The lecture and the reading passage give contradictory opinions on the topic of ecocertification, a form of accreditation conferred by on international agency in recognition of a company’s eco-friendly practices. The passage explains that it is not necessary for American wood companies to pursue ecocertification while the lecture provides several counterarguments to this view.
First, the lecturer argues that the reading passage is too general in its statement that American consumers reject advertising completely. He asserts that Americans do not trust advertising claims for a product when these claims are made by the company that sells the product. When a claim is made by an independent third party such as a wood certification company, he posits, consumers are likely to respond very positively to the certified product.
The lecturer also refutes the second point in the reading that price-sensitive American consumers are likely to choose cheap wood products without certification. The professor contends that certified wood is only slightly more expensive than uncertified wood, and therefore, he argues, consumers will tend to ignore the price difference and be convinced by other factors like the value of preserving and protecting environment.
Finally, the author states that it makes no sense for American companies to pursue ecocertification when they market most of their products in their own country. In contrast, the speaker refutes this idea by stating that if the American companies do not do this, the foreign companies which produce the ecocertified wood will enter into the US market.
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