This first advertisement promoting state tourism, from Outside magazine, encourages people to visit California. The state of California is home to eight national parks, including two parks with over 1 million visitors in 2003 (Yosemite and Joshua Tree). The ad is set entirely in the Great Outdoors, albeit a digitally created version, and the text of the ad complements the obvious outdoor identity displayed by the two models.
Outside: February 1999, p. 43
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This second advertisement for state tourism, also from Outside, encourages people to visit Montana. The state of Montana is home to two national parks (Yellowstone and Glacier) with a combined visitorship of over 4.6 million people in 2003. This ad is set in the Bob Marshall Wilderness (southeast of Glacier National Park), and the three models (one white male and two white females) each personify the outdoor leisure identity. Because Outside is intended for outdoor recreation enthusiasts, it is not surprising that the advertisements for state tourism make use of the Great Outdoors in their promotional efforts. However, compare these ads with the following examples from Ebony.
Outside: March 1998, p. 114
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This first example from Ebony is an advertisement promoting tourism in the state of Arkansas. It proudly proclaims Arkansas as "the Natural State," though you would have a difficult time guessing that from the picture. The text of the ad acknowledges that while "most people who come here have an appetite for nature," "meals cooked over a campfire aren't everyone's cup of tea." However, instead of showing "most people" enjoying the "green carpeted hillsides" of Arkansas, the ad features a couple who prefer one of the many "fine restaurants" found within the state.

Ebony: March 1990, p. 117

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This last advertisement, also from Ebony, promotes tourism for the state of Colorado. Denver, Colorado to be more specific, as the ad completely ignores the rest of the state. Of the four featured photos in the ad, three are decidedly urban venues (Coors Field, the Pepsi Center, and the new Ocean Journey Aquarium), and the fourth photo is of an urban park. Nowhere does the ad mention Rocky Mountain National Park (over 3 million visitors in 2003, and only 90 miles from the "new airport"), nor does it mention the other two national parks within the state (Mesa Verde, and Black Canyon of the Gunnison), the numerous national forests, state and regional parks, or the 50+ 14,000 ft. peaks which make Colorado a paradise for outdoor recreation enthusiasts. Perhaps they assume that the Great Outdoors will sell itself, so they can focus on the "diverse selection of new restaurants, brew pubs, art galleries and shops" of Denver's revitalized downtown. Or perhaps they assume that the intended audience for the ad, the predominantly black readership of Ebony, has no interest in the Great Outdoors. This is more likely the case as none of the state tourism ads sampled from Ebony utilize the Great Outdoors to promote their respective states.

Ebony: September 1996, p. 99

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