托福綜合寫作題目解析：美國環(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.

　　為了能過促進(jìn)林業(yè)的可持續(xù)發(fā)展，有個國際組織開始著手給那些達(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)來看，為了能得到環(huán)保認(rèn)證，很多木材公司已經(jīng)開始采用了環(huán)保策略。然而，就美國的公司來講不太會采取同樣的措施，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，美國消費(fèi)者對于環(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”，美國消費(fèi)者對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)證后的木材會比普通木材價格昂過，因為木材公司必須向認(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轉(zhuǎn)嫁給消費(fèi)者，而美國的消費(fèi)者對于價格非常敏感。因而，他們將傾向于選擇便宜的沒有認(rèn)證的產(chǎn)品。因而，美國的木材公司還是會選擇低價格而非環(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，盡管有人聲稱這樣可以使美國的公司保持敏銳的商業(yè)觸覺，跟上世界發(fā)展的腳步。但是，這樣的說法是站不住腳的。只有當(dāng)美國的木材公司主要市場是針對海外的時候，追求環(huán)保認(rèn)證才變得有意義。但事實(shí)卻并非如此。美國木材公司的產(chǎn)品主要在美國銷售，而滿足了主要消費(fèi)者的需求就可以保證商業(yè)運(yùn)行順暢。

　　托福綜合寫作閱讀部分需要提取的觀點(diǎn)是：

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

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

　　- Sub point 2:環(huán)保認(rèn)證會提高產(chǎn)品價格，而美國的消費(fèi)者對于價格敏感

　　- Sub point 3:這項認(rèn)證只對海外市場有效，而美國木材公司的市場主要在國內(nèi)