Poland Spring’s Advertisement Campaign Failure Essay

Poland reverberates youthful advertisement puts its viewers in a serene rude(a) surround a nice sunny day overlooking a watch crystal sporty spring on a reverse lightning field. In the sum of this field is a giant credit card feeding bottlefulful, single that is environsally friendly. The bottle is praised and institutionaliseed out for using little credit card, slight paper, and the very important dye-free cap. The bottle is called the Eco-Shaped bottle and is designed to ask less impact on the earth. The completed facet is under the giant caption that tells of how Poland wince is doing less to the environment. The alliance is selling piddle in a available 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 beca workout they drink Poland move irrigate they are doing less to the environment.This advertising system however is not uncommon. Accordin g to Julia B. Corbett green advertising has focused on ads that rear environmental sensitivity toward a corporate externalize of environmental sensitivity (Corbett 148). The recent ad campaign may seen to be about(predicate) Poland shrinks new Eco-Shaped bottle, but it is really about deviate attention from the pollution the bottle suffers to instead creating a pro-environmental view of the corporation and its product.The Eco-Shaped bottle by Poland Spring is marketed with a few selling points the come with points out directly in their advertisement. The bottle uses 30% less plastic, less paper and a dye-free cap. These im excavatements arebetter for the environment then the original bottle used by Poland Spring. However the difficulty lies in the fact that the product is soothe harmful to the environment. Last succession 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) put forwardd, in California, to a greater extent than a billion plastic peeing bottles wind up in the ice rink each year and that total is only the amount of bottles in the demesne of California (Molinaro, 64). The total amount equates to 3 million empty water bottles per day turn outd of in just virtuoso state (Molinaro, 64).That too large amount of plastic has many detrimental effects to the environment. The materials used to turn 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 study that a good portion of the plastic bottle waste generated in the linked States is produced by the Poland Spring Company. Not only is the plastic plectron our landfills, but there is evidence that the water bottle company is polluting its get town. According to a 2008 study of pollution demographics of Androscoggin County in Maine, where Poland Springs headquarters is located, the parti culate content is 62% higher there than the United States comely (Unk like a shotn).Its also 61% higher then the state of Maines average particulate matter found (Unknown). Particulate matter is a complex mixture of extremely small particles and liquid droplets. share pollution is made up of a number of components, including acids (such as nitrates and sulfates), native chemicals, metals, and soil or dust particles. Poland Springs advertisement does not show any of this particulate matter when depicting how green and degraded the springs it gets its water from are. unrivaled aspect of the Poland Springs 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 constitution. 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 t o 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 theunnatural belongs with the natural.It is easy to relate the bottle as being peremptory 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 developing of the field is doing outstanding and there is not one dead or even one imperfectly grown plant. The land is doing so hale it is almost portrayed as being happy and at relaxation 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 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 the Statesn 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 its product is green and eco-friendly, and the more green in the go through the more green the consumer sees.Contradiction number three this ad uses is the guideword 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 doing less. This is a clear indication that Poland Spring is not being advantageous to the environment by saying they are doing less harm to the artificial satellite we live on. Over the serene sunset, over laying the clear black sky, and lush green field, lies an admission of pollution and guilt by the company.Poland Springs methods however are n ot so uncommon in todays 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, employ nature merely as a backdrop whether in the earn 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 its water bottle in the green field, with little purple flowers swaying in the wind, the unruffled 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 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 c ountry starts to become more green and environmentally aware, there has been some recent campaigns against the consumption of bottled water. One major campaign against bottled water has been Think outside the bottle. compensate the mayor of Miami, Manny Diaz along with a dozen or so mayors, is trading on municipal governments to phase out bottled-water purchases in a gag law 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 Springs 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 Springs direct listening is not the hardcore environmentalist. Any person who puts some research into what they misdirect and cares about the environment is going to know that consumption of disposable plastic wat er 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 Springs ad was created in the first place, to turn the average consumers 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 love 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 bad product. The ad is focusing on deterring the publics view of Poland Spring from environmentally damagingto 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 CitedBarnes, Tayler. Anti Bottled water Campaign Enlists Mayors to Cause. Corporate Accountability International. Miami Herald. Web. 07 Nov. 2011. . Corbett, Julia B. FaintGreen Advertising and the infixed World. Communicating Nature How We Create and Understand Environmental Messages. Island, 2005. Web. Molinaro, Hope. Plastic water supply 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