The paper examines the varied cultures of Appalachia in terms of the cultural images currently being projected by tourist and land development advertisers in the area. Because these industries have not clearly defined the culture they are trying to sell, they promote conflicting public images and thereby violate the ethnic and cultural heritage of many Appalachian residents. The paper describes three subcultures in West Virginia to illustrate the inconsistencies of any one image, such as the hillbilly stereotype. (1) West Virginia farm culture exists in the eastern part of the state. Its ethnic population consists of Germans, Dutch, and English. Religious sects are fairly well educated, per capita income is high, and there is minimal dependency on family and community relationships. (2) West Virginia urban culture reflects a mixture of ethnic groups, pragmatism, concept orientation, preference for small families, and varied religious and social practices. (3) The culture of the rural hollows in the southern coalfields promotes stereotyped images of independence, family orientation, feuding, and religious fundamentalism. However, even in this region the traditional attitudes are changing. Women's roles are not entirely domestic, educational levels are increasing, and the extended family is not as prevalent. Ethnic groups include Scotch-Irish, Polish, and Italians. The conclusion is that a realistic portrayal of Appalachia must be based upon a complex blend of traditional and modern lifestyles. (AV)