| What men want to do is get all forms of social action on their own turf
- and in the ad world, that means in built environments
- which, in turn, means: on dry land
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| If they find themselves off terra firma, then male behavior is about interposing instrumentalities: |
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| crafts that keep them from falling in water
- chairs that enable them to transcend outer space
- animals that glide over rugged terrain
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In this way, males are set up in a dialectic of conflict with nature |
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Water, mountains, trees, desert, sky -- |
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| all natural elements are to be engaged in an effort to conquer them and assert superiority |
| Thus, while a majority of Japanese ads depict men in their constructed spaces (offices, stadia, streets, buildings)
- a lesser, but significant number depict him doing battle with the elements away from those constructed environments
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| Significantly, it is this dimension (i.e. nature as a rival, as a threat to security, and a test of character) that is absent in women's relations with the environment
- this mediation reveals a genderism that actually may be quite telling about cultural values in Japan
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