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A Research on the Science Communication Effect of Advertising: A Neglected Social Function of Advertising
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Zheng Yang*, Rongting Zhou
Studies on Science Popularization | 2016, 11(5) : 62 - 71
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Studies on Science Popularization | 2016, 11(5): 62-71
• Practical Studies •
A Research on the Science Communication Effect of Advertising: A Neglected Social Function of Advertising
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Zheng Yang*, Rongting Zhou
Affiliations
  • University of Science and Technology of China, Department of Policy and Communication of Science and Technology, Hefei 230026
Published: 2016-10-10 doi: 10.19293/j.cnki.1673-8357.2016.05.009
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Through an overall review of the social function of advertising, it is found that the research of advertising under the current times pays insufficient attention to the science communication function of advertising. With the further integration of survey and case study, the paper analyzes three different science communication functions of advertising, and illustrates the positive and negative effects of advertising. In a nutshell, some suggestions are put forward based on different functions.

science communication  /  social function of advertising  /  type of knowledge  /  rational appeal  /  science issues
Zheng Yang, Rongting Zhou. A Research on the Science Communication Effect of Advertising: A Neglected Social Function of Advertising[J]. Studies on Science Popularization, 2016 , 11 (5) : 62 -71 . DOI: 10.19293/j.cnki.1673-8357.2016.05.009
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doi: 10.19293/j.cnki.1673-8357.2016.05.009
  • Receive Date：2016-04-28
  • Online Date：2026-07-30
  • Published：2016-10-10
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  • Received：2016-04-28
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    University of Science and Technology of China, Department of Policy and Communication of Science and Technology, Hefei 230026
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表12种不同金属材料的力学参数
科
Family		 属数
Number of
genus		 种数
Number of
species		 占总种数比例
Percentage of
total species (%)		 属
Genus		 种数
Number of
species		 占总种数比例
Percentage of total
species (%)
鹅膏菌科Amanitaceae 2 11 5.26 鹅膏菌属 Amanita 10 4.78
小菇科 Mycenaceae 2 12 5.74 丝盖伞属 Inocybe 5 2.39
多孔菌科 Polyporaceae 8 14 6.70 蜡蘑属 Laccaria 5 2.39
红菇科 Russulaceae 3 23 11.00 小皮伞属 Marasmius 6 2.87
小菇属 Mycena 11 5.26
光柄菇属 Pluteus 5 2.39
红菇属 Russula 17 8.13
栓菌属 Trametes 5 2.39
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