Abstract

VELAZQUEZ DELGADO, Graciela. Epilepsy The Advertising of Medicine, Remedies, and Cure-Alls in the Press of Mexico City during the Mandate of Porfirio Díaz. Estud. hist. mod. contemp. Mex [online]. 2023, n.66, pp.91-121.  Epub Apr 05, 2024. ISSN 0185-2620.  https://doi.org/10.22201/iih.24485004e.2023.66.77820.

This article analyses the representations of epilepsy in publicity, in Mexico City during the mandate of Porfirio Díaz, by means of two distinct methodological strategies. On one side, there is a quantitative study showing trends in publicity regarding remedies and medicine meant to heal epilepsy; on the other, a qualitative study, which looks into the kind of substances contained in said cures. Finally, the article also analyses the written content of the remedies’ advertisements (text and slogan), to understand the reasoning and the logic behind their representation of epilepsy. This analysis allows us to see just how diverse the treatments for epilepsy were. They ranged from products containing chemical and homeopathic substances, to those made from plants, and even electrical contraptions supposed to restore one’s health. Amongst various findings, we can say that it was the rhetoric in publicity that established a link between epilepsy and insanity. This was surely done in order to inspire fear in the infirm, so they would acquire the products in the hopes of avoiding the illness.

Keywords : epilepsy; therapeutic goods; publicity; press; illness; health.

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