The advertising message has originated in a complex technical progress and aimed to influence a customer. However, in contrast to a message created just to make publicity, the advertising message of the public interest depends on double character – conative and rhetorical, but also artistic and cultural. The educational text necessarily proceeds in a form of illocutionary message, because it is an act of speech influencing relations between transmitter and recipient, but it is also intended to prolong its effects in time, make suggestions, and invite a recipient to reflection. So, since this advertising genre spreads common themes and issues in Europe, it can become a precious unitary didactic instrument aimed to lead the students towards knowledge that the whole civil society in Europe needs to be able to behave morally. The European citizenship, which does not concern exclusively the old continent as a dominant culture, should come back to eternal values of universal being : the respect for the others, the tolerance, and solidarity can be taught also through multimedia, multilingual and multicultural speech, so that Europe could become an active and definite model of progress.