Research On The Problems And Strategies Of Print Media Medical Advertising In Dalian

Nowadays consumerism prevalent everywhere globally, commercial advertising drives by economic interests have influenced public consumption behavior dramatically by those power houses. As a subsidiary, commercials medical advertising without exception is also one of the field that aiming the purpose of expanding and maximizing economic profit, but in contrast of others, commercial medical advertising also has its own social responsibility due to its special nature of the dissemination of information and to share dissemination of health information and health concepts to the public at the same time while promote their products. We can say that commercials medical advertising is acting a powerful role at mass media advertising in this competition field, not only to increase market share and optimize the health of corporate image, but also can be used as the advantages of mass media information on health communication media, and to give a positive effect. But in real life, medical information on medical advertising profitable nature conveyed to the audience is not always scientific, objectively speaking, there are mixed a variety of complex factors intertwined like government power, social and cultural values and ideology, this is main reason lead phenomena on proliferation of illegal medical advertisements. A lot of false medical advertising broke the original order of medical advertising market, give concerns controversy on where and how commercials medical advertising can go at this cross road.In this paper, based on commercial medical advertisements published by print media in Dalian, in-depth analysis by using the mean of content analysis on commercial medical advertisements and combining dissemination of results with theory, culture theory based health communication, to analyze existing problems on its communication process by study of spread of medical advertising and the status of the development of Dalian Medical print media advertising. On this basis, to establishing an effective medical advertising future development programs, timely detect and contain false or unhealthy information dissemination, to eliminate the adverse social effects they produced, eventually to provide a better environment and space for market of commercial medial advertising in an ordered, healthy and more operational way.