The one questionable¹ 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 perfectly² decent lamp. Trashing it is an act of pure and conspicuous³ waste, which we are prodded⁴ 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 retailer⁵ 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 implemented⁶ 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。