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Previous issue date: 2009-07-02 / Coordena??o de Aperfei?oamento de Pessoal de N?vel Superior / Drugs advertising is one of the most important marketing resources used by the pharmaceutical industry to induce people to buy these products although they do not have the real necessity to use them. The purpose of this article is to evaluate drugs advertisings transmitted on radio stations in Natal/RN, from October 2007 to September 2008. Were collected 228 advertising pieces, where, 21 were different
among themselves and corresponded to 15 drugs. The results showed that 73,3% of the drugs ads were announced on AM station and 26,7% on FM station. The majority of the drugs were constituted of analgesics (26%), following by antiacids,
vitamins, phitotherapics (13% each). The legal analysis showed that each advertising had some kind of infraction. The omission of the registration number happened in each advertising, following by the totally lack of contraindications
(95,2%) and contraindications DCB/DCI (76,2%). In 42,9% advertisements were observed the relation between drugs use and physique/intellectual/emotional/sexual performance and/or beauty and 33% of them had abusive exploration of
illnesses. The obligatory warning was omitted in 28,6% and the offer of financial bonus happened in 9,5% cases. The content analysis demonstrated that the most persuasion and convincing elements observed were indicatives of consumption
appeal (34,2%). The study indicates the necessity of the topic drugs advertisements to be treated in a wide context, that is, to be discussed as a public health concern. Although the advertising regulation and inspection is the State
responsibility , this should be shared with the advertising agency, pharmaceutical industry and media. Furthermore, it is indispensable to inform and to conscience the population of their rights in such mistaken situation / A propaganda de medicamentos ? um dos principais recursos de marketing utilizados pela ind?stria farmac?utica a fim de persuadir as pessoas a comprarem esses produtos ainda que n?o tenham real necessidade de consumi-los. Este trabalho objetivou avaliar propagandas de medicamentos veiculadas em emissoras de r?dio, em Natal/RN, no per?odo de outubro de 2007 a setembro de 2008. Foram captadas 228 pe?as publicit?rias, das quais, 21 eram diferentes entre si e correspondiam a 15 medicamentos. Os resultados demonstraram que 73,3% dos medicamentos foram anunciados em emissoras AM e 26,7% em FM. A maioria dos medicamentos era constitu?da por analg?sicos (26%), seguindo-se os anti?cidos, vitaminas e fitoter?picos (13% cada). A an?lise legal demonstrou que todas as propagandas cometeram algum tipo de infra??o. A omiss?o do n?mero
de registro ocorreu em todas as propagandas, seguindo-se a quase totalidade (95,2%) da aus?ncia das contra-indica??es e da DCB/DCI (76,2%). Em 42,9% das propagandas observou-se a rela??o do uso do medicamento ao desempenho
f?sico/intelectual/emocional/sexual e/ou beleza e em 33,3% houve abusiva explora??o das enfermidades. A advert?ncia obrigat?ria foi omitida em 28,6%, e o oferecimento de bonifica??o financeira ocorreu em 9,5% dos casos. A an?lise de conte?do revelou que a maioria dos elementos de convencimento/persuas?o observados eram indicativos de apelo ao consumo (34,2%). O estudo aponta para a necessidade do tema propaganda de medicamentos ser tratado em contexto mais amplo, ou seja, discutido como quest?o de sa?de p?blica. Embora se considere que a responsabilidade pela regulamenta??o e fiscaliza??o da
propaganda seja do Estado, esta deve ser compartilhada com ag?ncias de publicidade, ind?stria farmac?utica e meios de comunica??o. Al?m disso, ? imprescind?vel informar e conscientizar a popula??o para que esta reivindique seus direitos diante de situa??es enganosas
| Identifer | oai:union.ndltd.org:IBICT/oai:repositorio.ufrn.br:123456789/13443 |
| Date | 02 July 2009 |
| Creators | Batista, Alm?ria Mariz |
| Contributors | CPF:13908464404, http://lattes.cnpq.br/8260624403804292, Raffin, Fernanda Nervo, CPF:60253991404, http://lattes.cnpq.br/1052562183676637, Schenkel, Eloir Paulo, CPF:12392910006, http://lattes.cnpq.br/6985652531782616, Dantas, Maria Cleide Ribeiro |
| Publisher | Universidade Federal do Rio Grande do Norte, Programa de P?s-Gradua??o em Ci?ncias Farmac?uticas, UFRN, BR, Bioan?lises e Medicamentos |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Repositório Institucional da UFRN, instname:Universidade Federal do Rio Grande do Norte, instacron:UFRN |
| Rights | info:eu-repo/semantics/embargoedAccess |
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