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2014-06-21

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JOURNALISM
UDC 070
E.V. Volokhova
People’s friendship university of Russia.
Moscow, Russia
ella.volohova@yandex.ru
ADVERTISING GENRES OF PHARMACEUTICAL PRODUCTS
IN THE PRINTING PRESS FOR PROFESSIONALS
[Жанры рекламы фармацевтической продукции
в печатной прессе для специалистов]
The article discusses advertising genres of pharmaceutical products in the print media for professionals.
Transformation of advertising genres, the emergence of new forms and the special importance of the object of
advertising for health make the study of advertising genres of pharmaceutical products in the press for professionals an
urgent task. On the basis of advertisements placed in the press for professionals, we have identified the following genres
of advertising of pharmaceutical products: a detailed advertisement, world history, consultation with a specialist
(species this genre - an interview with a specialist, expert consultation, professional), catalog, detailed ad with a minihistory, comics, question-answer, debunking myths, pattern of use of the drug, article, competition from the
manufacturer.
Key words: advertising, pharmaceutical products, advertising genres, print media professionals, genres
advertising of pharmaceutical products.
Classification of advertising genres now seems a daunting task, since the high competition for
the consumer's attention, as well as active development of printing and computer technology to
stimulate the emergence of new trends in the field of advertising, modify previous forms of
advertising messages. Due to the huge variety of genres and no common approach among
researchers to classify genres of advertising in print media. Many researchers have noted that the
advertisements in the press can simulate editorial content [6, 9]. They are divided into the following
genres: worldly history, note, interview, report, report, correspondence, review, review, sketch,
sketch [2, 9], the letter Q & A [9], Article [2]. Note that "under the theory of genres in journalism
understood stable types of publications, united by similar content-formal features, such as object
mapping, target setting display method for displaying" [4, p. 125-168, 7, p. 12].
In addition to advertising, imitating journalistic texts, researchers distinguish genres
developed from ads: ad, advertisement detailed, specialist consultation [3, 5, 8], catalog, price list
[3, 5]. SN Berdyshev as a form of advertising distinguishes comics without naming it with the
genre. [1]
It should be noted that the specifics of the target audience and the object of advertising,
defining features advertisements for pharmaceutical professionals, makes it possible mismatch of
genres in this field with considering the classification of genres advertising. On the basis of the
material studied and discussed based on the classification, the following genres advertising of
pharmaceutical products in the press for professionals: detailed advertisement, catalog, comics,
question and answer, worldly history, expert advice, and articles. And in addition to this
classification to identify genres debunking myths, the scheme of the drug, the competition from the
manufacturer, typical advertising of pharmaceutical products in specialized publications.
1. A detailed ad
One of the most popular genres in press advertising for specialists. Contains slogan, the name
of the drug, briefing material about him data about the manufacturer, etc. However, it should be
noted that the detailed advertisements for specialists, besides the typical elements may contain
reference to readers professionals. For example, in a magazine for pharmacy staff "Quatre style»
№9 for 2012 placed an advertisement for the preparation of a detailed "Prevalin." It is, in addition
to the name of the drug, slogan, product specifications, calls for "Warning! NEW! Hurry to order!
"And recommended price" Prevalina. "This treatment is very appropriate, because directed not to
the end user, and the experts responsible for the purchase of goods for pharmacies.
Deployed advertisements can be placed on their own, such as a detailed announcement about
the drug "Aerius" in the newspaper for pharmacists and pharmacists "Pervostolnik» №9 for 2012, or
about the drug "Prevalin" in the journal "Quatre style» №9 for 2012 also, the detailed
advertisements can complement advertising article about the drug. For example, in a magazine for
pharmacy staff "First table» №10 for the 2013 9 such placements - deployed advertisements on
drugs "Balzamed", "Bioparox", "Gepagard Active", "Glitselaks", "Lomeksin", "Dr. IOM "," Eslidin
"," Weeks "," Ermital "complementary articles about these products.
2. catalog
The catalog contains several types of pharmaceutical products of one manufacturer. On the
properties and characteristics of each product is given only the most relevant information, as
Advertising space is limited. Catalogues in publications for professionals, usually takes 1-3 band.
For example, in the journal "Quatre style» №11 for 2012 placed several catalogs - product
companies "Evalar" (tablets and cream "Laura", "Chi-Klim", pills and lotion "Expert Hair"); "North
Star" (pill "Tridukard MB", "Ursodez"); "Apifarma" ("Femikaps" "Plantioks" "Memofleks"
"Fitoprostan" et al.).
In the catalog companies "Evalar" and "Northern Star" located sufficiently detailed
information. Each block contains the product title, product name, slogan, brief information about
the properties and characteristics of the drug, the image of the package. Catalog "Evalar" is
illustrated as "original" photo of a girl, placed on each deployed ad product series "Laura." Catalog
Company "Apifarma" because of the large number of products (ten items), placed in a small area,
very short. It contains only the header information on the manufacturer, the names of drugs with a
brief description, slogan, in one sentence long. Given the small size of the image packages of drugs.
However, the catalog is accompanied by colorful illustrations - the title "Quality of life gives
nature!" In the picture is juicy green leaves covered with dew.
3. Comics
This is a small story in pictures that are on the background of professional texts look bright
and attractive. Due to this, their effectiveness may be higher than that of more conventional genres.
For example, in the journal "Quatre style» №11 for 2012 published a comic about the drug
"Geksoral", which tells about the effectiveness of the advertised funds. In the picture shows the
normal situation when a sore throat prevents rest and entertainments two friends:
- Let's ride? Tear. Yell.
- I do not want. Sore throat.
Problem solving acts advertised drug "Geksoral":
- Try Geksoral.
For 1-2 seconds Geksoral spray reaches the site of infection and kills bacteria, relieve sore
throat.
The successful outcome of this story illustrates the relevant drawings. Also, as an illustration,
and for storing product image appears drug packaging.
4. FAQ
The basis of this genre of advertising messages - text consisting of short-answer questions
about the disease, the optimal tool for the treatment, etc. Non-verbal part of such messages is
secondary. All answers are reduced to a description of the action and benefits of the advertised
funds. Illustrative usually is an image of the drug package.
The object of the issues, in addition to the disease, which is used for the treatment of the
advertised product, and can act preparation itself. In this case, the features of the properties of the
drug and its indications, contraindications, methods of use, and so on. For example, in the journal
"Quatre style» №4 for 2012 placed the advertising message in the genre of question-answer
"Mesipol:" first aid "for a bad back" about the drug "Mesipol." This text provides answers only
questions about the drug: "What is the pharmacological effect of news?", "Which diseases helps"
Mesipol "?", "How to apply" Mesipol "and in what doses?" And others. Illustrates an advertising
message picture package preparation and detailed advertisement about a product.
5. Everyday history
Promotional messages of this genre are pharmaceutical products, its features and benefits
through stories that occurred or may occur in the life of a hero or a family. Written in everyday
language stories close to everyday communication, as this simplifies the simulation of a live
conversation perception and memorizing information. Everyday stories are intended to strengthen
the confidence of readers as possible to the advertised product, talking about it as an important and
almost mandatory attribute of human life.
The typical structure of everyday stories - the story of the troubled life situation and its
solution using the advertised funds. However, in the press for specialists can find examples of more
creative approach to advertising messages in the genre of everyday stories. For example, in the
journal "first table" in №№1-5 for 2012 published a series of stories of life's "cup of coffee with
Jess" dedicated to drug advertising "Jess." The narrative is a first-person character lists - young
active woman that monitors the health and embodies the advertised product, "Hi! My name is
Jessica. But all my friends call me Jess. I invite to do a little break from work and talk about this
and that. "In each issue Jess tells some interesting history: in №1 - on Valentine's Day in №2 - on
March 8 №3 - about dance styles, №4 - about smoking in №5 - the Day youth. Each story ends with
her message about the benefits of the drug "Jess", which, in addition to contraceptive, and gives a
cosmetic effect. In these stories common to the genre of the terrible story or possible problems of
life significantly mitigated. The heroine of the first drug is associated with freedom, youth, beauty
and safety, "Cigarettes and Jess - two opposites. Smoking limits, reflects badly on the exterior, and
Jess - is the freedom and comfort ... Every day with Jess - a celebration of youth, beauty and
freedom! ". In our view, this form of advertising information flow more productive because reports
interesting information, advertising the drug is given very little space that does not tire the reader is
carried Association product with positive values, rather than the problems which people prefer to
think less. All of this can contribute to a greater extent memorizing drug and enhance the
effectiveness of advertising.
6. Consultation
The involvement of experts with professional knowledge, a known name and a solid
reputation, is designed to enhance the credibility of the advertising information and, as a
consequence, to the advertised product. In the print media professionals to meet some species
specialist advice:
6.1. Interview with an expert
For example, in the journal "Quatre style» №10 for 2012 published an interview with AV
Karaulov, head of the Department of Immunology and Allergology First MGMU them. IM
Sechenov, "Reliable protection of children's immunity," in which the expert recommends the drug
"Imunoriks." As a guest expert is a specialist in the field of immunology, the advertising message is
of special weight. After a general discussion of immunization and its importance for children's
health should be an authoritative recommendation optimum and safe immunomodulator, which is
devoted to the publication of this advertising:
- How to choose the "right" immunomodulator for the child?
- Registered in Russia about a hundred immunomodulators, but unfortunately, the efficacy
and safety of most of them is no proven ... I would advise to trust funds with proven efficacy.
Among the new system and immunomodulators can be identified "Imunoriks": its main action is
aimed at strengthening the innate antiviral and antibacterial immunity.
Consultation with a specialist, built in the form of a live conversation about the advertised
vehicle and solved with the help of the problems may increase the reader's interest in the product
and the effectiveness of advertising appeal.
6.2. Specialist consultation, where the author speaks of the advertising text by the expert. This
genre is close to the genre of advertising articles, with the author's name, professional, his regalia
significantly increase the credibility of information. For example, in the journal "The first table»
№5 for 2013 published consultation cardiologist A. neck under the heading "other heart". The
author describes in detail the role of various micronutrients and health of the heart, as well as
possible negative consequences for the organism. After offering some sort of "salvation" - the
advertised drug "Multifort Cardio": "Multifort Cardio - a modern mineral complex designed
specifically to support the normal functioning of the heart muscle ... Regular course application
Multifort Cardio - no less important part of the prevention of cardiovascular disease than the right
lifestyle, regular measurement of blood pressure or ECG monitoring. After all, in regard to the
health of the heart, there is no piece of cake. "
This is accompanied by a consultation with a specialist deployed advertisement of preparation
"Multiford Cardio". Ads serves a vivid illustration of the text, saturated professional information,
making it more noticeable than those considered for interview preparation "Imunoriks", illustrated
with a photo only package. Such method makes the advertising message is more prominent, while
improving its memorability.
7. Article
Advertising article - a kind of fusion of editorial and advertising text. Reports of the genre
rises urgent problem and offers the most effective way of solving it. Promotional article illustrates
an image of the preparation and packaging is often complemented deployed announcement
advertised vehicle.
For example, in the journal "Quatre style» №11 for 2012 published an article "Does it ever
allergic late fall?". It raises the problem - a manifestation of household allergies: "With the onset of
frost many traditionally complain about the cold and do not even think that it is often the cause of
autumn and winter colds becomes a street and hypothermia, and being in a warm, comfortable room
- or rather, air allergens, which it may encounter. This is the so-called household allergies. "And
after analyzing the problem, we propose a solution - the use of funds "Prevalin": "You can
recommend to wear a mask, and you can take advantage of the new medium. "Prevalin" - this is the
first assistant for allergies, prevents the penetration of allergens into the body. The action of
"Prevalina" can be expressed as "No allergens - no allergies!". "The following are the arguments in
favor of the advertised products - is safety, ease of use, efficiency - and provides instructions for its
use. This article is accompanied by expanded advertisement with a photo package tool and active
calls: "Attention! NEW! Hurry to order! "And the brand slogan" No allergens - no allergies! ". In
our view, such a complex arrangement is more efficient because it is more visible and informationsaturated.
8. Dispelling the myths
This genre is close genre question and answer. But here, instead of answering specific
questions about the disease, the possible methods of therapy are refuting widespread
misconceptions about the disease. And the best way to treat given the advertised drug. Note that
genre debunking myths in the press for professionals is extremely rare. However, reports of this
genre can still be found in specialized publications. For example, in the journal "The first table» №9
for 2013 taken by debunking myths about herpes "Sinister scout." The text provides general
information about the disease, and describes four common myths. For Example:
Myth: "The rash is necessary to cauterize iodine, brilliant green or alcohol."
Reality: Burnt virus does not affect - so you can only burn the damaged skin. Use only special
antiherpetic agent.
Further, as the best means for the treatment given the drug "Allomedin": "Currently, patients
referred to the pharmacy for a remedy for herpes pervostolniki increasingly recommend Allomedin
... without affecting the healthy cells of the skin, stimulates rapid recovery Allomedin virus
corrupted portions of the epithelium ".
About the advertised vehicle in the text of the advertising message says little, but the
information is backed up by references to scientific articles. A kind of illustration, enshrining
product information is posted on the adjacent band magazine detailed advertisement about the drug.
9. Regimen
Is information on the drug in the form of a visual scheme. For the specialized press, since it is
assumed that a pharmacist can recommend the visitor drug pharmacies, telling how it should be
used.
Regimen may be a separate advertising message. For example, in the journal "The first table»
№7 in 2011 published Regimen cough "Stoptussin" and "Stoptussin Fito". This is an independent
advertising placement of unaccompanied articles or advertisements of products deployed. In this
scheme, a combination of two agents with different dosage forms. As an illustration, we used
photos of packages means. For each dosage form contains information divided by the basic
semantic units - active ingredients, indications, the form of recommendations, contraindications,
benefits, Dosage and administration. Information clearly structured and given the form of theses,
which greatly facilitates memorization, increasing the efficiency of advertising placement.
References
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Литература
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Режим
доступа:
http://mobile.uchebniki.ws/1551121510222/marketing/klassifikatsiya_zhanram#330 (Дата
обращения: 2 июня 2014 г.)
December, 4, 2014
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