单选题
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.
单选题
What were some early problems with Green advertisements?
【正确答案】
D
【答案解析】[解析] 细节题。短文第二段指出consumers realized that some companies made false claims and exploited the movement，即很多公司都利用环保运动发布虚假声明。由此可知，早期的绿色广告都具有欺骗性。故选项D正确。
单选题
What was the response by consumers?
【正确答案】
D
【答案解析】[解析] 细节题。短文第二段指出Consumers grew wary of environmental appeals, and advertisers reacted by reducing its emphasis. 由此可推断出这种广告商一直过分强调绿色广告，消费者开始厌烦，并对此变得小心谨慎。故选项D正确。
单选题
How did Green advertisements change after the first wave?
【正确答案】
B
【答案解析】[解析] 推断题。根据短文第二段中的many companies waited for state and federal governments to define terms and 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。
单选题
When did the third green wave come?
【正确答案】
D
【答案解析】[解析] 细节题。短文最后一句指出we"ve now entered green advertising"s third wave, where environmental concern is now part of the mainstream，故可知正确答案为D。
单选题
Which of the following state takes the lead in guarding against ecological puffery of products with minimal environmental attributes?
【正确答案】
C
【答案解析】[解析] 短文指出According to the state"s court, "California seeks...with minimal environmental attributes."，随后Texas, Massachusetts, Minnesota, Tennessee, Connecticut, and Washington也争相效仿。所以可知California takes the lead in...environmental attributes. 故选项C正确。