浅议广东省保健食品广告的诉求方式  

Promotion Mode of Health Food Advertisement in Guangdong Province

作　　者：符光量[1] 颜红[1] 

机构地区：[1]广东省食品药品监督管理局审评认证中心,广州510080

出　　处：《中国药事》2011年第4期332-333,341,共3页Chinese Pharmaceutical Affairs

摘　　要：目的指导企业更好地进行保健食品广告创意。方法分析广东省近年来的保健食品广告审查情况,找出广告诉求方式存在的主要问题。结果与结论保健食品广告的诉求方式不能脱离保健食品的本质属性,必须与保健食品的功效利益保持一致,这样才能达到有效的广告宣传目的 。Objective To give a guide for advertisement concept of health food.Methods Analyze the instances checking health food advertisements in Guangdong province and find the major problems existed in these advertisements.Results and Conclusion When we want to advise a health food product,we must keep in mind that the promotion mode should be in accordance with the real effect and benefits of the chose product,and this the only way to achieve the effect of advertisement.

关 键 词：保健食品 广告 诉求 

分 类 号：R956.14[医药卫生—药学]