Study On The Change Of Medical Advertisement In Wen Hui Bao (1979-2018)

In the past 40 years of reform and opening up,Chinese society has undergone tremendous changes,and the development of medical advertisement has also undergone great changes.At the same time,the changes of medical advertisement also reflect the changes of The Times.This article selects in advertising practice has been in the forefront of the country's wen wei Po "as the research object,select the 1979-2018,published by the medical advertisements as the research sample,and combining previous research results,since China's reform and opening up the development of advertising can be divided into natural development period(1979-1991),mixed exploration phase(1992-2001)and conscious reflection period(2002-present)three times.By means of content analysis and comparative analysis,this paper analyzes and studies the medical advertisements published in wenwei daily in three different periods.This paper mainly analyzes the changing characteristics of medical advertisement in wenwei daily from the dimensions of the quantity,type,form,creativity and appeal of medical advertisement.The development and change of medical advertisement reflects the development of advertising industry,the continuous improvement of advertising supervision,the change of advertisers and the replacement of health concept since the reform and opening up.The medical advertisement in wenwei daily not only witnesses the development of the medical advertisement in the newspaper platform,but also reflects the development of the medical industry and the changes of The Times since the reform and opening up.