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Manufacturers of products that claim to be environmentally friendly will face tighter rules on how they are advertised to consumers under changes proposed by the Federal Trade Commission.
The commission's revised "Green Guides" warn marketers against using labels that make broad claims, like "eco-friendly". Marketers must qualify their claims on the product packaging and limit them to a specific benefit, such as how much of the product is recycled.
"This is really about trying to cut through the confusion that consumers have when they are buying a product and that businesses have when they are selling a product," said Jon Leibowitz, chairman of the commission.
The revisions come at a time when green marketing is on the rise. According to a new study, the number of advertisements with green messages in mainstream magazines has risen since 1987, and peaked in 2008 at 10.4%. In 2009, the number dropped to 9%.
But while the number of advertisements may have dipped, there has been a rapid spread of ecolabeling. There are both good and bad players in the eco-labeling game.
In the last five years or so, there has been an explosion of green claims and environmental claims. It is clear that consumers don't always know what they are getting.
A handful of lawsuits have been filed in recent years against companies accused of using misleading environmental labels. In 2008 and 2009, class-action lawsuits (集体诉讼) were filed against SC Johnson for using "Greenlist" labels on its cleaning products. The lawsuits said that the label was misleading because it gave the impression that the products had been certified by a third party when the certification was the company's own.
"We are very proud of our accomplishments under the Greenlist system and we believe that we will prevail in these cases," Christopher Beard, director of public affairs for SC Johnson, said, while acknowledging that "this has been an area that is difficult to navigate."
Companies have also taken it upon themselves to contest each other's green claims.
David Mallen, associate director of the Council of Better Business Bureau, said in the last two years the organization had seen an increase in the number of claims companies were bringing against each other for false or misleading environmental product claims.
"About once a week, I have a client that will bring up a new certification I've never even heard of and I'm in this industry, said Kevin Wilhelm, chief executive officer of Sustainable Business Consulting. "It's kind of a Wild West, anybody can claim themselves to be green." Mr. Wilhelm said the excess of labels made it difficult for businesses and consumers to know which labels they should pay attention to.
1
What do the revised "Green Guides" require businesses to do?
A.
Manufacture as many green products as possible.
B.
Indicate whether their products are recyclable.
C.
Specify in what way their products are green.
D.
Attach green labels to all of their products.
本题答案：
A
B
C
D
参考答案：
C
系统解析：
本题问“绿色指南”修订版要求商家怎么做。第 2 段首句指出联邦贸易委员会警告商家不得使用诸如“生态友好的”之类表达宽泛的标签。第 2 句指出商家须具体怎么做,包括要证明其产品包装上的描述属实、明确具体的益处。C 项“具体说明其产品为何是绿色的”与原文吻合，其中 Specify 为原文中 specific 的同义表达，故选 C 项。
2
What does the author say about consumers facing an explosion of green claims?
A.
They can easily see through the businesses' tricks.
B.
They have to spend lots of time choosing products.
C.
They have doubt about current green certification.
D.
They are not clear which products are truly green.
本题答案：
A
B
C
D
参考答案：
D
系统解析：
本题问作者对于消费者在面对绿色环保宣传泛滥时的表现有何看法。第 6 段首句指出在过去 5 年左右的时间里，声称绿色环保的宣传呈爆发状态。第 2 句指出消费者并不总是了解他们要购买的产品。D 项“他们并不清楚哪种产品才是真正绿色环保的”与原文相符，故为答案。
3
What was SC Johnson accused of in the class-action lawsuits?
A.
It gave consumers the impression that all its products were truly green.
B.
It gave a third party the authority to label its products as environmentally friendly.
C.
It misled consumers to believe that its products had been certified by a third party.
D.
It sold cleaning products that were not included in the official "Greenlist".
本题答案：
A
B
C
D
参考答案：
C
系统解析：
本题询问在集体诉讼案中，庄臣公司被指控的罪名是什么。第 7 段第 2 句指出，2008 到 2009 年间，庄臣公司遭到集体诉讼，被指在其清洁产品上使用“绿色清单”标签。第 3 句指出诉讼认为该标签具有误导性，原因是“会使消费者误认为该产品已通过第三方认证”。C 项“它误导消费者相信他们的产品已获得第三方认证”与原文意思一致，其中 misled 对应原文的 misleading,故 C 项为答案。
4
How did Christopher Beard defend his company's labeling practice?
A.
There were no clear guidelines concerning green labeling.
B.
His company's products had been well received by the public.
C.
It was in conformity to the prevailing practice in the market.
D.
No law required the involvement of a third party in certification.
本题答案：
A
B
C
D
参考答案：
A
系统解析：
本题询问 Christopher Beard 如何为该公司的标签行为作辩解。本段讲到 Christopher Beard 对本公司在绿色清单体系所取得的成就感到骄傲，并且相信他们能在这些“集体诉讼”案子里胜出，然而他也承认这个（绿色标签）领域很难规范、指引。由此可知，Christopher Beard 认为那时候在绿色标签事项上没有明确的指导方针，刚好对应文章开头说的如今美国联邦贸易委员会关于绿色标签的提议，因此 A 项为答案。
5
What does Kevin Wilhelm imply by saying "It's kind of a Wild West" (Line 3，Para. 11)?
A.
Businesses compete to produce green products.
B.
Each business acts its own way in green labeling.
C.
Consumers grow wild with products labeled green.
D.
Anything produced in the West can be labeled green.
本题答案：
A
B
C
D
参考答案：
B
系统解析：
本题询问凯文·威廉引用的 Wild West 所指的意义。第 11 段第 2 句先指出当前绿色认证的乱象犹如往昔的“西大荒”，随后指出具体乱在哪些方面：人人都可以宣称自己是环保的，与历史上美国西部拓荒时期的无政府混乱状态如出一辙，因此 B 项“每家公司在绿色标签这方面都有自己的做法”与该句表述相符，为本题答案。
America's education system has become less a ladder of opportunity than a structure to transmit inequality from one generation to the next.
That's why school reform is so critical. This is an issue of equality, opportunity and national conscience. It's not just about education, but about poverty and justice.
It's true that the main reason inner-city schools do poorly isn't teachers' unions, but poverty. Southern states without strong teachers' ，unions have schools at least as awful as those in union states. Some Chicago teachers seem to think that they shouldn't be held accountable until poverty is solved. There're steps we can take that would make some difference, and Mayor Rahm Emanuel is trying some of them—yet the union is resisting.
I'd be sympathetic if the union focused solely on higher compensation. Teachers need to be much better paid to attract the best college graduates to the nation's worst schools. But, instead, the Chicago union seems to be using its political capital primarily to protect weak performers.
There's solid evidence that there are huge differences in the effectiveness of teachers. The gold standard study by Harvard and Columbia University scholars found that even in high-poverty schools, teachers consistently had a huge positive or negative impact.
Get a bottom 1% teacher, and the effect is the same as if a child misses 40% of the school year. Get a teacher from the top 20%, and it's as if a child has gone to school for an extra month or two.
The study found that strong teachers in the fourth through eighth grades raised the skills of their students in ways that would last for decades. Just having a strong teacher for one elementary year left pupils a bit less likely to become mothers as teenagers, a bit more likely to go to college and earning more money at age 28.
How does one figure out who is a weak teacher? Yes, that's a challenge. But researchers are improving systems to measure a teacher's performance throughout the year, and, with three years of data, ifs usually possible to tell which teachers are failing.
Unfortunately, the union in Chicago is insisting that teachers who are laid off—often for being ineffective—should get priority in new hiring. That's an insult to students.
Teaching is so important that it should be like other professions, with high pay and good working conditions but few job protections for bottom performers.
This isn't a battle between garment workers and greedy bosses. The central figures in the Chicago schools strike are neither strikers nor managers but 350,000 children. Protecting the union demand sacrifices those students, in effect turning a blind eye to the injustice in the education system.
6
What do we learn about America's education system?
A.
It provides a ladder of opportunity for the wealthy.
B.
It contributes little to the elimination of inequality.
C.
It has remained basically unchanged for generations.
D.
It has brought up generations of responsible citizens.
本题答案：
A
B
C
D
参考答案：
B
系统解析：
本题询问文章对美国教育系统的评价。文章首段即明确指出作者的观点：美国的教育系统不再是通往机遇的阶梯，已然成为将不平等代代相传的体系。可见作者认为教育原本具有的消除不平等的功能已不存在，B 项“对消除不平等毫无作用”为答案。
7
What is chiefly responsible for the undesirable performance of inner-city schools?
A.
Unqualified teachers.
B.
Lack of financial resources.
C.
Unfavorable learning environment.
D.
Subconscious racial discrimination.
本题答案：
A
B
C
D
参考答案：
B
系统解析：
本题询问内城区学校表现不佳的主要原因。第 3 段首句指出，内城区学校表现糟糕的主要原因不是教师工会，而是 poverty(贫穷）。与 poverty 同义的 B 项“缺乏财政来源”为答案。题干中的 is chiefly responsible for 对应原文的 main reason, undesirable performance 对应 do poorly。
8
What does the author think the union should do to win popular support?
A.
Assist the city government in reforming schools.
B.
Give constructive advice to inner-city schools.
C.
Demand higher pay for teachers.
D.
Help teachers improve teaching.
本题答案：
A
B
C
D
参考答案：
C
系统解析：
本题询问作者的观点，工会应该如何作为来赢得公众支持。上段末尾提到工会抵制市长采取的一些措施，本段第 1 句提出了作者的观点：如果工会只是致力于获取更高的补偿，他会赞同(sympathetic)。第 2 句进一步说明为什么工会应该致力于获取更高的补偿金：只有高薪才能够吸引优秀人才到贫困地区的学校任教。因此工会应该“为教师争取更高的报酬”,C 项正确。
9
What is the finding of the gold standard study by Harvard and Columbia University scholars?
A.
Many inner-city school teachers are not equal to their jobs.
B.
A large proportion of inner-city children often miss classes.
C.
Many students are dissatisfied with their teachers.
D.
Student performance has a lot to do with teachers.
本题答案：
A
B
C
D
参考答案：
D
系统解析：
本题询问哈佛大学和哥伦比亚大学的学者开展的金标准研究的结果。因此该句 found 后的宾语从句即为答案：即使是在极度贫困地区的学校，教师也总是会对教育产生巨大的，或积极或消极的影响。因此，D 项“学生的表现与教师密切相关”为答案，体现了教师对教育所产生的影响。题干中的 finding 是原文 found 的词性转换。
10
Why does the author say the Chicago unions demand is an insult to students?
A.
It protects incompetent teachers at the expense of students.
B.
It underestimates students, ability to tell good teachers from poor ones.
C.
It makes students feel that they are discriminated against in many ways.
D.
It totally ignores students，initiative in the learning process.
本题答案：
A
B
C
D
参考答案：
A
系统解析：
本题询问为什么说芝加哥工会的要求是对学生的侮辱。第 9 段指出芝加哥工会坚持认为那些被解聘的（通常是不称职的）教师拥有优先聘用权，作者认为这对学生是个侮辱，第 10 和第 11 段对此作具体解释，指出不应过度保护这些人的工作权益，一旦满足工会要求、保护这些人的权益，学生的权益就会被牺牲掉。因此 A 项“以牺牲学生为代价保护不称职的教师”为答案，at the expense of 是原文中 sacrifices 的同义转换。
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