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The ecological discourse is gaining momentum in all spheres of social and economic life due to the imminent catastrophic outcomes of man’s abusive relation with the environment. The interest for it even gave rise to a new interdisciplinary domain of study called Ecolinguistics. This article focuses on the two types of ecological publicity discourse– social vs. commercial advertising – which are very different for their pragmatic goals and strategies but are intrinsically connected and cross-fertilize each other. Issues of epistemic impact of ecological discourse framing and of eco-cultural identity construction are also discussed.