民国时期医药广告的宣传特色: 以《良友画报》(1926-1945年) 的医药广告作研究个案

本文以《良友画报》内的医药广告作研究个案，分析民国时期医药广告在中国的宣传特色。《良友画报》是一份综合性的画报,医药产品广告是画报广告的主要内容。综现这些医药广告的宣传内容，除了介绍产品的疗效和特点外，还展示了医药广告的宣传特色，包括（1）医药广告的表达特色；（2）中西医学观点互相应用；（3）血、脑、性的病因论；（4）美满家庭的追求；（5）时代写照。从中反映了《良友》读者群的社会阶层及其特性，如他们对西药观感、西药在中国传播的情况。同时，药房亦成功利用中国内政的变化、日本侵华等因素，为医药的发展提供一个有利的生存空间。

This article examines the characteristics of medicine advertisements in Republican China, taking the advertisements in the Young Companions as a case study. During this period, Young Companions served as a comprehensive magazine, receiving great popularity from people of all ages. Evidently, medicine advertisements occupied a considerable portion of advertisements featured in the magazine. Indeed, an overview of the remedial effects was demonstrated in the medicine advertisements but certain advertising tactics could be deduced nonetheless. In general, designated producers or dispensaries purposefully made use of the following to promote their products: (1) strategically - written expressions; (2) simultaneous utilization of traditional Chinese medical concepts and Western medical ideas; (3) particular theories concerning the cause of diseases surrounding one's blood, brain and sex; (4) exploitation of the philosophy of a joyful family life; (5) reflections connected to issues and trends regarding respective periods in time.

In addition, the content of the advertisements hinted at the social status of its readers, especially providing details on general mindsets concerning Western medicine and the widespread use of such in a Chinese society. Furthermore, unstable factors were manifested and exploited by dispensaries in boosting their revenue: the political transition of China, the Japanese invasion, changing daily habits and concepts in medical preference were utilized as advantages to successfully create an environment that greatly welcomed the ideas and use of Western medicine.