我国非处方药品广告存在问题分析与对策探讨_谢纳泽.pdf

124 中国药事 2015 年 2 月 第 29 卷 第 2 期 我国非处方药品广告存在问题分析与对策探讨 谢纳泽，赵辉 （河南大学药学院，郑州 475001） 摘要 目的：为提升我国非处方药药品广告传播效果提供借鉴。方法：从诉求方式、载体选择、传播内容 和合法性等方面，分析目前非处方药药品广告存在的主要问题，进行针对性讨论。结果与结论： 当前我 国非处方药品广告存在诉求方式单一、对终端媒体重视不到位和盲目寻求代言等 5 个主要问题。建议选 择多样化的诉求方式、加强终端药店的宣传、注重企业形象塑造和传播等应对策略，进一步提升我国非 处方药广告的传播效果。 关键词： 非处方药；药品广告；诉求方式；终端媒体；传播效果 中图分类号：R95 文献标识码：A 文章编号：1002-7777(2015)02-0124-04 Problems Existing in Advertising of Non-Prescription Drugs in Our Country and Countermeasures Xie Naze, Zhao Hui (College of Pharmacy, Henan University, Kaifeng 475001, China) Abstract Objective: To provide reference for improving advertising communication effect of non-prescription drugs in our country. Methods: From aspects of demand ways, selection of media, contents and legality, the main problems in the current advertising of non-prescription drugs were analyzed and some considerations were made. Results and Conclusion: Five major problems exist in the current advertising status for non-prescription drugs in our country, such as simple demand ways, inefficient emphasis on terminal media and blind appeal for endorsement. It is suggested to carry out four countermeasures including enrichment of demand ways, enhancement of publicity in terminal drug stores, focus on corporate image building and communication, so as to promote the communication effect of advertisement of non-prescription drugs. Keywords: non-prescription drugs; drug advertising; demand ways; terminal media; communication effect 在我国经济社会快速发展和人民文化生活水平 1 我国非处方药品广告存在的主要问题 不断提高、信息传媒日趋成熟、公众自我保健意识 1.1 诉求方式单一 和自我药疗能力逐步增强、上班族工作节奏加快、 广告诉求方式一般有 3 种，即理性诉求、感性 流动人口增多、人口老龄化趋势日渐明显的背景 诉求、情理结合诉求。目前，我国非处方药品广告 下，“大病上医院，小病去药店”的观念逐渐为人