Detalhes bibliográficos
| Ano de defesa: |
2005 |
| Autor(a) principal: |
Costa, Maria Rita Resende Martins da
 |
| Orientador(a): |
Gonçalves, Elizabeth Moraes
|
| Banca de defesa: |
Galindo, Daniel dos Santos
,
Giacomini Filho, Gino
|
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Metodista de São Paulo
|
| Programa de Pós-Graduação: |
PÓS GRADUAÇÃO EM COMUNICAÇÃO
|
| Departamento: |
Processo Comunicacionais
|
| País: |
BR
|
| Palavras-chave em Português: |
|
| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
|
| Link de acesso: |
http://tede.metodista.br/jspui/handle/tede/736
|
Resumo: |
This dissertation inquires the characteristics of the discourse on free selling drug advertisings, by analyzing the relationship between their content, ethical remarks and law rules that guide these drugs commercialization. The corpus is formed by advertising pieces in press media as well merchandising in selling points (SP), in divulgation and commercialization campaigns for free selling drugs from a Brazilian laboratory EMS Sigma Pharma and an international one Aventis Pharma. The search methodology is the analysis of the underlying discourse in the messages transmitted in SP pieces. The theoretical guidelines are those from French Discourse Analysis as well the advertising basis with its laws and the consumer rights legislation. The results show that publicity of free selling drugs, with its highly persuasive arguments to seduce the consumer, do not make evident a responsible concern to the consumer and it treats drugs as any other products, by only accomplishing legal rules, in their minimal aspects. Ethic principles and social values are really ignored, in the most part of the pieces. It means that the emitters sin by omission against ethic, in the construction of their discourse. |
