The scientific article gives definitions of such terms as “public service advertising”, “discourse of public service advertising”. It also includes their descriptions, peculiarities and the sphere of their application. The article defines the goals and objectives of public service advertising, analyzes the classification of social advertising. The scientific article analyzes some scientific works of scholars who studied social advertising as communicative phenomenon, as well as the characteristics of social advertising that reflects society’s culture and its life.

The article shows the diverse interest of researchers in the notion of "discourse" in connection with the relevance of developing linguistic theories for studying the Internet, cognitive categories, variability and hypertextuality as internal features of discourse.