Propaganda de medicamentos: das estrat??gias persuasivas ao embate discursivo

Seguran??a, efic??cia, inova????o e modernidade s??o alguns dos valores agregados ao medicamento no universo contempor??neo. Essa associa????o ?? decorr??ncia de uma complexa gama de fatores. No entanto, pode-se dizer que um dos meios que valida tais atributos e imp??e novas estrat??gias de significa????o ?? a publicidade. Afinal, ?? por meio dela que a ind??stria farmac??utica divulga seus produtos. Dessa maneira, fica praticamente imposs??vel delimitar fronteiras entre a propaganda e o consumo de medicamentos. N??o ?? dif??cil notar, assim, que a propaganda de medicamentos pode representar risco ?? sa??de, caso n??o se comprometa com a divulga????o de informa????o isenta, correta e segura. O problema ?? que, sem uma pol??tica efetiva no controle da promo????o comercial de produtos farmac??uticos, as estrat??gias persuasivas encontram meios de driblar o que a legisla????o preconiza e as diferentes interpreta????es levam a controv??rsias e dilemas, que passam a configurar o campo. Nesse sentido, o presente trabalho objetiva compreender os embates discursivos entre a ind??stria farmac??utica e o ??rg??o fiscalizador da Vigil??ncia Sanit??ria ??? a ANVISA.Safety, effectiveness, innovation and modernity are some of the drug aggregates values in contemporary universe. This association is arisen from a complex range of factors. However, we can say that one way that validates these attributes and imposes new strategies of signification is the advertising. After all, is through it that the drug industry publicizes its products. Thus, it is virtually impossible to define boundaries between advertising and consumption of drugs. We can easily notice that the advertising of drugs may represent a health risk, if no compromise with the dissemination of the free, correct and safe information. The problem is that without an effective political on the control of the pharmaceutical products commercial promotion, persuasive strategies finds ways to circumvent what the law calls for and the different interpretations lead to controversies and dilemmas that come to set the field. Accordingly, the present study aims to understand the discursive battles between the pharmaceutical industry and the supervisory body of Health Surveillance ??? ANVISA