in the context of increasing competition for audience attention, the effectiveness of social advertising is largely determined by the ability of linguistic means to activate cognitive and emotional mechanisms of perception. This article aims to identify and systematize persuasive linguistic devices in contemporary Russian social advertising discourse. The empirical material comprises a corpus of ten social advertising campaigns (outdoor, digital, and online formats) implemented in Russia between 2022 and 2025. The methodological framework combines content analysis and pragmatic analysis. The main result of the study is the development of a typological model of persuasive linguistic devices, which includes discursive, strategic, and linguistic levels and describes the relationship between linguistic form, communicative strategy, and mechanisms of influence. The analysis demonstrates that persuasive devices function not in isolation but as part of stable configurations that realize different types of impact, including empathy-oriented, identification-oriented, and performative modes of persuasion. It is shown that the most effective strategies are based on personalization, engagement, and symbolization, which contribute to reducing cognitive resistance and enhancing both emotional involvement and behavioral response of the audience.