Análise de conteúdo das informações técnico-científicas das propagandas de medicamentos psicoativos
Arquivos
Data
2008
Autores
Mastroianni, Patricia de Carvalho 
Orientadores
Galduróz, José Carlos Fernandes
Tipo
Tese de doutorado
Título da Revista
ISSN da Revista
Título de Volume
Resumo
Segundo a Organização Mundial da Saúde, as propagandas de medicamentos devem ser fidedignas, exatas, verdadeiras, informativas, equilibradas, atualizadas e passíveis de comprovação. Os textos e as ilustrações das propagandas destinadas aos médicos e aos outros profissionais da saúde devem ser total mente legíveis e compatíveis com os dados científicos. Objetivo: avaliar as propagandas de medicamentos psicoativos divulgadas para os médicos, em relação a concordância das informações contidas nas peças publicitárias com as suas respectivas referências bibliográficas e a acessibilidade as referências citadas, bem como descrever as figuras humanas retratadas nas propagandas de medicamentos psicoativos quanto ao gênero, a idade, a etnia e ao contexto social. Métodos: Durante o ano de 2005, em Araraquara/SP, foram coletadas as propagandas de 152 medicamentos psicoativos, nas quais foram citadas 304 referências bibliográficas. As referências foram solicitadas aos serviçs de atendimento ao cliente dos laboratórios e consultadas nas bibliotecas da rede UNESP (Ibict, Athenas), BIREME (SciELO, PubMed, períodicos catalogados de acesso livre) e os períodicos da CAPES. Por meio da técnica de análise de conteúdo, as afirmações das propagandas foram conferidas com as das referências. As figuras humanas apresentadas em 86 propagandas foram analisadas, usando o teste exato de Fisher para as categorias gênero, idade, etnia e contexto social. Resultados: Das referências citadas nas propagandas, 66,7% foram acessíveis. Das 639 afirmações identificadas, foi possível analisar 346 (54%). Verificou-se que 67,7% das afirmações das propagandas conferiam com as suas referências e as demais não conferiam ou conferiam parcialmente. Houve urn predomínio de figuras de mulheres (62,8%), sendo estas, em relação aos homens, quatro vezes mais freqüentes nas propagandas de antidepressivos e ansiolíticos. A maioria era constituida por jovens adultos (72%), de etnia branca (98,8%). As pessoas estavam em situações de lazer (46,5%), nas suas casas (29%) ou em contato com a natureza (16,2%). Discussão: Os achados indicam dificuldades de acesso as referências citadas; as mensagens de eficácia, segurança e custos, entre outras, nem sempre são respaldadas por estudos científicos, evidenciando falta de fidedignidade, exatidão e veracidade. As mensagens transmitidas por meio de figuras humanas sugerem que os medicamentos tratam sintomatologias subjetivas de desconforto do dia-a-dia, muito aquém dos dados científicos, induzindo a urn apelo irracional que pode refletir na prescrição medicamentosa. Conclusão: São necessárias mudanças nas exigências legais e uma fiscalização efetiva das propagandas de medicamentos..
According to the World Health Organization, drug advertisement must be accurate, precise, truthful, informative, balanced, up-to-date, and provable. The text and pictures in advertisement aimed at physicians and other healthcare professionals must be completely readable and compatible with scientific data. Objective: To assess psychoactive drug advertisement aimed at physicians to observe whether the information contained therein is in accordance with their respective bibliographical references. In addition, our goal is to describe the human figures portrayed in such pieces of advertisement in terms of gender, age, ethnic group and social context. Methods: During the year of 2005, we collected in the city of Araraquara in the State of São Paulo, Brazil, 152 pieces of printed advertisement for psychoactive drugs, in which reference to 304 bibliographical sources were made. The references were obtained through the customer service of the laboratories in question and at the UNESP library network (Ibict, Athenas), BIREME (SciELO, PubMed, freely accessible periodicals), and through CAPES periodicals. By means of content analysis technique, the statements made in the pieces of advertisement were checked with the references. The human figures found in 86 of the printed pieces were analyzed according to Fisher’s exact test for gender, age, ethnic group and social context. Results: Out of all the references made in the pieces of advertisement, 66.7% were accessed. From the 639 statements identified, it was possible to examine 346 (54%). It was found that 67.7% of the statements in the pieces of advertisement matched their references, and the remaining were not a match or only partially matched. There was a preponderance of women figures (62,8%), which were four times more present than men in advertisement for antidepressants and anxyolitics. Most of the people shown were Caucasian (98.8%) young adults (72%). People were pictured in leisure activities (46.5%), at home (29%) or in contact with nature (16.2%). Discussion: Results illustrate the difficulty in having access to the reference sources. Furthermore, that the messages of effectiveness, safety, cost, among others, are not always grounded on scientific studies, thus evidencing the lack of accuracy, precision and truthfulness in this kind of advertisement. The messages conveyed through human figures address routinely felt subjective symptoms of discomfort, – much more than the actual scientific data prove –, thus inducing in an irrational appeal that may affect drug prescription. Conclusion:Therefore, to fight this distortion there is an obvious need to make real changes to the legal requirements and to promote effective government inspection of drug advertisement.
According to the World Health Organization, drug advertisement must be accurate, precise, truthful, informative, balanced, up-to-date, and provable. The text and pictures in advertisement aimed at physicians and other healthcare professionals must be completely readable and compatible with scientific data. Objective: To assess psychoactive drug advertisement aimed at physicians to observe whether the information contained therein is in accordance with their respective bibliographical references. In addition, our goal is to describe the human figures portrayed in such pieces of advertisement in terms of gender, age, ethnic group and social context. Methods: During the year of 2005, we collected in the city of Araraquara in the State of São Paulo, Brazil, 152 pieces of printed advertisement for psychoactive drugs, in which reference to 304 bibliographical sources were made. The references were obtained through the customer service of the laboratories in question and at the UNESP library network (Ibict, Athenas), BIREME (SciELO, PubMed, freely accessible periodicals), and through CAPES periodicals. By means of content analysis technique, the statements made in the pieces of advertisement were checked with the references. The human figures found in 86 of the printed pieces were analyzed according to Fisher’s exact test for gender, age, ethnic group and social context. Results: Out of all the references made in the pieces of advertisement, 66.7% were accessed. From the 639 statements identified, it was possible to examine 346 (54%). It was found that 67.7% of the statements in the pieces of advertisement matched their references, and the remaining were not a match or only partially matched. There was a preponderance of women figures (62,8%), which were four times more present than men in advertisement for antidepressants and anxyolitics. Most of the people shown were Caucasian (98.8%) young adults (72%). People were pictured in leisure activities (46.5%), at home (29%) or in contact with nature (16.2%). Discussion: Results illustrate the difficulty in having access to the reference sources. Furthermore, that the messages of effectiveness, safety, cost, among others, are not always grounded on scientific studies, thus evidencing the lack of accuracy, precision and truthfulness in this kind of advertisement. The messages conveyed through human figures address routinely felt subjective symptoms of discomfort, – much more than the actual scientific data prove –, thus inducing in an irrational appeal that may affect drug prescription. Conclusion:Therefore, to fight this distortion there is an obvious need to make real changes to the legal requirements and to promote effective government inspection of drug advertisement.
Descrição
Citação
MASTROIANNI, Patrícia de Carvalho. Análise do Conteúdo das informações técnico-científicas das propagandas de medicamentos psicoativos. 2008. 95 f. Tese (Doutorado em Ciências) – Escola Paulista de Medicina, Universidade Federal de São Paulo, São Paulo, 2008.