The article analyzes the illocutionary component of the semantics of different types of warning state-ments used in commercial advertising texts. Constructions with grammatically expressive warning value (constructions like “Не + Imp СВ”) are compared with syntactically heterogeneous structures, in which the semantics of caution expressed by means of other levels of the language system. According to the function performed in the texts of the advertising destination, on produced perlocutionary effect, warning constructions like “Не + Imp СВ” are very different from warning statements, with non-grammatical features of the warning construction. In the form of grammatically negative suggestions, constructions like “Не + Imp СВ” stimulate the recipient of advertising to implement an action and are components focused on the expression of a pragmatic orientation of the advertising text. Thus, they are directly related to the actual implementation of the recruitment advertising message function: it is they focus illocutionary force of the advertising message. Constructions without grammatical indicator of caution just warn the recipient of advertising about the negative properties of what is ad-vertised, and act as a negative factor when deciding on the adoption of promotional offers. The study was made on the material of advertising in media. The main research method is descriptive. Semantic analysis of linguistic facts is supplemented with elements of pragmatic analysis.