「專業」與「日常」之間：以《良友畫報》藥物廣告分析醫療知識的傳遞

The Interplay between ＂Professional＂ and ＂Everyday Life＂: A Case Study on the Transfer of Medical Knowledge Using the Medicine Advertisements in the Young Companions

羅婉嫻(Yuen-Han Law)

《中醫藥雜誌》 30卷1期 (2019/06) Pp. 1-18

https://doi.org/10.3966/241139642019063001001

摘要

民國時期，醫療藥物在報刊刊登廣告作宣傳。這些藥物廣告除了促銷商品，亦是「專業」和「日常」醫療知識的載體。廣告的受眾群並非專業的醫護人士，藥物廣告的內容，不僅是醫療知識的輸出，亦展現大眾如何接受醫療資訊。由是藥物廣告的內容，可以反映時代的背景、大眾的醫學水平及對醫療的認知。從而展示了中國藥物業的發展情況，時局的變化如何影響民眾的日常生活。本文以《良友畫報》的藥物廣告為研究個案，針對藥物廣告內醫學知識的傳遞，分析民國時期上海民眾的醫療觀和醫學知識，如何從「專業」的領域，傳遞到「日常」的民眾生活，又民眾如何演繹他們的「專業」醫療知識。

關鍵字

《良友畫報》 ； 藥物廣告 ； 醫療知識 ； 專業 ； 日常

並列摘要

The pharmaceutical industry in China had a significant development during Republican China, through effective promotional strategies such as newspaper or magazine advertisements. Medicine advertisements not only stimulated the desire of purchasing, but also served as a tool to transfer the medical knowledge between ＂professional＂ and ＂everyday life＂. Due to the target readers were not in the medical profession, medicine advertisements demonstrated how they accept or understand the professional medical knowledges. The content of medicine advertisement, revealed the social background, the public knowledge of medical concepts and the development of pharmaceutical industry in China. This paper takes Young Companions as a case study, to examine the medical concept and knowledge of the public in Shanghai, how professional medical knowledge was transferred to the public, thus influencing the everyday life, as well as how the public defined their own ＂professional＂ medical knowledge.

並列關鍵字

Young Companions ； Medicine Advertisements ； Medical Knowledge ； Professional ； Everyday Life

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