| About 20 years since the reform and opening, the development of the marketing economy promotes the exploitation of the new production and their renovation, pricking up the competition in the market and hastening the development of the national advertising. The businessmen and producers show up all kinds of advertising strategies to propagandize their products in order to enlarge the portion in the market. In the furious medical advertising fight that related to public health and even to safe, some inharmonious note which magnified the curative effect, misguided patients, polluted and destroyed the social and cultural environmtent as well as harm the interest of the human and society appeared. The appearances of the medical advertising ethics one after another arose profound attention of the society.In the article, it used the methods that literature research and questionnaire survey to analyse the current condition of our country medical advertisement, the main reasons for moral lacking of advertisement and the solution measures. The author designed the questionnaire which is "the attitude that the public to medical advertisement and the behavior investigation that the public see a doctor", aiming at the main ethical problems in our national medical advertisement field and doing a conclusion and analysis. The main problems existed in the medical advertisement ethical field are the illegal phenomenon of medical advertisement is serious, the medical advertisement experience faith crisis, the style and quality of medical advertisement are low and the false advertisement mislead the consumer and damage their physical and moral health. Aiming at these problems, the author open out the reasons of the problems in various levels with four medical advertisement principles that is obeying the law, faithfulness, the public moral, the commonweal: the... |
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