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Would you believe that the average person sees nearly 3,000 ads every day? That seems unbelievable, but advertising has become so common that ads are virtually everywhere we look. Furthermore, most advertisements today don't seem like advertising. Newspaper and television are no longer the only way for companies to reach their target audience. Today, advertisers are far more subtle in their selling.
Take a look: your clothes may have a brand name or logo on them. Many designer brands like Gucci and Louise Vuitton display their logo prominently on their clothes and bags. Branding is also very important for big sports companies and professional sports teams. For example, Nike has spent hundreds of millions of dollars creating and prompting their instantly recognisable "swoosh" logo.
Your favourite forms of entertainment are also filled with ads. Companies actively seek to sponsor concerts and TV shows: for example, the Coca-Cola company has sponsored American Idol, one of the most popular shows on American television, since its first season. Similarly, many sports tournaments would be impossible to hold if not for money given by sponsors, who want their ads clearly visible in stadiums. In movies, you'll see characters driving a particular brand of car, or eating a popular snack, because companies pay for their products to be there. In the James bond film casino royale, car manufacturer ford paid about $22 million for James bond to drive one of its cars—for noly there minutes!
The problem for advertisers is that people have learned to ignore traditional advertising, such as TV ads and billboards. Advertisers must find new ways to get the public to notice them—and continue them. The key word now is "engagement": companies are trying to create deeper, more interactive experiences, which could be anything from contests to parties to charity runs, and link the experience with the brand.
Companies have starting using the internet to reach a wider audience. For example, brand websites can be accessed by anyone, anywhere. Advertisers are using social networking sites like Facebook to post videos and entertaining stories that feature the company's products. Their goal is for people to share these posts with their friends, and eventually reach millions of people. The energy drink company red bull has been very successful in creating online content that viewers respond to. By sponsoring and making short films focused on extreme sports like skateboarding and surfing, red bull has attracted more than hundreds of millions of views on its YouTube channel.
Advertisers are finding new and different ways to grab our attention. As a results, ads are getting more creative. Instead of telling us what is so special about a product, advertisers are making products part of our lives.
您是否相信普通人每天會看到近3,000個廣告？ 這似乎令人難以置信，但廣告變得如此普遍，以至於廣告幾乎無處不在。 此外，今天的大多數廣告似乎都不像廣告。 報紙和電視不再是公司接觸目標受眾的唯一途徑。 如今，廣告客戶的銷售更加微妙。
 看一看：您的衣服上可能有品牌名稱或徽標。 許多設計師品牌如Gucci和Louise Vuitton在他們的衣服和包包上突出顯示他們的標誌。 品牌對於大型體育公司和專業運動隊來說也非常重要。 例如，耐克花了數億美元創造並提示他們即刻可識別的“旋風”標誌。
 您最喜歡的娛樂形式也充滿了廣告。 公司積極尋求贊助音樂會和電視節目：例如，可口可樂公司贊助了美國偶像，這是美國電視台自第一季以來最受歡迎的節目之一。 同樣，如果沒有贊助商希望他們的廣告在體育場內清晰可見，許多體育比賽將無法舉行。 在電影中，你會看到角色駕駛一個特定品牌的汽車，或吃一個受歡迎的小吃，因為公司支付他們的產品在那裡。 在詹姆斯債券電影賭場royale，汽車製造商福特為詹姆斯邦德支付約2200萬美元用於駕駛其中一輛汽車 - 僅僅在那裡幾分鐘！
 廣告商面臨的問題是人們已經學會忽視傳統廣告，例如電視廣告和廣告牌。 廣告商必須找到新方法讓公眾注意到它們並繼續它們。 現在關鍵詞是“參與”：公司正在努力創造更深入，更具互動性的體驗，這些體驗可以是從競賽到聚會到慈善活動，也可以將體驗與品牌聯繫起來。
 公司已經開始使用互聯網來覆蓋更廣泛的受眾。 例如，任何人都可以在任何地方訪問品牌網站。 廣告商正在使用像Facebook這樣的社交網站發布視頻和娛樂故事，這些都是該公司產品的特色。 他們的目標是讓人們與朋友分享這些帖子，並最終覆蓋數百萬人。 能源飲料公司Red bull在創建觀眾回應的在線內容方面非常成功。 通過贊助和製作專注於滑板和衝浪等極限運動的短片，紅牛在其YouTube頻道上吸引了超過數億的觀看次數。
 廣告商正在尋找新的和不同的方式來吸引我們的注意力。 結果，廣告變得更有創意。 廣告商不是告訴我們產品的特殊之處，而是將產品作為我們生活的一部分。

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Human have traditionally been omnivores, with a diet of both meat and vegetables. But lately it seems we've become a society of meat eaters. According to the United Nation's food and agriculture organization (FAO), global demand for meat has increased over 500 percent in the past 50 years. Two things explain this: the Earth's population is rising rapidly, and people with higher incomes tend to consume more meat. With the population expected to reach nine billion people around 2050, and with developing countries getting richer, this trend won't stop any time soon.
If meat production rises to match demand, the consequences could be devastating for the planet. Thirty percent of Earth's entire land surface—a massive 70 percent of all land available for agricultural use—is used for raising livestock. And more land is required each year as farmers struggle to meet the rising demand, which comes at the cost of rain forests and other valuable land. Reports by FAO show that meat production is responsible for 70 percent of the Amazon deforestation in South America. Large factory farms are also big consumers of energy and cause a lot of pollution. It's clear that our hungry for meat, and the way we produce it, is not sustainable in the long run.
Fortunately, food scientist have been anticipating this need for change. They are working on some interesting alternatives to current methods of meat production. A group of Dutch scientists are engineering meats that can be grown in laboratories. This involves using cells taken from cows to grow "muscle" that can be mixed with other things to make beef. They say that this process could reduce the amount of energy and land needed to raise cattle by about 40 percent. Other scientists from the United States and China are working to create "meaty" flavors from mushrooms, which could be used to flavor foods. They feel people can detect chemical flavors, and that natural flavors are better for the body.
For now, lab-grown meat is not a threat to traditional farming. Although scientists say that their beef could be ready for testing (and eating) soon, large-scale manufacturing won't be possible for another ten years. It's far too expensive to develop in large quantities—the Dutch team will spend over $200,000 making enough meat for one burger—and not everyone will be keen on the idea of eating lab-grown meat. While the general public isn't quite ready to accept "fake" meat, the day will come when we may not have a choice.
人類傳統上是雜食動物，同時兼顧肉類和蔬菜。但最近似乎我們已成為肉食者的社會。據聯合國糧食和農業組織（FAO）稱，過去50年來全球肉類需求增長了500％以上。有兩點可以解釋這一點：地球人口迅速增長，收入較高的人往往會消耗更多肉類。預計到2050年左右人口將達到90億，而且隨著發展中國家越來越富裕，這一趨勢不會很快停止。
如果肉類產量增加以滿足需求，後果可能對地球造成破壞性影響。地球上30％的陸地表面 - 佔農業用地的70％ - 用於養殖牲畜。每年都需要更多的土地，因為農民正在努力滿足不斷增長的需求，這需要以雨林和其他寶貴土地為代價。糧農組織的報告顯示，南美洲亞馬遜森林砍伐的70％是肉類生產的原因。大型工廠化農場也是能源的大消費者，並造成大量污染。很明顯，從長遠來看，我們對肉類的渴望以及我們生產它的方式是不可持續的。
幸運的是，食品科學家一直在期待這種改變的必要性。他們正在研究目前肉類生產方法的一些有趣的替代品。一群荷蘭科學家正在設計可以在實驗室種植的肉類。這涉及使用從奶牛中取出的細胞來生長“肌肉”，可以與其他東西混合製作牛肉。他們說，這個過程可以將養牛所需的能量和土地減少約40％。來自美國和中國的其他科學家正致力於用蘑菇製作“多肉”口味，可用於調味食品。他們覺得人們可以檢測出化學風味，天然的味道對身體更有益。
目前，實驗室種植的肉類不會對傳統農業構成威脅。雖然科學家們說他們的牛肉很快就可以進行測試（和吃）了，但是再過十年就不可能進行大規模的生產。大量開發太貴了 - 荷蘭團隊將花費超過20萬美元為一個漢堡製作足夠的肉 - 並不是每個人都會熱衷於吃實驗室生長的肉。雖然普通公眾還沒有準備好接受“假”肉，但是當我們可能沒有選擇時，這一天將到來。

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We are a planet of seven billion people, and this number is growing by about 370,000 people every day. This is putting a huge strain on the planet's natural resources. For many governments and environmental organizations, the race is on to drastically reduce our consumption of resources before they run out.
Water is one of our most precious resources. Our quality of life, as well as life itself, depends on the availability of clean, fresh water. It is the most widely used resource in industry, and plays a major role in energy production. Although 70 percent of the world is covered in water, only 2.5 percent of that is fresh water, and less than one percent of that fresh water is readily available to us. Yet we often overestimate how much water we have, and reduce it further through pollution or inefficient use.
Some 92 percent of all fresh water used annually is dedicated to growing plants and raising animals for food. This means that if water runs out, our food supply might follow. In India, it is estimated that future water shortages could reduce grain harvests by 25 percent. In a country where the population exceeds 1.2 billion people and is growing rapidly every year, this is a huge concern. India, like many developing countries, is already struggling to provide for its population. While most people in developed countries can get water at the turn of a tap, nearly four billion people elsewhere lack access to safe water, according to a 2012 United Nation's world water development report.
Rain forests are another endangered resource. They once covered 14 percent of the Earth's land surface, but this has shrunk to only six percent. Every second, an area of rain forest the size of a football field is destroyed—at this rate, rain forests will disappear completely in less than 40 years. All rain forests are important, but it would be a disaster if the Amazon rain forest was gone. Often called the "lungs of the planet," the Amazon stretches across a large portion of South America. It is so big that it produces 20 percent of the Earth's oxygen, and is home to more than half of the world's estimated ten million species of plants and animals.
Governments around the world have laws to help protect and conserve these precious resources. But, no matter how many rules there are, it is ultimately individuals who must help the planet to sustain itself. Changing our lifestyle and limiting our use of natural resources is the only way to ensure a better future for our children, and our children's children.
我們是一個擁有70億人口的星球，這個數字每天增加約370,000人。這給地球的自然資源帶來了巨大的壓力。對於許多政府和環保組織來說，競爭正在逐漸減少我們的資源消耗，然後才能用完。
水是我們最寶貴的資源之一。我們的生活質量和生活本身取決於清潔淡水的可用性。它是工業中使用最廣泛的資源，在能源生產中發揮著重要作用。雖然世界上70％的水都被水覆蓋，但其中只有2.5％是淡水，不到百分之一的淡水可供我們使用。然而，我們經常高估我們擁有多少水，並通過污染或低效使用來進一步減少水量。
每年使用的淡水中約有92％用於種植植物和飼養動物作為食物。這意味著如果水耗盡，我們的食物供應可能會隨之而來。在印度，估計未來的水資源短缺可能會使糧食減產25％。在一個人口超過12億人口並且每年都在迅速增長的國家，這是一個巨大的問題。與許多發展中國家一樣，印度已經在努力為其人口提供資金。根據2012年聯合國的世界水資源開發報告，雖然發達國家的大多數人都可以在水龍頭下水，但其他地方近40億人無法獲得安全用水。
雨林是另一種瀕臨滅絕的資源。他們曾經覆蓋了地球14％的陸地面積，但這個數量已經縮減到只有6％。每一秒鐘，一片足球場大小的雨林被毀壞 - 按照這個速度，雨林將在不到40年的時間裡完全消失。所有雨林都很重要，但如果亞馬遜雨林消失，這將是一場災難。亞馬遜通常被稱為“地球的肺部”，橫跨南美洲的大部分地區。它是如此之大，以至於它產生了20％的地球氧氣，並且是全世界估計的千萬種植物和動物的一半以上的家園。
世界各國政府都有法律來幫助保護和保護這些寶貴的資源。但是，無論有多少規則，最終都必須幫助地球維持自身。改變我們的生活方式和限制我們對自然資源的使用是確保我們的孩子和孩子的孩子擁有更美好未來的唯一途徑。