Özet:

In this study, how science communication is represented in TV commercials was examined. Advertisements broadcast on television contribute to science communication when considering the features such as appealing to all age groups and audiences and broadcasting on the screens by repeating frequently. In the research, it is aimed to examine how scientific processes, science and scientists are expressed in commercials broadcast on television and how they take place in advertisements. In the research, five commercial films broadcast on television channels between the years 2019-2021 and selected by random sampling were analyzed by semiotic analysis method. In the commercials, it has been seen that the photosynthesis equation is shown in detail, scientific visuals of microscopic creatures are included, controlled experimental setups are explained, and scientific words such as carbon dioxide emission and oxygen production are mentioned. It has been observed in commercials that scientists conduct experiments using laboratory materials and gradually visualize scientific processes. With this study, it has been observed that the most effective and easiest way to establish a connection between society and science in terms of science communication is commercials broadcast on television channels. It is thought that these commercial films will contribute to creating a scientifically literate society by introducing the product to every segment of the society, while also explaining the scientific processes. For this reason, it is suggested that scientific terms should be presented in a simple way that individuals can understand, and it is suggested that more space should be given to science communication in advertisements so that the society can contribute to scientific literacy.

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