Tsao J C
Department of Journalism, University of Wisconsin-Oshkosh 54901, USA.
J Drug Educ. 1997;27(2):173-97. doi: 10.2190/4X1B-6H51-M4JX-R7W8.
The informational and symbolic content of 150 over-the-counter drug commercials on television are empirically analyzed in this study. Results on the informational content suggest that over-the-counter drug ads tend to focus on the concern of what the drug will do for the consumer, rather than on the reasons why the drug should be ingested. Accordingly, advertising strategy is centered on consumer awareness of the product as the primary goal. Educational commitment, however, did not seem to be blended into the promotional efforts for over-the-counter drugs. Findings on the symbolic content of over-the-counter drug ads reveal that drug images have been distorted. Performance of most drugs has been portrayed to be simple resolutions to relieve the symptom. Moreover, a casual attitude toward drug usage is encouraged in the commercials, while time lapse of drug effects is overlooked.
本研究对电视上150则非处方药广告的信息和象征内容进行了实证分析。关于信息内容的结果表明，非处方药广告倾向于关注药物对消费者的作用，而不是服用该药物的原因。因此，广告策略以提高消费者对产品的认知为主要目标。然而，教育宣传似乎并未融入非处方药的促销活动中。关于非处方药广告象征内容的研究结果显示，药物形象已经被扭曲。大多数药物的功效被描绘成缓解症状的简单方法。此外，广告中鼓励对药物使用持随意态度，而药物起效的时间间隔则被忽略。
