Lauer Christian D, Türp Jens C
Abteilung für Zahnärztliche Prothetik, Universitätsklinik für Zahn-, Mund- und Kieferheilkunde, Klinikum der Albert-Ludwigs-Universität, Freiburg im Breisgau, Deutschland.
Schweiz Monatsschr Zahnmed. 2006;116(7):718-24.
We examined number, size, design, and scientific approach of advertisements published in three dental journals between 1970 and 2004. For this purpose, the Schweizer Monatsschrift für Zahnmedizin (SMfZ), Zahnärztliche Mitteilungen (ZM; Ger many), and The Journal of the American Dental Association (JADA) were chosen. The January and July issues of each of the 35 volumes were analyzed. Of 28,711 pages, 7265.5 were identified as advertisements (JADA: 29.9%, SMfZ: 24.8%, ZM: 13.7%). While whole-page ads dominated in JADA (87.2%) and SMfZ (68.9%), ad-sizes were more balanced in ZM. During the observation period, the use of photographs increased, while that of drawings decreased. Images of products dominated as compared to pictures of the orofacial region. Citations from study results (SMfZ 3.3%: ZM 2.5%; JADA 5.5%) and diagrams/tables (SMfZ: 3.2%; ZM: 1.0%; JADA: 4.5%) were rarely used, and an appreciable number of cited references could not be identified (SMfZ: 16%, ZM: 18%). More than 80% of the identifiable cited references corroborated the claim made in the advertisement. However, a critical attitude towards ads in dental journals appears justified.
我们研究了1970年至2004年间在三本牙科杂志上刊登的广告的数量、尺寸、设计和科学方法。为此，我们选择了《瑞士牙科月刊》（SMfZ）、《德国牙科通讯》（ZM）和《美国牙科协会杂志》（JADA）。对这35卷杂志的1月和7月刊进行了分析。在28711页中，有7265.5页被确认为广告（JADA：29.9%，SMfZ：24.8%，ZM：13.7%）。整版广告在JADA（87.2%）和SMfZ（68.9%）中占主导地位，而ZM的广告尺寸更为均衡。在观察期内，照片的使用增加，而绘图的使用减少。与口腔面部区域的图片相比，产品图片占主导地位。研究结果的引用（SMfZ：3.3%；ZM：2.5%；JADA：5.5%）和图表（SMfZ：3.2%；ZM：1.0%；JADA：4.5%）很少被使用，而且相当数量的引用参考文献无法确定（SMfZ：16%，ZM：18%）。超过80%的可识别引用参考文献证实了广告中的说法。然而，对牙科杂志广告持批判态度似乎是合理的。
