Abstract
The article proposes an hermeneutic analysis as well as a socio-semiotic approach around a broad selection of advertisements published of medication and specialized medical supplyin the “Revista del Circulo Medico de Cordoba” and then its successor the “Revista Medica de Cordoba”. The advertisement –as an strategic mechanism- and the sailing market are organized around a changing as well as an specific historical trajectory where the local, the national and also the international are articulated in a particular way. On the one hand, that particularity is considered from the beginning of the publication in 1912 until 1938. In this historical period, the publication is associated to the dynamics of the transformation of the only specialised medical magazine published in the province of Cordoba, that in those years, it became an exclusive space of graphic advertisement that targeted medical elites. On the other hand, the article considers the argentine industrialized process’ influence on the advertising market configuration, traditionally monopolized by the foreign market – from the point of view of the pharmaceutical sector- and the competence of the pharmaceutical market, within the context of the international reconfiguration that brought the end of the First War World.
Highlights
The article proposes an hermeneutic analysis as well as a socio-semiotic approach around a broad selection of advertisements published of medication and specialized medical supplyin the “Revista del Círculo Médico de Córdoba” and its successor the “Revista Médica de Córdoba”
The advertisement –as an strategic mechanism- and the sailing market are organized around a changing as well as an specific historical trajectory where the local, the national and the international are articulated in a particular way
The publication is associated to the dynamics of the transformation of the only specialised medical magazine published in the province of Córdoba, that in those years, it became an exclusive space of graphic advertisement that targeted medical elites
Summary
The article proposes an hermeneutic analysis as well as a socio-semiotic approach around a broad selection of advertisements published of medication and specialized medical supplyin the “Revista del Círculo Médico de Córdoba” and its successor the “Revista Médica de Córdoba”. Desde finales de la década del 20 hasta 1938 las dinámicas se aceleraron y profundizaron, ampliándose el número y la variedad de publicidades de distintos medicamentos, apareciendo por primera vez los avisos de insumos médicos especializados (tecnología médica).
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
