1. 研究目的与意义
First,thispaperbrieflyintroducethedefinitionofadvertisingandtheDevelopmentoftraditionalChinesemedicine.TheappearanceofEnglishTCMadvertisingistheresultofthedevelopmentofTCM.Anditalsohasthesamefunctionofcommonadverting.Asakindofadvertisement,EnglishTCMadvertisementalsohavesomebasicelements.Thus,thepapertrytodrawaconclusiononwhatdoestypicalTCMneed,inthewayofdividingtheEnglishTCMadvertisementintothreeimportantparts.Then,onthebasisofanalyzingtheexistingChineseMedicalAdvertisements,thispapermakesananalyzeargumentonthreecategories,advertisementsofproductsoftraditionalChinesemedicine,Chinesemedicalmaterialadvertisement,Chineseservicesadvertisement,tryingtoidentifytheroleoftheEnglishadvertisementofChinesetraditionalmedicinetoprovethenecessityofusingit，andanalyzethefunctionoftranslationtheories.
2. 文献综述
Advertisingisawayofmarketingcommunication,akindofpoliticalpersuasionmeans,asignificanteconomicalactivityformediumtocompletesecondarysalestorealizethesupplychain,areflectionofconsumerpsychology,anelementofthesocialfashion,animportantcontributiontohumansymbol,apursuitofbeautyandoneoftheimportantmeansofpubliccommunication.Englishforadvertisingisakindofpracticalstylewhichhashighcommercialvalue.
Themostimportantpurposeofadvertisingistochangetheattitudeofconsumerstowardstheproductorbrandtoachievetheeffectofpersuadingconsumerstobuyaproductorservice".Advertisinghopestoplaytherolethat,throughaffectingontheirpsychology,tomakeconsumersbuytheproductvoluntarily.Inrecentyears,withthedevelopmentofcommodityeconomyinourcountry,allkindsofcommercialadvertisinghavealsobeenrapidlydeveloped,andisplayingapositiveroleofpromotingproduction,expandingthecirculation,guidingconsumption,makingpeople'slifeconvenientandimprovingthedevelopmentofinternationaltradeetc.Inaddition,advertisingisnotonlyameansofpromotingtheproduct,butalsothemissionofpromotingcultureandeducation.
ThepositiveeffectofEnglishadvertisingofTCMisclearlyinlinewiththerequirementsoftheStateCouncilwhichisdefinedintheInterimRegulationsontheadministrationofadvertisementthatpeopleshouldcorrectlyuseadvertisinginthepromotionoftheproductionandexpandcirculation,guidingconsumptionandactiveeconomy,makingpeople'slifeconvenientandthedevelopmentofinternationaleconomicandtradingandotheraspectsoftheroleofthemediaplays,andbeingbeneficialforcreatingbettersocialistconstructionofmaterialcivilization,spiritualcivilizationservice.
3. 设计方案和技术路线
Advertisingistheproductofcommodityeconomy.Withtheappearanceofgoodsandtheemergenceofcommodityexchange,itappearedandwillconstantlydevelopwiththem.Attheendoftheprimitivesociety,thesocietyappearedtohavethethreemajordivisions.Aftertheappearanceofthemerchantclasswhichisspecializedinthecommodityexchangeactivities,allthemoreprimitiveadvertisingalsoemerged,suchaseatinganddrinkingadvertising,shopsigns,Huangziadvertising,displayadvertising.InChina,thebreedinganddevelopmentofadvertisinghaspassedovertwothousandyearsofhistory,ashistoricalrecordshavebeendocumented.AndChinesemedicineadvertisingisincluded.ThemostprominentperiodistheSongDynasty.AsdepictedintheQingmingFestivalbytheriversideofZhaoTaicheng,cureandsellsmedicinecooked,thedoorofwhicherectinghigheavesclothroadbrandadvertising,highlightingvariousimportantpillPowderCreamDancurativemagic,widelypublicized.
Forthousandsofyears,traditionalChinesemedicine,asonekindofthetraditionalmedicine,hasbeendevelopedaccompaniedwiththeprosperousdevelopmentofChinesecivilizationandculture.ItisthewisdomofChinesepeople.FromtheShenNongtastingahundredherbstotodayscontinousdevelopmentinclinicalpractice,TraditionalChinesemedicinetakesrootinpractice,andformsitsownuniqueandcompletetheoreticalsystem,whichwasprovedtobeeffective,andhasproducedatremendoussocialandeconomicbenefitsinthemedicalpracticeinourcountry.Untilnow,TCMstillhasadeepmassbaseandbroadspacefordevelopment.Inrecentyears,drivenbytheprofit,thesocietyisawashwithfalsemedicineadvertising.InMarch2014,theStateBureauoftraditionalChinesemedicineexplodedanumberoffalseadvertising,onlythenumberoffalsenewspaperadsreached735.SuchreportsmakethevoiceofpromotingsocialprohibitionoftraditionalChinesemedicineadvertisingbecomelouder.
ThereareproblemsmuchmoreseriousthanfalseadvertisingexistinginthedevelopmentoftraditionalChinesemedicine.Forexample,scientifictheoreticalsystemisnotperfect,therelevantpoliciesandregulationshavenotimplementthenormsandthedeclineofpublicrecognitiondegree,theTCMeducationqualityislow,theTCMhaeresandlocalmedicaloperationsareinadequate,thequalityoftraditionalChinesemedicineandpharmacyislow,etc.EnglishTCMadvertisinghasapositiveeffectonimprovingtheseproblemstosomeextent.
4. 工作计划
目前已完成开题及论文框架
5. 难点与创新点
目前为止并没有针对中医广告的英文研究，本文从英文的角度对中医广告积极作用
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