ABSTRACT
Nature imagery and ideas regarding ‘the natural’ form, as we have seen in previous chapters, an important part of media and popular culture generally. Such images are also prevalent in the particular media genre of advertising. In contrast to the now relatively infrequent advertising appeals to environmental protection and ‘green’ or ‘sustainable’ consumption, nature imagery and cultural notions of nature continue to figure prominently in advertising discourse. Advertising is perhaps particularly interesting in this regard because it
effortlessly and seamlessly draws on culturally deep-seated, ontological and taken-for-granted meanings of nature and the natural, and reworks these in ways which promote consumption, particular world views and particular identities.
