出版社：Universidade Federal do Parana̧, Departamento de Psicologia
摘要：The aim of this article is to discuss the relation between the contemporary use and advertising ofpharmaceutical drugs based on the so-called culture of consumption. We discuss advertising as ameans of strengthening the belief in the power of these drugs, presenting them as a synthesis ofscience and technology to promote health and well being and, particularly, as a quick solution fortypical problems of the contemporary world. The obligation to buy the latest medicines is becoming asymbol of social affirmation as well as the only way to weaken our daily problems. Using a logic ofconsumption as ownership, we create, with the help of advertising, a world of promises concerningimmediate solutions, easily sold through on line shopping, supermarkets, department stores andshopping centers. We discuss this set of contemporary practices and values which are turning our wayof life into a disposable product.
