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'You Belong Outside':Advertising, Nature, and the SUV Shane Gunster (bio) And which driver is not tempted, merely by the power of his engine, to wipe out the vermin of the street, pedestrians, children and cyclists? —Theodor Adorno, Minima Moralia Images of nature are among the most common signifiers of utopia in commercial discourse, tirelessly making the case that a certain commodity or brand will enable an escape from the malaise and drudgery of urban existence. The invocation of natural themes has been especially prominent in the marketing and promotion of sport utility vehicles over the past decade. Speeding through deserts and jungles, fording raging rivers, and even scaling the heights of Mt. Everest, the SUV is routinely depicted in the most spectacular and remote natural locations. These fanciful themes now attract the scorn of many who draw upon them to underscore the rather glaring contradictions between how these vehicles are marketed and how they are actually used: the irony of using pristine images of a hyper-pure nature to motivate the use of a product that consumes excessive amounts of natural resources and emits high levels of pollutants lies at the core of the growing public backlash against the SUV. While generally sympathetic to this critical perspective, I argue that we need to think through the role of nature in constructing the promotional field of these vehicles in a more [End Page 4] rigorous fashion than is often the case. Otherwise, we risk failing to fully understand the complexity of the SUV's appeal; even worse, simplistic criticism can have the perverse effect of reinforcing the ideological conceptions of nature that constitute a cornerstone of that appeal. Through an examination of recent print and television advertising campaigns, I develop an alternative account of the significance of natural imagery based upon the dialectical relation between nature and society that dominates the SUV's promotional field.1 Instead of reifying the conceptual distance that divides these two categories, we must look to how they flow into and define each other, often blending together into a dense cluster of associations in which the images of one connote and invoke ideas of the other. Welcome to the (not So) Great Outdoors: The Many Faces of Nature Since the emergence of the automobile as a commodity in the early twentieth century, natural themes and imagery have been used to attach a utopian flavor to movement through space. From the 1920s onward, car advertising has often invoked the fantasy of leaving behind the constraints of a crowded, mundane, and polluted urban environment for the wide open spaces offered by nature. In words that have guided advertisers (and urban planners) ever since, Henry Ford once quipped, "we shall solve the city problem by leaving the city."2 Charting the evolution of automotive promotional discourse, Andrew Wernick argues that the reliance upon natural imagery intensified in the 1970s and 1980s as people grew disenchanted with technology (and its militaristic overtones) and expressed concerns over growing traffic congestion, energy consumption, and road construction. Among the easiest tactics for advertisers wishing to deflect the negative associations invoked by the car was, and remains, an image-based rearticulation of cars with nature.3 Invoking nature as the endpoint of vehicular travel affirms one of automobility's most precious and fiercely guarded illusions, namely, that spatial mobility offers access to places, experiences, and events that are fundamentally different from everyday life, that one can escape to somewhere other than where one is now. Furthermore, as Martin Green explains, the use of nature to frame flight to the countryside summons up a powerful nostalgia for the simpler times and lives connoted by idealized scenes of rural life.4 Nevertheless, SUV marketing takes the appropriation of natural themes and imagery to new 'heights,' with epic campaigns that place vehicles atop [End Page 5] mountain peaks, in the midst of dense forests, or racing across vast deserts. Leading the way in this appropriation of nature has been the Ford Motor Company. Although its market share has suffered recently, Ford spearheaded the promotion of the SUV in the 1990s with the Explorer which quickly became the best selling family vehicle of the decade, producing immense...
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