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发表于 2012-8-25 10:12
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[Homework] Bits of knowledge:"The Story of Bottled Water" part I 20110710
One of the problems with trying to use less stuff is sometimes we feel like we really need it. What if you are living in a city like Cleveland, and you want a glass of water, are you going to take your chance to get them from the city tap? Or should you reach for a bottle of water that comes from * rainforest of Fiji? Well, Fiji brand water thought the incidents of the question was obvious. So they build the whole ad campaign around it, it turned up to be one of the dumbest moves in advertising history.
You see the city of Cleveland didn't like being the butt of Fiji's jokes, so they did some tests, and guess what? These tests showed a glass of Fiji water is lower quality, it loses its taste test against Cleveland tap, and cost thousands of times more. This story is typically of what happens when you test bottled water against tap water(自来水/非蒸馏水). Is it cleaner? Sometime is, sometime it not. In many ways, bottled water is less regulated than tap, is it tastier? In taste tests across the country, people can consistently choose tap over bottled water. These bottled water companies say they are just meeting consumers' demand, but who would demand a less sustainable, less tasty, way more expensive product, especially when you can get it almost free in your kitchen. Bottled water cost about 2,000 times more than tap water. Can you imagine paying 2,000 times to * anything else? How about a 10,000 dollars sandwich.
Yet people in the US buy more than half a billion bottles of waters every week, that is enough to circle the globe more than 5 times, how do this come to be? Well, it all goes back to how materials economy works, and one of these key drivers which is known as manufacture demands. If companies want to keep growing, they have to keep selling more and more stuff. In the 1970s, giant softdrink companies got worried that they saw their growth projections starting to level off. There is only so much sodas person can drink, plus it wouldn't be long before people began realizing soda is not that healthy, and turned back to glass drinking tap water.
Well, the companies found their next big idea in a silly designer product that most people laugh off as a passing yuppy fad, waters are free, people said back then, what will they sell the next? Air? So how do you get people to buy these fring products? Simple, you manufacuture demand. How did you do that? Well, imagine you are in charge of bottled water company, since people aren't lining up to trade their harder earned money for your unnecessary product, you make them feel scaried and insecure if they don't have it. And that is exactly what bottle of water industry did.
One of their first marketing tactics was just scary people about tap water, with ad like Fiji's Cleveland campaign, when we are done, one top water executive said, tap water will be relegated to showers and washing dishes. Next, you hide the reality of the product behind images appear fantacy. Have you ever notice how bottle of water trys to seduce us with pictures of mountain streams and * nature? But guess where a third of all bottle of water actually comes from? The tap, Pepsi's * and Coke's * are two of the many brands are really filtered tap water. But the * nature lie goes much deeper. In a recent full page ad, Nestle said bottle of water is the most environmentally responsible comsumer's product in the world, What? They are trashing the environment all along the products' life cycle. |
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