宜家广告又火了,这个打脸广告居然让我看哭大纲

The one questionable element of the ad is the amount of attention focused on the red lamp being discarded. The lamp works just fine and looks like a perfectly decent lamp. Trashing it is an act of pure and conspicuous waste, which we are prodded to laugh off as we embrace the idea that waste is not just OK but flat-out cool if the new thing is "better." Period.

这个广告很受争议的一点是大家对那个台灯给予的关注。这个台灯的运作完全良好，怎么看都是一个很好的台灯。把它扔掉纯属浪费，而且这种行为有点可疑；品牌方希望让我们认为浪费不光没问题，而且还很酷、是一件可疑一笑置之的事情。

Many of you feel bad for this lamp. That is because you're crazy. It has no feelings! And the new one is much better.

你们中的不少人可能都为这个台灯感到难过，这是因为你们脑子有问题。它是没有感情的！而且新东西比旧东西好太多了。

The retailer now sees an untapped opportunity in consumers' growing willingness to reuse products.

这个零售品牌现在发现人们重复使用产品的意愿正在变高，而他们在这里面发现了还未下手的商机。

It is also exploring a buy-back program that has been implemented in 14 other countries, allowing people to exchange lightly used items for IKEA gift cards; the company will either recycle many of the item’s materials or sell it to someone else.

他们现在还在实验一种回购活动，并且已经在另外14个国家推行了；这个活动让顾客可以用略微使用过的旧物来兑换宜家的礼品卡。宜家之后会回收这些旧物的原材料，或者直接把旧物卖出去。