The construction of social representations (SR) about new medical technologies takes place under the influence of a number of mental mechanisms, in particular the anchoring of joint ventures in the system of basic categories already available in the arsenal of common sense (themata). The research tasks included the determination of the core of SR on IVF and surrogate motherhood with the subsequent detection of the themata on which the constructed SRare based. For the study, a questionnaire was developed, including free associations for the concepts of «In Vitro Fertilization (IVF)» and «Surrogate Motherhood», as well as a block of socio-demographic issues. 177 people participated in the study (85% of women, the average age of 33, 15% of men, the average age of 36,8 years). The results of the study of associations suggest that one of the mechanisms for constructing a new SR on IVF and surrogate motherhood is the consolidation of SR in such basic categories as its / alien, natural / artificial, happiness / misfortune. The mechanism of fixing also directly affects and problematizes such categories as the child, the mother, the family, the consanguinity.