Publicidades de medicamentos y recepción audiovisual en Argentina. Un análisis de los reclamos realizados por las audiencias televisivas.

The article examines the claims regarding drug advertisement presented by Argentine radio and TV audiences to the national media ombudsman between 2012 and 2017. Basing on the notion of 'semantic field' (Adelstein 1996), the analysis highlights that, rather than a discomfort felt with elements strictly related to 'health' or 'medications', 'discrimination' is the main source of complaint among Argentine media audiences. The article centres on the analysis of two cases which were the aim of the majority of claims: the advertisement of a drug to relieve menstruation-related pain, and a drug against acne. The results of this study contribute to a consideration of the implications of claims as a mechanism that fosters civic participation and the interpelation of the State; and the presence and relevance of the category of 'semantic field' for the analysis of claims. [ABSTRACT FROM AUTHOR]