Soloviov S. Advertising in Science and Technology (based on a review of the periodical press)

The thesis presents a comprehensive study of advertising in the press devoted to goods manufactured on the basis of scientific and technical discoveries, inventions and developments. It analyzes the models of advertising, overviews the modern communication theories, and examines the main historical stages of the development of advertising and popularization of science in Ukraine. Apart from explaining the structural functions and specific features of direct and hidden advertising, the thesis proposes the criteria for their identification. The author developed a structural pattern of advertising of innovation products, in which he pointed out the communication functions of its component elements and showed its link with the advertising model. Also established is the ratio of advertising of science and technology to the total number of advertisements in the press, and the author revealed how advertising communication promotes the popularization of science. The results of the study make it possible to offer practical recommendations for producers of advertising.