Invocaciones y usos inadecuados de la ciencia en publicidad

Abstract

The use of science in advertising as a source of authority to back claims concerning products is studied in this article. We also examine inappropiate uses of scientific knowledge in advertising. The analyzed examples present an image of science as an activity always in progress that is able to guarantee the quality of products. Among the wrong uses of science we found the use of supossed scientific concepts, the use of misleading or difficult to understand argumentations, or the misuse of scientific concepts. These uses are in conflict with goals of science education that emphasize understanding of scientific knowledge, and its correct use.