The given article analyses an English text of recruitment advertising within relevance theory. It gives the basic principles of relevance theory and the general idea of recruitment advertising. The comparative analysis of English texts of recruitment advertising gives the opportunity to determine the degree of text relevance. The degree of text relevance affects the achievement of perlocutionary effect and successful understanding the author’s intentions by the recipient. Recognition of intentional state of an advert text allows characterizing educational discourse of the contemporary English — spoken society, determining the principal values of the given society of historical period of the late twentieth early twenty-first century. Inferential model of ostensive communication facilitates the process of interpretation contributing to efficient recognition of intentions and causing a certain response from a certain audience. The study of language means in the English text of recruitment advertising reveals ostensive stimuli that have the potential psychological impact. The article explains the concept of «ostensive stimulus» and provides examples of the functioning of ostensive stimulus in the text of recruitment advertising.