The article is devoted to one of the most important and obvious aspects of speech genres – relation of speech genres and evaluation. This issue is im-portant not only for the theory of speech genres, but also for linguistics in general, although it is far from being solved. We discuss the key concept of this problem – “form of evaluation” – a kind of genre norms that determine, on the one hand, the pragmatic, stylistic, linguistic modeling of evaluative actions, on the other – the differences between adjacent evaluative genres.