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Narrator: Listen to part of a lecture in an advertising class.

教授：上一节课，有些人问了绿色营销的问题。

Professor: Last class someone asked about green marketing.

绿色营销指的是公司推广他们将产品推广为环保的。

Green marketing refers to companies promoting the products as environmentally friendly.

公司通常找广告专家们去帮助他们做这件事。

Companies often turn to advertising experts to help them do this.

绿色营销似乎是最近的，但是营销专家们在几十年前就对它感兴趣了。

Green marketing seems recent, but advertising professionals grew interest in it several decades ago.

绿色营销的种子，肯呢过是在1970年中下的，当第一个地球日开始的时候。

The seeds for green marketing were probably planted in 1970, when the first Earth Day took place.

整个美国的集合都组织起来抗议环境退化。

Rallies all over the United States were organized to protest environmental degradation.

大约2000万的示威游行者参加了第一个地球日。

Some 20 million demonstrators participated in that first Earth Day.

并且，它帮助推动了许多环境法。

And it helped spark dozens of environmental laws.

最大的一个就是1973年的濒临绝种的动植物法令，这个法令保护限于危险的动物不去灭绝。

The biggest was the Endangered Species Act of 1973, which protects imperiled animal species from extinction.

清洁水法和清洁空气法也被加强了。

There was also passage of the Clean Water Act and the Clean Air Act was strengthened.

地球日、环境法、在新闻中的环境问题，绿色已经进入了主流。

Earth Day, Environmental Laws, Environmental Issues in the news, Being Green was entering the mainstream.

然后，企业开始说，嘿，我们已经开始参与了。

And business started saying, hey, we can get involved in this.

在1975年，一个重要的营销贸易集团针对生态营销，他们展开了他们第一个研讨会。

So in 1975, a major advertising trade group held its first workshop on ecological marketing.

一些年以后，我们开始看到广告已经在挖掘人们对于环境的关注。

A few years later, we began seeing ads tapping into people's environmental concerns.

但是，有一些绿色营销者尝到了苦头，绿色营销仍然需要涉及传统营销互动的相同原则。

But some green marketers learned the hard way, green marketing must still involve all the same principles of a traditional marketing campaign.

你必须吸引注意看，激发消费者的兴趣，为你的产品创造需求，并且促使人们行动起来去买你们的产品。

You ad must attract attention, stimulate consumers' interest, create a desire for your product, and motivate people to take action to buy your product.

那么，让我来说一个失败的绿色营销活动，并且解释一下它为什么失败。

So let me tell you about one green marketing campaign that failed at first and explain why.

It was for a compact fluorescent light bulb.

我认为，他是在90年代晚期引进的。

It was first introduced, I believe, in the late 90s.

It cost far more than a regular incandescent bulb.

广告词是，“使用这个环保灯，拯救世界”。

The advertising message was, basically, “use this eco-light and save the planet”.

但是，这个广告词没什么效果。

研究表明消费者们不想放弃传统商品的特性，如方便、价格和质量。

Research shows that consumers don't want to let go off any traditional product attributes, like convenience, price and quality.

尽管调查表明几乎所有人都对环境表示关心。

Even though surveys indicate that almost everybody cares about the environment.

因此，这个公司用新的广告词重新推出环保灯泡，这个广告词强调省钱，如果使用很多年，环保灯泡可以降低电费。

So the company reintroduced the eco-light with a new message, one that emphasized cost savings, that the eco-light lowers electric bills and lasts for years.

所以，这个对于地球有益，省钱且方便，因为它不用过几个月就换一次。

So it's good for the earth, cost-effective and convenient because it doesn't have to be changed every few months.

还有，这个制作环保灯的公司，研究人员会将它人作为“极其绿色的公司”，不仅仅因为他们的产品节能，还因为公司试图在其他方面减少它对环境的影响。

Something else, uh, the company that makes the eco-light, researchers would consider it an “extreme green company”, not only because its products are energy-efficient, but because the company tries to reduce its environmental impact on other ways too．

就像是，除了卖环保的产品，它的办公室和工厂都被设计成节约能源并且使用各种环保材料。

Like in addition to selling Earth— friendly products, its offices and factories are designed to conserve energy and use all sorts of recycled materials.

一个只循环使用纸张的公司，研究人员会将它归类为“轻度绿色公司”。

A company that only recycles office paper, researchers would classify as a “lean green company”.

在这中间还有其他等级的绿色程度。

And there are other degrees of greenness in between．

那么，如果你的绿色营销策略想要成功，你的广告词必须在各个方面都有效。

So if your green marketing strategy's gonna work, your message should be valid on all dimensions.

当一个公司整体都因为它环保的影响而受到赞誉，这个会带来品牌忠诚度。

When a company as a whole is credited for reducing its environmental impact, this can lead to brand loyalty．

人们会回来，买你们更多的产品。

People will come back and buy your product more and more.

尽管你使用可回收材料生产产品，但是你违反了清洁水法而被罚。

However, let's say you're fined for violating the Clean Water Act while manufacturing products from recycled materials.

你不可能一边声称你的产品环保，一边不坚持到底。

You can't just make the claim that a product is environmentally friendly and not follow through on it.

How does the professor organize the lecture?

According to the professor, why did the first effort to market the Eco-light fail?

What does the professor imply when she mentions companies that are “extreme green” and “lean green”?

What opinion does the professor express about companies that use green advertising campaigns?

Listen again to part of the lecture. Then answer the question. What does the professor imply when she says this:

Narrator Listen to part of a lecture in an advertising class. Professor Last class someone asked about green marketing. Green marketing refers to companies promoting the products as environmentally friendly. Companies often turn to advertising experts to help them do this. Green marketing seems recent, but advertising professionals grew interest in it several decades ago. The seeds for green marketing were probably planted in 1970, when the first Earth Day took place. Rallies all over the United States were organized to protest environmental degradation. Some 20 million demonstrators participated in that first Earth Day. And it helped spark dozens of environmental laws. The biggest was the Endangered Species Act of 1973, which protects imperiled animal species from extinction. There was also passage of the Clean Water Act and the Clean Air Act was strengthened. Earth Day, Environmental Laws, Environmental Issues in the news, Being Green was entering the mainstream. And business started saying, hey, we can get involved in this. So in 1975, a major advertising trade group held its first workshop on ecological marketing. A few years later, we began seeing ads tapping into people’s environmental concerns. But some green marketers learned the hard way, green marketing must still involve all the same principles of a traditional marketing campaign. Your ad must attract attention, stimulate consumers’ interest, create a desire for your product, and motivate people to take action to buy your product. So let me tell you about one green marketing campaign that failed at first and explain why. Green marketing seems recent, but advertising professionals grew interest in it several decades ago. The seeds for green marketing were probably planted in 1970, when the first Earth Day took place. Rallies all over the United States were organized to protest environmental degradation. Some 20 million demonstrators participated in that first Earth Day. And it helped spark dozens of environmental laws. The biggest was the Endangered Species Act of 1973, which protects imperiled animal species from extinction. There was also passage of the Clean Water Act and the Clean Air Act was strengthened. Earth Day, Environmental Laws, Environmental Issues in the news, Being Green was entering the mainstream. And business started saying, hey, we can get involved in this. So in 1975, a major advertising trade group held its first workshop on ecological marketing. A few years later, we began seeing ads tapping into people’s environmental concerns. But some green marketers learned the hard way, green marketing must still involve all the same principles of a traditional marketing campaign. Your ad must attract attention, stimulate consumers’ interest, create a desire for your product, and motivate people to take action to buy your product. So let me tell you about one green marketing campaign that failed at first and explain why. It was a compact fluorescent light bulb. We’ll call it the eco-light. It was first introduced, I believe, in the late 90s. It cost far more than a regular incandescent bulb. The advertising message was, basically, “use this eco-light and save the planet”. But that message wasn’t effective. Research shows that consumers don’t want to let go off any traditional product attributes, like convenience, price and quality. Even though surveys indicate that almost everybody cares about the environment. So the company reintroduced the eco-light with a new message, one that emphasized cost savings, that the eco-light lowers electric bills and lasts for years. So it’s good for the earth, cost-effective and convenient because it doesn’t have to be changed every few months. This ad campaign worked like a charm. Something else, uh, the company that makes the co-light, researchers would consider it an ‘extreme green company’, not only because its product are energy-efficient, but because the company tries to reduce its environmental impact in other ways too. Like in addition to selling Earth— friendly products, its offices and factories are designed to conserve energy and use all sorts of recycled materials. A company that only recycles office paper, researchers would classify as a ‘lean green company’. And there are other degrees of greenness in between． So if your green marketing strategy’s gonna work, your message should be valid on all dimensions. When a company as a whole is credited for reducing its environmental impact, this can lead to brand loyalty．People will come back and buy your product more and more. However, let’s say you’re fined for violating the Clean Water Act while manufacturing products from recycled materials. The public would eventually find out. You can’t just make the claim that a product is environmentally friendly and not follow through on． But some green marketers learned the hard way, green marketing must still involve all the same principles of a traditional marketing campaign. Your ad must attract attention, stimulate consumers’ interest, create a desire for your product, and motivate people to take action to buy your product. So let me tell you about one green marketing campaign that failed at first and explain why.