Poland Springs Advertisement Campaign Failure Essay Example for Free

Poland Springs Advertisement Campaign Failure Essay Poland Spring’s recent advertisement puts its viewers in a serene natural environment; a nice sunny day overlooking a crystal clear spring on a green field. In the center of this field is a giant plastic bottle, one that is â€Å"environmentally friendly.† The bottle is praised and pointed out for using â€Å"less plastic,† â€Å"less paper,† and the very important â€Å"dye-free cap.† The bottle is called the â€Å"Eco-Shaped bottle† and is designed to have less impact on the earth. The entire scene is under the giant caption that tells of how Poland Spring is doing â€Å"less† to the environment. The company is selling water in a disposable plastic bottle yet the advertisement seems to be trying to convince people that by consuming their disposable product they are some how helping the environment; that because they drink Poland Spring water they are doing â€Å"less to the environment. This advertising strategy however is not uncommon. According to Julia B. Corbett â€Å" ‘green advertising’ has focused on ads that promote environmental sensitivity toward†¦ a corporate image of environmental sensitivity† (Corbett 148). The recent ad campaign may seen to be about Poland Spring’s new â€Å"Eco-Shaped† bottle, but it is really about diverting attention from the pollution the bottle generates to instead creating a pro-environmental view of the company and its product. The Eco-Shaped bottle by Poland Spring is marketed with a few selling points the company points out directly in their advertisement. The bottle uses â€Å"30% less plastic†, â€Å"less paper† and a â€Å"dye-free cap†. These improvements are  better for the environment then the original bottle used by Poland Spring. However the problem lies in the fact that the product is still harmful to the environment. Last time I checked less of a bad thing is still a bad thing. According a recent article by Hope Molinaro, the California Department of Conservation (CDOC) stated, â€Å"in California, more than a billion plastic water bottles wind up in the trash each year† and that total is only the amount of bottles in the state of California (Molinaro, 64). The total amount equates to 3 million empty water bottles per day disposed of in just one state (Molinaro, 64). That large amount of plastic has many detrimental effects to the environment. The materials used to make the bottles consist of a tremendous amount of resources and are difficult to dispose of if not recycled. There is an overwhelming amount of evidence to make the claim that a good portion of the plastic bottle waste generated in the United States is produced by the Poland Spring Company. Not only is the plastic filling our landfills, but there is evidence that the water bottle company is polluting its own town. According to a 2008 study of pollution demographics of Androscoggin County in Maine, where Poland Spring’s headquarters is located, the particulate matter is 62% higher there than the United States average (Unknown). It’s also 61% higher then the state of Maine’s average particulate matter found (Unknown). Particulate matter is a complex mixture of extremely small particles and liquid droplets. Particle pollution is made up of a number of components, including acids (such as nitrates and sulfates), organic chemicals, metals, and soil or dust particles. Poland Spring’s advertisement does not show any of this particulate matter when depicting how green and lush the springs it gets its water from are. One aspect of the Poland Spring’s advertisement that I find different and contradictory to traditional green thinking is that in the ad the plastic Poland Spring water bottle, is shown in nature. Normally when a plastic water bottle is found laying in a field or any natural setting for that matter, it is viewed upon as pollution. In this ad the bottle is sitting in nature and is supposed to be appealing to the human eye. The bottle is shown in a way that it blends into the natural setting and tries to convince people that it almost belongs there, in the midst of nature; that the  unnatural belongs with the natural. It is easy to relate the bottle as being positive to the environment however as it blends in with the incredible sunrise in the background on a beautiful day with a clear sky. The bottle is featured sitting in a field where the growth of the field is doing outstanding and there is not one dead or even one imperfectly grown plant. The land is doing so well it is almost portrayed as being happy and at peace with a giant, unnatural, plastic water bottle sticking out of it. This scene does not just occur in the ad however as pollution is a huge issue when there is a â€Å"disposable† factor to the product. A second contradiction in the ad is that Poland Spring is a water bottle company whose ad features more lush, green field then the body of water in which their product comes from. The ad is trying to make the product fall into the American consumers mind as a green product hence the green field is more affective then a view of the lake or spring containing the water Poland Spring is selling. Poland Spring is really trying to hammer in the point that it’s product is green and eco-friendly, and the more green in the picture the more green the consumer sees. Contradiction number three this ad uses is the slogan that titles it. In the current green revolution sweeping across America the constant theme is doing more for the environment. Under Poland Springs fancy, flower-laden font reads the words â€Å"doing less†. This is a clear indication that Poland Spring is not being beneficial to the environment by saying they are â€Å"doing less† harm to the planet we live on. Over the serene sunset, over laying the clear blue sky, and lush green field, lies an admission of pollution and guilt by the company. Poland Spring’s methods however are not so uncommon in today’s advertising market. Many advertising campaigns are seen now featuring nature in one way or another and one of the more common ways to do this is through and advertisements backdrop. According to Julia B. Corbett, â€Å"Using nature merely as a backdrop whether in the form of wild animals, mountain vistas or sparkling rivers-is the most common use of the natural world in advertisements.† (Corbett 150) So when Poland Spring sets it’s water bottle in the green field, with little purple flowers swaying in the wind, the peaceful sunset over looking the bluest clear sky the world has to offer,  followed by beautiful green hills rolling off to the distance there is a purpose to it. The purpose according to Julia could be that the company is trying to promote a â€Å"corporate image of environmental responsibility.†(Corbett 148) This is very well one if not the main initiative of the advertisement and it is even so less of an advertisement as it is a rebuttal. Recently, as our country starts to become more â€Å"green† and environmentally aware, there has been some recent campaigns against the consumption of bottled water. One major campaign against bottled water has been â€Å"Think outside the bottle†. Even the mayor of Miami, Manny Diaz along with a dozen or so mayors, is calling on municipal governments to phase out bottled-water purchases in a resolution to be presented at the U.S. Mayors Conference (Barnes). Poland Spring is trying to distract the average consumer from believing the hype that the bottle are bad for the environment and tries to prove that they are doing something about it. Poland Spring’s advertisement is focusing on green aspects of its product and is trying to make the company appear to have a green initiative, however the Poland Spring’s target audience is not the hardcore environmentalist. Any person who puts some research into what they buy and cares about the environment is going to know that consumption of disposable plastic water bottles is not going to help the environment. The ad however does target the average consumer who does sort of care about the environment but does not research into what they consume. A consumer might see the recent anti-water bottle campaigns and generate a negative view of the disposable, plastic water bottles that Poland Spring sells. That is why Poland Spring’s ad was created in the first place, to turn the average consumer’s view of the water bottle and the Poland Spring Company from a negative one to a positive one. In times of environmental awareness that the United States is currently facing, many unenvironmentally friendly companies are finding it harder and harder to promote sales for their products. Poland Spring is no different in that respect but tries a different approach that is gaining in popularity, green advertising. Poland Spring uses nature to show a pristine and beautiful backdrop for their hazardous product. The ad is focusing on deterring the public’s view of Poland Spring from environmentally damaging  to environmentally caring. As shady and undermining the ad is to not only the people but the earth its self, the ad creates a pro-environmental image of a company that does not practice what is preaches. Works Cited Barnes, Tayler. Anti Bottled Water Campaign Enlists Mayors to Cause. Corporate Accountability International. Miami Herald. Web. 07 Nov. 2011. http://www.stopcorporateabuse.org/MiamiHeraldTOTB. Corbett, Julia B. †Faint†Green: Advertising and the Natural World.† Communicating Nature: How We Create and Understand Environmental Messages. Island, 2005. Web. Molinaro, Hope. Plastic Water Bottles Go to Waste, Says Calif. Conservation Agency. Plastics Engineering 59.7 (2003): 64-. ProQuest Research Library. Web. 7 Nov. 2011. Unknown. Poland Spring Pollution Indexes. Raw data. Androscoggin County. CLRSreach.com

Comparing Carbon Footprints of Nike and Timberland Shoe Companies :: Business and the Environment

Our group is interested in comparing the carbon footprints of two major clothing brands, Nike and Timberland. For comparison, we used statistics provided by the companies through their public Responsibility Reports. These Responsibility Reports have been reviewed by reliable third party committees. We found that Americans purchase on average 8 pairs of shoes every year. This translates to about 7,142,094,187 CO2 tonnes released into the atmosphere every year, in addition to the rest of the world’s population. Click â€Å"see the math† on the left menu bar for the calculations. In relation to Nike and Timberland, we are interested on investigating their impact on the world. Their global dominance and fast business rates are sure to have large carbon footprints; and our project is aimed at calculating their total impact. We also worked to investigate the carbon emissions per shoe in order to learn of each company’s efficiency. As shoes are a basic necessity for modern life, it is satisfying to learn of their environmental effect. To calculate the carbon footprint emitted from shoes purchased in the United States, we used our population of 304,696,851, as of July 26, 2008. 8 pairs of shoes per person is described in the report by the American Apparel and Footwear Association. Each shoe manufactured emits about 2.93 CO2 tonnes Population In the United States: 304,696,851 Average Shoes per person per year: x 8 CO2 emitted per pair: x 2.93 Grand Total of CO2 due to shoes in US: =7,142,094,187 During our research, we found that Timberland and Nike had both published their complete responsibility reports. This made them simple to compare. However, these reports are the year 2005, so the information is to be used solely as a comparison and not an updated reference. Nike reported 1.

Brand History Ysl

Brand History Founded by: Yves Saint Laurent and his partner Pierre Berge Chief Designer: 1. Yves Saint Laurent 1962-2002 The Day of Birth: August 1, 1936 The Day of death: June 1, 2008 Reputation: He is considered by many of the world's best- dressed people to be the inventor of modern fashion. Besides that, he is seen as the last of a generation of clothes designers that made the Rive Gauche (French for â€Å"Left Bank† of the Seine River in Paris) home to the most talented fashion designers in the world. These designers include Christian Dior, Coco Chanel, and Hubert de Givenchy — all people who helped make Paris the international capital of fashion. CAREER: 1. Saint Laurent got his big break when he was only 17 years old. The shy young designer began to work for fashion legend, Christian Dior. 2. By the time he was 21 years old, Saint Laurent was in charge of Dior's empire. He immediately started to develop a unique style that combined Dior's elegance and tradition with a more wearable, realistic style. . Saint Laurent struck out on his own in 1961, opening his own fashion house where he created haute couture for socialites and celebrities. MAIN ACHIEVEMENTS: 1. Saint Laurent's trendsetting clothes not only changed the look of high fashion but also the life of the average woman. 2. Aside from his haute couture clothing, he offered another clothing line for women available in department stores. The designs from this line often turned heads and changed the lives of the women wh o wore them. 3. In the 1960s and 1970s, when women were joining the workforce in millions for the first time, Saint Laurent designed more gender-neutral looks based on pants and jackets. No longer did women feel like they needed to wear only skirts and blouses. The change met with resistance, but women those who wearing Yves Saint Laurent’s pantsuits would simply take off their pants to dictate what they were allowed to wear on more than one occasion. 4. Another clothing item of his that became popular was a jacket called â€Å"le smoking,† which is a square-shouldered tuxedo for women. When the jacket first appeared in his 1966 fall-winter collection, it immediately became a groundbreaking landmark in fashion history because it blurred the lines between traditional male and female style. 5. Saint Laurent also changed fashion by using other types of pop culture in his clothes. For example, he created the Mondrian dress in 1965. These colorful dresses were patterned with the Dutch artist Piet Mondrian's abstract and geometric designs. 6. Saint Laurent also aided the women's liberation movement by challenging other socially accepted norms. . In 1971, Saint Laurent posed nude for his own perfume ads. This was shocking to many people. He did it to raise this question: Why is it more socially acceptable when a woman poses nude for an advertisement than when a man does? 8. He is credited with having introduced the tuxedo suit for women. 9. He became the first designer to use ethnic models in his runway shows, and referenced other non-European cultures in his work. 2. Albe r Elbaz 1998-1999 3. Tom Ford 1999-2004 4. Stefano Pilati 2004- Logo Designed by: A. M. Cassandre Brand Main History: During the 1960s and 1970s, the firm popularized fashion trends such as the beatnik look, safari jackets for men and women, tight pants and tall, thigh-high boots, including the creation of arguably the most famous classic tuxedo suit for women in 1966, Le Smoking suit. Some of his most memorable collections include the Pop Art, Ballet Russes, Picasso and Chinese ones. He also started mainstreaming the idea of wearing silhouettes from the 1920s, '30s and '40s. He was the first, in 1966, to popularize ready-to-wear in an attempt to democratize fashion, with Rive Gauche a |name. He was also the first designer to use black models in his catwalk shows. Among St. Laurent's muses were Loulou de La Falaise, the daughter of a French marquis and an Anglo-Irish fashion model, Betty Catroux, the half-Brazilian daughter of an American diplomat and wife of a French decorator, Talitha Pol-Getty, who died of drug overdose in 1971, and Catherine Deneuve, the iconic French actress. Ambassador to the couturier during the late 1970s and early 80s was London socialite millionairess Diane Boulting-Casserley Vandelli, making the brand ever more popular amongst the -European jet-set and upper classes. In 1993, the Saint-Laurent fashion house was sold to the pharmaceuticals company Sanofi for approximately $600,000,000. In the 1998-1999 seasons, Alber Elbaz, currently of Lanvin, designed 3 ready-to-wear collections. Pierre Berge appointed Hedi Slimane as Collections and art Director in 1997, and they relaunched YSL Rive Gauche Homme. Hedi Slimane decided to leave the house 2 years later. In 1999, Gucci bought the YSL brand and asked Tom Ford to design the ready-to-wear collection while Saint-Laurent would design the haute couture collection. In 2002, dogged by years of poor health, drug abuse, depression, alcoholism, criticisms of YSL designs, Saint-Laurent closed the illustrious couture house of YSL. While the house no longer exists, the brand still survives through its parent company Gucci Group. The pret-a-porter line is still being produced under the direction of Stefano Pilati after Tom Ford left in 2004. His style is decidedly more French than the overtly sexy image that Tom Ford perpetuated. Brand Communication For advertising his companions, the Yves Saint Laurent uses familiar faces from the general public. In the beginning, Scroll Elela great names in fashion as Katoucha Niane, Betty Catroux, Loulou de la Falaise, Talitha Pol-actress Getty or Catherine Deneuve. Then, Kate Moss, Claudia Schiffer. The former supermodel Naomi Campbell is used for the campaign of the Autumn-Winter 09 collection. For the men's fragrance â€Å"Night of the Man† is Vincent Cassel who embodies the new face of the brand. The house YSL applies to make his shows an event for which the jetset people jostling to sit in the front ranks. The venues are just as prestigious as the models occupying the podium. The women's collection Autumn-Winter 07-08 and was held at the Centre Pompidou in Paris on 1 March 2007, while the men's collection for the same season was held in the workshops Berthier. Campaign Spring-Summer 2008 women has, in turn, held on the premises of the Foundation Yves Saint Laurent-Pierre Berge. The Creative Director Stefano Pilati is then, photographers Ines Van Lamsweerde and Vinoodh Matadin and the model is none other than Kate Moss. The Fall-Winter 2009-2010 collection create the event: it is first opened on the website of the brand, before being presented on the catwalk. Since 2007, Stefano Pilati created the event each year to the streets with his â€Å"Manifesto†: a photo catalog of luxury brand Distibution to passersby on the street. In 2008 he was with the image of supermodel Naomi Campbell, photographed by the duo Inez van Lamsweerde and Vinoodh Matadin-distributed simultaneously in Paris, New York, London, Milan, Tokyo and Hong Kong. A cotton bag flanked YSL logo was also provided for the occasion. In 2009 he was with the image of Claudia Schiffer and accompanied by a bag with the initials of the brand, designed by Stefano Pilati himself, and a small USB key.

Anger Is A Weapon Of Destruction - 1521 Words

Anger is a double edged weapon; it could be a weapon of destruction or a means of motivation. As a powerful human emotion, anger’s reasons and results are plenty. Anger can be resulted from insult, attack, abuse, frustration, deception, betrayal, racism, pain and etc. The end of the anger road is a forked; it can lead to overworking and progress but in most cases it leads to violence, revenge, aggression and a destructive behavior. When one is angry, adrenaline causes the body to get ready for a fight. It gives power and energy. There are many types of anger in life. There is the chronic anger that is constantly and leads to stress and health problems. The explosive anger is a type of anger in which people violently express their anger. It causes verbal or physical harms by breaking valued objects or acting in an embarrassing manner. The avoidant anger is different; some people are afraid to express their anger and tend to keep it bottled. This type of anger is very passive and never resolves a situation or a problem. The most difficult type of anger to control or recognize is the aggressive anger. The aggressive anger can be expressed in violent sarcasm, ignoring or in a sense of revenge. Anger is found everywhere in life, from the very first word of the Iliad through all literary genres. Literary works show how the powerful anger has taken part in the human affairs since ancient times. The anger of the gods is found in a number of elaboratedShow MoreRelatedPen Versus the Sword (Peace Versus Violence) in World History: The Pen is Mightier!1415 Words   |  6 Pages The pen is mightier than the sword The pen influences your mind peacefully. Weapons do not. They tend to violate every path of human kind. The pen influences more people than the sword and has more impact on their lives. The power of the sword is negative destruction of life, and the sword has only caused problems during its reign of power. 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