The Advertising Industry is Responsible

Interviewer: Ponderosa Pine! How did you get that name?

Environmental Activist: I gave it to myself in 1972. I had moved back to California from New Mexico where I became really fond of that tree and then I learned it is the most susceptible of California trees to smog and that it was in trouble in large numbers up to six or eight thousand feet along the eastern ridges of the LA basin and also in trouble in the Sierras to the north so I thought by taking the name I might help represent the destiny of ponderosa pines in the human community and as a relatively high altitude tree flourishing more like at six or eight thousand feet although you do find them at lower altitudes … and … they have a serene quality, I think. I really enjoy being around them…

(the sound of a chainsaw)

Environmental Activist:You know the North American environmental movement began early in 1969 when seven of us down in Marin County, here in California, jumped in front of a truck carrying redwood corpses down a ridge, and we were arrested for doing that because we were blocking the thoroughfare or whatever they called it but it did stop the logging in that county. There hasn’t been a logging like that since. That was more than twenty years ago. I think we can do that here too. I think we are off to a good start with it here.

Interviewer: I think so too.

Environmental Activist: Alright.

Interviewer: You made an interesting statement. You used the word “corpses“.

Environmental Activist: Uh-huh. Uh-huh. Yeah that is how I think of them. And I think of newspapers as printed on tree flesh. That would be a more realistic way of looking at them than simply to use some abstract name like “paper” which doesn’t really tell you very much.

(the sound of North American shamanistic chanting)

Interviewer: I tell you more and more I see and hear people saying: “I am feeling bad about throwing so much paper away and carting it off to the landfill”

Environmental Activist:Yeah.

Interviewer: So unconsciously a lot of people feel the way you do. What can they do?

Environmental Activist:They could subscribe only to publications that do not contain ads because the advertising industry is responsible for probably eighty per cent of the squandering of tree flesh in print media …

Interviewer:Hmm.

Environmental Activist:..that is if there were no ads, the publications would be less than half of their current size and that would make a big difference. If you do an environmental impact analysis of the ad industry you see that they are disastrous not also for what they consume directly in the form of tree flesh ads but also the fact that the ads usually end up encouraging what used to be called “conspicuous consumption” or “excessive consumption”… consumption that might be computed as your share as one of several billion homo sapiens on the planet whose life support systems are very rapidly deteriorating.

Interviewer: Hm!

Environmental Activist: People have to realize how important human mood is right now. The human mood has become a tremendous environmental problem because especially in the industrial nations, the average person doesn’t feel good enough often enough to care enough about his or her future to be willing to go through the changes that are necessary now in order to have futures at all. If you get really serious about saving the fishes you have to get together with other people and it is my feeling that you have to engage in rather a lot of … and I stress the word “non-violent” civil disobedience but I think what is needed is that sort of thing on a Ghandian scale… Thousands of people gathering together at the most relevant locations to express themselves that way.

(the sound of political activists chanting)

Environmental Activist: The old civil rights movement used to have the motto: “one man one vote”. The update of that would be “one person one vote” but let’s broaden that out so it is like a vote for all of the individuals and all of the species and with that as a perspective let’s try to work out a survival strategy that doesn’t maximize the possibility of homo sapiens but in fact tries to make it possible for as many species as conceivable to remain with us on this planet.

(Singing)

Grammar – Language Analysis

Link to the Grammar page

You can do a grammar course for free. Do the “be aware” course.

Vocabulary

dead body – corpse

the advertising industry
the logging industry
the finance industry
the manufacturing industry
the food industry
the airline industry

Present Simple Tense

What can they do?

Expressing Agreement

I think so too.
Uh-huh.

Passive Voice

We were arrested.

Is passive voice difficult for you? Read more about it on this page: passive voice.

You can do a grammar course for free. Do the “be aware” course.

Relative Clauses

which doesn’t really tell you very much
whose life support systems are very rapidly deteriorating
where I became really fond of that tree
what is needed

You can do a grammar course for free. Do the “be aware” course.

Adverbial Phrases

especially in the industrial nations

Past Simple Tense

I gave it to myself.
It was in trouble.

Read more about this grammar point here!

Past Continuous Tense

We were blocking the thoroughfare.

Read more about this grammar point here!

Past Perfect Tense

I had moved back to California.

You can do a grammar course for free. Do the “be aware” course.

Conditionals

They would be less than half of their current size.
The update of that would be “one person one vote”.
That would be a more realistic way of looking at them.
That would make a big difference.

You can read more about conditionals in the lessons pages

You can do a grammar course for free. Do the “be aware” course.

Scales

a tremendous environmental problem
a huge environmental problem
a big environmental problem
a small environmental problem

their current size
their previous size

more than twenty years ago
about twenty years ago
less than twenty years ago

more than eighty per cent
probably eighty percent
perhaps eighty percent
less than eighty per cent

really fond
very fond
quite fond

the most susceptible
the least susceptible

You can do a grammar course for free. Do the “be aware” course.

Geographical Phrases

in the Sierras
from New Mexico
to California
on this planet
down in Marin County
along the eastern ridges of the LA basin

All of these places (except one) are in America.

Which one is not necessarily in the USA?

Are you interested in American history and culture?

Questions

What is your favourite tree?
Are there many trees near your house?
Is the area where you live being deforested?
Do you belong to an environmental group?
Have you ever protested against injustice?
Are you happy?

Writing Activity

Describe a tree near your house.

Speaking Activity

Discuss the problem of deforestation with a partner. Go to the language linkup page

You can do a grammar course for free. Do the “be aware” course.

You can talk about this topic in any language. Leave your email or skype contact details below or go to the Live Language Linkup page and leave them there.

World English Course

There are lots of things you can learn in the World English Course. There is a place where you can talk about work and there is also a place where you can find a job and a place where you can find staff. There is a place where you can have fun and there is a place where you can talk about food or family. There is also a place where you can talk about money or love or philosophy. You can study anything you want anytime you want. You can do it once a week or every day or any time you like. Have fun! Work hard! Tell your friends and family members! Enjoy!

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15 Responses to “The Advertising Industry is Responsible”

Read below or add a comment...

  1. maha says:

    we get beneft from you thankth alot

  2. turwidi buwang says:

    Yes, i think that trees ere able to absorb air pollution in around us, especially in city that are many vehicles and factories. So that, we must keep our forest and trees around us. ok

  3. turwidi buwang says:

    Yes, i think that trees ere able to absorb air pollution in around us, especially in city that are many vehicles and factories. So that, we must keep our forest and trees around us.

  4. ahmad says:

    But generally everyone still it wastefully

  5. Uujim says:

    I know that trees are the most important for our life and our healthy so our future.

  6. Shireen says:

    Dears Mark and Aaron
    Hello,

    Thanks for sending such infomative lesson to us. it gave information about the importance of trees, environmen, and when North American environmental movement began. One thing I suggest to you that pleas speak slowely, In this lesson your were speaking so fastely, that some time I could not cauched words. As you know English is not our native language.
    I hope you will send more lesson to improve my english and inceease my knowedge.
    All the Best
    Chee.
    Shireen

  7. agt. says:

    Besides the trees are beautiful, they help to keep the balance of the environment as well as to give us different kinds of food.
    Thank you very much.

  8. mohamed anwar hassan says:

    Dears Mark and Aaron
    Hi,
    The trees are very important in the world , because the the trees are very useful , we can use the wood of trees in many industries such as :
    – The advertising industry.
    -The logging industry
    -The finance industry .
    -The manufacturing industry.
    – the food industry.
    -The airlines industry
    beside to protect the people from the heated sun rays.
    your sincere
    mohamed anwar hassan
    17-11-2011

  9. saeed says:

    Hi guy’s , please help me.
    i bought the Mr. Aj CD’s
    & i Dont know for start the teach , whitch lesson of precedence ?

    thank you.

  10. IWAN says:

    VERY NICE..I LOVE IT
    DON’T FORGET TO SEND ME MORE
    THANK YOU VERY MUCH

  11. IWAN says:

    VGET ERY NICE..I LOVE IT..
    DON’T FORGET TO SEND ME MORE…
    THANKS VERY MUCH

  12. Abrham Azra says:

    Alen, I would like to know I was request because I’am facing a lot problem with
    cridet cart , also thay not gave the money which you back because I don’t get
    your amial.however I’am so sorrey.
    I have to A great day .
    Abrham Azra

  13. Abrham Azra says:

    Hi,A.J.H
    This is wonderful program.and I hope don’t forget me to teturn me to
    VIP member and I thank you so mach.
    Abrham Azra

  14. Nguy?n Hông Quy says:

    ^^ I like moto but i hate it ’cause many moto in mycountry, and broken(^@)

  15. Anton says:

    This is just great to learn on lexical categories, speech parts, and so on and so on, including listening with clear pronunciation.

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