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商业炒作充斥的现代社会,炒作作为一种新型的宣传模式,它以最短的时间,用最低的成本和最佳的创意,吸引大众的眼球注意力,来实现产品最大化的广告传播效应,而当中的药品广告炒作也是遵循着这一原则来实现药品自身的宣传价值。在市场经济条件下,只要是不违背国家的法律,不损害他人的利益以及不伤害社会伦理,药品的炒作是无可厚非的。但近年来,虚假的药品广告无孔不入的侵犯人们的日常生活,据统计调查,由于药品广告炒作误导消费者,我国每年大约有250万人吃错药,这些都严重的威胁着公众的用药安全和生命健康。药品广告炒作的宣传不但浪费了巨大的社会经济资源,而且它直接造成了对消费者的洗脑与心理暗示。药品广告宣传中的无限夸张、欺骗在发达国家的社会环境中,已经不再成为主要问题,但在发展中国家,依然是商业经济伦理中值得研究的问题。
As a new type of propaganda mode, hype in the modern society, which is full of commercial speculation, attracts people’s attention in the shortest time, with the lowest cost and the best idea to achieve the maximized advertising effect of the product. Among them, drug advertising hype also follows this principle to realize the value of the drug itself. Under the conditions of a market economy, the speculation of drugs is understandable as long as it is not against the laws of the country, does not harm the interests of others and does not harm social ethics. However, in recent years, fake drug advertisements have infringed upon the daily life of people. According to the statistics, about 2.5 million people in our country mislead consumers because of drug advertisement speculation. According to statistical surveys, these are a serious threat to the public’s drug safety and Healthy life. Publicity of drug advertising hype not only wastes huge social and economic resources, but also directly causes brainwashing and psychological implication to consumers. The exaggerated and exaggerated exaggeration in the advertising of pharmaceutical products has no longer become a major problem in the social environment of developed countries. However, in developing countries, it is still a question worthy of study in the ethics of business economics.