'YOU BELONG OUTSIDE': ADVERTISING, NATURE, AND THE SUV

摘要

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 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. 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.