Realization of the educational potential of social advertising

The study of advertising discourse in modern Russian science is dedicated to a large number works, but there are not enough specific studies the social sector today. However, at present time, due dramatic changes political and sociocultural life society, this type particular importance. This paper aimed issue status texts within framework discourse. An announcement seen as polycode text intended for public general. authors pay attention unity form content mechanism influence awareness emotions consumers advertising. material analysis street (urban) functional-stylistic, cognitive, descriptive, semantic-grammatical, quantitative methods, well methods comparative used. By analyzing texts, high-impact potential socially directed concluded. Identifying semantic dominants allows conclude about its disciplinary teaching (educational) functions consider these one tools human education. It suggested that specially designed can raise people spirit traditional national values, actual value meanings minds those who perceive them. gives examples polycoded functioning today living urban area.