Thinking Like a God: Nature Imagery in Advertising
Catherine M. Roach writes in Reconstruction:
This essay examines selected recent imagery from American advertising that evinces a “negative” sense of nature as hostile other – often portrayed as a persecuting and conquered female – and of humans as its/her master. Examples to be examined of nature as this “Bad Mother” include TV commercials, print advertisements, and a comic strip. I argue that these images spring from a fundamental ambivalence toward nature and that they assuage the anxiety aroused by such ambivalence through a fantasy that casts humans as gods. More specifically, I use the medieval Christian scholastic concept of ‘aseity’ to suggest that these media images co-opt for humans the perceived independence, or aseity, posited by theologians as one of the characteristics of God.