Lane S D
Onondaga County Health Department.
Med Anthropol Q. 1997 Jun;11(2):164-82. doi: 10.1525/maq.1997.11.2.164.
Television has been extensively used to communicate health messages for over a decade in Egypt. Viewers of the evening soap operas have been seeing six commercials for family planning, oral rehydration solution (ORS), and immunizations. People of all social classes can sing the jingles of the most popular ads. The producers of these health spots use increasingly sophisticated story lines, settings, and characters representing rural peasants, played by popular and well-liked actors. Evaluation of the content and impact of these messages has lagged behind the creative sophistication of their production. This article reviews the context and content of televised health messages in Egypt during the 1980s, critically assesses the evaluation of mass media health education, and suggests strategies for more effective evaluation. The author worked for some years with a private donor agency that funded the production of a number of televised health commercials in Egypt.
在埃及，十多年来电视一直被广泛用于传播健康信息。晚间肥皂剧的观众已经看过六则关于计划生育、口服补液盐（ORS）和免疫接种的广告。所有社会阶层的人都能唱出最受欢迎广告的旋律。这些健康宣传节目的制作方使用越来越复杂的故事情节、场景以及由受欢迎且受喜爱的演员扮演的代表农村农民的角色。对这些信息的内容和影响的评估落后于其制作的创意复杂性。本文回顾了20世纪80年代埃及电视健康信息的背景和内容，批判性地评估了大众媒体健康教育的评估情况，并提出了更有效评估的策略。作者曾在一家私人捐助机构工作数年，该机构资助了埃及一些电视健康广告的制作。
