Study On Problems And Countermeasures Of Traditional Chinese Medicine Advertising Communication

Traditional Chinese medicine(TCM)originated in the ancient times and provided a strong guarantee for Chinese people's reproduction.TCM advertising is the main channel to transmit TCM information.Nowadays,the traditional Chinese medicine advertising market is booming,but the problem advertisements are full of the audience's eyeballs,and some traditional Chinese medicine advertisements even lead the audience into misconceptions,resulting in the loss of money and loss of life of consumers,which really makes us shudder.Therefore,it is of practical significance to explore the problems and countermeasures in the advertising communication of traditional Chinese medicine.As China's traditional Chinese medicine advertising is currently in the early stage of development and has not formed a benign operation mode,there are many problems in terms of communication subject,audience participation,advertising strategy,content creation and expression form.To explore its countermeasures,we need to make a comprehensive analysis of the current market situation and advertising content of traditional Chinese medicine advertising,explore the use of new media forms,and promote the benign development of traditional Chinese medicine advertising in China.In this paper,literature research method,questionnaire survey method,case analysis method,and combined with communication,advertising,psychology and other disciplines of the relevant theories,focusing on the discussion of traditional Chinese medicine with advertising as a communication carrier,how to better highlight its own cultural value;And from the perspective of the media,the audience media use motivation of traditional Chinese medicine advertising in the communication of the existing problems put forward more feasible countermeasures.The author first explains the cultural connotation of traditional Chinese medicine advertising and defines the definition of traditional Chinese medicine advertising.This paper analyzes the development environment and current situation of traditional Chinese medicine advertising in China.Through the questionnaire survey on the cognition and attitude of the audiences of traditional Chinese medicine advertisements in China: to understand the contact behavior,attitude tendency of the audiences to traditional Chinese medicine advertisements and their attitude cognition and behavior to illegal false advertisements,and to analyze the communication effect of traditionalChinese medicine advertisements.Through analysis and research,the author found that Chinese medicine advertisement in our country exists in the development environment is not mature,excessive spread content false,single communication strategy,transmission system is not perfect and so on,proposed the construction of Chinese medicine advertisement development environment,advertising content of TCM,TCM treatment concept,integration of media resources in the face of diversity transmission platform,clear rights protection channel,establish long-term effective mechanism of Chinese medicine advertising management and so on countermeasure,so as to provide reference for benign development of advertising communication of Chinese medicine.