MEDICALIZATION FACTORS IN DRUG ADVERTISING: A STUDY OF THE NARRATIVE CONSTRUCTION OF HEALTH IN #AGEEMMINUTES ANADOR CAMPAIGN

Detalhes bibliográficos
Autor(a) principal: Bragaglia, Ana Paula
Data de Publicação: 2020
Outros Autores: Aranha Sampaio, Mirian
Tipo de documento: Artigo
Idioma: por
Título da fonte: Revista GEMInIS
Texto Completo: https://www.revistageminis.ufscar.br/index.php/geminis/article/view/539
Resumo: Through discussions about medicalization of society, regulation of drugs advertising and contemporary subjectivities, medicalizing elements were investigated in the “Age in minutes” campaign (2016) of the drug Anador. Four (4) publiposts of digital influencers and celebrities posted on their personal Instagram profiles were analyzed. The scenarios of “expanded advertising” (BURROWES, 2017) or covert advertising and of association with opinion leaders involving risky products such as medicines are some justifications for this cut. As main results, there was a strong presence of emotional symbologies linked to daily happiness and a “feeling of urgency” (BAUMAN, 2008) that can function as elements of medicalization. Key words: Drugs advertising; medicalization society; ethics in advertising; expandid advertising.
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spelling MEDICALIZATION FACTORS IN DRUG ADVERTISING: A STUDY OF THE NARRATIVE CONSTRUCTION OF HEALTH IN #AGEEMMINUTES ANADOR CAMPAIGNFATORES DE MEDICALIZAÇÃO NA PUBLICIDADE DE MEDICAMENTOS: UM ESTUDO DAS NARRATIVAS DE SAÚDE NA CAMPANHA #AGEEMMINUTOS DO ANALGÉSICO ANADORética publicitáriapublicidade expandidamedicalização da sociedadedrugs advertisingmedicalization societyethics in advertisingexpandid advertisingThrough discussions about medicalization of society, regulation of drugs advertising and contemporary subjectivities, medicalizing elements were investigated in the “Age in minutes” campaign (2016) of the drug Anador. Four (4) publiposts of digital influencers and celebrities posted on their personal Instagram profiles were analyzed. The scenarios of “expanded advertising” (BURROWES, 2017) or covert advertising and of association with opinion leaders involving risky products such as medicines are some justifications for this cut. As main results, there was a strong presence of emotional symbologies linked to daily happiness and a “feeling of urgency” (BAUMAN, 2008) that can function as elements of medicalization. Key words: Drugs advertising; medicalization society; ethics in advertising; expandid advertising.Mediante discussões sobre medicalização da sociedade, normatização da publicidade de medicamentos e subjetividades contemporâneas, investigou-se elementos medicalizadores na campanha “Age em minutos” (2016) do fármaco Anador. Foram analisados quatro (4) publiposts de influenciadores digitais e celebridades postados em seus perfis pessoais do Instagram. Os cenários de “publicidade expandida” (BURROWES, 2017) ou dissimulada e de associação a líderes de opinião envolvendo produtos de risco como medicamentos são algumas justificativas para tal recorte. Como principais resultados, observou-se a forte presença de simbologias emocionais ligadas à felicidade cotidiana e a um “sentimento de urgência” (BAUMAN, 2008) que podem funcionar como elementos de medicalização.UFSCar2020-12-21info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://www.revistageminis.ufscar.br/index.php/geminis/article/view/539Revista GEMInIS; v. 11 n. 2 (2020): Redes de Comunicação e Narrativas em Saúde - Parte 1; 123-148Revista GEMInIS; Vol. 11 No. 2 (2020): Communication Networks and Health Narratives - Part 1; 123-148Revista GEMInIS; Vol. 11 Núm. 2 (2020): Redes de comunicación y narrativas de salud - Parte 1; 123-1482179-1465reponame:Revista GEMInISinstname:Universidade Federal de São Carlos (UFSCAR)instacron:UFSCARporhttps://www.revistageminis.ufscar.br/index.php/geminis/article/view/539/384Copyright (c) 2020 Ana Paula Bragaglia, Mirian Aranha Sampaioinfo:eu-repo/semantics/openAccessBragaglia, Ana PaulaAranha Sampaio, Mirian2021-02-02T12:37:59Zoai:ojs.pkp.sfu.ca:article/539Revistahttps://www.revistageminis.ufscar.br/index.php/geminisPUBhttps://www.revistageminis.ufscar.br/index.php/geminis/oai||revista.geminisufscar@gmail.com2179-14652179-1465opendoar:2021-02-02T12:37:59Revista GEMInIS - Universidade Federal de São Carlos (UFSCAR)false
dc.title.none.fl_str_mv MEDICALIZATION FACTORS IN DRUG ADVERTISING: A STUDY OF THE NARRATIVE CONSTRUCTION OF HEALTH IN #AGEEMMINUTES ANADOR CAMPAIGN
FATORES DE MEDICALIZAÇÃO NA PUBLICIDADE DE MEDICAMENTOS: UM ESTUDO DAS NARRATIVAS DE SAÚDE NA CAMPANHA #AGEEMMINUTOS DO ANALGÉSICO ANADOR
title MEDICALIZATION FACTORS IN DRUG ADVERTISING: A STUDY OF THE NARRATIVE CONSTRUCTION OF HEALTH IN #AGEEMMINUTES ANADOR CAMPAIGN
spellingShingle MEDICALIZATION FACTORS IN DRUG ADVERTISING: A STUDY OF THE NARRATIVE CONSTRUCTION OF HEALTH IN #AGEEMMINUTES ANADOR CAMPAIGN
Bragaglia, Ana Paula
ética publicitária
publicidade expandida
medicalização da sociedade
drugs advertising
medicalization society
ethics in advertising
expandid advertising
title_short MEDICALIZATION FACTORS IN DRUG ADVERTISING: A STUDY OF THE NARRATIVE CONSTRUCTION OF HEALTH IN #AGEEMMINUTES ANADOR CAMPAIGN
title_full MEDICALIZATION FACTORS IN DRUG ADVERTISING: A STUDY OF THE NARRATIVE CONSTRUCTION OF HEALTH IN #AGEEMMINUTES ANADOR CAMPAIGN
title_fullStr MEDICALIZATION FACTORS IN DRUG ADVERTISING: A STUDY OF THE NARRATIVE CONSTRUCTION OF HEALTH IN #AGEEMMINUTES ANADOR CAMPAIGN
title_full_unstemmed MEDICALIZATION FACTORS IN DRUG ADVERTISING: A STUDY OF THE NARRATIVE CONSTRUCTION OF HEALTH IN #AGEEMMINUTES ANADOR CAMPAIGN
title_sort MEDICALIZATION FACTORS IN DRUG ADVERTISING: A STUDY OF THE NARRATIVE CONSTRUCTION OF HEALTH IN #AGEEMMINUTES ANADOR CAMPAIGN
author Bragaglia, Ana Paula
author_facet Bragaglia, Ana Paula
Aranha Sampaio, Mirian
author_role author
author2 Aranha Sampaio, Mirian
author2_role author
dc.contributor.author.fl_str_mv Bragaglia, Ana Paula
Aranha Sampaio, Mirian
dc.subject.por.fl_str_mv ética publicitária
publicidade expandida
medicalização da sociedade
drugs advertising
medicalization society
ethics in advertising
expandid advertising
topic ética publicitária
publicidade expandida
medicalização da sociedade
drugs advertising
medicalization society
ethics in advertising
expandid advertising
description Through discussions about medicalization of society, regulation of drugs advertising and contemporary subjectivities, medicalizing elements were investigated in the “Age in minutes” campaign (2016) of the drug Anador. Four (4) publiposts of digital influencers and celebrities posted on their personal Instagram profiles were analyzed. The scenarios of “expanded advertising” (BURROWES, 2017) or covert advertising and of association with opinion leaders involving risky products such as medicines are some justifications for this cut. As main results, there was a strong presence of emotional symbologies linked to daily happiness and a “feeling of urgency” (BAUMAN, 2008) that can function as elements of medicalization. Key words: Drugs advertising; medicalization society; ethics in advertising; expandid advertising.
publishDate 2020
dc.date.none.fl_str_mv 2020-12-21
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://www.revistageminis.ufscar.br/index.php/geminis/article/view/539
url https://www.revistageminis.ufscar.br/index.php/geminis/article/view/539
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://www.revistageminis.ufscar.br/index.php/geminis/article/view/539/384
dc.rights.driver.fl_str_mv Copyright (c) 2020 Ana Paula Bragaglia, Mirian Aranha Sampaio
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2020 Ana Paula Bragaglia, Mirian Aranha Sampaio
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv UFSCar
publisher.none.fl_str_mv UFSCar
dc.source.none.fl_str_mv Revista GEMInIS; v. 11 n. 2 (2020): Redes de Comunicação e Narrativas em Saúde - Parte 1; 123-148
Revista GEMInIS; Vol. 11 No. 2 (2020): Communication Networks and Health Narratives - Part 1; 123-148
Revista GEMInIS; Vol. 11 Núm. 2 (2020): Redes de comunicación y narrativas de salud - Parte 1; 123-148
2179-1465
reponame:Revista GEMInIS
instname:Universidade Federal de São Carlos (UFSCAR)
instacron:UFSCAR
instname_str Universidade Federal de São Carlos (UFSCAR)
instacron_str UFSCAR
institution UFSCAR
reponame_str Revista GEMInIS
collection Revista GEMInIS
repository.name.fl_str_mv Revista GEMInIS - Universidade Federal de São Carlos (UFSCAR)
repository.mail.fl_str_mv ||revista.geminisufscar@gmail.com
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