Feminized version of nature suggests that the environment is “passive and fertile” (157). This means that we can dominate and control and environment and suggests the the environment will continue to grow infinitely (as it can birth more environment). The masculinized version of nature suggests that the “environment is a place of action, risk, individualism and challenge for male prowess” (160). Again, the environment is being dominated and subjugated. In these spaces, “there are no environmental problems…there is only opportunity to consume” (162).
Hope suggests that this kind of advertising works because it pulls on old mythological understandings of nature and gender – suggesting the timelessness of both environment and gender identities – and because it is ubiquitous – it is seen nearly everywhere.