In an effort to encourage ecologically sustainable forestry practices, an international organization started issuing certifications to wood companies that meet high ecological standards by conserving resources and recycling materials. Companies that receive this certification can attract customers by advertising their products as ecocertified. Around the world, many wood companies have adopted new, ecologically friendly practices in order to receive ecocertification. However, it is unlikely that wood companies in the United States will do the same, for several reasons. First, American consumers are exposed toso much advertising that they would not value or even pay attention to the ecocertification label. Because so many mediocre products are labeled 'new" or improved,'' American consumers do not place much trust in advertising claims in general. Second, ecocertified wood will be more expensive than uncertified wood because in order to earn ecocertification, a wood company must pay to have its business examined by a certification agency. This additional cost gets passed on to consumers-American consumers tend to be strongly motivated by price, and therefore they are likely to choose cheaper uncertified wood products. Accordingly, American wood companies will prefer to keep their prices low rather than obtain ecocertification. Third, although some people claim that it always makes good business sense for American companies to keep up with the developments in the rest of the world, this argument is not convincing. Pursuing certification would make sense for American wood companies only if they marketed most of their products abroad. But that is not the case,American wood businesses sell most of their products in the United States, catering to a very large customer base that is satisfied with the merchandise.
The lecture and the passage offer the contrast opinions concerning about the ecocertification. The lecturer argues that wood companies in America will adopt ecologically friendly practices like companies around the world for three main reasons.
First of all, the lecturer says that American consumers will not treat advertisements about the ecocertification label as the other ones. He says that consumers respond positively to the label from the certification agency.
Secondly, the lecturer points out that the research found that consumers will take price into account only when the price of certified wood is extremely higher (more than 5%) than the uncertified one. Besides, he states that nowadays American are becoming more and more concerned about the environmental protection.
Finally, wood companies will pay attention to receiving the ecocertification label in order to stand out the competition against foreign wood companies which have the ecocertification labels. According to the passage, domestic wood company will not do so only when they want to export their products.
In a nutshell, the lecturer believes that America wood company will strive to receive the ecocertification label.
Transition Words or Phrases used:
besides, finally, first, if, second, secondly, so, first of all
Attributes: Values AverageValues Percentages(Values/AverageValues)% => Comments
Performance on Part of Speech:
To be verbs : 2.0 10.4613686534 19% => More to be verbs wanted.
Auxiliary verbs: 6.0 5.04856512141 119% => OK
Conjunction : 2.0 7.30242825607 27% => More conjunction wanted.
Relative clauses : 10.0 12.0772626932 83% => OK
Pronoun: 11.0 22.412803532 49% => OK
Preposition: 22.0 30.3222958057 73% => OK
Nominalization: 9.0 5.01324503311 180% => OK
Performance on vocabulary words:
No of characters: 1027.0 1373.03311258 75% => OK
No of words: 181.0 270.72406181 67% => More content wanted.
Chars per words: 5.67403314917 5.08290768461 112% => OK
Fourth root words length: 3.66791821706 4.04702891845 91% => OK
Word Length SD: 3.16288571347 2.5805825403 123% => OK
Unique words: 107.0 145.348785872 74% => More unique words wanted.
Unique words percentage: 0.591160220994 0.540411800872 109% => OK
syllable_count: 325.8 419.366225166 78% => OK
avg_syllables_per_word: 1.8 1.55342163355 116% => OK
A sentence (or a clause, phrase) starts by:
Pronoun: 2.0 3.25607064018 61% => OK
Article: 5.0 8.23620309051 61% => OK
Subordination: 0.0 1.25165562914 0% => More adverbial clause wanted.
Conjunction: 0.0 1.51434878587 0% => OK
Preposition: 2.0 2.5761589404 78% => OK
Performance on sentences:
How many sentences: 9.0 13.0662251656 69% => Need more sentences. Double check the format of sentences, make sure there is a space between two sentences, or have enough periods. And also check the lengths of sentences, maybe they are too long.
Sentence length: 20.0 21.2450331126 94% => OK
Sentence length SD: 38.1005816358 49.2860985944 77% => OK
Chars per sentence: 114.111111111 110.228320801 104% => OK
Words per sentence: 20.1111111111 21.698381199 93% => OK
Discourse Markers: 7.0 7.06452816374 99% => OK
Paragraphs: 5.0 4.09492273731 122% => OK
Language errors: 0.0 4.19205298013 0% => OK
Sentences with positive sentiment : 3.0 4.33554083885 69% => OK
Sentences with negative sentiment : 2.0 4.45695364238 45% => More negative sentences wanted.
Sentences with neutral sentiment: 4.0 4.27373068433 94% => OK
What are sentences with positive/Negative/neutral sentiment?
Coherence and Cohesion:
Essay topic to essay body coherence: 0.126859447762 0.272083759551 47% => OK
Sentence topic coherence: 0.0555288319449 0.0996497079465 56% => OK
Sentence topic coherence SD: 0.0569307079459 0.0662205650399 86% => OK
Paragraph topic coherence: 0.0765538569504 0.162205337803 47% => OK
Paragraph topic coherence SD: 0.0521868254294 0.0443174109184 118% => OK
Essay readability:
automated_readability_index: 15.3 13.3589403974 115% => OK
flesch_reading_ease: 34.26 53.8541721854 64% => OK
smog_index: 8.8 5.55761589404 158% => OK
flesch_kincaid_grade: 13.5 11.0289183223 122% => OK
coleman_liau_index: 15.61 12.2367328918 128% => OK
dale_chall_readability_score: 8.73 8.42419426049 104% => OK
difficult_words: 47.0 63.6247240618 74% => More difficult words wanted.
linsear_write_formula: 12.0 10.7273730684 112% => OK
gunning_fog: 10.0 10.498013245 95% => OK
text_standard: 9.0 11.2008830022 80% => OK
What are above readability scores?
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Rates: 76.6666666667 out of 100
Scores by essay e-grader: 23.0 Out of 30
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Note: the e-grader does NOT examine the meaning of words and ideas. VIP users will receive further evaluations by advanced module of e-grader and human graders.