媒体医药广告用语现状与对策研究

Current Situation and Countermeasure about Medical Advertisement

近年来，各种媒体的医药广告用语有了很大进步，但媒体医药广告用语普遍存在言过其实、庸俗化、破坏汉语规范、不适当地使用专业词汇、滥用模糊语言等问题。对此，本文提出两点对策：一是应将准确性与生动性更好地结合；二是恰当地使用医学专业词汇。

There has made great progress in language of medical advertisement in these years, But there are some problems such as painting the devil blacker than he is, secularization, destroying the criterion of Chinese, inappropriately using medical diction and misusing faint language. So it is very important that making diction of medical ad while tow problem that association of veracity and vitality and appliance of medical diction are noticed.