Não há cura sem anúncio: ciência, medicina e propaganda (São Paulo, 1930-1939)

• Ano de defesa: 2015
• Autor(a) principal: Rodrigues, Gabriel Kenzo
• Orientador(a): Romero, Mariza
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em História
• Departamento: História
• País: BR
• Palavras-chave em Português: História da saúde; História da ciência; Propaganda e publicidade; História de São Paulo
• Palavras-chave em Inglês: History of health; History of science; Advertising and marketing; History of São Paulo
• Área do conhecimento CNPq: CNPQ::CIENCIAS HUMANAS::HISTORIA
• Link de acesso: https://tede2.pucsp.br/handle/handle/12875

This paper seeks to analyze the transition from a cure consumption model which embraced not only a scientific model viewed as obsolete, but also all kinds of popular cures to a new model recognized as scientific by official knowledge, which was closely linked not only to the latest discoveries in the pharmaceutical field, but to the new forms of production stemming from the Second Industrial Revolution, which in turn walked hand in hand with the international monopoly capitalism of the first half of the twentieth century. The approach adopted to understand the specificity of this period sought to link the development of this cure model to elements not limited to official documentation. Accordingly, this paper intends to analyze the trajectory of how this model of cure, which today is hegemonic, extended into different social instances and transcended its mere chemical or biological efficacy. The large amount of pharmaceutical advertising present in the daily media, came up as documentation capable of clarifying how this transition took place. It allowed us to gain insight into an aspect that is little explored in the history of science, namely: how a scientific model with hegemonic intentions operates to take root in the everyday life of society while using prosaic elements to establish communication with its audience. Using what already existed and, at the same time, instituting the new, the ads clearly show the subtleties of society of that time regarding the sick body, which did not show through on official documentation, such as medical treatises, medical reports, diagnoses, etc. The sick body in this case appears in its social dimension, showing what is lost in social terms as such: a worker who is unable to produce, the syphilitic who will only get married after his convalescence, a woman who fails to find a husband due to esthetic issues caused by poor health, etc. All these elements are skillfully used by the advertising agencies which, while seeking to maximize the profits of their commissioning laboratories, end up also creating a space where different worldview representations and cure models contend