Article The aim of this paper is to propose a taxonomy of graphic environmental ads, in order to explore persuasive techniques and discursive elements that promotes positive attitude and behavior towards nature. The research uses content analysis of environmental ads from leading organizations in this sector such as Greenpeace and World Wildlife Fund. Results highlight the anthropocentrism of Western culture and Caucasian ethnicity in relation to others persons and other living beings, emphasizes that negative consequences only affect to them, while all the races are responsable of environment degradation.