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Healthy Skepticism Library item: 16578

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

Chen Huijun, Lu Minmin, Wan Xiaoya
Analysis of Psychological Strategies in Chinese TV Medicine Commercials
Asian Social Science 2007; 3:(4):
http://www.ccsenet.org/journal/index.php/ass/article/view/3138/0


Abstract:

The purpose of this paper is to unveil some important psychological strategies used in TV medicine commercials in China. The author recorded and analyzed 80 medicine commercials from three influential TV stations, namely CCTV, CCTV-Chongqing and BTV and made an analysis of the emotions that these medicine commercials appeal to. The results showed that most commercials appealed to both emotion and reason and that most TV commercials appealed to a thematic (dominating) emotion. With the development of society, it is important for Chinese medicine commercials to seek for skilful combination of reason and emotion to achieve the best effect.

 

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