Medication advertisements in the illustrated press and the image of Brazilian nurses (1920-1925)

Abstract

This is a historical and social study about the symbolic effect of medication advertisements presented by women using object representations used by nurses, featured on Fon-Fon Magazine, which describes the medication advertisements featured on Fon-Fon Magazine; analyzes the object representations of the nurse image present in the referred advertisements and discusses on the symbolic effect of those representations on the consumption of medication by the Brazilian society. The document sources were in print, iconographic and literature referring to the History of Brazil, the Press, Advertising and of Nursing. The medication advertisements, analyzed using an analysis matrix based on concepts of semiotics, were obtained from the Fon-Fon Magazine. The study showed that the analyzed advertisements invested in object representations used by nurses to gain reliability regarding the medication being announced.