CAJ | 학술논문

目的：探讨药品广告在居民接受健康信息、获取健康知识中的作用及对其购药行为的影响。方法本文采用抽样调查的方法，调查西昌市城区及乡镇民众对12种常见药品广告的认知情况、获取途径、信任度及药品广告对民众自我药疗行为的影响，分析其中的问题。结果55.5%的西昌基层民众通过电视获取医药知识，电视广告是最主要途径；23.8%的民众选购药品时首先考虑品牌和知名度；80.0%的民众认为药品广告增加了健康知识；82.5%的民众依据药品广告传播的健康知识进行日常疾病的自我药疗。结论药品广告对西昌基层健康知识传播起到了不可替代的作用，需要不断完善药品广告的健康信息传播方式，提高健康知识的准确性、通俗性。同时警惕虚假药品广告，重视公益医药广告的宣传力度，着力打造基层卫生服务机构医药知识宣传的主体地位。
목적：탐토약품엄고재거민접수건강신식、획취건강지식중적작용급대기구약행위적영향。방법본문채용추양조사적방법，조사서창시성구급향진민음대12충상견약품엄고적인지정황、획취도경、신임도급약품엄고대민음자아약료행위적영향，분석기중적문제。결과55.5%적서창기층민음통과전시획취의약지식，전시엄고시최주요도경；23.8%적민음선구약품시수선고필품패화지명도；80.0%적민음인위약품엄고증가료건강지식；82.5%적민음의거약품엄고전파적건강지식진행일상질병적자아약료。결론약품엄고대서창기층건강지식전파기도료불가체대적작용，수요불단완선약품엄고적건강신식전파방식，제고건강지식적준학성、통속성。동시경척허가약품엄고，중시공익의약엄고적선전력도，착력타조기층위생복무궤구의약지식선전적주체지위。
Objective To explore the influence of pharmaceutical advertisement on residents accepting health informa-tion, acquiring health knowledge and behavior of buying medicines. Methods Sampling survey method was adopted to investigate the awareness, acquiring way, credibility and the influence of pharmaceutical advertisement on residents self-medication behavior of 12 kinds of common pharmaceutical advertisements among residents from urban and rural area of Xichang City, then analyzed the problems. Results In Xichang City 55.5% of residents acquiring medical knowledge from television, television advertisement was the most important method. 23.8%of residents chosen medicine considering the brand and prestige firstly. 80.0% of residents though pharmaceutical advertising increased their health knowledge. 82.5% of residents taken self-medication for dally disease on the basis of health knowledge get from drug advertisement. Conclusion Advertisement of pharmaceutical has an irreplaceable role for health knowledge spread in residents of Xichang City. The health information dissemination way of pharmaceutical advertisement need to be per-fected, and improve the accuracy and popularity of health knowledge. At the same time, guard agalnst false drugs ad-vertisement, attach importance to public service pharmaceutical advertisement, strive to build the dominant role of medical knowledge propaganda of basic level health service institution.