瓶裝水的故事：字幕

【斐濟水廣告】

One of the problems with trying to use less stuff is that sometimes we feel like we really need it. What if you live in a city like, say, Cleveland and you want a glass of water? Are you going to take your chances and get it from the city tap? Or should you reach for a bottle of water that comes from the pristine rainforests of… Fiji?
當我們要減少東西的消耗時，會遇到的問題之一是，有時候我們覺得不能沒有那樣東西。如果你住在像是克里夫蘭這種城市，想喝水的時候，你會冒險喝一口自來水，還是會買一罐從斐濟原始雨林裡來的瓶裝水？
Well, Fiji brand water thought the answer to this question was obvious. So they built a whole ad campaign around it. It turned out to be one of the dumbest moves in advertising history.(1)
斐濟牌瓶裝水以為這個問題的答案再明顯不過了，所以就拿它大作廣告，結果成了廣告史上最愚蠢的案例之一。(1)
See the city of Cleveland didn’t like being the butt of Fiji’s joke so they did some tests and guess what? These tests showed a glass of Fiji water is lower quality, it loses taste tests against Cleveland tap and costs thousands of times more.(2)
克里夫蘭市覺得這個廣告開的玩笑一點也不好笑，於是就做了一些水質檢驗，結果呢？檢驗結果顯示，斐濟牌瓶裝水水質反而比較差，比克里夫蘭市的自來水難喝，而且比自來水貴幾千倍。(2)
This story is typical of what happens when you test bottled water against tap water. Is it cleaner? Sometimes, sometimes not: in many ways, bottled water is less regulated than tap.(3) Is it tastier? In taste tests across the country, people consistently choose tap over bottled water.(4)
這個故事非常經典，如果你拿瓶裝水和自來水來檢測比較，可能結果就是這樣。瓶裝水真的比較乾淨嗎？有時候是，有時候不是，在許多方面，瓶裝水的管制不如自來水嚴格。(3)瓶裝水真的比較好喝嗎？根據全國「品水」調查，受試者往往覺得自來水比較好喝。(4)
These bottled water companies say they’re just meeting consumer demand - But who would demand a less sustainable, less tasty, way more expensive product, especially one you can get almost free in your kitchen? Bottled water costs about 2000 times more than tap water.(5) Can you imagine paying 2000 times the price of anything else? How about a $10,000 sandwich?
瓶裝水的業者都說，他們只是在滿足消費者的需求。問題是誰需要這種比較不永續、比較不好喝，又貴很大的商品啊？更何況家裡的廚房就有幾乎免費的水可喝。瓶裝水的價格大概是自來水的兩千倍，如果其他東西也貴個兩千倍(5)，你要買嗎？好比說買個一萬塊的三明治？
Yet people in the U.S. buy more than half a billion bottles of water every week. That’s enough to circle the globe more than 5 times.(6) How did this come to be? Well it all goes back to how our materials economy works and one of its key drivers which is known as manufactured demand.(7)
可是在美國，一個禮拜就賣出超過5億罐瓶裝水，瓶身多到可以繞地球五圈。(6)怎麼會這樣？這得從我們的物質經濟如何運作說起，而推動這個系統運作的重要動力之一就是所謂的「營造出來的需求」。(7)

【營造的需求】

If companies want to keep growing, they have to keep selling more and more stuff. In the 1970s giant soft drink companies got worried as their growth projections started to level off.(8) There’s only so much soda a person can drink. Plus it wouldn’t be long before people began realizing that soda is not that healthy and turned back to – gasp – drinking tap water. 企業若要持續成長獲利，就得賣出更多更多東西。1970年代，各大碳酸飲料公司都很不安，因為他們的業績不像以前成長得那麼快了。(8)一個人畢竟喝不下太多汽水，再說很快大家就會覺得喝汽水不健康，所以又回去喝，哈，自來水。
Well, the companies found their next big idea in a silly designer product that most people laughed at as a passing yuppie fad.(9) Water is free, people said back then, what will they sell us next, air?(10)這些公司於是有了新主意，只是很多人覺得賣水這個笨想法很可笑，只是一時的雅痞風。(9)水是免費的啊，那時候大家這麼說，那他們接下來還想賣什麼？賣空氣嗎？(10)
So how do you get people to buy this fringe product? Simple: You manufacture demand. How do you do that? Well, imagine you’re in charge of a bottled water company.那要怎麼讓大家來買這種不被看好的商品呢？很簡單：就是幫顧客營造需求。怎麼做啊？假裝你是一家瓶裝水公司的老闆，
Since people aren’t lining up to trade their hard earned money for your unnecessary product, you make them feel scared and insecure if they don’t have it.(11) And that’s exactly what the bottled water industry did. One of their first marketing tactics was to scare people about tap water, with ads like Fiji’s Cleveland campaign. 既然大家不想花血汗錢買你那沒用的商品，你就想辦法讓他們覺得，沒買這個東西真是太可怕、太沒有安全感了。(11)這正是瓶裝水業者做的好事，他們的首要行銷策略之一，就是讓大家覺得自來水很恐怖，方法是利用像斐濟牌的克里夫蘭廣告。
“When we’re done,” one top water exec said, “tap water will be relegated to showers and washing dishes.”(12)「我們的廣告成功後，」有個頂尖的瓶裝水公司經理說：「自來水就只會被用來洗澡和洗碗了。」(12)
Next, you hide the reality of your product behind images of pure fantasy. Have you ever noticed how bottled water tries to seduce us with pictures of mountains streams and pristine nature? But guess where a third of all bottled water in the U.S. actually comes from? The tap! Pepsi’s Aquafina and Coke’s Dasani are two of the many brands that are really filtered tap water.(13)接下來，你得用美好的幻覺包裝商品的真相。不知道你有沒有注意到，瓶裝水總是用山間小溪和原始自然的圖片誘惑我們？但是你猜美國三分之一的瓶裝水來自哪裡？正是自來水！百事的Aquafina和可口可樂的Dasani就是其中之二，他們的水其實是過濾後的自來水。(13)
But the pristine nature lie goes much deeper. In a recent full page ad, Nestlé said: “bottled water is the most environmentally responsible consumer product in the world.”(14) What?!這個美好大自然的謊言還有更誇張的。雀巢公司最近登了一則全頁廣告：「瓶裝水是世界上最負環境責任的消費商品」。(14)什麼啊！？
They’re trashing the environment all along the product’s life cycle. Exactly how is that environmentally responsible?瓶裝水的整個生命週期都對環境有害，到底哪裡負起環境責任了？

【瓶裝水的危害】

The problems start here with extraction and production where oil is used to make water bottles.(15) Each year, making the plastic water bottles used in the U.S. takes enough oil and energy to fuel a million cars.(16)
問題從開採和生產的階段就開始了，因為我們用石油來製造塑膠水瓶(15)。每年為了製造在美國使用的塑膠水瓶，所用的石油和能源足以供應一百萬輛汽車。(16)
All that energy spent to make the bottle even more to ship it around the planet and then we drink it in about 2 minutes?(17) That brings us to the big problem at the other end of the life cycle – disposal.
用來生產水瓶的能源，甚至比把瓶裝水運送到世界各地所需的能源還多，而我們把水喝完只不過兩分鐘吧？(17)然後又出現一個大問題，也就是生命週期的最後階段——廢棄處理。
What happens to all these bottles when we’re done? Eighty percent end up in landfills, where they will sit for thousands of years,(18) or in incinerators, where they are burned, releasing toxic pollution.(19) The rest gets collected for recycling.
水喝完後，這些瓶子會怎麼樣？80％進了掩埋場，從此千年不爛(18)，或是進了焚化爐，燒一燒以後排放有毒物質(19)。其他的則被拿去資源回收。
I was curious about where the plastic bottles that I put in recycling bins go. I found out that shiploads were being sent to India.(20) So, I went there. I’ll never forget riding over a hill outside Madras where I came face to face with a mountain of plastic bottles from California. Real recycling would turn these bottles back into bottles. But that wasn’t what was happening here. Instead these bottles were slated to be downcycled,(21) which means turning them into lower quality products that would just be chucked later. The parts that couldn’t be downcycled were thrown away there; shipped all the way to India just to be dumped in someone else’s backyard.
我很好奇我丟到回收桶裡的塑膠瓶被送到哪去了，後來發現原來是海運到印度(20)，所以我就跑到印度去。我永遠不會忘記在馬德拉斯郊外看到的景象，一座來自加州的塑膠瓶山。真正的回收應該是將這些塑膠瓶再製成新瓶子，但在這裡卻不是這樣，這些塑膠瓶會被降級回收(21)，也就是會變成其他品質較差的產品，最後一樣要丟掉。不能再降級回收的部分就被丟在印度，所以遠渡重洋送到這裡只是為了把垃圾丟到別人家。
If bottled water companies want to use mountains on their labels, it’d be more accurate to show one of those mountains of plastic waste.
如果瓶裝水公司真的想用山岳做為商標，應該用一座塑膠垃圾山會比較貼切。
Scaring us, seducing us, and misleading us – these strategies are all core parts of manufacturing demand.
嚇唬我們、誘惑我們、誤導我們，這些手段就這麼營造了需求。
Once they’ve manufactured all this demand, creating a new multibillion dollar market,(22) they defend it by beating out the competition. But in this case, the competition is our basic human right to clean, safe drinking water.(23)
一旦需求被營造出來，多了一個價值數十億美元的市場(22)，這些企業就要剷除對市場的威脅。但是以瓶裝水來說，威脅市場的正是我們的基本人權：飲用乾淨、安全的水。(23)
Pepsi’s Vice Chairman publicly said “the biggest enemy is tap water!”(24) They want us to think it’s dirty and bottled water is the best alternative.
百事公司的副總裁曾公開表示：「最大的敵人就是自來水！」(24)他們希望我們覺得自來水很髒，而瓶裝水才是最好的選擇。
In many places, public water is polluted thanks to polluting industries like the plastic bottle industry!(25) And these bottled water guys are all too happy to offer their expensive solution(26) which keeps us hooked on their product.
很多地方的自來水確實受到污染，而塑膠瓶工業也是污染源之一(25)，然後這些瓶裝水公司眉開眼笑的送上昂貴的替代水(26)，讓我們就這麼上鉤。

【採取行動】

It’s time we took back the tap.
該是回去喝自來水的時候了。
That starts with making a personal commitment to not buy or drink bottled water unless the water in your community is truly unhealthy.(27) Yes, it takes a bit of foresight to grab a reusable bottle(28) on the way out, but I think we can handle it.
可以從自我約束開始，不買或不喝瓶裝水，除非你家的自來水真的很髒(27)。是的，帶一個很俗的環保水壺(28)的確需要遠見，不過我相信我們做得到。
Then take the next step -- join a campaign that’s working for real solutions. Like demanding investment in clean tap water for all. In the US, tap water is underfunded by $24 billion(29) partly because people believe drinking water only comes from a bottle! Around the world, a billion people don’t have access to clean water right now.(30) Yet cities all over are spending millions of dollars to deal with all the plastic bottles we throw out.(31) What if we spent that money improving our water systems or better yet, preventing pollution to begin with?
接下來要採取的第二步，加入真正可以解決問題的行動，像是要求政府撥款，提供所有人都可以喝的乾淨自來水。在美國，自來水的經費短缺240億美元(29)，部分原因是人們都相信只有瓶裝水才能喝！現在全世界有十億人喝不到乾淨的水(30)，但許多城市卻要花上百萬處理我們丟掉的塑膠瓶(31)，為什麼我們不用這些錢來加強自來水系統？或更好的，用來防止污染？
There are many more things we can do to solve this problem. Lobby your city officials to bring back drinking fountains.(32) Work to ban the purchase of bottled water by your school, organization or entire city.(33)
我們可以做的還很多。要求市政府恢復自動飲水機(32)，要求你的學校、公司或整個城市，禁止購買瓶裝水。(33)
This is a huge opportunity for millions of people to wake up and protect our wallets, our health and the planet. The good news is: it’s already started.
這個大好機會將讓百萬人站出來保護我們的荷包、我們的健康和這個地球。好消息是：行動已經開始了。
Bottled water sales have begun to drop(34) while business is booming for safe refillable water bottles.(35) Yay!
瓶裝水的銷售量已開始下降(34)，而可重複使用的安全水壺卻開始大賣(35)，耶！
Restaurants are proudly serving “tap”(36) and people are choosing to pocket the hundred or thousands of dollars they would otherwise be wasting on bottled water. Carrying bottled water is on its way to being as cool as smoking while pregnant. We know better now.
餐廳開始大大方方的呈上自來水(36)，大家也決定把鈔票收好，別再浪費錢買瓶裝水了。喝瓶裝水就快變得跟孕婦抽煙一樣噁心。我們現在更清楚了。
The bottled water industry is getting worried because the jig is up. We’re not buying into their manufactured demand anymore. We’ll choose our own demands, thank you very much, and we’re demanding clean safe water for all.
瓶裝水企業很憂心，因為他們快要玩完了。我們不會再為營造出來的需求而買東西，我們會選擇真正需要的，感謝你，現在我們要的就是讓所有人都能喝，乾淨又安全的水。