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  3. Over the past decade, the environmental movement has exploded onto the mind of mainstream consumers, a fact not lost on marketer

Over the past decade, the environmental movement has exploded onto the mind of mainstream consumers, a fact not lost on marketer

admin2014-11-27  57
问题     Over the past decade, the environmental movement has exploded onto the mind of mainstream consumers, a fact not lost on marketers and advertisers. Green advertising started in the mid-1980s when issues of the environment muscled their way to the forefront of marketing. Advertisers saw the consumer desire for environmentally safe products and tried to meet the demand as quickly as possible. Not surprisingly, this first wave suffered from rough and poorly conceived marketing efforts.
    Many advertisers embraced a genuine concern for the environment. But consumers realized that some companies made false claims and exploited the movement, using such nebulous(模糊的)terms as "environmentally friendly" and "green." Consumers grew wary of environmental appeals, and advertisers reacted by reducing its emphasis. To avoid future trouble, many companies waited for state and federal governments to define terms and provide legal guidelines, which paved the road to a second wave. In 1992 the Federal Trade Commission established guidelines for green marketing, followed shortly by state governments. California passed particularly strict laws, setting definitions for terms like "ozone friendly," "biodegradable," and "recycled."According to the state’s court, "California seeks to guard against potentially specious; claims or ecological puffery(吹捧)about products with minimal environmental attributes. "Texas, Massachusetts, Minnesota, Tennessee, Connecticut, and Washington soon followed the Golden State’ s lead. The rigid regulations have left a number of advertisers confused and frustrated, although some feel that environmental claims have already peaked and are on their way out. Some believe that we’ ve now entered green advertising’ s third wave, where environmental concern is now part of the mainstream.
How did Green advertisements change after the first wave?
选项 A、They became more popular.
B、They were more regulated.
C、They became better produced.
D、They became less honest.
答案B
解析 细节题。根据短文第二段中的many companies waited for state and federal governments to define termsand provide legal guidelines，which paved the road to a second wave．可以看出各公司都在等待州政府和联邦政府制定出各项法规来指导绿色营销。因此绿色广告开始变得规范起来。故选项B正确。
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