By the early 1970s, thanks to investigative writers like Rachel Carson who looked at the use of pesticides in Agriculture and especially thanks to the media attention surrounding santa barbara Oil Spill . There is this strong national trend in America towards Environmentalism-It became very popular. And the media really played a very big part in advancing this cause here. In the early 1970s, the Keep America Beautiful organization was founded. This is essentially created and launched this new public service campaign. They designed a clean community system which was essentially a group of national local community anti-litter campaigns. But their biggest contribution in terms of cultural icons was called the “Crying Indian”. The Native American actor Iron Eyes Cody portrayed an Indian standing on the side of the road in traditional garb while cars cope litter around his feet and hillside which is covered with [mad;unintelligible] .And the final caption is, “People start pollution, People can stop it”. This sort of reminded many Americans of their job to look after the earth there. The US force chimed in also with its Woodsy Owl campaign to celebrate the first earth day and the el Cajon costume woodsy owl had the biggest slogan of, "Give a hoot, don’t populate ".And even US postal service came up with a series of stamps that are written environmental message: save our cities, save our air, save our soil and save our water. But, really keeping alive these issues of