构建医药广告的道德内涵

医药广告的道德内涵体现着医疗领域的职业道德和诚信意识。历史证明，诚信者兴，失信者衰。在市场经济环境的今天，广告形态日益丰富，道德内涵却愈加缺失，医药广告应格外重视道德内涵。全球化背景下，中国的医药产业更需要传达人文关怀。

Build the Moral Connotation of Medicine Advertisements

The moral connotation of medicine advertisements embodies professional ethics and honesty prineiples. From a historical retrospect, we can see that anyone who acted honestly achieved success, but those failed who didn＇t. Today, in market economy society, advertising patterns became more diversified, but insufficiency of moral connotation is becoming ever more prominent. Therefore, moral connotation should be emphasized in medi cine advertising particularly. Under the background of globalization, Chinese medicine industry needs to convey ideas bearing humanistic care.