Chaos:An Analysis Of The Truthfulness Of Medical Advertisements In TV

TV medical advertisements accompany People’s Daily life.In recent years,with the increasingly vigorous pursuit of health information,China’s pharmaceutical industry has developed rapidly.As a special type of transmission medium,DTC-TV pharmaceutical advertising convey important information on medicines and health related,to the public health concept and has a subtle influence drug use behavior.However,an endless series of fake medical advertisements,while damaging the interests of consumers,seriously threaten consumers’ life and health.More and more irresponsible at the loss of good faith for the benefit of enterprises,breaking the law,the vicious development of pharmaceutical industry,and on our country’s drug regulatory caused a huge test.Though the country developed a series of relevant policies and regulations,the false medicine advertisement continuing crackdown on for a long time,but our country medicine advertisements on television the situation still not optimistic.In this paper,the present situation and existing problems of TV medical advertisements in China are studied in depth.We have collected informations about medical advertisements and health communications.We have read a large number of domestic and foreign documents and relevant legal provisions.We have applied the literature analysis to the development of TV medical advertisements.The present research content analyzed a total of 119 medical advertisements in televisions national wide.Results indicated that partiality and exaggeration were primary ways of fakeness.The degree of truthfulness varied by the levels of broadcasting platforms,the prime/non-prime time distinctions,the age of targeting consumers,as well as the functions of medicines.The degree of authenticity of medical advertisements broadcast by CCTV level platform is far higher than that of provincial and local TV,and the golden period is better than non golden time.In addition,the falsity of medical advertisements is also related to the attributes of the audience.The false degree of advertisements for older people is significantly higher than that of young people and children,and the sex of the audience has little effect on the authenticity of advertisements.The false degree of medical advertisements is also influenced by the product attributes.Because of the”simple and rough" content of medical device advertising,the cumulative value of its false means is relatively low.In the classification of advertising product efficacy,anti-inflammatory analgesic class false means of product advertising and advertising to use more nourishing menstruation.The current situation of medical advertisements calls for regulations from medical institutions and media organizations.