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Listen to part of a lecture in an advertising class.
聽一段廣告課的課程。
Last class someone asked about green marketing.
上節課有人問到了綠色營銷。
Green marketing refers to companies promoting the product as environmentally friendly.
綠色營銷是指公司推廣環保產品。
Companies often turn to advertising experts to help them do this.
這些公司通常會求助于廣告專家。
Green marking seems recent, but advertising professionals grew interest in it several decades ago.
綠色營銷看起來是最近興起的，但廣告界的專業人士們早在幾十年前就對此感興趣了。
The seeds for green marking were probably planted in 1970, when the first Earth Day took place.
在1970年第一個世界地球日誕生時，綠色營銷的種子就已經種下。
Rallies all over the United States were organized to protest environmental degradation.
在美國，人們組織了很多集會，抗議環境惡化。
Some 20 million demonstrators participated in that first Earth Day.
差不多兩千萬的示威者參與到第一個世界地球日中。
And it helped spark dozens of environmental laws.
這促成了許多環境法律的產生。
The biggest was the Endangered Species Act of 1973, which protects imperiled animal species from extinction.
其中最著名的是1973年的《瀕臨滅絕物種法》，這部法律保護瀕臨滅絕的瀕危動物。
There was also passage of the Clean Water Act and the Clean Air Act was strengthened.
還通過了《凈水法》和《凈化空氣法》。
Earth day, environmental laws, environmental issues in the news, being green was entering the mainstream.
世界地球日，環境法，新聞里的環境問題等，環保正成為主流的一部分。
And businesses started saying, hey, we can get involved in this.
企業們開始說，嘿，我們也能參與進來。
So in 1975, a major advertising trade group held its first workshop on ecological marketing.
所以，在1975年，一家主要的廣告貿易組織開辦了第一個關于生態營銷的研討會。
A few years later, we began seeing ads tapping into people's environmental concerns.
幾年后，我們開始見到和人們所關心的環境問題息息相關的廣告。
But as some green marketers learned the hard way, green marketing must still involve all the same principles of a traditional marketing campaign.
但一些綠色營銷者吃了不少苦頭才明白，綠色營銷仍然必須包含了所有傳統營銷活動的基本原則。
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.
你的廣告必須引人注意，能引起消費者的興趣，能讓人們渴望得到你的產品，并鼓勵人們去行動，購買產品。
So let me tell you about one green marketing campaign that failed at first and explain why.
那么，讓我告訴你們一個綠色營銷活動，這個活動在一開始就失敗了，我會解釋其原因。
It was for a compact fluorescent light bulb.
這是關于節能燈泡的廣告。
We'll call it "the eco-light".
我們就叫它“環保燈”。
It was first introduced, I believe, in the late 90s. It cost far more than a regular incandescent bulb.
這種燈泡在90年代晚期首次面世。它比普通的白熾燈要貴許多。
