Volume 03 Issue 09-2023
180
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
09
Pages:
180-182
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
A
BSTRACT
This article discusses aspects related to modern medical advertising texts and the use of words in them.
The opinions expressed by the author are substantiated by medical advertising texts published by mass
media.
K
EYWORDS
Medical advertising text, addressee, effect, treatment.
I
NTRODUCTION
Twenty years ago, Russian researcher Igor
Molchanov said: "Modern advertising is a terrible
force. "Wizards" in white coats, who tell us from
the TV screen, "Association of Dentists,
Therapists, Gynecologists recommends ...", often
have more influence than the advice of real
professionals [1]," he said. This idea, which has
become a fact that does not require proof, is still
relevant today. Sometimes, the "live" advice given
by doctors to us about taking medicine seems
weaker than the drug commercials that are
regularly shown on TV, and more precisely,
unreliable. We often try to self-diagnose and self-
medicate based on the "brief" medical knowledge
we get from medical advertisements in the media.
We are even interested in why there are no
medicines that we know about in the medicine
(prescription) provided by the doctor for our
treatment. This alone is proof that medical
advertising has become an integral part of our
Journal
Website:
http://sciencebring.co
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Copyright:
Original
content from this work
may be used under the
terms of the creative
commons
attributes
4.0 licence.
Research Article
ABOUT WORD USE IN MODERN MEDICAL ADVERTISING
TEXTS
Submission Date:
September 20, 2023,
Accepted Date:
September 25, 2023,
Published Date:
September 30, 2023
Crossref doi:
https://doi.org/10.37547/ijasr-03-09-30
Sobirova Dilnoza Rasulovna
Doctor Of Philosophy In Philology (Phd), Teacher Of The Department Of Uzbek Linguistics And Journalism,
Bukhara State University, Uzbekistan
Volume 03 Issue 09-2023
181
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
09
Pages:
180-182
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
daily lives. This points to the need for copywriters
to increase their responsibility for creating
medical
advertisements.
Advertisers
are
responsible for ensuring the effective promotion
of medical products and medical services, as well
as the reliability of the information provided in
the advertisement, as well as the safety of human
life. As there are two sides to a coin, advertising is
also an important factor in business development.
Advertising is not called "the engine of the
economy" for nothing. For this reason,
copywriters use a number of methods to increase
the effectiveness of advertising. They strive to
create advertising texts that can "sell" any
product (service). After all, effective advertising is
the guarantee of business success.
It is necessary to be very careful about the task
related to the use of words in medical advertising
texts:
- They wait for my cakes as if they are waiting for
a miracle. I use my skills every day. I felt a
heaviness in my right side and was examined. I
have a problem with my liver.
Essentiale Forte N has a triple effect and
regenerates liver cells. (From the advertising text
of the drug "Essentiale Forte N").
This advertising text uses the phrase "I felt a
weight on my right side" in order to ensure
simplicity and comprehensibility for everyone.
On the one hand, this sentence seems to be used
correctly. However, if the addressee who watches
the advertisement has a pain in the right side, the
conclusion is that it is necessary to take
"Essentiale Forte N". However, the heaviness on
the right side may not be related to the liver, but
to another div organ altogether (for example,
the pancreas, gall bladder...). As a result, it is not
out of the question that the medicine taken due to
the information in the advertisement will have an
adverse effect. It is true that the text of the
advertisement implicitly expresses the content of
the sentence "I consulted a doctor" through the
phrase "I passed the examination". However, this
sentence remains in the background, as irrelevant
information for the addressee. Because a person
begins to search for a solution to the problem that
is bothering him, including his health, without
knowing it through his subconscious mind. The
psychological effect transmitted through the
advertising text encourages the addressee to
accept the advertised medicine. In our opinion, it
is necessary to be careful when referring to pain
in a particular organism in the text of medical
advertising related to drug promotion. Also, the
psychological impact in medical advertisements
should be reduced compared to other
advertisements (because medical advertising is
not a kind of artistic promotion of "Coca Cola",
which aims only at profit). After all, the issue of
human health is in the first place in medical
advertising.
When we look at medical advertisements,
especially in drug advertisements, the drug being
promoted is shown as a pain reliever, anxiety
reliever:
Don't let the headache scare you anymore.
"Trimol" rushes to help you (from the advertising
text of the drug "Trimol").
Volume 03 Issue 09-2023
182
International Journal of Advance Scientific Research
(ISSN
–
2750-1396)
VOLUME
03
ISSUE
09
Pages:
180-182
SJIF
I
MPACT
FACTOR
(2021:
5.478
)
(2022:
5.636
)
(2023:
6.741
)
OCLC
–
1368736135
In the mind of the addressee, familiar with the
advertisement, information is formed that if he
feels a headache, he should take "Trimol". Some
recipients regularly take the advertised
medication every time they experience a
headache. However, a headache is not just a
result of exhaustion, stress, but can be a sign of
serious diseases (for example, a tumor). If the
addressee, who believes in the advertisement, has
been relieving the pain with "Trimol" for years
without knowing the real cause of the pain in the
head, it is out of the question that the disease,
which was not treated in time, will cost him his
life. Self-diagnosis, relying on advertising, does
not lead to good results. It turns out that there are
people in the society who believe in advertising
and make a choice for their health. In order for
such people not to experience the above
unpleasant condition, in the texts of drug
advertisements, "Regular use is prohibited." In
case of chronic pain, it is recommended to consult
a doctor" sentences should be used. These
sentences should be pronounced separately in
television commercials to attract the attention of
the addressee, and should be expressed on the
screen in large letters. Medical advertisements
are an important tool for forming the medical
culture of the population, as well as improving
their medical knowledge.
R
EFERENCES
1.
Молчанов И. Медицинская реклама.
2002.
https://psyfactor.org/mr-
medrecl.htm
2.
Dilnoza Rasulovna Sobirova TIBBIY
REKLAMA
MATNLARINI
YARATISH
USULLARI.ACADEMIC
RESEARCH
IN
EDUCATIONAL SCIENCES VOLUME 2 |
ISSUE 3 | 2021 ISSN: 2181-1385 Scientific
Journal Impact Factor (SJIF) 2021: 5.723
Academic Research, Uzbekistan 1242
www.ares.uz
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Sobirova Dilnoza Rasulovna. Qisqalik
–
samarali tibbiy reklama yaratishning
muhim
omili.
“Soha
lingvistikasi:
tilshunoslik va tibbiyot integratsiyasining
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yechimlari
hamda
istiqbollari” mavzusidagi xalqaro ilmiy
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amaliy anjumani. Buxoro, 2021-yil, 11-
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