Abstract:

This study aims to explain the basic objectives and motives of the usage of science in the advertisement and to focus on the strategies of this process. Science is used as an image which promotes the positive features of the products. In this study it is pointed out the role of the mental activities and rational processes that are used, and its interaction with culture in advertisement. Advertisements are the intermediary bodies that pave the way for proceedings of trade by providing pseudo-meanings to the product. In this study the usage of science as the agent for construction of ad‟s texts is analyzed thematically via various newspapers advertisements. Four thematic categories were extracted and discussed: Quality under control and supervision of experts; Science that promises “goodness-beautiful and truth”; Science that carries miracle into the field of rationality; Science that is the most trustable source with provable knowledge with the power of evidence.

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