The selling of rural America

Extract: Some advertisers employ mythological and noncontexualized rural images to market products. The arrangement of these images points to a celebration of past virtues in such a way that it appears these virtues might rematerialize via the consumption of the advertised product. We offer the thesis that this depiction of rurality as a source of individuality and intimate primary relations is actually utilized to justify the pattern of privatized consumption that it ostensibly opposes