Abstract
The author focuses on the content and functioning of the concept of “Ecology” in the texts of social advertising. The aim of the work was to identify and describe the content components of the concept “Ecology”. Modeling of the above-mentioned concept is carried out by analyzing its verbal and visual representations. The nuclear cognitive layer of the concept “Ecology” was described on the basis of lexicographic sources. The analysis of the texts of social advertising on environmental topics allowed to determine the corpus of linguistic means objectifying the concept of “Ecology”, as well as a set of artifacts visualizing its content. The expediency of using cognitive linguistics methods in the study of advertising discourse, in particular social advertising texts, is substantiated.
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