ABSTRACT
This chapter discusses how concepts of 'nature' are historically specific and constructed. It explores the ideological uses of nature in advertising and other media output. The chapter shows that while environmental themes and 'green' advertising come and go, appeals to nature and the natural have featured prominently in advertising since the early days of advertising itself. It examines the key 'uses' of nature in advertising and the extent to which they reflect changing historical constructions of nature, social change and changing views of society. The chapter also explores media uses of nature in relation to the concepts of nostalgia and national/cultural identity. It also examines whether increasing globalisation in advertising is at odds with culturally specific concepts/images of nature and environment. A discussion about nature and identity in advertising perhaps needs to start by reiterating the simple recognition of the complex and historically changing meanings associated with 'nature'.
