Tissue Just Say “Kleenex”?
By: Kendra, Tess, Joe and Grant
The Kleenex product revolutionized the way people perceive sanitation. Although there was not anything wrong with using a handkerchief, Kleenex exploited people’s fears and values in order to make their product seem like a necessity. Using similar scare tactics as Scott had used in the paper cup revolution, during the 1930s Kimberly-Clark warned in their advertisements that “Germ-filled handkerchiefs are a menace to society!” (Strasser, 180). Kleenex became the first popular paper tissue and was introduced in the 1920’s by Kimberly-Clark, the same company that had just developed Kotex. Kleenex was initially marketed as a disposable facial cleansing wipe for women to remove make up. However, in 1930, the idea was brought up that Kleenex tissues could replace the handkerchief for flu and cold symptoms. As evidenced by the old Kleenex ads, the main ideas being propagated are that of cleanliness and convenience. The purveying fear of germs and disease prompted the appeal of disposable wipes, ”Don’t put a cold in your pocket.” Further, the idea of convenience comes into play, “Meet the tissue that meets you halfway.” Through this mantra, the advertisement is promoting the ease and practicality of having this specific form of packaging. Convenience was another driving factor in the change from using handkerchiefs to facial tissues. Germ theory drove people to believe that washing a dirty handkerchief with other laundry could contaminate the whole batch, and in 1919 Good Housekeeping gave specific instructions for home laundering: “Soiled handkerchiefs should be separated from the rest of the wash load and dropped ‘carefully’ into the washtub, to which salt had been added” (Strasser, 179). This was just another chore to add to the list for women of the time. However, the image of the modern woman was to be as efficient and hygienic as possible, while eliminating their stereotypical duties. It was found to be both easier and more hygienic to be able to dispose of a soiled tissue directly after use, as this would cut the individual laundering of handkerchiefs from her schedule. The modern woman saw the tissue as freeing. Without an understanding of its environmental impacts, the tissue had very few downfalls and picked up popularity as time went on to the point where nowadays carrying a handkerchief is a rare occurrence.
The modern advertisement conveys the same ideas of cleanliness and convenience but does so through pictures. This picture, screenshots taken from a video advertisement, targets parents as its audience. By showing a child using the Kleenex, women, and especially mothers, are drawn to the idea of cleanliness. Messy children can be mess-free by simply using a tissue that can be thrown away after a single use. In addition, children are innocent and naive. One does not equate such a tiny person with doing serious damage to the environment. Because of this, consumers hardly think of the destruction they are doing to the environment when they use this single-use product. Furthermore, the advertisement does not show packaging; it shows solely the product itself. Consumers, therefore, do not think twice about where the packaging goes after use. Nonetheless, the new and old advertisment have two similarities, which is that they both propagate convenience and cleanliness. In the modern ad, a consumer will think Kleenex is so easy that even a child can do it. As well, women, who usually do the cleaning, appreciate their time that is saved from additional cleaning. Thus, cleanliness and convenience are at the forefront of Kleenex’s marketing strategy.
Through the years of the evolution of this product, the common outlook on disposability has changed drastically. In the early twentieth century one might have used the same handkerchief for many years without finding need to replace it until it came undone and thus unusable. However, in the eyes of today’s common consumer, this might seem unusual and even unsanitary. Tissues, unlike handkerchiefs, are made thin and fragile and therefore can only be used one time. This material makes it necessary in most cases to use more than one tissue. This is a prime example of planned obsolescence, where the easiness of pulling tissue from the box as well as the fragility of the tissue itself encourages consumers to use more than one each time.This stems from today’s consumer’s desire for the ability to immediately dispose of their nose blowing material after its first and only use. Obviously it is easier to simply toss out one’s waste rather than clean it and reuse it, but this mindset of usage and disposal can be dangerous. It is simple and easy, however, it is simply wasteful and extremely hazardous to the environment.
No comments:
Post a Comment