@article{ pitrelli_science_2006,
  title = {Science in advertising: uses and consumptions in the Italian press},
  volume = {15},
  issn = {0963-6625},
  shorttitle = {Science in advertising},
  url = {http://pus.sagepub.com/cgi/doi/10.1177/0963662506061126},
  doi = {10.1177/0963662506061126},
  abstract = {Among the social practices that the world of advertising draws upon in order
to convey its message, science is used to convince the target audience of the
effectiveness of the product it is promoting. The study of the presence and
use of science to encourage consumer spending provides information on the
public perception of science itself. The present work analyzes these aspects
with reference to the Italian press. A quantitative study was carried out on a
sample of daily, weekly and monthly publications throughout 2002 and 2003,
using a coding frame that enabled the identification of the frequency of
scientific messages in advertising, the occurrence of scientific content in the
images, the context in which they are set and the type of language used. The
results demonstrate that science has a consistent presence in advertising and
the image of science that derives from this is a positive one.},
  language = {en},
  number = {2},
  urldate = {2014-11-21TZ},
  journal = {Public Understanding of Science},
  author = {Pitrelli, Nico and Manzoli, Frederica and Montolli, Barbara},
  month = {April},
  year = {2006},
  keywords = {{ADVERTISING}, Italy, Knowledge circulation article, consumption, knowledge circulation},
  pages = {207--220}
}

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