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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

admin2014-05-25  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.
What were some early problems with Green advertisements?
选项 A、They were expensive.
B、No one believed them.
C、They were unsuccessful.
D、They were often deceptive.
答案D
解析 A．绿色广告费用昂贵。B．无人相信绿色广告。C绿色广告并不成功。D．绿色广告经常带有欺骗性。此题为细节题，该题的答案包含在下面的句子里。Butconsumers realized that some companies made false claims and exploited themovement，using such nebulous terms as“environmentally friendly”and“green”．但一些消费者意识到一些公司做假承诺，用模糊的“有益环境”等术语大大利用时机。故答案为D。
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