| Summary: | 碩士 === 國立臺灣師範大學 === 教育心理與輔導研究所 === 92 === Content Analysis of Counseling and Psychotherapy’s Advertisements
：A case study of magazine advertisements in San Francisco Bay Area
Lin-Huang Tsai
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.
Keywords: content analysis, counseling and psychotherapy, psychologist advertisement, psychologist law
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