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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.

asclepio

El mercado de las publicidades de medicamentos e insumos médicos especializados en el interior de Argentina: El caso de la &lt;em&gt;Revista del Circulo Médico de Córdoba&lt;/em&gt; y la &lt;em&gt;Revista Médica de Córdoba&lt;/em&gt;, Argentina, 1912-1938