Introduction: a rationale for studying environmental rhetoric and popular culture -- When Hallmark calls upon nature: images of nature in greeting cards -- Monopoly the National Parks Edition: reading neo-liberal simulacra -- Cultivating the agrarian myth in Hollywood films -- Prime-time subversion: the environmental rhetoric of The Simpsons -- Purification through simplification: nature, the good life, and consumer culture -- An analysis of the "tree-hugger" label -- From Loch Ness monsters to global warming: framing environmental risk in a supermarket tabloid -- A faint green sell: advertising and the natural world -- Environment as consumer icon in advertising fantasy -- Living above it all: the liminal fantasy of sport utility vehicle advertisements.