Author(s)

Yu Yang ¹, Shangcheng Chi ²

Affiliation(s)

¹ Beijing Union University, Beijing, China
² Law Enforcement Unit, Beijing Administration for Market Regulation, Beijing, China

Corresponding Author

Shangcheng Chi

ABSTRACT

The controversies over Baidu Bid Ranking and the nature of Baidu promotion have lasted for a long time. This paper applies deconstruction method to examine the nature of Internet advertising with "Baidu medical service promotion" as the studying subject. With the principle of link jump division on the internet we are able to clarify boundaries between different internet advertising and separate it into single traditional advertising. Based on these analyses, this study put forward principles and suggestions for the regulation of internet advertising.

KEYWORDS

Internet medical advertising, Medical service promotion, Deconstruction, Regulation

CITE THIS PAPER

Yu Yang, Shangcheng Chi, Analysis on Internet Medical Advertising with the Case of Baidu Medical Service Promotion. Journal of Sociology and Ethnology (2022) Vol. 4: 31-36. DOI: http://dx.doi.org/10.23977/jsoce.2022.040606.

REFERENCES

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[5] Baidu Bike, https://baike.baidu.com/item/baiduyingxiao/60123171? fromtitle=baidutuiguang&fromid=2337554, Accessed January 15, 2022
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[9] Qiao, X.S., 'The Characteristics and Regulation of Internet Advertising', Youth Journalist, 2016, 25, 76-77

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