Hospital Advertisements’ Form And Influence: An Empirical Analysis

With the coming of hospital commercial tide, hospital advertisements can be seen everywhere the urban space by every type of media. Recently, the hospital advertisements received more attention because of the event of Zexi Wei. Hospital advertisements’ ethic, practice and its social influence should be pay more attention when it been seen as a special commercial advertisements which has a lot of contact with public stakeholders. In order to study the medical advertisement forms, it is necessary to use the method of content analysis, 223 hospital advertisings appeal and the ways of appeal will be study in this paper through the content analysis. After the content analysis, I found that the young women is the target group of the hospital advertisement, therefore in order to further understand the hospital advertisements for women, I used the content analysis to analyze the forms. To study the influence of the hospital advertisements, questionnaire investigation and focus interview would been used in this paper.Although in September 2015, the measure for administrating the hospital advertisements was issued, but there are still 98% of the hospital advertisements in violation of the regulations, It is believed that the hospital is a institution which can save people’s lives. But The spirit of saving lives is distorted by price, authority, brand, emotional factors and so on, the hospital advertisement become a kind of consumer behavior. On one hand, Gender relations in hospital advertising think that women is the people who is care of, on the other hand, the advertisement think the women should pursuit independence. The women surveyed thought they must be independent, but they also locked in the patriarchal consciousness. Although the young women were skeptical on hospital advertising, but their view of body, beauty, relationships is similar to the advertising appeals, they are aware of such demands which associated with male chauvinism. At the same time, the body in the hospital advertisements has become a kind of visual symbols for consumption, and beauty is a kind of pursuit to consumer the body. The meaning of filial piety to parents also attached to the medical service, these meaningful emotions inspired young women to consume the kind of medical services. Therefore, hospital advertisings influence the public through the material and the patriarchy ideology, the public health behavior is also affected by consumer culture.