Tese(doutorado)—Universidade de Brasília, Instituto de Letras, Departamento de Linguística, Português e Línguas Classicas, Programa de Pós-Graduação em Linguística, 2008. / Submitted by Fernanda Weschenfelder (nandaweschenfelder@gmail.com) on 2009-09-29T19:59:01Z No. of bitstreams: 2 2008_VivianeCVieiraSebbaRamalho_179atefinal.pdf: 4071778 bytes, checksum: b0320877d53335b8082be0be6942270b (MD5) 2008_VivianeCVieiraSebbaRamalho_atepag178.pdf: 1298031 bytes, checksum: 9a51518ed4c373ea988b95dbfc6fe854 (MD5) / Approved for entry into archive by Marília Freitas(marilia@bce.unb.br) on 2010-02-04T23:40:42Z (GMT) No. of bitstreams: 2 2008_VivianeCVieiraSebbaRamalho_179atefinal.pdf: 4071778 bytes, checksum: b0320877d53335b8082be0be6942270b (MD5) 2008_VivianeCVieiraSebbaRamalho_atepag178.pdf: 1298031 bytes, checksum: 9a51518ed4c373ea988b95dbfc6fe854 (MD5) / Made available in DSpace on 2010-02-04T23:40:42Z (GMT). No. of bitstreams: 2 2008_VivianeCVieiraSebbaRamalho_179atefinal.pdf: 4071778 bytes, checksum: b0320877d53335b8082be0be6942270b (MD5) 2008_VivianeCVieiraSebbaRamalho_atepag178.pdf: 1298031 bytes, checksum: 9a51518ed4c373ea988b95dbfc6fe854 (MD5) Previous issue date: 2008-09 / Nesta pesquisa qualitativa, investigamos sentidos potencialmente ideológicos na propaganda brasileira de medicamentos. O objetivo é problematizar o papel do discurso na sustentação de relações assimétricas de poder na modernidade tardia. À luz de pressupostos teórico-metodológicos da Análise de Discurso Crítica (Chouliaraki & Fairclough, 1999; Fairclough, 2003a), mapeamos conexões causais entre aspectos semióticos e não-semióticos implicados na preocupação social em foco. Na faceta mais social do estudo, pesquisamos características e instituições da modernidade tardia relacionadas ao capitalismo avançado. Na análise discursiva, por sua vez, abordamos a prática publicitária a partir do gênero "anúncio de medicamento". Com base em princípios da Nova Retórica (Bazerman, 2005, 2006; Miller, 1994), trabalhamos com um corpus documental composto por seis possíveis exemplares desse (sub)gênero discursivo, produzidos em épocas diferentes. Como instrumento de análise, utilizamos principalmente categorias da Análise de Discurso Crítica e da Semiótica Social (Kress & Leeuwen, 1996, 2001), baseadas na Lingüística Sistêmico-Funcional (Halliday & Matthiessen, 2004). Exploramos, por meio delas, os principais esforços retóricos da publicidade, apontados na literatura especializada (Cooper, 2006; Sampaio, 2003; Vestergaard & Schroder 1994), em busca de sentidos potencialmente ideológicos. À análise discursiva, em que estudamos aspectos referentes à produção e composição textuais, somamos a interpretação de dados quantitativos sobre a recepção dos textos. Esses dados, gerados a partir de aplicação de questionário aberto auto-administrado, informam a explanação sobre investimentos ideológicos de convenções discursivas articuladas em textos. Os resultados da pesquisa apontam que sentidos ideológicos verificados na propaganda de medicamentos praticada na sociedade tradicional e moderna persistem nas amostras produzidas na modernidade tardia. Nestas últimas, entretanto, como resposta a mudanças sociais, exploram-se medos, anseios e desejos relacionados a saúde de modo mais velado e com pronunciada potencialidade para instaurar e sustentar relações de dominação, especialmente entre "leigos/as" e peritos/as. _______________________________________________________________________________ ABSTRACT / In this qualitative research study, we investigated potentially ideological meanings in Brazilian medicine advertisements. The aim was to problematize the role of discourse in maintaining asymmetrical power relations in late modernity. Based upon Critical Discourse Analysis theoretical‐methodological concepts (Chouliaraki & Fairclough, 1999; Fairclough, 2003a), we traced causal connections between semiotic and non‐semiotic aspects in the social issue considered here. For this study’s more social dimension, we examined characteristics and institutions of late modernity related to advanced capitalism. In the discursive analysis, advertisement practice was considered in terms of the “medicine advertisement” genre. Based upon New Rhetoric concepts (Bazerman, 2005, 2006; Miller, 1994), a text corpus made up of six possible samples of this discursive (sub)genre, produced in different time periods, was studied. For the analysis, mainly Critical Discourse Analysis and Social Semiotic categories (Kress & Leeuwen, 1996, 2001), based upon Functional Systemic Linguistics (Halliday & Matthiessen, 2004), were applied. With these categories, we looked at the main rhetorical expressions in advertisement, pointed out in specialist literature (Cooper, 2006; Sampaio, 2003; Vestergaard & Schrodr 1994), with a view to finding potentially ideological meanings. Through the discursive analysis, aspects regarding production and textual composition were considered. Further, the interpretation of quantitative data on text reception. This data, generated through an open questionnaire served to explain the ideological investments in discursiveconventions articulated in texts. Research results indicated that ideological meanings noted in medicine advertisements used in traditional and modern society persist in the examples produced in late modernity. However, in the latter, given social changes, fears, anxieties and desires related to health are exploited in a subtle way but with a marked potential to instill and sustain relations of dominance, especially between lay people and specialists.

Made available in DSpace on 2014-12-17T14:16:29Z (GMT). No. of bitstreams: 1 TayneACD_DISSERT.pdf: 1446758 bytes, checksum: aa2ceada514141861d1ce7f467fd83bb (MD5) Previous issue date: 2012-03-30 / INTRODUCTION: Drug advertisement stimulates self-medication and irrational use of medicines, especially when it starts to interfere in the prescription. Monitoring advertisements, as well as the observation of its influence on health professionals, prescriptions become necessary because of this public health problem. OBJECTIVE: The aim of this work was to analyze drug advertisements directed to gynecologists and/or obstetricians doctors relating them to the current legislation as well as its influence on prescription. METHODOLOGY: The sample was composed of drug advertisements divulged to the gynecologists and / or obstetricians doctors and was analyzed according to RDC96/2008. To evaluate the influence of advertisement on prescription, a questionnaire was administered to gynecologists / obstetricians doctors and prescriptions of a public maternity were also evaluated. RESULTS AND CONCLUSION: Concerning the advertisements analyzed, 48% complied fully with current legislation and 52% of the advertisements analyzed were in accordance to the RDC No. 96/2008 in most of the items evaluated. The doctors interviewed are used to receive the visits of propagandists, even in the public service, receiving gifts offered by the industry and believe that medicine advertisement tries to influence prescribing. Many of them use the material provided by the propagandist as a source for their prescription, although they present a critical view about them information. The use of trade name / mark on the prescription is a common practice among the doctors interviewed, even in the public service, suggesting there is an influence of medicine advertisement on the prescription / INTRODU??O: A propaganda de medicamentos estimula a automedica??o e o uso irracional de medicamentos, principalmente quando passa a interferir na prescri??o m?dica. A monitora??o da propaganda, assim como a observa??o da sua influ?ncia sobre os profissionais de sa?de, torna-se necess?ria frente a esse eminente problema de sa?de p?blica. OBJETIVO: Analisar propagandas de medicamentos dirigidas a m?dicos ginecologistas e/ou obstetras frente ? legisla??o vigente assim como sua influ?ncia sobre a prescri??o. METODOLOGIA: A amostra foi composta por propagandas de medicamentos divulgadas aos m?dicos ginecologistas e/ou obstetras e foi analisada de acordo com a RDC96/2008. Para a avalia??o da influ?ncia da propaganda sobre a prescri??o, foi aplicado um question?rio aos m?dicos ginecologistas e/ou obstetras e avaliadas prescri??es de uma maternidade p?blica. RESULTADOS: Das propagandas analisadas, 48% cumpriram na ?ntegra a legisla??o vigente e 52% das propagandas analisadas obedecem a RDC n? 96/2008 na maioria dos itens avaliados. Os m?dicos inquiridos mant?m a pr?tica de receber a visita de propagandista, inclusive no servi?o p?blico, recebem brindes oferecidos pela ind?stria e acreditam que a propaganda de medicamentos tenta influenciar a prescri??o. Muitos utilizam o material fornecido pelo propagandista como fonte para sua prescri??o, embora tenham uma vis?o cr?tica perante o mesmo. A utiliza??o de nome comercial/marca na prescri??o ? uma pr?tica comum entre os m?dicos interrogados, inclusive no servi?o p?blico, o que sugere uma influ?ncia da propaganda de medicamentos sobre a prescri??o

Submitted by Cristiane Shirayama (cristiane.shirayama@fgv.br) on 2011-05-25T16:43:12Z No. of bitstreams: 1 61090100017.pdf: 1173276 bytes, checksum: cda7eb208e82169a3eb90adf64163258 (MD5) / Approved for entry into archive by Vera Lúcia Mourão(vera.mourao@fgv.br) on 2011-05-25T16:55:56Z (GMT) No. of bitstreams: 1 61090100017.pdf: 1173276 bytes, checksum: cda7eb208e82169a3eb90adf64163258 (MD5) / Approved for entry into archive by Vera Lúcia Mourão(vera.mourao@fgv.br) on 2011-05-25T16:58:29Z (GMT) No. of bitstreams: 1 61090100017.pdf: 1173276 bytes, checksum: cda7eb208e82169a3eb90adf64163258 (MD5) / Made available in DSpace on 2011-05-25T17:23:04Z (GMT). No. of bitstreams: 1 61090100017.pdf: 1173276 bytes, checksum: cda7eb208e82169a3eb90adf64163258 (MD5) Previous issue date: 2010-07-07 / This thesis aims to evaluate whether humorous television commercials (TVCs) work for non-prescription drugs, known as “over-the-counter” (OTC). The construct humor in advertising is controversial since it involves complex and broad typology, and depends on the audience characteristics. Several studies within different product categories indicated that some consumer goods are better suited for humorous TVCs, while others, such as OTC drugs, may not take advantage from it. Paradoxically, drug announcers spend billions of dollars worldwide in humorous OTC ads. An experiment with real consumers was designed as between-and-within-subjects, to test three hypotheses. Sixty women were exposed to pairs of humorous and non-humorous TVCs, for each of the three drug categories (analgesics, vitamins, and laxatives). We used fictional brand names and real ads, and measured four dependant variables: attitude toward the advertising (AAD), attitude toward the brand (ABR), purchase intention (PI), and brand choice (BC), after subjects being exposed to manipulations of two independent variables: humorous vs. non-humorous TV commercials, for the drug categories. Conditional logit model confirmed that humor does not help to persuade respondents, whose choices, attitudes, and purchase intention were less favorable with humorous TVCs, in comparison to non-humorous executions. Future research is presented regarding marketing for pharmaceutical products.