Linguistic formation of the regulatory zone of the concept ECOLOGY in English-language ecological slogans

<jats:p>The aim of the research is to establish the mechanism of the linguistic formation of the regulatory zone of the concept ECOLOGY in English-language ecological slogans. The scientific novelty of the study lies in the fact that, for the first time, based on English-language ecological slogans, a three-level organization of the regulatory zone of the concept ECOLOGY has been established: the textual means of its linguistic representation have been identified, the nuclear and peripheral concepts forming the "preservation – destruction" opposition have been defined, and the connection between these linguistic means and the socio-normative impact of the ecological slogan on the addressee has been demonstrated. As a result of the research, it was established that the regulatory zone of the concept ECOLOGY is realized through textual directiveness and expressive compression, cognitive frames of urgency, threat, and responsibility, as well as socio-normative mechanisms of mobilizing the addressee. The nuclear concepts PROTECTION and DAMAGE form the "preservation – destruction" opposition, while the peripheral concepts FUTURE, LIVING THINGS, and POLLUTION clarify the value foundations of ecological action.</jats:p>