento anunciado. DESCRITORES ABSTRACTThis is a historical and social study about the symbolic effect of medication advertisements presented by women using object representations used by nurses, featured on Fon-Fon Magazine, which describes the medication advertisements featured on Fon-Fon Magazine; analyzes the object representations of the nurse image present in the referred advertisements and discusses on the symbolic effect of those representations on the consumption of medication by the Brazilian society. The document sources were in print, iconographic and literature referring to the History of Brazil, the Press, Advertising and of Nursing. The medication advertisements, analyzed using an analysis matrix based on concepts of semiotics, were obtained from the Fon-Fon Magazine. The study showed that the analyzed advertisements invested in object representations used by nurses to gain reliability regarding the medication being announced. KEY WORDSNurses. Nursing. History of nursing. Propaganda. RESUMENEstudio histórico-social sobre el efecto simbólico de las propagandas de remedios protagonizadas por mujeres con representaciones objetivas utilizadas por enfermeras, publicadas en la Revista Fon-Fon, que describe las propagandas de remedios exhibidas en tal publicación, analiza las representaciones objetivas de la imagen de la enfermera presente en tales propagandas y discute el efecto simbólico de tales representaciones para el consumo del medicamento por parte de la sociedad brasileña. Las fuentes documentales fueron escritas, iconográficas y bibliografía referente a la historia de Brasil, de la prensa, de la publicidad y de la enfermería. Las propagandas de remedios examinadas a través de una matriz de análisis basada en conceptos de semiótica, corresponden a la citada revista Fon-Fon. El estudio evidenció que las propagandas estudiadas se orientaron a utilizar a la enfermera como representación objetiva con el fin de que el medicamento anunciado goce de una mayor credibilidad.

The image of nursing in the media: A scoping review

“…Notably, the studies analysing the oldest samples were published in the 2010s. Four Brazilian studies led by F. R. Porto stand out for their sample's sources (magazines) and data: Porto and Neto (2014) focused on analysing printed images of nurses from 1890 to 1925; Porto and Veraldo (2012) analysed pictures of nurses from 1916 to 1931; Deslandes et al. (2013) focused on magazine photos in 1929; and Porto and Santos (2010) studied medication advertisements from 1920 to 1925.…”

Enfermeiros nas páginas da imprensa escrita no distrito federal (1920-1940)

“…A assertiva de contrariar o senso comum deve-se à visibilidade das enfermeiras nas páginas da imprensa, como, por exemplo, em propagandas de remédios 23,24 , em registros de formaturas das escolas de enfermagem 25 e na prestação dos cuidados 26 . Desse modo, as enfermeiras ficavam na mira dos interessados e, por consequência, a construção da imagem pública da enfermeira ratificava a preferência pelo feminino.…”

The Image of the Female Nurse in Medication Advertisements in Brazil (1916- 1931)

“…The most common medication advertisements were about Vinho e Xarope Deischiens Hemoglobina (104), followed by Vinho iodo Phosphatado (72), Iodeal 24, Quinium Labarraque simplicity, being modest, loving everyone equally, being economical and generous; and the bonnet symbolized honour, distinction and responsibility (Porto & Santos, 2010). The light-coloured attributes -veil, bonnet and cap -, usually white, can be translated into meanings of purity, innocence, femininity, status, virtue and altruism, because it carries with it a virginal appeal and a symbol of dedication and trust (Fischer-Mirkin, 2001).…”

“…The advertisements about Iodeal, Lavolho, Mentholatum, Elixir da Saúde, showing what we believe to be the bonnet, are a symbolic representation of the Escola Profissional de Enfermeiros e Enfermeiras, slip in the Escola Profissional de Enfermeiras Alfredo Pinto. The advertisements about Lysol, Cafiaspirina, Linimento de Sloam and Tabil showed the cap, which was a symbolic representation of the Escola de Enfermeiras do Departamento Nacional de Saúde Pública (Porto & Santos, 2010). As regards the symbol of the Cross, the advertisements about the medications Vinho iodo Phosphatado, Iodeal, Vinho e Xarope Deischiens Hemoglobina, Mentholatum, Goudron Guyot and Elixir da Saúde reveal the image of the aspirants and female nurses graduated by the following education institutions: Escola Prática de Enfermeiras da Cruz Vermelha Brasileira and Escola Profissional de Enfermeiras Alfredo Pinto.…”

“…In this sense, the symbol of the cross was not exclusive of one particular education institution. The symbol of the cross was part of the uniforms of the aspirants and female nurses of the Escola Prática de Enfermeiras da Cruz Vermelha Brasileira, whose symbol was the red colour, and the Escola Profissional de Enfermeiras Alfredo Pinto, whose distinctive mark was the blue colour (Porto & Santos, 2010). The decoding of the personal attributes worn by the female images in the medication advertisements revealed the predominance of an education institution which promoted the professionalization of Nursing: the Escola Prática de Enfermeiras da Cruz Vermelha Brasileira.…”