学术月刊
學術月刊
학술월간
Academic Monthly
2015年
7期
153~162
,共null页
医药广告 谀药 谀医
醫藥廣告 諛藥 諛醫
의약엄고 유약 유의
medical advertisements, flatter medicine, flatter doctor
近代上海报刊上的医药广告中，经常会出现一些由文人或名人具名的颂扬文字，其内容多是采取现身说法、大演双簧的形式，歌颂药品疗效之佳或医生医术之高。除了极少数的例外，这些歌颂文字皆是变相的广告软文，为药商或医生作伪或通过各种关系请托得来，其实质则是名人和文人借声名卖文谋利，蓄意迎合与引导读者，甚或故意伙同商人欺蒙消费者。然而，无论喜欢与否，大量文人、名人投身于医药广告的代言和推广活动中，对药商及医生生意的促进与广告影响的扩大，意义匪浅。
近代上海報刊上的醫藥廣告中，經常會齣現一些由文人或名人具名的頌颺文字，其內容多是採取現身說法、大縯雙簧的形式，歌頌藥品療效之佳或醫生醫術之高。除瞭極少數的例外，這些歌頌文字皆是變相的廣告軟文，為藥商或醫生作偽或通過各種關繫請託得來，其實質則是名人和文人藉聲名賣文謀利，蓄意迎閤與引導讀者，甚或故意夥同商人欺矇消費者。然而，無論喜歡與否，大量文人、名人投身于醫藥廣告的代言和推廣活動中，對藥商及醫生生意的促進與廣告影響的擴大，意義匪淺。
근대상해보간상적의약엄고중，경상회출현일사유문인혹명인구명적송양문자，기내용다시채취현신설법、대연쌍황적형식，가송약품료효지가혹의생의술지고。제료겁소수적예외，저사가송문자개시변상적엄고연문，위약상혹의생작위혹통과각충관계청탁득래，기실질칙시명인화문인차성명매문모리，축의영합여인도독자，심혹고의화동상인기몽소비자。연이，무론희환여부，대량문인、명인투신우의약엄고적대언화추엄활동중，대약상급의생생의적촉진여엄고영향적확대，의의비천。
In the newspapers of modern Shanghai, medical advertisements often appeared with praising words from literati or celebrities, who spoke highly of medicine＇s effect or doctor＇s medical skill by taking themselves as an example or giving a two-man comic show. This article shows that except for a few cases, those praising words were indeed blind advertising, intentionally catering to （or stimulating） consumer demand, even cheating consumers; from which literati or celebrities hired by medicine merchants or doctors profited. No matter whether readers liked them or not, as for the doctors and medicine merchants, those celebrity endorsements did expand the influence of advertising, and help promote business.
