La influencia de la publicidad farmacéutica en las prácticas de automedicación
This scientific paper discusses the influence that pharmaceutical advertising plays in the practice of self-medication of people, for which was used to review the literature developed on the issue, the analysis of the advertising message contained in five television spots broadcast in Ecuador,...
| Autor Principal: | Castro Herrera, Karen Alejandra |
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| Formato: | bachelorThesis |
| Idioma: | spa |
| Publicado: |
2017
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| Materias: | |
| Acceso en línea: |
http://dspace.ups.edu.ec/handle/123456789/13325 |
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| Sumario: |
This scientific paper discusses the influence that pharmaceutical advertising plays in
the practice of self-medication of people, for which was used to review the literature
developed on the issue, the analysis of the advertising message contained in five
television spots broadcast in Ecuador, during the period October / 2015 to February /
2016, as well as the analysis of a survey of 100 consumers Pharmacy line Sana - Sana.
During the first stage theoretical information was gathered on the subject of research,
finding two academic journals that allowed us to understand the influence of
advertising on self-medication practices of persons; TV spots later was selected to
make way for a semiotic analysis of visual discourse from the perspective of Barthes
(1987), in order to understand the impact of their content on the people who consume
them. Finally to complete the practical work, users of online pharmacies Sana Sana,
located in the area of North Quito a survey was applied, which allowed to collect
information on the subject investigated. The selection of respondents was not random,
by the sole discretion of the researcher. Thus the relevant quantitative and qualitative
data that allowed to reach important conclusions presented at the end of this work were
obtained. |
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