Resumo

PLAZAS SALAMANCA, Adriana Margarita. Marks of discourse in advertisements medicalization. Hallazgos [online]. 2015, vol.12, n.24, pp.201-217. ISSN 1794-3841.  https://doi.org/10.15332/s1794-3841.2015.0024.11.

This paper presents the construction elements of fertilization as biopolitical problem. Through reviewing the terms birth control and family planning practices medicalization that match policies and population observed control programs. The aim is to describe the discursive marks that show medicalization practices present in the advertising guidelines Norforms brand. The medicalization focuses its interest in expanding their control actions on life in the particular case of contraceptive ovules where you can visualize the strategy of creating social disease and treatment advocacy through the campaigns of public hygiene. In the article, the results of the analysis of four mailers brand Norforms published in magazines circulating in Bogotá in the years presented 1964, 1972, 1991, and 1998. For discourse analysis of the conce pts of biopolitics and medicalization recourse provided by Michel Foucault from which economic and political described dynamics of population control.

Palavras-chave : Medicalization; biopolitics; advertising; birth control; contraception.

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