In particular, a Nissan ad shows various shots of animals before any people are seen. In the beginning of the commercial, the background voice (a distinguished voice--not a 'native') states: "'Africa. The world's last remaining untamed paradise. The only continent that refused to be taken over by asphalt and mini malls'" The phrase 'untamed paradise' connotes some notion or degree of 'uncivilized,' demeaning towards Africans. At the same time, this phrase is very appealing to the white adventurous male. It gives them a place to drive, unbounded by roads, fences or signs. Africa takes the middle/upper-class westerner away from (sub)urban life, away to a place where they can see animals in their natural habitat. Nature is an escape, a place to relax. And westerners have the extra time to enjoy it. But if animals roam freely the way that they do in this ad, how are viewers led to think that the people live?

An interesting aspect of this ad is that there are no Africans shown. The only people in the ad are white tourists hanging out of a Pathfinder, taking pictures of the animals. "Another theme in the travel advertisements is that the visitors can look at but do not have to mingle with, touch, or become involved with the natives. Rather, they can surround themselves with the amenities and comforts of home and venture out into the exotic only in controlled circumstances" (O'Barr, 12). The only clue that viewers have of Africans is the music. As in the Crest ad, the music sounds like it is native to Africa. In the end of the ad, words come up on the screen: "Nissan Motor Corporation presents Pathfinder on Safari." The commercial gives consumers the perfect vehicle to take along on safari...even though they might never even visit the continent. Here, African wildlife is certainly commodified, while Africa is used as a metaphor for ruggedness and adventure.

This ad for Land Rover (below) was found in National Geographic in the late 1990's. In the advertisement, a Land Rover is placed next to a baobab tree in a deserted African plain. A lion is also pictured, gazing up at the large tree. The text reads: "Coincidentally, the African baobab tree also seats seven," implying that the lion is waiting for seven of his prey to come down from the tree. The text continues by stating other facts about the Land Rover, about how powerful the vehicle actually is. "A 4.0-liter V8 engine to help seven passengers evade the perils of any such environment. Provided they haven't ventured outside the sheltering parameters of the Discovery's reinforced steel inner body cage." The vehicle is illustrated to be extremely strong and it is placed in an environment where it is assumed that this strength will come in handy. Similar to the Nissan advertisement, the producer of this ad wanted to show that the Land Rover could survive any sort of environmental challenge. Moreover, the driver of the vehicle it can be assumed, is an adventurous person, someone who is likely to come into contact with danger. This is the type of vehicle that Indiana Jones would drive, the perfect vehicle to take on safari, for its steel frame will protect against any wildlife attacks. The ad doesn't necessarily commodify wildlife as the Nissan Pathfinder example does, however the ad also does not exclude the opportunity to see wildlife.

In this magazine ad, wildlife is not seen as a commodity, but as an escape. This advertisement was for a computer company, and features a silhouette of giraffes during sunset. Across the middle of the page, is stated: "esc to a whole new world." The esc is in the form of a keyboard character. The advertisement is simple and quick, but has many meanings and details hidden within it. The phrase could indicate travel, vacation or any other form of escape. It implicates that consumers can flee from wherever they are just by clicking their mouse. In addition, Africa is seen as a new world, as if it hasn't been around for the same amount of time (if not longer) than other worlds. Once again, people are not featured in the ad, as if they do not exist, as if they are not a part of the 'whole new world.' The major irony involved with this example is that the ad is for a computer company. Africa is seen as an underdeveloped continent in all of the examples of advertisements seen thus far in this analysis. This ad seems to say that Africa is composed of strictly wildlife, and that it can be reached through a computer, although Africans might not have the technology to reach western cultures through computers.

Africa is seen as form of escape. Escape from western culture, an escape to a whole new world of difference. Advertisements try to bring that difference closer to home by selling certain items that might bring an 'African feeling.' For example, this ad is for Sabena airlines. A little girl is surrounded by stuffed animals, which all can be seen while on safari in Africa. She holds a stuffed giraffe, cheetah and monkey. The text reads: "Remember the first time Africa was so close," assuming that the only thing people can relate back to Africa is wildlife. Nothing is stated about Africans that live there. The text continues to say that the Sabena airlines have traveled to Africa for 65 years. A highlighted point is that they fly to "more than 20 African destinations." International airlines do not often fly to many locations within the continent of Africa. Therefore, when one does in fact widely travel there, it is worthy of proclamation. In addition to doing that, this advertisement implies that consumers visit Africa strictly for its wildlife.

Yet another advertisement seen in Geographic magazine can also overlap with the tourism category. This ad shows a close-up picture of a rhinoceros with a hot air balloon in the background. The words 'The High and the Mighty' are written in bold across the picture. On the other side of the photo there are descriptions of Namibia.

"Namibia is Africa's last unspoilt wilderness...Namibia too is the only country in the world where magnificent rhino, the unique and rare desert elephant, and herds of feral desert horses roam truly wild. There are many ways to explore Namibia. And what more exhilarating than to take in her unique medley of game, the tranquil gravel plains and many wonders of the Namibia, than by dawn balloon flight over the world's oldest desert"

The ad is presented by Namibia Tourism, 'Africa's Greatest Natural Canvas.' This ad is concerned with not so much authenticity as wildlife. It offers consumers a unique experience, with a hot air balloon ride through the plains. The picture does not look like a typical African scene, it is unnatural with a balloon the background. This might attract an audience that requires a great deal of catering and excessiveness. This is a high-class safari. The advertisement glorifies Namibia to have so much more wildlife than other African countries, as if it is the only place to view wildlife on the continent. The quote from above is written in the shape of the continent, as if to say Namibia is the only country in Africa. It tries to tell consumers that if they go to Namibia, it will be as if they have seen the entire continent. However, the ad leaves out any clue that there are cities in Namibia. Once again, Africa is an escape from life in suburbia. It is a place for members of the upper class to get away, to de-toxicate through nature.