Abstract: The subject of the research is the structural, compositional and motivational mechanisms of creating social advertisign in Spain and Russia. The object of the research is the social advertising in Russia and Spain. The author of the article pays special attention toi one of the main objectives of social advertising as a special form of communication for informational and motivational purposes. The purpose of the research isi to develop algorithms of social motivation and create attitudes that would encourage an addressee to commit socially approved actions necessary to maintain a healthy atmosphere in the society. This is a universal purpose of social advertising. The national peculiarity of social advertising is the genre framework, structural and compositional features and tone range. These peculiarities determine unique mechanisms of creation and impact of social advertising in different countries and viewed by the author within the framework of this research. The research method is the comparative analysis that is used to describe mechanisms of creation and impact of social advertising in Russia and Spain. The novelty of the research is caused by the growing role of social advertising in a modern society and the need to carry out an in-depth study and comparative analysis of mechanisms of creation and impact of social advertising in different countries for the purpose of using the experience of the foreign states to plan an advertising strategy and tactics and create social advertising in Russia. The main conclusion of the research is that the author describes the most essential features of the structural and compositional organisation of social advertising in Russia and Spain.