| In this study, the view of applying television advertisement for medicine to facilitatehealth communication was proposed through a series of analyses in point of healthcommunication science including the status quo of health communication and healthinformations contained in the television advertisement for medicine, and the investigationsabout how to accomplish and elevate the effect of television advertisement for medicine wereperformed initially. Firstly, the conceptions and development of television advertisement formedicine and health communication were explained, and the feasibility of develop healthcommunication through television advertisement for medicine were analyzed briefly.Secondly, the study about television advertisement for medicine was performed applyingtheory of health communication from three aspects including health sender, healthinformation and receiver, which demonstrated that television advertisement for medicine hadthe basic factors of health communication. Thirdly, the analyses about the status quo ofcurrent television advertisement for medicine, health informations contained in the televisionadvertisement for medicine and the phenomenon of artificial health informations were made.Lastly, a series of suggestions aimed directly at the status quo of television advertisement formedicine were offered, which included increasing the content of health informations in theadvertisements, organizing the specialist in medicial science or health information scienceparticipate in the inspection of television advertisement for medicine, raising self-discipline ofthe advertising agency and the media, enhancing the intermediary diathesis of the receivers. |
PDF Full Text Request