諮商與心理治療廣告之內容分析研究—以美國舊金山灣區的雜誌為例 Content Analysis of Counseling and Psychotherapy’s Advertisements

Date
2004
Authors
蔡林煌
Lin-Huang Tsai
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Abstract
中文摘要 心理師法公佈實施後,心理師在未來執業時,會遇到專業行銷的議題。本研究目的在瞭解諮商與心理治療廣告的內容為何?廣告中所呈現的執業現況為何? 本研究以美國加州舊金山灣區的「Open Exchange」雜誌第163期、「Common Ground」雜誌第118期中,所刊登與諮商與心理治療性質有關的廣告為研究對象,對161則廣告進行內容分析。  研究發現,諮商與心理治療廣告的內容,可分以下四個部分: 1.執業圖像:主要包括個人照片或是機構的商標; 2.廣告標題:主要強調的重點有消費者的問題、執業者的理論技術、執業者特點等三個方面; 3.執業者簡介:包括執業者的姓名、最高學歷、執照類別及編號、證書類別。 4.相關執業資訊:包括服務型態、收費情形、聯絡方式等。   其次,本研究的結論如下: 1.與諮商與心理治療廣告性質有關的五類廣告類別中,以「心理、諮商與治療」的廣告為最多,其次是靈性,接著是按摩與身體工作、催眠、及瑜珈與冥想的廣告。 2.執業者中以個人執業者為最多;執業者的性別以女性為最多; 3.廣告圖像以執業者的個人照片為最多;廣告標題以強調執業者的治療取向最為多。 4.執業者的收費情形中,只有部分執業者會註明費用、及提供彈性收費、促銷優惠、保險給付及可使用信用卡等情形。 5.廣告中,執業者的理論技術呈則多元文化的派別。 6.廣告提供的資訊並不一定完整,有待消費者進一步的詢問與確認。   最後,根據研究發現與結論,對心理師、消費者及相關單位提出建議。
Abstract After Psychologist Law having been passed, Psychologists will encounter the issue of the professional marketing during the private practice in the future. The purpose of this research is to understand the content of Counseling and Psychotherapy’s Advertisements by using content analysis and to discover the current status of private practice. The sample includes 161 advertisements that are related to the counseling and psychotherapy from “Open Exchange” magazine, issue 163, and “Common Ground” magazine, issue 118. The finding of this research is as follows: the content of counseling and psychotherapy’s advertisements consisting of four parts: 1.the photographs of practitioner sign which mainly include the personal photos or office sign. 2.the advertisement titles which chiefly aim at the problems of clients, the theoretical theories and the characters of practitioners. 3.the summary of professional information which includes the name, the degree taken, the types of license and register number, and the types of certification. 4.the information related to practice which includes the types of service, the fee, and the ways of contact.    This research also finds that: 1. among the five classified advertisements related to counseling and psychotherapy appearing in the magazine ads, the first one is “psychology, counseling and psychotherapy,” the second is “spirituality,” and the third is “massage and bodywork,” “hypnotherapy,” and “yoga& mediation.” 2. among the practitioners, personal and female ones possess the highest percentage. 3. the advertisement photos present that the photos of practitioners possess the highest percentage, the advertisement headline obviously emphasize the object of therapy. 4. As to the charge of practitioners, only some of them clearly list the fee, the sliding fee, the favored fee, and accept insurance and credit card to pay it. 5. the advertisements presenting the counseling’s theories and techniques of multi-cultures. 6. the information of advertisements is not completely clear, so the consumers must ask for further details. Finally, according to the findings and the result, this research devotes to propose the valuable suggestion to psychologists’ practice.
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Keywords
內容分析, 諮商與心理治療, 心理師廣告, 心理師法, content analysis, counseling and psychotherapy, psychologist advertisement, psychologist law
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