The impact on the development of an individual and social cultural wealth is still considered to be one of the up-to-date problems of modern advertising. The article analyzes the principles of formation of the social and ethical advertising as one of the forms of mass communication. The pragmatic effect of advertising messages depends on whether they are perceived and interpreted by the target audience. The verbal content in the structure of an advertising text, influencing mass and individual consciousness of consumers psychologically with the aim of inducing them to special actions that the advertiser needs is considered. Nowadays the development of the ethical advertising is connected with the implementation of refined methods of promotion. On the other hand, it depends on the rigid control of human rights observance. These processes are reciprocal, leading to the emergence of new strategies in behavioral regulation that can influence the psychophysiological status of a human. The elaboration of principles and methods of measuring advertising effectiveness and communicative processes also depends on the advertising principles of ethics and advertising perception by potential customers. Social and cultural factors as well as language peculiarities are taken into consideration as the most important in measuring advertising effectiveness and its ethics. The author points out the necessity of using global principles and public support in solving the problems of advertising in general. It is suggested that an international complex of criteria should be introduced in the system of advertising evaluation. The proposed set of principles of advertising perfection can be applied in the analysis of advertising processes.