This research develops a conceptual framework for telling visual stories about science using short-format videos, termed SciCommercial videos, that draw upon marketing communication. The framework is illustrated by an exemplar, the Good Whale Watching video, which is explained using a visual rhetoric keyframe analysis. Finally, the effectiveness of the video is evaluated as a science communication tool using an empirical online survey with 1698 respondents. The results highlight the benefits of using video for storytelling about science by using our framework formula, modified from marketing practices, to produce videos that are Simple, Unexpected, Concrete, Credible, Emotional, Science Storytelling (SUCCESS). Abstract

中文翻译：

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讲故事和视频的力量：科学交流的视觉修辞

这项研究开发了一个概念框架，该框架使用简短的视频（称为SciCommercial视频）来讲述关于科学的视觉故事，这些视频借鉴了营销传播。该框架由示例“赏鲸”视频演示，该视频使用视觉修辞关键帧分析进行了解释。最后，通过对1698名受访者进行的在线实证调查，将视频的有效性评估为科学传播工具。结果突出显示了使用视频进行科学叙事的好处，方法是使用我们从营销实践中修改的框架公式来制作简单，意外，具体，可信，情感，科学叙事（SUCCESS）的视频。抽象