简介：
TV Drug Ads May Cause Disinfo Swallowing
警惕浮夸的药品广告
An analysis of TV drug ads finds that six of 10 for prescription drugs and eight of 10 for OTC drug ads are misleading.
一项关于电视药品广告的调查分析表明，3/5的处方药以及4/5的非处方药的广告都具有误导性。
撰文/播音 凯瑟琳•哈蒙(Katherine Harmon)
翻译/尹秋媛
TV ads for medication are as relentless as political ads during a campaign. But surely drug ads couldn't be as disingenuous as political ads.
药品广告就如同竞选时期的政治广告一样，从不间断。但是，药品广告本不该像政治广告一样，喜欢吹嘘，不说实话。
It's illegal for companies to make blatantly false claims about a drug. Nevertheless, a study shows that six out of 10 prescription drug ads are misleading—as were eight out of 10 ads for over-the-counter drugs.
对于医药公司来说，公开虚报药品的功能是违法的。然而一项调查表明，3/5的处方药广告，以及4/5的非处方药广告，都存在误导消费者的信息。
Researchers analyzed 168 ads for medication that aired on nightly news. They assessed each commercial’s main claim. Their finding: only about a third of the ads made statements that were "objectively true." And more than half were potentially misleading, meaning they exaggerated claims, omitted important information, made unreasonable links to lifestyle improvement or conveyed opinion rather than fact. The study is in the Journal of General Internal Medicine. [Adrienne E. Faerber and David H. Kreling, Content Analysis of False and Misleading Claims in Television Advertising for Prescription and Nonprescription Drugs]
调查人员分析了168个在夜间播放的药品广告，评估了广告中鼓吹的主要信息，他们发现，只有1/3的广告内容是“客观公正”的，而超过半数的药品广告都具有潜在的误导性，它们或夸大药品作用，或省略掉重要的信息，有的广告甚至宣传药品可以改善病人的生活方式，对药的作用更是吹得天花乱坠。这些调查研究发表在《普通内科学杂志》上。（艾德里安 E•芬伯 和大卫 H•克莱林,文章题为：Content Analysis of False and Misleading Claims in Television Advertising for Prescription and Nonprescription Drugs）
TV viewers might see as many as 30 hours of these ads each year. Perhaps the part to pay the most attention to is when they say, “Talk to your doctor."
电视观众每年花在看广告上的时间长达约30个小时，或许，“请遵医嘱！”才是这些广告里最重要的一句话。
(题图来源：http://www.pcmag.com/)
