Resumo

CASALLAS TORRES, Hernando Alexis. Uses of Science in Colombian Television Advertising. An Exploratory Study on the Representations of Science on TV. univ.humanist. [online]. 2013, n.76, pp.447-475. ISSN 0120-4807.

This paper presents the main results of the analysis of the representations of science projected on TV advertisements that are broadcasted on the two main commercial channels in Colombia. A sample of 2,141 TV advertisements was analyzed. 455 of these contained messages of science in sound, visual or textual elements. Statistical and semiological analyzes were applied to the sample and the results indicate that the number of TV advertisements with elements of science were low: 21% of the total TV advertisements that were analyzed. The use of science and scientific expertise as a discursive and narrative element within advertising messages is governed by a set of values that privilege the subjective, emotional and affective dimensions of the message.

Palavras-chave : Television Advertising; Representations of science; Scientific communication; Tele-difusion; Persuasive communication.

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