Based on an annotated multimodal corpus, the present chapter sketches out a rhetorical portrait of social advertising. The analysis addresses visual, textual and multimodal aspects of the genre’s rhetoric and specifically attends to the ways in which social advertisements construe arguments from the strategic inter-semiotic linking of text and image. Results show that the rhetoric of social advertising is quite distinct from commercial product advertising. This reflects in images with a negative affective impact, direct and semantically explicit appeals to the ethics of responsible recipients, and longer copies that engage in multimodal argumentation essentially based on example and comparison.