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RESEARCH IS THE BEST MEDICINE: German Pharmaceutical Ad Campaign Highlights the Social Progress Frame

Over at Nanopublic, my colleague Dietram Scheufele, currently on holiday in Germany, follows-up on the German pharmaceutical campaign I highlighted on my old blog back in January. The ad campaign makes effective use of the SOCIAL PROGRESS frame to promote public belief in the value of research. In combination with the ECONOMIC DEVELOPMENT frame, the SOCIAL PROGRESS interpretation is in many cases the dominant way scientists and industry define research in ways that promote public support, though sometimes the interpretation can backfire.


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