[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"doc-seo-597998-105":3,"detail-sidebar-cat-0-en-105":80,"doc-detail-597998-en":130},{"code":4,"msg":5,"data":6},0,"ok",{"site_id":7,"language":8,"slug":9,"title":10,"keywords":11,"description":12,"schema_data":13,"social_meta":73,"head_meta":75,"extra_data":77,"updated_unix":79},105,"en","promoting-societal-oriented-communication-and-decision-making-skills-by-learning-about-advertising-in-science-education-paper","Promoting Societal-Oriented Communication and Decision Making Skills by Learning about Advertising in Science Education - Paper","","Everyday school settings are saturated with advertising, combining persuasive techniques with factual claims that influence consumer credibility and perceived product effectiveness. This paper argues that critically addressing how science and technology are used in advertising helps students become critical consumers. By learning these interrelations in science classrooms, advertising can be leveraged to promote societal-oriented communication and decision-making competencies. Classroom examples are drawn from the PROFILES project to illustrate the proposed justification.",{"@graph":14,"@context":72},[15,34,55],{"@type":16,"itemListElement":17},"BreadcrumbList",[18,23,27,31],{"item":19,"name":20,"@type":21,"position":22},"https://docshare.wps.com","Home","ListItem",1,{"item":24,"name":25,"@type":21,"position":26},"https://docshare.wps.com/document/","Document",2,{"item":28,"name":29,"@type":21,"position":30},"https://docshare.wps.com/document/research-report/","Research & Report",3,{"item":32,"name":10,"@type":21,"position":33},"https://docshare.wps.com/document/promoting-societal-oriented-communication-and-decision-making-skills-by-learning-about-advertising-in-science-education-paper/597998/",4,{"url":32,"name":10,"@type":35,"image":36,"author":41,"headline":10,"publisher":44,"fileFormat":47,"inLanguage":8,"description":12,"dateModified":48,"datePublished":49,"encodingFormat":47,"isAccessibleForFree":50,"interactionStatistic":51},"DigitalDocument",{"url":37,"@type":38,"width":39,"height":40},"https://docshare.wps.com/thumbnails/promoting-societal-oriented-communication-and-decision-making-skills-by-learning-about-advertising-in-science-education-paper/597998.png","ImageObject",300,407,{"name":42,"@type":43},"Indoniesian Boy","Person",{"url":19,"name":45,"@type":46},"DocShare","Organization","application/pdf","2026-10-30","2026-10-15",true,{"@type":52,"interactionType":53,"userInteractionCount":33},"InteractionCounter",{"@type":54},"ViewAction",{"@type":56,"mainEntity":57},"FAQPage",[58,64,68],{"name":59,"@type":60,"acceptedAnswer":61},"Why is advertising considered relevant in science education?","Question",{"text":62,"@type":63},"Advertising is present in everyday life and in school contexts, and it often contains factual information derived from science and technology. Understanding this enables critical consumer judgment and links science with society.","Answer",{"name":65,"@type":60,"acceptedAnswer":66},"How does learning about advertising support critical consumer skills?",{"text":67,"@type":63},"Students learn to critically analyze factual information and persuasive strategies in advertisements. This helps them evaluate credibility and effectiveness claims connected to products and campaigns.",{"name":69,"@type":60,"acceptedAnswer":70},"What classroom approach is used to illustrate the paper’s argument?",{"text":71,"@type":63},"The paper provides examples from science classrooms developed within the PROFILES project, showing how advertising can support societal-oriented communication and decision-making.","https://schema.org",{"og:url":32,"og:type":74,"og:title":10,"og:site_name":45,"og:description":12},"article",{"robots":76,"canonical":32},"index,follow",{"doc_id":78,"site_id":7},597998,1792295355,{"code":4,"msg":81,"data":82},"success",[83,87,91,95,100,105,110,114,119,122,126],{"id":22,"doc_module":4,"doc_module_name":25,"category_name":84,"show_sort_weight":85,"slug":86},"Story & Novel",90,"story-novel",{"id":26,"doc_module":4,"doc_module_name":25,"category_name":88,"show_sort_weight":89,"slug":90},"Literature",80,"literature",{"id":33,"doc_module":4,"doc_module_name":25,"category_name":92,"show_sort_weight":93,"slug":94},"Exam",70,"exam",{"id":96,"doc_module":4,"doc_module_name":25,"category_name":97,"show_sort_weight":98,"slug":99},5,"Comic",60,"comic",{"id":101,"doc_module":4,"doc_module_name":25,"category_name":102,"show_sort_weight":103,"slug":104},6,"Technology",50,"technology",{"id":106,"doc_module":4,"doc_module_name":25,"category_name":107,"show_sort_weight":108,"slug":109},7,"Healthcare",40,"healthcare",{"id":111,"doc_module":4,"doc_module_name":25,"category_name":29,"show_sort_weight":112,"slug":113},8,30,"research-report",{"id":115,"doc_module":4,"doc_module_name":25,"category_name":116,"show_sort_weight":117,"slug":118},9,"Religion & Spirituality",20,"religion-spirituality",{"id":117,"doc_module":4,"doc_module_name":25,"category_name":120,"show_sort_weight":117,"slug":121},"World Cup","world-cup",{"id":123,"doc_module":4,"doc_module_name":25,"category_name":124,"show_sort_weight":123,"slug":125},10,"Lifestyle","lifestyle",{"id":127,"doc_module":4,"doc_module_name":25,"category_name":128,"show_sort_weight":96,"slug":129},19,"General","general",{"code":4,"msg":81,"data":131},{"doc_id":78,"user_id":132,"nickname":42,"user_avatar":133,"doc_module":4,"category_id":111,"category_name":29,"doc_title":10,"doc_description":12,"doc_content":134,"file_id":135,"file_url":136,"file_type":137,"file_size":138,"view_count":33,"is_deleted":4,"is_public":22,"is_downloadable":22,"audit_status":22,"page_count":127,"language":139,"language_code":8,"site_id":7,"html_lang":8,"table_of_contents":140,"faqs":141,"seo_title":142,"seo_description":12,"update_tm":143,"read_time":144,"preview_page_count":4},962090760608,"https://ap-avatar.wpscdn.com/davatar_276721f389ce27ea32af1340a28f341c","Promoting Societal-Oriented Communication and Decision Making Skills by Learning about Advertising in Science Education  \nNadja Belova1 and Ingo Eilks*2  \n• In our everyday lives we are surrounded by advertising in its various forms. Thus in the school context it is not surprising that the issue of advertising is addressed by different subjects, with the main foci being advertising-specific language, images and illustrations, use of stereotypes, strategies of persuasion etc. But advertising also contains factual information, being explicit or implicit, to make a campaign more credible and underline the effectiveness of a certain product. Dealing with the use of factual information in advertising critically is important for the consumer. For many products this information is derived from science and technology. Understanding the science in and behind advertising is necessary to become a critical consumer. Learning about the use of science in advertising also allows promoting societal-oriented communication and decision making skills in the science classroom. Unfortunately, only a few examples on the use of advertising in the science classroom exist. This paper provides a justification for the use of advertising in science education. Examples from the classroom developed in the framework of the PROFILES-project are provided by way of illustration.  \nKeywords: Science education, Science-technology-society, Socio-scientific issues, Communication skills, Critical media literacy, Advertising  \n1 PhD student at the University of Bremen, Germany  \n2 *Corresponding Author. Institute for Science Education, University of Bremen, Germany; [eilks@uni-bremen.de](eilks@uni-bremen.de)  \n32 promoting societal-oriented communication and decision making skills  \nPromoviranje družbeno usmerjene komunikacijein sposobnosti sprejemanja odločitev prek učenja ooglaševanju v naravoslovnem izobraževanju  \nNadja Belova in Ingo Eilks*  \n• V vsakodnevnem življenju smo obkroženi z oglaševanjem v različnih oblikah. Tako ni presenetljivo, da je v šoli oglaševanje obravnavano pri različnih predmetih; obravnavajo pa se predvsem: specifičen jezik oglaševanja, podobe in slike, uporaba stereotipov, strategij prepričevanja … Vendar oglasi vsebujejo tudi dejanske podatke oz. informacije, ki so eksplicitno ali implicitno podane; z njimi skušajo podkrepiti kredibilnostin poudariti učinkovitost nekega izdelka. Kritično analiziranje podatkov, informacij v oglasih, je za potrošnike pomembno. Veliko teh podatkov oz. informacij je pogosto pridobljenih iz naravoslovja in tehnologije. Da bi postali kritični potrošniki, je pomembno razumevanje naravoslovja voglaševanju. Učenje o uporabi naravoslovja v oglaševanju pripomore tudik promoviranju družbeno usmerjene komunikacije in sposobnosti odgovornega odločanja v razredu. Žal poznamo le nekaj primerov uporabe oglaševanja v naravoslovnem poučevanju. V prispevku argumentiramo upravičenost uporabe oglaševanja v naravoslovnem izobraževanju. Prikazani primeri so nastali v okviru projekta PROFILES.  \nKljučne besede: naravoslovno izobraževanje, naravoslovje – tehnologija – družba, socionaravoslovne teme, sposobnost komuniciranja, kritično presojanje medijev, oglaševanje  \nBackground  \nFor the first time ever, nationwide standards for lower secondary science education were applied in Germany in 2004 (KMK, 2004) . The standards led to various reforms and initiated constant debate about curricula and pedagogies appropriate for science education. More student-centred and inquiry-based science teaching, methodological variety, and a more thorough use of meaningful contexts to promote more effective and situated learning were demanded. Part of this movement is a stronger focus in science education on promoting general educational skills which has parallels in many countries, especially with a focus on preparing the young generation for their life today and in the future in a changing world (Aikenhead, 2007; Burmeister, Rauch, & Eilks, 2012;","cbCaibgDJ9gsuez5","https://ap.wps.com/l/cbCaibgDJ9gsuez5","pdf",570369,"English","# Introduction\n## Advertising in school and science education\n## Societal orientation and educational skills\n# Background\n## National standards in Germany and reform demands\n## Societal orientation, argumentation, and decision-making","[{\"question\":\"Why is advertising considered relevant in science education?\",\"answer\":\"Advertising is present in everyday life and in school contexts, and it often contains factual information derived from science and technology. Understanding this enables critical consumer judgment and links science with society.\"},{\"question\":\"How does learning about advertising support critical consumer skills?\",\"answer\":\"Students learn to critically analyze factual information and persuasive strategies in advertisements. This helps them evaluate credibility and effectiveness claims connected to products and campaigns.\"},{\"question\":\"What classroom approach is used to illustrate the paper’s argument?\",\"answer\":\"The paper provides examples from science classrooms developed within the PROFILES project, showing how advertising can support societal-oriented communication and decision-making.\"}]","Promoting Societal-Oriented Communication and Decision Making Skills by Learning about Advertising in Science Education - Paper | PDF",1792086107,48]