Análise do conteúdo de propagandas de medicamentos psicoativos

Abstract

The goal of this study was to describe the human figures portrayed in psychoactive drug advertising in terms of gender, age, ethnic group, and social context. Content analysis for 86 new pieces of printed advertisements released in 2005 was carried out. Fisher exact test was used to analyze the association between categories. There was a preponderance of women (62.8%) who were four times more present in advertisements for antidepressants and anxyolitics than men. Most of the people shown were Caucasian (98.8%) young adults (72%). These people were pictured in leisure activities (46.5%), at home (29%), or in contact with nature (16.2%). The message conveyed was that the drugs treat routinely felt subjective symptoms of discomfort, inducing in an irrational appeal that may affect drug prescription.

Uso de benzodiazepínicos nas unidades de saúde de cidade Tiradentes, município de São Paulo/SP

“…Considera-se também que deste o início de sua comercialização, as propagandas de medicamentos BZD utilizaram majoritariamente figuras femininas, o que pode ter um impacto histórico sobre o padrão de uso. (Mastroianni et al, 2008).…”

Análise Das Propagandas E Reportagens Relacionadas À Segurança Automotiva Publicadas Na Revista Quatro Rodas

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Women's health and the phenomenon of drugs in brazilian magazines

“…According to a study conducted on advertisements for antidepressant and anxiolytic medications, 19 the female figure appears four times more than the male figure, associated with leisure time, rest at home and/or contact with nature. The images transmitted by the advertisements promote the process of medicalization for any uncomfortable situations in everyday life, without any objective indications.…”