开发利用医学专业期刊中广告的信息价值

Exploitation of information value of advertisements in medical periodicals

医学专业期刊在传播医学理论与技术的同时 ,也刊载了大量的医疗药品及器械的商品广告。辩证地分析医学专业期刊商品广告的现状 ,阐明对广告的医学信息的挖掘和提炼是对其更深层次价值的开发与利用的观点。通过阐述对期刊医药广告信息提炼的目的、开发利用的原则和服务内容、拓展其在社会服务中的应用 ,以提高医学情报单位、文献检索部门及医疗咨询机构对广告信息的重视程度 。

While medical periodicals disseminate the medical theories and techniques, they publish a great lot of the advertisements about medicinal drugs and instruments. By the dialectical assessment of the present advertisements in medical periodicals, it is elucidated that the exploitation of their medical information is the utilization of their potential value. Moreover, the detailed contents involve the aims of exploiting their medical information value, the principles and domains of utilizing them, and the development of applying them in the intension and extension of social services. Ultimately, medical information institutions, document retrieval organizations and medicinal consultation groups should study and potentate the exploitation and utilization of the information value of advertisements in medical periodicals.