"Owners and advertisers blithely made the conscious choice to 'go Bavarian.' Vail marketers emphasized European image over all else in an ad that began in German. This ad tempted readers to discover Europe in Vail, where the skiing, continental flavor, and 'the kind of name-your-game après that never quits' would provide a vacation that 'comes off like it just came in from the Alps.'" The overt attempt to sell American skiing as if it were the same as European skiing is one more piece of convincing evidence Coleman uses to reinforce the idea that white European culture perpetuated and pervades still the resorts in the Rocky Mountains. The sustained use of metaphor hammers home her point.

             The author uses meta discourse as a means to prove her thesis that the sport of skiing is dominated by white culture. The author directly addresses the reader in order to draw him or her into the argument and deepen the meaning of the essay. In speaking of how western ski resorts tried to sell European ski culture to America, she says, "When cooks from Minturn transform into French chefs and Taos, New Mexico, attracts skiers with its European hospitality, you know that European images have acquired a market value." The use of this technique causes the reader to feel like he or she is in collusion with the author and also feel that he or she would not be duped like those visitors to ski resorts are being duped.

             Meta discourse also creeps into the text as the author becomes more convincing and begins to show the full course of her evidence. After presenting an argument that the Rockies were the Alps to advertisers and consumers, the author has an almost conversational moment when she asserts: "This is what happens when commodities acquire social meanings through advertising and marketing: they become cultural more than functional goods, with symbolic meanings that grow separated from and more important than the reality of the commodity's production.