Authentic news articles are a valuable source of didactic material for EFL teaching. The paper deals with the analysis of multi-functional metaphors in the eco-moral discourse of the British press on the example of a news article that has been selected for classwork. The research shows the importance of students' background knowledge that makes it possible to understand a particular use of metaphors. They function as both attention-grabbing devices and descriptive, interpersonal, cohesive, rhetoric, personifying, persuasive elements that substantiate a huge potential of metaphors. It is shown that the rhetoric of text rises in a conflicting frame. Some examples of the conceptualization of metaphoric use are given to highlight the author’s visualization of things as well as his civic stance. It is pointed out that the figurative application of words, collocations, phrases, sentences-aphorisms leads to text integrity.