This article deals with feasibility of advertising with positive educational effect and includes results of an analysis of theses defended in the past 20 years, which viewed advertising as their key research topic. It is clear enough that the matter of educa-tional effect of advertising on personality and specialist competencies relating to positive educational effect of advertising in stu-dents – future advertising specialists is left out in surveys. Social advertising and positive educational effect advertising are com-pared and their differences are analyzed.