The epideictic discourse, unlike the demonstrative eloquence of antiquity, currently doesn’t build a special type such as the argumentative, seductive, or manipulative discourse. The epideictic discourse is at the confluence of the argumentative and the seductive types. The current formats of the epideictic discourse were re-given to the audience by the famous specialist in New Rhetoric, Chaïm Perelman, after a long period in which this discourse has been marginalized, not being considered a rhetorical discourse. Currently its role is well defined for the promotion of the institutional image and identity, the epideictic discourse not missing in the internal and external communication of the organization. The epideictic discourse belongs mainly to the argumentative discourse type, intended for an audience united around a set of values that provide social cohesion to this audience. The system of values to which the members of a community are attached (for example, the Moldova State University) is the core of the epideictic discourse, so the argumentative problem and its solution-thesis is replaced by the so-called value axis, which unites different types of values: representative national values (anthem, coat of arms, flag, language, culture, etc.); moral values (freedom, respect, temperance, honesty, trust, spirit of justice, etc.); the gallery of personalities, which build the fame of the institution and makes up the most valuable capital and so on. The frequent call to the set of values, to the shared successes, achievements or expected achievements gain value only if the speaker has credibility and notoriety to meet the expectations of the public. That's why the person who delivers such a speech is the person with the highest status among the communication actors – the Rector of Moldova State University, for example, on which the success of the event itself depends. The role of the speaker is one of great nobility. For the everyday genre, for example, the most illustrative are the greeting speeches taken from the folk tradition, related to the wedding event – the epithalamia, spoken by guests of honor. The axis of values, on which the epideictic discourse relies, occupies the most extensive space, covering both narrative and confirmation, so that the structure of the epideictic discourse deviates from the usual structure of the rhetorical discourse. The peroration and the exordium form the desired bridge over the other parts of the discourse, by which the binding function of the common set of values is manifested. We have identified value axis formats, through the application of which the internal and external communication of the institution/state could be made easier and more effective.