Name: 【環境教育】漂綠？斐濟水案例揭曉 (Greenwashing: A Fiji Water Story)
Uploaded: 2019-06-28T21:01:20.000Z
Duration: 5 min 18 s

Walk into any grocery store, and you're bound to see it–green marketing.

走進雜貨店，你一定會看到這個東西—綠色行銷。

程度副詞

It seems to be almost everywhere these days.

基礎被動語態

Our eggs are all natural and our shampoos are encased in green labels adorned with leaves and generic trees.

我們的蛋全是天然的，我們的洗髮精都用綠色標章包裝，還有一般的葉子和樹做裝飾。

In many respects, this push towards an eco-friendly or consumerism is a positive change.

以很多方面來說，這樣鼓吹環保意識或消費主義是一個正向的改變。

Organic produce and sustainably-made clothing are needed if we are to reduce industrial and personal footprints

如果我們要減少產業和個人足跡的話，有機產品和可永續使用的衣服都是必要的。

But unfortunately, hidden among these ethically and environmentally driven products lies an insidious form of advertising.

但很不幸地，這些倫理和環境使然的產品都使用很狡詐的廣告行銷方式。

From bath products to meat packaging greenwashing occurs in almost every sector of the consumer market.

從洗澡的商品到肉品包裝，市場上隨處可見漂綠。

But today, let's take a close look at how Fiji water uses ad campaigns to construct a green image around its otherwise environmentally detrimental company.

但今天讓我們來仔細地看看斐濟水是如何用行銷企劃來製造一個環保的形象，即使它其實是個對自然環境有害的公司。

But first, why exactly is green washing bad?

Quite simply, it plays into a consumer's desire to live a green life without necessarily creating a sustainable product.

簡單來說，它知道消費者想要過環保愛地球的生活，但卻沒有真的製造一個能永續環保的產品。

And on a deeper level, one of the greenest things to do is to buy fewer things.

更深層來看的話，其實少買點東西才是最環保的。

So no matter how great the product is, it's probably still kind of deceptive to market it as green.

所以無論產品有多厲害，以「環保」概念來行銷包裝產品都有點像是詐欺。

So greenwashing means using titles like all-natural or eco-friendly.

漂綠的意思是使用一些冠冕堂皇的標題像是「全天然」或「環保」。

Or simply using a green background in order to entice a customer into buying a product that is by no means environmentally friendly.

或僅僅是使用綠色的背景來誘使消費者購買那些完全跟環保牽扯不上關係的產品。

In some cases, bigger companies that falsely label their products as eco-friendly.

以某些案例來說，越大的公司越容易不實使用綠色環保標示。

Like eggs labeled farm fresh or all-natural, can often out-compete smaller companies who are more environmentally grounded and actually employ ethical practices while creating their product.

就像是標示為全天然、完全新鮮的雞蛋能輕易打敗其它真正環保且製造產品時有遵守倫理規範的小公司。

Fiji water's recent marketing campaign encapsulate the essence of this greenwashing.

斐濟水最近的行銷企劃就概括了漂綠的精髓。

Fiji water is a gift from nature to us, to repay our gift of leaving it completely alone.

斐濟水是大自然給我們的禮物，回報我們不去打擾它們生態的一份禮物。

Bottled at the source, untouched, unmanned.

瓶裝於水源，未被污染，無人居住。

While aesthetically pleasing and pleasant to watch, there are a number of aspects that work hard to shroud Fiji water's large environmental footprint in a cloud of green.

雖然視覺上很美、令人覺得愉悅，但他們事實上費了很多功夫以綠色環保之名試圖掩蓋斐濟水的環境足跡。

For one, the bright double exposures of nature flickering within the edges of the bottle immediately cue us to Fiji water's connection to nature.

舉個例子來說，閃爍在瓶身邊緣上的明亮大自然重曝馬上會讓我們聯想到斐濟水跟大自然的連結。

Especially when contrasted with the dark cityscape background.

特別是背景有個很暗的市景來做對比襯托。

The water bottle appears to be a perfect image of a world quote-unquote untouched by man.

這瓶水似乎是一個所謂的「未被人類污染的完美世界」。

The visuals are then compounded with the narration of a young girl who anchors the ad with this proclamation: "bottled at the source, untouched by man".

視覺效果接著混入一位年輕女孩的旁白，她主持這個廣告並說出了斐濟水的聲明：「瓶裝於水源，未被污染」。

Clearly, this ad works hard to paint Fiji water as a part of Nature, rather than what it really is.

很顯然地，這個廣告很努力地想將斐濟水包裝成是大自然的一部分，而不是它真正的樣子。

Water bottled in plastics, that take many years to degrade, shipped via intensive transportation from Fiji to destinations around the world.

裝了水的塑膠罐需要經過很多年的時間才會解體腐化，而且要消耗很多能源才能從斐濟運送到全世界各地。

Both these practices wreak Havoc on the environment, including the air and the water.

這兩個舉動都會對環境造成嚴重破壞，包含對空氣和水質的污染。

And to bring Fiji's negative impact into sharp relief, 47 percent of people who live in Fiji don't have access to clean safe drinking water, according to the World Health Organization.

而下面這則資訊會讓你更清楚這件事究竟有多負面：根據世界衛生組織，斐濟有 47% 的人沒有乾淨的水可以喝。

This commercial is just a small part of Fiji's larger campaign that attempts to reimagine the bottled water company of the essence of nature.

這支廣告只是斐濟水整個試圖重新構想成綠色環保公司企劃的一小部分。

Spreads like this reveal the larger work at play in Fiji's greenwashed marketing tactics.

整版的廣告可以看得出斐濟水的漂綠策略有多浩大。

They are pursuing environmentally-minded customers by framing their water bottles as a completely green product.

他們以綠色環保概念來包裝他們的瓶裝水，鎖定那些具有環保意識的消費者。

Fiji tells us a one-sided story that appeals to their customers' moral conscience.

斐濟說了片面的故事，一個可以吸引消費者道德良心的故事。

You can't help but choose Fiji over other bottled waters because they frame purchasing a Fiji bottle as a way to reduce carbon emissions and save the Fijian rainforest.

你可能不自覺得就買了斐濟水而非他牌，因為他們把購買斐濟水這個動作包裝成可以幫助減少碳排放、拯救斐濟雨林。

When in fact their product is inextricably tied to assistance of pollution that are causing carbon emissions and deforestation.

但事實上他們的產品無可避免地污染了地球，造成碳排放和森林採伐。

Greenwashing comes in many forms, and it's not often as clear-cut as with Fiji water.

漂綠會以很多不同形式出現，它不像斐濟水水質一樣透明、清楚。

So understanding how and why green washing works is essential to spotting; a critical deconstruction of a cleaning product is necessary if you're buying it solely because it's green.

所以要了解如何以及為何漂綠會有效是很重要的，如果你全然因為產品標榜綠色環保而購買的話，對清潔用品進行批判性分析、解構是必要的。

Oftentimes, nature and trees are used to create the impression of an eco-friendly product, when there's really no substance to back up those claims.

很多時候，大自然和綠樹都會被用來替產品製造一種很綠色環保的形象，但實際上並沒有證據能支持這些宣稱。

So do some research and shop with an intention.

所以，請做些功課並有目的性的購物。

Because the collected power of consumers can steer companies towards more truthful and ethical products.

因為消費者們的群聚力量能引導公司轉而製造更誠實、更有倫理道德的產品。

This video is made possible in part by the wonderful people who support me on Patreon.

這部影片之所以能順利發行，功勞部分來自於這群在 Patreon 上面支持我的好人們。

If you're interested in helping me grow this channel, head on over to Patreon and pledge a small amount of money for every video I release.

如果你有意願幫助我們這個頻道，歡迎到 Patreon 這個募資平台定期贊助我們的每部影片。

In return, I'll send you gifts like a handwritten thank-you note, or in our changing climate sticker.

我會寄出手寫感謝函或是我們的氣候變遷貼紙作為回報。

As always, if you like what you just saw, share it around and subscribe.

一樣，如果你喜歡我們的內容，歡迎訂閱並分享。

Thanks so much for watching, and I'll see you next Friday.

字幕列表影片播放

【環境教育】漂綠？斐濟水案例揭曉 (Greenwashing: A Fiji Water Story)

grocery

pursue

campaign

sustainable