Avrupalı helâyı keşfettiği 19. yüzyılda tahareti de keşfederler. Ancak diğer insanlardan farklı yaklaşırlar olaya… Doğu insanı işini gördükten sonra su ile temizlendikten sonra nahiyesini… Batı insanı ise oldum olası sudan hoşlanmadığından farklı şekillerde temizlemişler mabadlerini… Sadece silmişler. Ama neye?.. Ne bulurlarsa ona tabii ki…

Popo silmekte kullanılan tuvalet kâğıtlarını ilk pazarlayan Amerikalı akıllı iş adamı Joseph Gayetty’dir.

1857 yılında sil-at sloganıyla 500’lük paketler haline pazara çıkarır. Kâğıtlar şimdiki gibi değil, dosya kâğıdı büyüklüğündedir. Ayrıca yumuşak değil, çimento kâğıdından hallicedir ile müşteri ilgi göstermez. Gazete, dergi, parça kumaş onunla temizlenmeye devam ederler.

1879 yılına gelindiğinde bir İngiliz, Walter Alcock çıkar meydana… Yanlamasına delinmiş beyaz tuvalet kâğıdını sürer piyasaya… Ancak pazarlama kabiliyet işidir; beceremez. Onun yapamadığını Amerikalı iki birader yapar.

Edward-Clarence kardeşler kâğıt fabrikatörüdürler. Kâğıt mamülleri için bir çıkış yolu ararlar ki üretimleri artsın. Önce bir anket düzenlerler ve beyaz kâğıdın ne işe yaradığını sorarlar. Üç cevap

  1. Ancak bir defa kullanılır,
  2. Kullanıldıktan sonra atılır,
  3. Bir daha kullanılmaz.

Amerikalı’nın şuuraltına uygun sloganı bulmuşlardır; “Alt tarafı kağıt değil mi? Kullandıktan sonra at!..”

1914’te Dünya Savaşı sürerken sargı bezi sıkıntısı had safhadadır. İçine edilip de bırakılan tuvalet kağıtları gelir doktorların aklına… Türevleri üretilir, “sargı bezi, biyolojik korunma için filtre” gibi Hemen seri üretime geçilir.

Ancak savaş bittiğinde stoklar ağzına kadar kağıt mendil ve benzerleriyle doludur. Pazarlamacı hergeledir, çaresini bulur. Hedef kitle olarak kadınları seçerek makyaj silmek için kullandırır. Hem stoklar tüketilir, hem fiyatlar dört katına fırlar, hem de kâğıt mamüller sektör hâline gelir. Öyle ki, çocuk bezi idi, ped idi derken hayatımızın ayrılmaz bir parçası olur.

Geçmişe Mazi Derler/Ahmet Sarbay

Not: Bu yazıdaki her şey alıntıdır. Kendi düşüncemi ifade etmemiş olup, sadece kitaplardaki ilginç gördüğüm yerleri paylaşıyorum.

Keyifli okumalar.

37 YORUMLAR

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