抗战时期《新华日报》医药广告的实证研究

Empirical Study of Xinhua Daily's Medical Advertisement During Anti-Japanese War

目的:了解全面抗战时期报纸医药广告的传播特点。方法:采用内容分析法和文本分析法对抗战时期《新华日报》的医药广告进行定量和定性分析。结果:在医事服务类广告方面,30%以上的医师在广告中表示自己擅长治疗3种及以上专科疾病;该类广告的宣传主要采用了强调公立医院的任职经历、打高科技噱头、随意承诺疗效、发表以"鸣谢"为幌子的软文、使用"恐惧诉求"手段等9种表现方式。在药品广告方面,呼吸系统药物、保健品及跌打损伤类药物位列前3位,该类广告主要表现手法包括采用赠送类促销手段、夸大其词、强调官方认定的生产批文、注重产权保护与商标意识等7种。结论:抗战时期医药广告存在的诸多问题对于今天医药广告的管理仍然具有重要的参考意义。

Objective : To find the communication characteristics of the newspaper s medical advertisement during the anti - Japanese War period. Methods : This paper makes a quantitative and qualitative analysis on the medical advertisements in Xinhua daily during the anti - Japanese War period using content analysis and textual analysis method. Results: As for the medical service advertising, more than thirty percent of the physicians claimed in the advertisement he was good at treating three or more specialized subject of diseases. The expression technique of physician advertisement included emphasis on the work experience of public hospital, using high - tech gimmick, make a commitment on curative effect indiscreetly, under the guise of ‘‘Letter of Thanks” , using the ”fear appeal” and so on. In terms of drug advertisement, respiratory drugs,health products and injuries drugs ranked the top three advertisements. The main expression technique of those advertisement included ‘‘ buy a gift' promotion, exaggeration, emphasizing the official approval, emphasizing property rights and trademarks and so on. Conclusion: The problems of the medical advertisement during the Anti - Japanese War had important reference value to today, s medicine advertising management.