The location of the beach within nature is exploited by commercial enterprises to sell products. The radical and rebellious elements of surf culture are exploited by the 'civilised culture' of advertising in order to sell merchandise, but also to contain its subersive potential. In addition to commodities such as surfboards, fashion and music being promoted within the culture, the individual surf hero is used to sell products in the industry.
Advertisers claim superiority for their products based on the association with a champion surfer.
The surfboard or item of clothing on offer is linked to its use by an individual thus creating an affinity between the potential consumer and producer in a very direct way. Nature is also exploited in advertising surf products. The Surfrider Foundation is currently promoting a new album which was recorded to raise money for the organisation. The second goal related to informing the public about environmental issues related to the preservation of the worlds oceans. Exploiting the 'myth' of the beach constructed by surf culture to sell the Mom album to support the aims of the Surfrider Foundation does not have the same ideological signifcance as that of the Byron Bay commerce site.