传播学
广告广告
    药业的市场前景与巨额利润使药品广告成为各大媒介的“必争之地”，而法律的严厉监管又使药品广告成为名副其实的“戴着镣铐的舞蹈”。这些都使药品广告的创意成为行业内最具挑战的任务之一，因此了解药品广告发展的总体情况将有助于业内人士更好地发现问题，总结经验，不断提高药品广告的整体水平。
    但自20世纪80年代以来，我国对药品广告的研究大多停留在法规探讨和个案分析上，而涉及药品广告整体情况的大跨度的内容分析几乎空白。在此背景下，本文以1985-2004年《羊城晚报》的1337则药品广告为样本，以尽量客观的标准设定20多个变量，并采用内容分析的方法对收集的数据进行统计分析与讨论。
    研究结果显示，从总体趋势看，报纸药品广告的绝对数量虽有所下降，但抛开特殊因素的影响，仍呈现出相对增长的态势；而在对广告诉求的研究中发现，报纸药品广告诉求重点单一，20年来均高密度地集中在对产品“功效利益”的传播上，诉求方式始终坚持一贯的理性诉求。产品本身在广告中始终占绝对优势，模特运用总体比例偏低，但近年来与产品搭配使用、处于次要地位的模特形象上升较快。这其中普通人模特和成年男性模特的总量和比例均增长较快，逐渐成为一种趋势。在文案的写作方面，有从“罗列型”的说明文体向“例证型”的论说文体转变的趋势。这些都是与药品广告以产品为中心的理性诉求一脉相承的；从对广告表现方式的研究中可以看到，报纸药品广告多使用中等尺寸的版面，并有向两端发展的趋势，但总的来说1/3版以上的大版面运用极少且呈消失趋势。版面类别投放符合药品特性及注意力原理，但广告在版面中的位置多数处在注意力最差的右下方，在抓住受众视线方面位置因素未能得到很好的利用。彩色广告近年虽有所增长但比例极小，发展缓慢，黑白药品广告仍将是长期的主流趋势。与其他行业相比药品广告图片使用比例相对偏低，而文字占据了更大优势并在字数上有增加的趋势。报纸药品广告的标题多为短小精悍型，并配以引人注目的字体，基本符合注意力规律；此外，国内企业与外资企业在诉求重点方面基本一致，但在广告表现方面存在诸多差异，国内企业偏爱大版面、多文案的广告，标语运用极少，而外资企业喜爱稍小的版面与更多的图片，并在广告中始终如一地坚持使用标语。
    文章在对研究结果分析的基础上也提出了相关建议与本次研究的不足，以供报纸药品广告从业人员参考，同时为今后药品广告的研究提供一点启示。
     [英文摘要]：     Market prospect and large profit in Pharmacy field make the drug advertising into the focus of many media. At the same time, the severe legal supervise also makes the drug advertising into the real puzzle. These aspects make the originality of drug advertising very difficult. Therefore finding the reality of drug advertising will be helpful for the professionals to find the existing problems, summarize experience and improve the whole progress of drug advertising.
    However, since 1980’s, the research of drug advertising in our country was mostly focused on the discussing of statute and the analysis of specific case. The content analysis which spans many years and refers to the whole condition of drug advertising is also rare. So in this paper, 1337 drug advertisements were chosen from Yang Cheng evening newspaper, which spanned from 1985 to 2004, as the samples for this research. At the same time more than 20 variables were set up according to some objective criteria. Also the collected data was analyzed according to the method of content analysis.
    The research result shows, seeing from the main trend, although the absolute quantity of newspaper drug advertising decreased, the relative quantity still increased if the influence of some special factors was not taken into account. However, the research about advertising claim shows that the key claim of newspaper drug advertising is very single, which always is focued on the product’s effect and benefit during the 20 years. Rational claim is the main mode of claim up to now. Product itself is the absolutely important factor in newspaper drug advertising and models are used scarcely, but in recent years models who serve as a foil to the product is increasing gradually. In these models, everyman and the male increase quickly and it have became a trend. There is another trend that the style of text is changing from illustrative to argumentation. All of above reveal the importance of product and rational claim in drug advertising. The research about advertising expression shows that the middling size layout was always used in newspaper drug advertising. On the other hand, big layout that is in excess of 1/3 page was used rarely and is disappearing. The type of layout that the drug advertisements are put in can show the characteristic of drug and catch the audience’s attention well, but the location of the layout was not taken full advantage of. Although in recent years it has increased, the proportion of multicolor advertising is still small. Black and white advertising will still be the main trend in the future. Compared with the advertising of other industry, picture was used less in drug advertising, but text is preponderant and the number of words is increasing. The title of the newspaper drug advertising is often short and can fit in with the principle of attention, especially accompanied with noticeable letterform. The key claim of domestic enterprises and foreign capital enterprises are alike, but the expression of advertising between them are different. Domestic enterprises prefer big layout and more text, seldom using slogan. Comparatively, foreign capital enterprises prefer small layout, more pictures and persist in using slogan in their advertisings.
    This paper also put forward some suggestions and point out some shortages ,based on this investigation. It can be used as reference to the professionals in newspaper drug advertising practice field. It also be beneficial to the future research of drug advertising.