托福綜合寫(xiě)作題目解析：美國(guó)環(huán)保認(rèn)證法

　　In an effort to encourage ecologicallysustainable forestry practices, an international organization started issuingcertifications to wood companies that meet high ecological standards by onserving resources and recycling materials. Companies that receive thiscertification can attract customers by advertising their product as Ecocertified. Around the world, many wood companies have adopted new, ecologicallyfriendly practices in order to receive Eco certification. However, it is unlikelythat wood companies in the United Stated will do the same, for several reasons.

　　為了能過(guò)促進(jìn)林業(yè)的可持續(xù)發(fā)展，有個(gè)國(guó)際組織開(kāi)始著手給那些達(dá)到了環(huán)保和再生利用要求的木材公司頒發(fā)認(rèn)證。獲得認(rèn)證的公司可以在廣告商宣傳自己是環(huán)保的，進(jìn)而吸引消費(fèi)者。在全球范圍內(nèi)來(lái)看，為了能得到環(huán)保認(rèn)證，很多木材公司已經(jīng)開(kāi)始采用了環(huán)保策略。然而，就美國(guó)的公司來(lái)講不太會(huì)采取同樣的措施，原因如下。

　　First, American consumers are exposed to somuch advertising that they would not value or even pay attention to the Ecocertification label. Because so many mediocre products are labeled “new” or“improved,” American consumers do not place much trust in advertising claims ingeneral.

　　首先，由于每天接受大量廣告的轟炸，美國(guó)消費(fèi)者對(duì)于環(huán)保標(biāo)簽并不是很在意。由于很多的普通產(chǎn)品都標(biāo)榜“創(chuàng)新”或者“升級(jí)”，美國(guó)消費(fèi)者對(duì)于廣告上生成的東西基本上不怎么信任。

　　Second, Eco certified wood will be moreexpensive than uncertified wood because in order to earn Eco certification, awood company must pay to have its business examined by a certification Agency.This additional cost gets passed on to consumers – American consumers tend tobe strongly motivated by price, and therefore they are likely to choose cheaperuncertified wood products. Accordingly, American wood companies will prefer tokeep their prices low rather than obtain Eco certification.

　　第二，環(huán)保認(rèn)證后的木材會(huì)比普通木材價(jià)格昂過(guò)，因?yàn)槟静墓颈仨毾蛘J(rèn)證機(jī)構(gòu)支付審核費(fèi)用才能得到相關(guān)的認(rèn)證。這份額外的支出將會(huì)轉(zhuǎn)嫁給消費(fèi)者，而美國(guó)的消費(fèi)者對(duì)于價(jià)格非常敏感。因而，他們將傾向于選擇便宜的沒(méi)有認(rèn)證的產(chǎn)品。因而，美國(guó)的木材公司還是會(huì)選擇低價(jià)格而非環(huán)保認(rèn)證。

　　Third, although some people claim that italways makes good business sense for American companies to keep up with thedevelopments in the rest of the world, this argument is not convincing.Pursuing certification would make sense for American wood companies only ifthey marketed most of their products abroad. But that is not the case –American wood businesses sell most of their products in the United States,catering to a very large customer base that is satisfied with themerchandise.

　　第三，盡管有人聲稱(chēng)這樣可以使美國(guó)的公司保持敏銳的商業(yè)觸覺(jué)，跟上世界發(fā)展的腳步。但是，這樣的說(shuō)法是站不住腳的。只有當(dāng)美國(guó)的木材公司主要市場(chǎng)是針對(duì)海外的時(shí)候，追求環(huán)保認(rèn)證才變得有意義。但事實(shí)卻并非如此。美國(guó)木材公司的產(chǎn)品主要在美國(guó)銷(xiāo)售，而滿(mǎn)足了主要消費(fèi)者的需求就可以保證商業(yè)運(yùn)行順暢。

　　托福綜合寫(xiě)作閱讀部分需要提取的觀點(diǎn)是：

　　- Main point: 環(huán)保認(rèn)證對(duì)于美國(guó)木材公司意義不大

　　- Sub point 1:美國(guó)消費(fèi)者對(duì)于廣告上的環(huán)保認(rèn)證并不信任

　　- Sub point 2:環(huán)保認(rèn)證會(huì)提高產(chǎn)品價(jià)格，而美國(guó)的消費(fèi)者對(duì)于價(jià)格敏感

　　- Sub point 3:這項(xiàng)認(rèn)證只對(duì)海外市場(chǎng)有效，而美國(guó)木材公司的市場(chǎng)主要在國(guó)內(nèi)