The Dove Campaign for Real Beauty - Pearson

Part 1 Marketing now49. Lloyd observed that when pastureland is in commons, so available to all, cattle-owners have a shortterminterest in increasing the size of their herds. Left unchecked, the size of the herds on the commonswill soon exceed their capacity and so be doomed by overgrazing. Garrett Hardin popularised andextended the term in his essay The Tragedy of the Commons (Science, 1968). For an example, see TriciaHolly Davis, ‘Overfishing causes havoc in the global food chain’, The Times Focus Report, WorldEnvironment Day (5 June 2007), p. 4; and ‘Still waters: The global fish crisis’, National Geographic (April2007), pp. 32–99.50. ‘Branson to launch eco-friendly train’, Sky News (7 June 2007); ‘Cleaning up’, Special report on businessand climate change, The Economist (2 June 2007), pp. 3–4; ‘Fairfield v the valley’, Special report on businessand climate change, The Economist (2 June 2007), pp. 14–18; ‘Sunlit uplands’, Special report onbusiness and climate change, The Economist (2 June 2007), pp. 20–4.51. ‘The drive for low emissions’, Special report on business and climate change, The Economist (2 June2007), pp. 32–4.52. Oliver Tickell, ‘Rich countries set to make poor pay’, The Times Focus Report, World Environment Day(5 June 2007), p. 11; ‘The final cut’, Special report on business and climate change, The Economist(2 June 2007), pp. 34–6; Joshi Venugopal, ‘Drug imports: The free-rider paradox’, Express Pharma Pulse,11, 9 (2005), p. 8.53. ‘Irrational incandescence’, Special report on business and climate change, The Economist (2 June 2007),p. 12; ‘The drive for low emissions’, Special report on business and climate change, The Economist(2 June 2007), pp. 32–4; www.greencarcongress.com/2006/05/fuel_consumptio.html.120