药品广告对健康消费神话的建构.pdfVIP

Abstract Mass media is an important channel for health information, however, it is a field that various power staggered ,where there is conflict and compromise among advetiser ,government and media. The public is in an asymmetric information environment, so there are many obstructive factors in the transmission situation of health communication, especially the drug advertising that refer to public health, contain a large number messages of “unhealthy-lifestyle”. In this study ,with the method of semiotic analysis, the writer complements this study based on materials of 12 ads selected from drug TV ads from Dec.24,2009 to Dec. 30,2009.The study is aimed to interpret the image shaped in drug ads and the health concepts delivered by drug ads, comb various of social relationship in health ads and explore the construct process of the myth of health spending.By analyzing and discussing the advertising texts with the method of semiotic ,the writer constructs the myth of health spending , hoping to break the fantasy that people hope drug ads can promote health. Research found: ①drug ads construct a healthy image without the bother of disease, but often ignore and indulge many health risks in the discourse of drug ads; ②affect the cognitive and decision-making of health in a variety of social relations, medical authority, women and opinion leaders become a system of discourse ,they are used to persuade publics to consume drugs or discipline the body by advertisers; ③ To blur the conficts between advertisers and public,the drug ads usually use double words to construct the myth of health spending, the myth is spending for health. After the reseach, this study proposes a balance of forces in the Field of mass media, the dissemination