老年药品广告、消费市场与有限效果  

The Advertisement, Consumption Market and Limited Effects of the Olds’ Medicines

作　　者：章译文[1] 

机构地区：[1]南京大学新闻传播学院,江苏南京210093

出　　处：《重庆社会科学》2011年第2期86-92,共7页Chongqing Social Sciences

摘　　要：随着我国社会老龄化进程的加速,老年人健康问题日益受到关注。老年群体的庞大基数、高发病率带来的药品市场的巨大需求刺激了老年常用药品广告的迅速繁荣。老年人作为消费主体的特殊性及药品作为消费品的特殊性,使老年常用药品广告具有独特的研究价值。以南京市有交流能力的老年人为样本总体,采用问卷为主、访谈为辅的研究方式进行实证性抽样调查。研究发现,老年常用药品广告承受着老年群体特质所导致的权威崇拜与经验强势的双重阻力,在其有限效果的背后,蕴含源自老年受众群体特质的深层原因。With the acceleration of the aging process of our society, the olds＇ health problems have drawn growing concern. The large base number and high incidence of illnesses of the older age group bring huge demand for medicine in medicine market, which thus stimulates the prosperity of the advertisements of the olds＇ frequently used medicines. Based on the par- ticularity of the olds as the main consumer and the specificity of medicine as consumer goods, the advertisements of the olds＇ frequently used medicines have got unique value for researches. This study adopts the olds in Nanjlng who have the ability to communicate as the sample population and questionnaires supplemented by interviews as research methods, and uses empirical sampling. Study found that the advertisements of the olds＇ frequently used medicines undertake the double obstructions of authority worship and experimental advantages which are induced by the characteristics of the older age groups. Hiding deep behind such limited effects are features of the older audiences.

关 键 词：药品广告 老年 广告效果 

分 类 号：F713.8[经济管理—广告]