| In recent years, with the continuous progress of economic development, advertising demand expands, advertising as propellant has entered the rapid development of economic development of the track, but the impact of the transformation of the news media and new media, traditional media, especially the print advertising development space has been squeezed, the traditional dominant ads or hard because of its form, content and other aspects of oneness, shallow compared with the previously published its share and communication effect has a significant decline. Appeared in this case, the media industry in recent years an unprecedented new phenomenon that "advertising news phenomenon", news and advertising nature of these two distinct forms an overlapping and fusion between the fuzzy domain, the embodiment of the media for advertising in the form of news, due to its content and form of vagueness, concealment and deception, many readers are often mistakenly "is advertising, the shape of a news" advertising information as news for reading and thinking, while the influence of the short term will not result in a dominant, but with the "news" advertising trends of malignant development unceasingly, will certainly to society, the media, advertisers and readers of negative influence.The author found in the internship process, due to geographical restrictions, local urban newspapers less because of its small influence, circulation, advertising revenue relative impact will be bigger, natural "advertising news" phenomena appeared in the local newspapers media is more common. Moreover, all kinds of magazine tend to be developed on the basis of the supplement, not too much emphasis on reports timeliness, so weekly report news compared to the news page is relatively weak, but compared with the supplement of the leisure class, weekly as the continuation of news pages, supplement, and good news. In such conditions, its marginal attributes to the development of the "news" advertising provides a chink in the wall. As a newspaper AD one of mainly presents the types of the news, newspapers and medical advertising news in "advertising news" the tide of malignant of position first, frequently appear in medical health class newspaper "the essence of advertising, in the form of news" medical advertising information some harm the interests of the readers and the patient, pollution and the destruction of the media is not harmonious notes. So the author thinks that in the realization of socialism "Chinese dream" today, for today "newspaper medical news" advertising media market on the flood deep purification and regulation has become inevitable. In this article, the author attempts through literature review, content analysis and text interpretation of "medical advertising news" phenomenon is analyzed and the perspective, and combined with the author in pingdingshan daily, health weekly internship experience, the "medical advertising news" phenomenon of regulation put forward some Suggestions, in order to beneficial to the development of paper media in the future.This paper mainly consists of five parts:The first part mainly introduced in this paper, the research significance, research status, research objects and research methods.The second part mainly from the origin of advertising news, news and advertising concepts, medical ads prevue, newspapers medical news the cause of the rise, form such aspects as made an overview of the \"medical advertising news\" of related knowledge and the concept of systematic carding.The third part mainly \"pingdingshan daily, weekly, health, for example, content analysis and text interpretation, in order to find \"medical advertising news \"in quantity, layout, style, inherent law and characteristics of the nature of the advertisers, etc.The fourth part mainly from medical advertising audience, advertisers, media and advertising industry, medical industry, medical advertising ethics, media ecological system is summarized and expounded several methods, such as \"medical advertising news\" all aspects of the harm caused byThe fifth part mainly from the regulators, communicator and audience of the three level of \"medical advertising news\" Phenomenon and puts forward some corresponding Suggestions, in order to help to the long-term development of the newspaper. |
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