商业广告的科技传播作用研究 ———一种被忽视的广告社会功能

A Research on the Science Communication Effect of Advertising：A Neglected Social Function of Advertising

中文关键词: 科技传播广告社会功能知识类型理性诉求科技议题

英文关键词: science communication  social function of advertising  type of knowledge  rational appeal  science issues

中文摘要:

      本文通过对商业广告的社会功能的综述性研究，发现了当下广告研究领域对商业广告的科技传播功能关注不足的现状。并进一步结合问卷调查与案例分析，对商业广告的三种不同的科技传播功能进行分析，剖析出商业广告在科技传播中的正反两重作用，并针对其不同作用提出了可供借鉴的发展建议。

英文摘要:

      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