Resumen de Using advertising as a teaching and learning medium in the science classroom

Nadja Belova, Fiona Affeldt, Ingo Eilks

• Advertising is everywhere: on television, on the internet, on billboards and in print media. It is important to be able to understand and process the advertising messages that we are bombarded with daily. Advertising frequently uses scientific information to make a product appear more credible or to underscore specific features or benefits. Understanding the use -- and abuse -- of such information is an important skill for media-literate, critical consumers, and is also an important aspect of scientific literacy. However, such aspects of advertising do not play any significant role in modern science education. This article provides ideas and methods for incorporating advertising-based activities into the science classroom. The first findings of classroom implementation showed that learning with and about advertising in the science classroom contributed effectively to the development of scientific media literacy and was positively regarded by the majority of students.