摘要
目的:了解公众对保健食品、保健食品广告以及广告监管规定的认知状况,为全面研究和分析保健食品广告现状提供参考。方法 :对普通消费者、媒体人员、行业企业人员、相关政府部门以问卷调查、开座谈会、深度访谈的形式进行调查,并对结果进行统计分析。结果与结论:普通消费者对保健食品的概念及保健食品广告的认知度普遍较低,不能识别违法保健食品广告,需要引导和教育;行业企业人员认为广告是推介产品的重要渠道,违法保健食品广告破坏了保健食品市场秩序;媒体需要摒弃个人利益,承担起社会责任,不刊播未经审批的保健食品广告;监管部门要依法行政,严把审查关口和尺度,对违法保健食品广告惩处到位。
OBJECTIVE： To understand the cognition of the public to health food, health food advertisement, advertised prod ucts and advertising supervision, and to establish the basis for comprehensive research and analysis on the current situation of health food advertising. METHODS： The survey was conducted among consumers, media, employees in health food industry and relevant government sectors through questionnaires, forums and interviews. Then the survey results were analyzed statistically. RE SULTS ＆ CONCLUSIONS： The public have not formed thorough acknowledge towards health food and health food advertise ment, and find difficulties in identifying illegal health food advertisements, which reveals the importance of public education and guidance. Enterprises in health food industry believe advertisement is the crucial channel of introducing products and illegal adver tisements have destroyed the market order. Media should abandon selfish benefits and undertake the due obligation of eliminating un authorized health food advertisements. Administration department is needed in the examination and punishment of illegal advertise ments.
出处
《中国药房》
CAS
CSCD
2014年第20期1835-1837,共3页
China Pharmacy
关键词
保健食品
广告认知度
问卷调查
分析
Health food advertisement
Advertisement awareness
Questionnaire survey
Analysis
