Connecting the Dots between Consumer Protection, Skepticism, and Science

The concept of relevance is an obvious component in the success of classroom science investigations, but it is also one of the tenets behind the numerous media advertisements that bombard our senses on a daily basis. The authors decided to capitalize on the similarities between process-based science and the world of advertising by initiating consumer protection investigations with a side venture into the commercial world of Madison Avenue. Advertisers use many strategies in an attempt to convince consumers to buy their products. By analyzing the strategies used in a sales pitch, one begins to recognize that data can be manipulated, facts can be skewed, and visuals can be controlled to enhance product performance. Such analyses require students to look deeper and seek answers beyond the surface of presented information, superficial declarations, visual discrepancies, and verbal innuendo. In other words, such analysis is all about deciphering claims and evidence, making it analogous to science. The antithesis of this procedure, synthesizing a sales campaign for a real or imagined product, is the application of these process skills. In sum, if students can create a successful advertising campaign by using their data, then they understand the art of data manipulation and may, therefore, become better consumers.