The Good Crunch of the Carrotmob 胡蘿蔔暴民:用消費做環保
by Rebecca A. Fratzke


                          查詢  (2011年)全民英檢100年測驗日程表


  


Today, businesses are facing many challenges. They must stay afloat during hard economic times while still providing good service and products. In addition, they try to keep their companies environmentally _(1)_ and globally involved. Clearly, _(2)_ all of these goals is not an easy task. It is usually the good deeds and environmentally friendly advances that get the least amount of _(3)_. The only solution to this problem may seem to be in the hands of the sellers. However, Brent Schulkin decided to put the solution into the hands of the buyers and called it Carrotmob.
  Carrotmobbing, which is derived from the positive part of the idiom carrot and _(4)_, is when a large group of buyers rewards a business for its commitment to becoming more socially responsible. Schulkin's first Carrotmob was in 2008 in San Francisco, California. He challenged 23 owners in the area to _(5)_ their convenience stores in environmentally friendly ways and promised to bring a mob of shoppers to the one that did the most. The one that pledged the largest amount of that day's earnings on _(6)_ their store would win the mob's sales. A pledge of 22 percent got the winning store US$9,200 in revenue, positive recognition, and a new _(7)_ lighting system.

  Schulkin points out that in the past, boycotts, which stopped people from purchasing from or using a business, created change. His Carrotmob movement employs a _(8)_ boycott called a buycott. By using consumer activism, Carrotmobs _(9)_ businesses to listen to their demands while also giving them the means to make the changes. It's a _(10)_ situation that leaves both sides smiling. It seems very appropriate that a concept to create positive changes in the world is doing so through the power of positive action.


說明:請依文意在所提供的 (A) 到 (L) 12 個選項中,選出最適當的10 個選項。


(A) stick (B) notify (C) achieving (D) win-win (E) aware (F) downloading (G) reverse(H)attention (I) modify (J) encourage (K) upgrading (L) energy-efficient


原來如此





  1. In addition, they try to keep their companies environmentally aware and globally involved.
    理由:
    a. 空格前有不完全及物動詞 keep(保持)、名詞詞組 their companies(他們的公司),和副詞 environmentally(環境方面地),可知空格內應置入形容詞以作為受詞補語。
    b. 符合上述的選項有 (D) win-win(雙贏的)、(E) aware(意識到的;察覺的)、(G) reverse(相反的)和 (L) energy-efficient(節能的),惟 aware 置入後符合語意,故選 (E)。
    c. aware a. 意識到的;察覺的
    environmentally aware  有環保意識的


  2. Clearly, achieving all of these goals is not an easy task.
    理由:
    a. 空格後有名詞詞組 all of these goals(所有這些目標),而本句已有 be 動詞 is 和主詞補語 not an easy task(不是簡單的事),可知空格內應置入及物動詞的動名詞(V-ing)或不定詞(to + 原形動詞),以形成動名詞片語或不定詞片語作為本句的主詞。
    b. 符合上述的選項有 (C) achieving(完成,實現)、(F) downloading(下載)和 (K) upgrading(使升級),惟 achieving 置入後符合語意,可知應選 (C)。
    c. achieve vt. 完成,實現
    achieve a/the/one's goal  (某人)達成目標
    = attain a/the/one's goal
    = accomplish a/the/one's goal
    例: Jim eventually achieved his goal by working hard.
    (吉姆藉由努力最後終於達成了他的目標。)


  3. It is usually the good deeds and environmentally friendly advances that get the least amount of attention.
    理由:
    a. 空格前有介詞 of,可知空格應置名詞或動名詞。
    b. 符合上述條件的選項有 (A) stick(棍子)、(F) downloading(下載)、(G) reverse(相反)、(H) attention(注意)和 (K) upgrading(升級),惟 attention 置入後符合語意,可知 (H) 應為正選 。
    c. attention n. 注意
    get/attract one's attention  吸引某人的注意
    例: Hillary's red hair never fails to attract people's attention.
    (希拉蕊的一頭紅髮總是吸引眾人的目光。)


  4. Carrotmobbing, which is derived from the positive part of the idiom carrot and stick, is when a large group...
    理由:
    a. 空格前有名詞 carrot(胡蘿蔔)和對等連接詞 and,可知空格應置入名詞形成對等。
    b. 選項中為名詞的有 (A) stick(棍子)和 (G) reverse(相反),惟 stick 置入後符合語意,並與 carrot 形成以下用法:
    carrot and stick  獎賞與懲罰;軟硬兼施
    stick n. 棍,棒
    例: When dealing with North Korea, the US tries to use a carrot and stick approach.
    (美國試圖用軟硬兼施的方法來處理北韓問題。)
    c. 根據上述,可知 (A) 為正選。


  5. He challenged 23 owners in the area to modify their convenience stores in environmentally friendly ways and promised to...
    理由:
    a. 空格前有不定詞 to,而空格後有名詞詞組 their convenience stores(他們的便利商店),可知空格內應置入原形的及物動詞。
    b. 符合上述的選項有 (B) notify(通知)、(G) reverse(使相反;使反轉)、(I) modify(修改)和 (J) encourage(鼓勵),惟 modify 置入後符合語意,可知應選 (I)。
    c. modify vt. 修改
    例: The engineer modified the computer so that it would run faster.
    (那位工程師把電腦稍加修改使其運作得更快。)


  6. The one that pledged the largest amount of that day's earnings on upgrading their store would win the mob's sales.
    理由:
    a. 空格前有介詞 on,後有名詞詞組 their store(他們的商店),可知空格內應置入動名詞形態的及物動詞。
    b. 符合上述的選項有 (F) downloading(下載)和(K) upgrading(使升級),惟 upgrading 置入後符合語意,故選 (K)。
    c. upgrade vt. 使升級;提升,提高
    例: We upgraded the anti-virus software on our computers to increase security.
    (我們將電腦的防毒軟體升級來增加安全性。)


  7. A pledge of 22 percent got the winning store US$9,200 in revenue, positive recognition, and a new energy-efficient lighting system.
    理由:
    a. 空格前有不定冠詞 a 和形容詞 new(新的),後有名詞詞組 lighting system(照明系統),可知空格應置入形容詞。
    b. 選項中可作形容詞的有 (D) win-win(雙贏的)、(G) reverse(相反的)和 (L) energy-efficient(節能的),惟 energy-efficient 置入後符合語意,可知應選 (L)。
    c. energy-efficient a. 節能的
    例: I want to buy an energy-efficient refrigerator.
    (我想買一台省電冰箱。)


  8. His Carrotmob movement employs a reverse boycott called a buycott.
    理由:
    a. 空格前有不定冠詞 a,後有名詞 boycott(聯合抵制),可知空格內應置入形容詞。
    b. 選項中可作形容詞的有 (D) win-win(雙贏的)和 (G) reverse(相反的),惟 reverse 置入後符合語意,故選 (G)。
    c. reverse a. 相反的
    例: Can you recite the alphabet in reverse order?
    (你能倒背英文的 26 個字母嗎?)


  9. ...Carrotmobs encourage businesses to listen to their demands while also giving them the means to make the changes.
    理由:
    a. 空格前有主詞 Carrotmobs(胡蘿蔔暴民),後有受詞 businesses(企業),可知空格內應置入複數形的及物動詞。
    b. 符合上述的選項有 (B) notify(通知)和 (J) encourage(鼓勵),惟 encourage 置入後符合語意,故選 (J)。
    c. encourage vt. 鼓勵
    encourage sb to V  鼓勵某人從事……
    例: My parents encouraged me to study abroad.
    (我的父母親鼓勵我出國留學。)


  10. It's a win-win situation that leaves both sides smiling.
    理由:
    a. 空格前有不定冠詞 a,後有名詞 situation(情況),可知空格內應置入形容詞。
    b. 符合上述的選項僅有 (D) win-win(雙贏的),置入後亦符合語意,故為正選。
    c. win-win a. 雙贏的
    例: I'm offering you a win-win deal. We can both make a lot of money together.
    (我提供你一個雙贏的交易。我們可以一起賺大錢。)

精解字詞片語




  1. challenge n. 挑戰 & vt. 向……挑戰
    challenge sb to V/N  挑戰某人(做)某事
    例: I challenged John to swim across the river.
    (我向約翰挑戰游過這條河。)
  2. involve vt. 牽涉,涉及
    be involved in...  涉及……
    例: The evidence showed that Gary was involved in the robbery.
    (證據顯示蓋瑞涉入這起搶案。)
  3. be derived from...  源自於……
    例: The word hungry is derived from the Old English word hungrig.
    (hungry 這個字是源自於古英語 hungrig。)
  4. reward A for B  因 B 而獎賞 A
    例: The mother rewards her children for behaving well in school.
    (這位媽媽因為小孩在校很守規矩而獎賞他們。)
  5. commitment n. 承諾,保證
    make a commitment to V-ing  承諾要……
    例: Peter made a commitment to helping the poor for the rest of his life.
    (彼得矢志餘生都要幫助窮人。)
  6. pledge vt. 許諾,保證 & n. 保證,誓言
    例:Some religious people pledge 10 percent of their income to the church.
    (有些虔誠的信徒許諾把收入的百分之十捐給教堂。)
  7. recognition n. 認可;表彰
    win positive recognition  獲得正面的肯定
    win recognition  獲得認可∕表揚
    例: The scientist has won international recognition for his great findings.
    (這名科學家的重大發現獲得了國際認可。)
  8. point out + that 子句  指出……
    例: The manager pointed out that the workers' low morale has affected productivity.
    (經理指出員工低落的士氣已經影響了生產力。)
  9. boycott n. & vt. 聯合抵制,拒絕購買
    例: If you think that company is bad, then you should boycott their products.
    (如果你認為那家公司很糟,就應該抵制他們的產品。)
  10. purchase vi. & vt. & n. 購買
    make a purchase of...  購買……
    例: Sam purchased potato chips and soda at the convenience store on his way home.
    = Sam made a purchase of potato chips and soda at the convenience store on his way home.
    (山姆在回家路上去便利商店買了洋芋片和汽水。)
  11. employ vt. 使用,採用;雇用
    例: Emergency rescue workers employ different methods for saving people.
    (緊急救難隊員利用各種不同的方法來救人。)

單字小舖




  1. crunch n. 咬嚼聲
    crunchy a. 清脆的,酥脆的
     
  2. afloat a. 免於經濟困難的,免於負債的
     
  3. environmentally adv. 環境地
    environmentally friendly  對生態環境無害的,環保的
     
  4. deed n. 行為(可數)
     
  5. idiom n. 慣用語
     
  6. socially adv. 在社會上
     
  7. mob n. 暴民,暴徒
     
  8. earnings n. 收入(恆用複數,不可數)
     
  9. revenue n. 收益,營收(亦可作 revenues,均不可數)
     
  10. activism n. 行動主義
     
  11. means n. 方法,手段(單複數同形)
     
  12. appropriate a. 適當的,恰當的

中文翻譯


現今企業面臨許多挑戰。在經濟艱困的時期,他們必須保持財務運作順利,同時也要提供優質的服務和產品。此外,他們也要設法讓公司具有環保意識並走向國際。顯然地,要達成這些目標不是件簡單的事。這些正面的行為和環保意識的提升通常最不引人注意。解決這個問題的唯一方法看來似乎掌握在賣方手上。然而,Brent Schulkin 決定把決定權交給買家,並稱之為『胡蘿蔔暴民』。
  『胡蘿蔔暴民』這個詞源自於 carrot and stick(獎賞與懲罰)這個英文慣用語,並擷取其中正面的字眼(carrot),指的是當一家公司決定肩負更多社會責任時,就能得到一大群的買家以資獎勵。Schulkin 第一次的胡蘿蔔暴民活動於 2008 年在加州舊金山舉辦。他向當地 23 間店家下戰書,詢問有誰願意以環保概念改造自家的便利商店,並承諾會號召一大群『暴民』到改變最多的店家消費。允諾挪出最多營收比例來提升店面的商家就能贏得這次的暴民消費活動。願意挪出營收百分之二十二的贏家結果賺進 9,200 元美金、獲得了正面的肯定,以及一組節能的照明設備。

  Schulkin 指出在過去,人們拒絕購買或使用某家商店產品的聯合抵制方式能產生一些改變。他的胡蘿蔔暴民所使用的和聯合抵制恰巧相反,稱之為消費力量(buycott)。藉著消費者行動主義,胡蘿蔔暴民鼓勵商店聆聽自己的需求,並提供它們改變的方式。這個雙贏的局面能使消費者和商店雙方都得利。藉由正面行動在全世界創造正向改變的觀念看來再適當不過了。


答案: 1. (E) 2. (C) 3. (H) 4. (A) 5. (I) 6. (K) 7. (L) 8. (G) 9. (J) 10. (D)


引用自:長春藤英語  http://www.ivy.com.tw/


 


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