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ERIC Number: EJ1120283
Record Type: Journal
Publication Date: 2016-Jun
Pages: 7
Abstractor: As Provided
ISSN: ISSN-0036-6811
Using Advertising as a Teaching and Learning Medium in the Science Classroom
Belova, Nadja; Affeldt, Fiona; Eilks, Ingo
School Science Review, v97 n361 p86-92 Jun 2016
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.
Association for Science Education. College Lane Hatfield, Herts, AL10 9AA, UK. Tel: +44-1-707-283000; Fax: +44-1-707-266532; e-mail:; Web site:
Publication Type: Journal Articles; Reports - Research
Education Level: Secondary Education
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers - Location: Germany
Grant or Contract Numbers: N/A