The Research Of Advertisements On City Health Newspaper From The Perspective Of Health Communication

Pharmaceutical industry is closely related to people’s life,researching anddeveloping of pharmaceutical products), production, sale, pharmaceutical companies,medical services and brand promotion, etc. At the same time,it is an important part ofthe national economy. The whole medical market is becoming much morecompetitive, industry distributing, expanding rapidly, easily influenced by policiesand public opinions.advertisements as the main carrier of medicine industries’ propaganda, byplanning and designing of advertising men,are produced to the mass market, then itwill reach the sale purpose through impacting on the consumers’ thoughts, emotionsand behaviors. Advertising campaign effects on people’s psychological mechanism,with motoring and diverse advertisement strategies promote the sales. Pharmaceuticaladvertisement has a great influence on the medical market, through effectiveadvertising, pharmaceutical products and medical institutions can be outstanding inthe large range homogeneous market competition. Except that, Pharmaceutical will beshow its own unique features, curative effects, services, price advantages and culturalimplications of brand to the consumers. Because of the important values of medicinesfor individuals and society, pharmaceutical advertisement is also carrying a certainhealth information to the public as a kind of function of disseminating besides sellingpurpose.This research combined theoretical analysis and empirical research, first of allresearching the literatures of medical advertisements, health communication andadvertising communication effects. Secondly, analyzing the communicatingcharacteristics of three newspapers of Jinan area including "Qilu evening news”,“the Jinan times" and “Shandong business daily”. and then,in the perspective ofhealth communication, using the age, educational level, income level and healthyconditions of the variables to test the interaction between the effects and measure communication effects of pharmaceutical advertisements.The results show:(1) pharmaceutical advertisements of newspapers have built astructure of health communication, impacting on people’s recognitions of diseases (2)medical advertisements of the metropolis daily show strong local characteristics, andchange the local newspapers’ circulating area into a “community” with a generalcognition of some kind of disease. At the same time, the medical advertisements cankeep close to local audiences in the release of advertising targets and theperformance of diseases.(3) pharmaceutical advertisements impact on healthcommunication, people who have different ages, different educational levels anddifferent levels of income will keep different cognitions, attitudes and behaviors topharmaceutical advertisements.(4) pharmaceutical advertisements have a positiveimpact on the cognitions of healthy information and promotion of healthy behaviors,both of them present multiple correlational characteristics.(5) the audience’s attitudetoward illegal medical advertisement is not exclusive, Conversely, the illegal way ofpropaganda can hit the bull ’s-eye of the audiences’ healthy needs, it is also one of themarket reasons for causing the flooding medical advertisements.