The subject of the study is the genesis of the position of group design participants in the creation of computerized versions of social advertising. The use of the discourse analysis method in the process of genetic-modeling research allows us to correlate the productivity of the participants’ position with the quality of their statements about the value and semantic components of the activity during the development of the social advertising concept and the increasing self-organization at the phase of the concept realization. The study allowed us to detail the dynamics in two different samples of young adults, differently prepared to verbalize the ideas of social advertising and to co-organize its embodiment. The genesis of productivity of the participants of a new joint activity acts as a new formation that emerges in the context of the encompassing interaction created by the experimenter — the organizer of communication, who predetermines its samples and organizes the mastery of its methods.