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目的抽样统计华西都市报上刊登的医药广告,分析成都地区的疾病分布状况,对医药广告在传播健康过程中的问题提出相应对策和建议。方法选择2014年3月1日—5月8日的华西都市报,统计华西都市报医药广告的类型和数量。结果 198条医药广告中泌尿生殖系统类广告最多,为50条(25.3%);其次为整形美容类、皮肤类广告45条(22.7%);再次为妊娠、分娩和产褥期疾病广告41条(20.7%),慢性疾病广告28条(14.1%),肛肠疾病广告11条(5.6%),口腔类疾病广告10条(5.1%),其它类疾病广告13条(6.5%)。泌尿生殖系统疾病广告中男性性功能障碍最多,为18条(36.0%);其次为不孕不育13条(26.0%);其余的疾病包括妇科疾病、男性疝气、男性前列腺疾病和笼统的男性泌尿生殖疾病共19条(38.0%)。整形美容类广告包括全身11条(45.8%)、私处和子宫6条(25.0%)、面部4条(16.7%)、眼袋2条(8.3%),胸部1条(4.2%)。皮肤类广告中笼统的针对皮肤的广告12条(57.1%),具有针对性的广告9条(42.9%)。妊娠、分娩和产褥期疾病广告包括人流广告25条(61.0%);笼统型14条(17.0%);无痛分娩2条(4.9%)。本类广告中只有1条提出人流的危险性。慢性疾病广告中痛风18条,占60.0%;肝病10条,占33.3%;糖尿病及肾病各1条,各占3.3%。结论媒体应该加大对健康知识的传播力度,普及正确的健康知识,尤其成都地方媒体应突出慢性疾病的健康知识传播和教育作用。
Objective To sample the medical advertisements published in Huaxi Dushi Bao, analyze the distribution of diseases in Chengdu, and put forward corresponding countermeasures and suggestions on the problems of medical advertisements in spreading health. Methods Huaxi Dushi Bao from March 1, 2014 to May 8, 2014 was selected to count the types and quantities of medical advertisements in Huaxi Dushi Bao. Results Of the 198 medical advertisements, there were 50 genitals (25.3%), followed by plastic surgery and dermal advertisements (22.7%), and 41 advertisements of pregnancy, childbirth and puerperium (20.7 %), Chronic diseases advertisement 28 (14.1%), anorectal disease advertisement 11 (5.6%), oral disease advertisement 10 (5.1%) and other diseases advertisement 13 (6.5%). Among the advertisements of genitourinary diseases, male sexual dysfunction was the largest, with 18 (36.0%) being male, followed by 13 infertile women (26.0%). The remaining diseases included gynecological diseases, male hernia, male prostate disease and general male A total of 19 urogenital diseases (38.0%). Cosmetic advertisements included 11 (45.8%) of the body, 6 of the private and womb (25.0%), 4 facial (16.7%), 2 under the eyes bags (8.3%) and 1 chest (4.2%). There were 12 general skin-targeted ads (57.1%) in the skin-based ads and 9 (42.9%) targeted advertisements. The advertisements for pregnancy, childbirth and puerperium included 25 abortions (61.0%), 14 (17.0%) general abortion and 2 (4.9%) painless births. Only one of these advertisements raises the danger of abortion. Chronic diseases advertisement gout 18, accounting for 60.0%; liver disease 10, accounting for 33.3%; diabetes and kidney disease each one, each 3.3%. Conclusion The media should intensify the dissemination of health knowledge and popularize the correct health knowledge. In particular, the local media in Chengdu should highlight the health knowledge dissemination and education of chronic diseases.