INNOVATION ON VETERINARY PHARMACOLOGY LEARNING THROUGH MEDICINE ADS

The use of audiovisual material to put pharmacology in context and to engage and motivate students to learn the subject material outside the classroom has previously been used in practical, clinical or tutorial settings. Commercial entertainment media and movies specifically made for this purpose have been used. The experiences have demonstrated that they may increase the motivation of students to understand pharmacology principles and may too become a driving force for an increased desire to learn. The present experience explores the analysis of advertising (ads) related to veterinary medicines like a stimulating learning tool in undergraduate students. Ads from TV, internet and professional journals or other magazines were selected for nonprescription drugs used in animal drug therapy. The active discussion helps students to understand and review clinical and pharmacological concepts and to relate theory to practice by recognizing that what they are learning is actually being used. Differences in ads contents for a same medicine product were observed attending to the audiovisual media and the target people whom was addressed to. In addition, this activity may help to introduce some relevant topics such as the need of considering bioethical principles and the social and public health aspects of the animal drug therapy. Furthermore, the advertising analysis increases the interest of students about advertisement regulatory and leads them to explore the legal requirements.