Tag: explorer

ADS USE NATURE TO SELL SUVs

  • Car companies use our love of the great outdoors to sell some of the most gas-guzzling and polluting vehicles around. (Photo by Erin Norris)

Advertisers like to push your hot buttons. One of them is your
attraction to nature. Car companies use our love of the great outdoors
to sell some of the most gas-guzzling and polluting vehicles around.
Kyle Norris takes a look at how car ads work:

Transcript

Advertisers like to push your hot buttons. One of them is your
attraction to nature. Car companies use our love of the great outdoors
to sell some of the most gas-guzzling and polluting vehicles around.
Kyle Norris takes a look at how car ads work:


Have you ever noticed that car commercials have a lot of nature in
them? The car that’s being sold is always climbing up a boulder or
ripping through the mud. Like this commercial:


(Commerical:) “The new Jeep Liberty Renegade…”


A Native-American looking man drives over some rugged terrain when he comes
across a seal stranded on the ice.


(Commercial:) “It gives you the power to conquer nature…”


As he approached the seal and raised a harpoon over his head, you
thought he was going to hurt the seal.


(Commercial:) “…as well as the ability to protect it.” (chirping and hooting)


Instead, he plunges a hole in the ice and another seal pops out its
head to be reunited with the first. Then the commercial ends with
the sound of chirping crickets and the hoot of an owl.


But listen to that announcer one more time:


(Commercial:) “It gives you the power to conquer nature as well as the
ability to protect it.”


Over the next decade, Generation Y will be elbowing out the Baby
Boomers in the marketplace. So you’ll be seeing fewer commercials about
conquering nature and more about protecting it.


Here’s why that’s happening: according to researchers, Generation Y
cares strongly for the environment and they’re willing put their money
where their mouth is. Whereas Boomers theoretically care they’re a lot less
willing to financially back that concern.


But for everyone, nature speaks to something inside us. And advertisers
know this. Art Spinelli is the president of CNW Research:


“Well, for the most part, most consumers have an enormous response to
natural settings, whether it’s the agrarian part of just human nature
or human beings.”


He calls this response a hot button. Spinelli says advertisers use it
to sell everything from beer to cars.


“…And it plays off of a really instinctive basic attitude that a lot
of consumers have. Kind of like going on vacation to somewhere and
looking around and going, gee, I could really live here. This would be
terrific but the reality is that I have a job and it happens to be in
an urban or suburban environment and I can’t leave that to live in the
desert.”


Car salespeople will also tell you we have this nature hot button. They
say it’s all about knowing you could drive in the rugged
wilderness if you needed to. Here’s a car salesman who goes
simply by the name of Mike:


“They want to be able to know they can do it um, but it doesn’t
happen. They never do it. I think I had an Explorer once myself,
and the most off-roading – it was in the wintertime – and I think
I went on the sidewalk or something. That was the most off-roading I ever did.”


So what are people actually doing with their vehicles? Is it anything
like the commercials? Well, it’s not just about conquering mountain tops:


(Consumer 1:) “I’m driving a Toyota 4-Runner. I need something to tow my boat and I was
looking for a quality car.”


(Consumer 2:) “Part of the reason I brought a little SUV is I like to sit up high and the SUV
can really offer the height.”


(Consumer 3:) “I don’t actually go off-roading with it. I can get away for weekends and
pack a load of gear. I can tow a light trailer. It’s just a good all-around sport utility vehicle.”


(Consumer 4:) “I’ve helped friends move before and all the seats, the entire back folds down and
I can fit a whole full mattress in the back.”


So, turns out most people aren’t mud bogging on a regular basis, but it’s
important to them to have the option to mud bog. And advertisers are
hip to this desire. Car buyers can keep this fantasy alive as long as
they’re willing to fork over some serious cash for the price of the
vehicle and the cost of gas.


Car salesmen say the number one thing buyers ask them about is money, as in
how much will I have to spend. They say potential buyers never
ask them about off-roading or driving through nature, but they know that inkling is there.


For the Environment Report, I’m Kyle Norris.

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Holy Grail of Great Lakes Shipwrecks Found?

  • For a long time, anything any diver salvaged could be claimed as his or her own. Since the Abandoned Shipwreck Act of 1987, anything divers find on public land remains public. But a new discovery may bend some rules. (Photo courtesy of NOAA)

A shipwreck hunter believes he might have found what’s been described as the Holy Grail of Great Lakes wrecks. His find has triggered a new debate over who can lay claim to historic shipwrecks and what should happen to them. The Great Lakes Radio Consortium’s Sally Eisele reports:

Transcript

A shipwreck hunter believes he might have found what’s been described as the Holy Grail of Great Lakes wrecks. His find has triggered a new debate over who can lay claim to historic shipwrecks and what should happen to them. The Great Lakes Radio Consortium’s Sally Eisele reports:


Of the thousands of shipwrecks in the Great Lakes, the wreck of the Griffin is probably the most legendary. For a few reasons. She was built by somebody legendary – French explorer Rene-Robert Cavalier Sieur de La Salle, she was the first European ship to sail the Upper Great Lakes… and she was the first to sink. Actually, she sank on her maiden voyage in 1769, not exactly one of La Salle’s bigger success stories. But the mystery she left behind is pretty big – and it has pretty well flummoxed Great Lakes historians for hundreds of years. Shipwreck scholar Steven Herald is the director of the Manistee County Historical Museum.


“The Griffin loaded its first and only freight cargo downbound at Green Bay, and there has never been a reliable report of anyone who has seen the vessel since. It left Green Bay and disappeared totally.”


Did she run aground? Sink to the bottom of Lake Michigan? No one knows, But Steven Libert, a long-time shipwreck hunter, thinks he might have found a clue. What he’s excited about appears to be a long, wooden pole sticking out of the sand in about 80 feet of water in northwestern Lake Michigan. It doesn’t look like much. But Rick Robol, the attorney for Libert’s company Great Lakes Exploration, says tests indicate it could date back to the 17th century. And it could be part of a ship.


“Great Lakes Exploration does not know at this point what is there. And it does not know whether in fact it is the Griffin or not. Certainly if it were the Griffin, it would be a very substantial find.”


Great Lakes Exploration has filed suit in federal court seeking salvage rights to the site. But the site is in Michigan waters and the state has filed a motion to have the case dismissed. State archaeologist John Halsey says whatever there is should belong to the public, not a private company.


“They have the money to go out and look, they have the money to go out and find, but what they don’t have is the permission to bring stuff up. That’s where the rubber meets the road.”


The state argues the Federal Abandoned Shipwreck Act of 1987 gives any state title to historic wrecks in its waters. Before its passage, pretty much anybody in a rubber suit could salvage shipwrecks. And they did – the evidence is rusting out in garages across the country. The federal law sought to protect these historic sites – which, in the cold fresh water of the Great Lakes, are often well-preserved time capsules. But Wisconsin shipwreck researcher, Brendon Baillod, says a number of cases have already shown the law is full of technical loopholes if you have the money and time to challenge it.


“We have a lot of wrecks that are open game legally. It really is up to the judge who gets the case before them.”


If Great Lakes Exploration does clear the legal hurdles, the next question will be academic. What should happen to their findings? Attorney Rick Robol says it all depends on what’s there.


“Really, shipwrecks have to be dealt with on a case by case basis. There are some shipwrecks that may best remain in situ, that is, on site, and there are other that should be recovered. It’s impossible to determine what’s best for a particular wreck without first scientifically studying it.”


At this stage, it’s anybody’s guess as to whether the site contains the remains of a ship or just a pile of very old scrapwood. But preservationists such as historian Steven Herald, argue anything of historical value should really just be left there.


“I’m a great one for leaving it where it is and studying it in as much detail as possible. The easiest way to preserve it is to keep it there.”


One thing is certain, any excavation would likely involve many years and millions of dollars. Oh, and there’s another possibility too, if in fact the Griffin is found. Technically, the vessel still belongs to France, which was in charge around here after all at the time of La Salle’s adventures.


For the Great Lakes Radio Consortium, I’m Sally Eisele.

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