The development of assisted reproductive technologies (ART), including in vitro fertilization (IVF), is associated with a variety of legal, ethical, and marketing issues, some of which are closely related to the peculiarities of legal regulation of the ART sphere in a particular country. The present article focuses on the strategies of social communications aimed at recruiting sperm and egg donors in the USA, the UK, and France. As a theoretical framework, the study relies on the concept of commodification that is currently being actively developed in economic sociology and on the notion of bodily commodification that is widely used in sociological research of commercial organ and cell donation. The study shows that the concept of commodification may be convenient even in cases where donation has no signs of traditional commodity-money exchange. When addressing such cases, by contrast to the earlier suggested concept of constrained commodification, the article suggests the concept of symbolic commodification, i.e., commodification, in which money reward is substituted with a symbolic reward. The study is based on the analysis of promoting texts of the websites of clinics, cryobanks, advertising campaigns in three countries - the USA, the UK, and France - that represent three different institutional models of the ART market. The study focuses on (a) the channels of social communication with potential donors and (b) the rhetorical strategies of symbolic commodification used in advertising messages. When describing rhetorical strategies, the authors use the method of content analysis, as well as meta-analysis of previous publications. The article proposes a model of marketing communication in the field of ART. It shows that the most significant institutional parameters influencing donation advertising are the remuneration or gratuitousness of donation and the degree of involvement of commercial clinics in the field of IVF in general. On this basis, three institutional models of the functioning of the ART market were identified. The article demonstrates a correlation between the above-mentioned institutional conditions and the strategies of symbolic commodification chosen by clinics in their marketing communication. A cross-country analysis, however, proves that the anonymity/non-anonymity of donation does not have any significant impact on building a communication strategy of recruiting donors. The article identifies and describes specific discursive strategies used in advertising messages of this type, showing how the symbolic valorization of the donor's personality is conveyed in advertising rhetoric. In the course of the study, the authors noted that in the countries under review there is a tendency to split the channels of communication through which clinics approach potential donors and future recipients. To explain this phenomenon, the authors propose the concept of the conflict of commodification strategies rooted in the differences displayed by recipients and donors in their perception of donor material.