A propaganda da parceria contra as drogas e exemplos da participação de substâncias psicoativas na publicidade

Abstract

The present dissertation has, as an object of study, the approach about drugs in institutional propaganda - in this case, the one produced by the non governmental organisation Parceria Contra Drogas (partnership Against Drugs) -, to be found on TV, magazines and posters. It will be also shown how psicoactive substances - in this case, drinks, cigarrettes and medicine - are seen, by examples collected on TV, magazines, newspapers and radio. The pieces from Parceria Contra Drogas and comercial advertising were collected between 1996and 1998. Would drugs be shown differently by the two approaches? What would be the differences concerning language, conception and even interests involved in each one? The analisys has, as a theorical referential, the Semiotics of Culture, through the writtings of lvan Bystrina, Yuri Lotman, Ouspenski, . - W. Schivelbusch, U. Eco, among others. My aim was to identify relations between cultural and economic proccesses and especific cultural texts produced inside the context of these proccesses