The article deals with the genre specificity of social advertising in the rhetorical aspect. The rhetorical parameters of texts of social advertising are stated: they are an authoritative or personalized addresser, the focus on a generalized recipient (a representative of society as a whole), target setting, use of the top comparison . There are two groups of genres of social advertising: the genres aimed at formation of the behavioral model approved by society, and the genres used for discredit of the abnormal behavioral model. The characteristics of some genres are under consideration in the article.