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第一段
1 .Listen to part of a lecture in an advertising class.
听一段广告学课程的演讲
第二段
1 .Last class someone asked about green marketing.
上节课有人问起绿色营销。
2 .Green marketing refers to companies promoting the product as environmentally friendly.
绿色营销是指企业推广产品为环保型。
3 .Companies often turn to advertising experts to help them do this.
企业往往求助于广告专家来帮助他们做到这一点。
第三段
1 .Green marketing seems recent, but advertising professionals grew interest in it several decades ago.
绿色营销似乎是近期的，但广告专业人员几十年前就对它开始有兴趣。
2 .The seeds for green marketing were probably planted in 1970, when the first Earth Day took place.
绿色营销的萌芽很可能开始于1970年，第一个地球日发生于那一年。
3 .Rallies all over the United States were organized to protest environmental degradation.
集会遍布美国抗议环境恶化。
4 .Some 20 million demonstrators participated in that first earth day.
约2000万示威者参加了第一个地球日。
5 .And it helped spark dozens of environmental laws.
它帮助激发了几十环保法律。
6 .The biggest was the Endangered Species Act of 1973, which protects imperiled animal species from extinction.
最大的环保法律是1973年的濒危物种法案，法案保护岌岌可危的动物物种免于灭绝。
7 .There was also passage of the Clean Water Act and the Clean Air Act was strengthened.
还有的清洁水法案，清洁空气法案得到了加强。
第四段
1 .Earth day, environmental laws, environmental issues in the news, being green was entering the mainstream.
地球日，环境法，新闻中的环境问题，环保正在成为主流。
2 .And businesses started saying, hey, we can get involved in this.
企业开始说，嘿，我们可以涉足。
3 .So in 1975, a major advertising trade group held its first workshop on ecological marketing.
因此，在1975年，一个主要的广告行业组织召开了首个生态营销研讨会。
4 .A few years later, we began seeing ads tapping into people's environmental concerns.
几年后，我们开始看到广告中有了人们对环保的担忧。
第五段
1 .But as some green marketers learned the hard way, green marketing must still involve all the same principles of a traditional marketing campaign.
但一些绿色营销者从艰苦中学习，绿色营销还必须包括到所有和传统营销活动一样的原理。
2 .Your ad must attract attention, stimulate consumer's interest, create a desire for your product, and motivate people to take action, to buy your product.
你的广告必须吸引注意力，激发消费者的兴趣，为您的产品创造需求，并且激发人们采取行动，购买你的产品。
第六段
1 .So let me tell you about one green marketing campaign that failed at first and explain why.
因此，让我告诉你一个起初失败的绿色营销活动并解释原因。
2 .It was for a compact fluorescent light bulb.
这是一个紧凑型荧光灯泡。
3 .We'll call it the eco-light.
我们叫它环保光源。
4 .It was first introduced, I believe, in the late 90s.
这是首次推出，我相信，在90年代后期的时候。
5 .It cost far more than a regular incandescent bulb.
它的成本远远超过了普通白炽灯泡。
6 .The advertising message was basically, use this eco-light and save the planet.
广告信息基本上是，“使用这种环保光源，拯救地球”。
7 .But that message wasn't effective.
但该消息没有效果。
8 .Research shows that consumers don't want to let go of any traditional product attributes, like convenience, price and quality, even though surveys indicate that almost everybody cares about the environment.
研究表明，消费者不愿放弃任何传统的产品属性，如方便，价格低和质量好。尽管调查表明，几乎每个人都关心环境。
第七段
1 .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.
因此，该公司用一个新的广告再次引进环保光源，广告强调节省支出，即环保光源降低电费，并能用多年。
2 .So it's good for the Earth, cost-effective and convenient because it doesn't have to be changed every few months.
因此，它对地球有益，划算和方便，因为它不需要每隔几个月就更换。
3 .This ad campaign worked like a charm.
此广告活动药到病除。
第八段
1 .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 in other ways too.
而且，调查者认为这间生产节能灯泡的公司，是绝对绿色公司，不仅因为它的生产品是高效节能的，而且这间公司在其他方面也尽量减少它的环境影响。
2 .Like in addition to selling Earth-friendly products, its offices and factories are designed to conserve energy and use all sorts of recycled materials.
还有，嗯，制造环保光源的公司，研究人员会认为它是一个“十分环保的公司” ，
3 .A company that only recycles office paper, researchers would classify as a "lean green company".
不仅因为它的产品是节能的，也因为该公司在其他方面试图减少其对环境的影响。像除了销售环保产品，其办公室和工厂设计来节约能源，使用各种循环利用的材料。一个公司只回收办公用纸，研究人员将其归为“精益绿色公司”
4 .And there are other degrees of greenness in between.
在这之间还有其他的绿色分类。
第九段
1 .So if your green marketing strategy's gonna work, your message should be valid on all dimensions.
所以，如果你的绿色营销战略要奏效，你的广告应该从所有角度都有效。
2 .When a company as a whole is credited for reducing its environmental impact, this can lead to brand loyalty.
当一个公司整个被信任为减少其对环境的影响，这能带来品牌忠诚度。
3 .People will come back and buy your product more and more.
会有回头客并且买更多产品。
4 .However, let's say you're fined for violating the Clean Water Act while manufacturing products from recycled materials.
但是，让我们说你用循环利用材料生产产品时违反清洁水法案，
5 .The public would eventually find out.
公众最终会发现。
6 .You can't just make the claim that a product is environmentally friendly and not follow through on.
你不能只是声称产品是环保的，且没有坚持到底。