Document Type

Journal Article

Authors

Kara Chan

Department/Unit

Department of Communication Studies

Language

English

Abstract

A content analysis of 83 pharmaceutical commercials broadcast in national and local channels in China was conducted. The official Regulations on pharmaceutical advertisements were itemized and adopted as evaluation criteria to determine whether the commercial was illegal. Over 50 percent of the sampled drug commercials were found illegal, among which 29 percent omitted the official drug code and 19 percent did not carry the physician's advice. Under 5 percent of the commercial contained illegal claims such as no side effect. Three percent featured images of medical institutes, medical professions and patients. Non-compliance of regulations was probably due to ineffective advertising censorship system, unclear definition of pharmaceutical products and inadequate knowledge of the advertising personnel. © 1996, Sage Publications. All rights reserved.

Publication Date

1996

Source Publication Title

International Communication Gazette

Volume

56

Issue

1

Start Page

73

End Page

79

Publisher

SAGE Publications

DOI

10.1177/001654929605600105

Link to Publisher's Edition

http://dx.doi.org/10.1177/001654929605600105

ISSN (print)

17480485

ISSN (electronic)

17480493

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