电视商业广告中的科学家形象与科学传播

摘要

研究表明，电视节目中的科学家形象对于大众认识和理解科学家和科学事业产生着重要影响。电视商业广告作为电视节目的一种，由于其商业目的性，在塑造科学家形象方面，具备一定的特殊性。广告商在塑造科学家形象时，充分考虑受众的心理期待，利用其对科学家及科学的信赖和崇拜，进行说服传播。由此塑造的科学家形象遵循一定的范式，具备一些共性的特点。本研究从科学传播角度，分析电视广告中的科学家形象特点，试图探究形成这些特点的原因，并深入研究电视商业广告中科学家形象对科学传播可能产生的影响。%Studies indicate that the images of scientists portrayed on TV screens would significantly influence the public understanding of scientists and science. As one type of TV programs,TV commercials have certain particularities in shaping the images of scientists due to its commercial purposes. Advertisers would fully take into account the target audiences’ psychological expectations. They would take advantage of the target audiences’ trust and worship towards scientists and science to achieve persuasive communication. The images of scientists shaped in this way follow certain paradigms, and possess some common features. This article, from the perspective of science communication, analyzes the features of the scientists’images portrayed in TV commercials and further explores the reasons for these features. The possible influence of the scientists’images shaped in TV commercials upon science communication is also discussed thoroughly in this paper.