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首页> 外文期刊>Journal of health communication >The Magic Pill: The Branding of Impotence and the Positioning of Viagra as Its Solution through Edutainment
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The Magic Pill: The Branding of Impotence and the Positioning of Viagra as Its Solution through Edutainment

机译：神奇的药丸：通过edutainment的阳痿和伟哥定位的品牌和伟哥的定位

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摘要

Product placement can be presented through edutainment. A drug such as Viagra is introduced or impotence is branded in movies and TV series in different ways to raise awareness of impotence disorder and Viagra as a solution.This study aims to analyze strategies of framing and branding Viagra and impotence disorder, based on a qualitative method analysis of 40 movies and TV series.Findings show that Viagra is shown as not only for older men but also for young and healthy men. Out of 40 movies and TV series in the study sample, in 14 (32.5%), the age of the target audience ranged from 20 to 40years, in 12 (31.6%) movies and series, the age of the target audience was over 40, and in 12 (31.6%) movies and series, the target audience was very old (over 70). Viagra is shown as not only treating impotence but is presented as a wonder drug that provides a solution for psychological and social needs. The movies show usage instructions, side effects, and risks, and how to store the drug.We recommend that the viewing audience be educated for critical viewing of movies/series in order to empower viewers and give them tools for their decision-making processes concerning their health.
机译：产品展示位置可以通过edutainment提出。引入或阳痿等药物以不同的方式在电影和电视系列中品牌，以提高对阳痿障碍和伟哥作为解决方案的意识。本研究旨在根据定性分析框架和品牌伟哥和阳痿障碍的策略。方法分析40部电影和电视剧.Findings表明，伟哥显示不仅适用于年龄较大的男性，也显示为年轻人和健康的男性。在研究样本中40个电影和电视剧中，在14（32.5％）中，目标受众的年龄范围从20到40年，12（31.6％）电影和系列，目标受众的年龄超过40岁，12（31.6％）电影和系列，目标受众非常旧（超过70岁）。伟哥被证明不仅是治疗阳痿，而且作为一种奇迹药物，提供了用于心理和社会需求的解决方案。电影显示使用说明，副作用和风险，以及如何存储该药物。我们建议教育查看观众的电影/系列的关键观看，以便授权观众，并为他们提供他们的决策过程的工具他们的健康。

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