宜家廣告又火了,這個打臉廣告居然讓我看哭大綱

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.

這個廣告很受爭議的一點是大家對那個檯燈給予的關注。這個檯燈的運作完全良好，怎麼看都是一個很好的檯燈。把它扔掉純屬浪費，而且這種行爲有點可疑；品牌方希望讓我們認爲浪費不光沒問題，而且還很酷、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.

你們中的不少人可能都爲這個檯燈感到難過，這是因爲你們腦子有問題。它是沒有感情的！而且新東西比舊東西好太多了。

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

這個零售品牌現在發現人們重複使用產品的意願正在變高，而他們在這裏面發現了還未下手的商機。

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.

他們現在還在實驗一種回購活動，並且已經在另外14個國家推行了；這個活動讓顧客可以用略微使用過的舊物來兌換宜家的禮品卡。宜家之後會回收這些舊物的原材料，或者直接把舊物賣出去。