行业英语 学英语,练听力,上听力课堂! 注册 登录
> 行业英语 > 金融英语 > 金融时报原文阅读 >  第377课

中国广告的种族歧视

所属教程:金融时报原文阅读

浏览:

qinting

2020年08月01日

手机版
扫描二维码方便学习和分享

中国广告的种族歧视

一则中国的洗衣液广告,在西方媒体的转载之下,引发大量关于种族歧视的指控。制造商不得不改变几日前的说法,周六(5月28日)发表道歉声明。

测试中可能遇到的词汇和知识:

detergent 清洁剂;去垢剂[dɪ'tɜːdʒ(ə)nt]

withdraw 撤退;收回[wɪð'drɔː]

denounce 谴责;告发[dɪ'naʊns]

racism 种族歧视;人种偏见['reɪsɪz(ə)m]

discrimination 歧视;区别[dɪ,skrɪmɪ'neɪʃ(ə)n]

amplifying 放大的['æmpli,faiiŋ]

portrayal 描绘;画像[pɔː'treɪəl]

exploitative 剥削的;利用的[ɪk'splɒɪtətɪv]

beacon 灯塔['biːk(ə)n]

postcolonial 殖民地时期之后的[pəʊs(t)kə'ləʊnɪəl]

woo 求爱;恳求[wuː]

Jim Crow laws 《吉姆·克劳法》

《吉姆·克劳法》 泛指1876年至1965年间美国南部各州以及边境各州对有色人种实行种族隔离制度的法律。

阅读即将开始,建议您计算一下阅读整篇文章所用时间,并对照我们在文章最后给出的参考值来估算您的阅读速度。

Chinese company withdraws detergent advert after racism outcry (438words)

By Lucy Hornby in Beijing and agencies

* * *

A Chinese detergent maker has apologised and withdrawn an advertisement that went viral worldwide for all the wrong reasons.

Shanghai Leishang Comestics’ advert for Qiaobi detergent featured a young Chinese woman popping a paint-splattered African suitor into a washing machine. The machine whirrs away and, to her delight, he emerges as a Chinese man in a sparkling white T-shirt. Picked up by social media and the international press, the commercial was denounced for its casual racism.

In a statement over the weekend, Leishang said it took responsibility for the advert’s content, saying it it strongly shunned and condemned racial discrimination, although it blamed foreign media for amplifying the controversy over the commercial, which first appeared on Chinese social media in March.

“We express our apology for the harm caused to the African people because of the spread of the ad and the over-amplification by the media,” it said. “We sincerely hope the public and the media will not over-read it.”

A company employee known only as Mr Wang had previously told The Global Times, the Chinese newspaper, that the critics were “too sensitive,” and the issue of racial discrimination never came up during the production of the video.

The unwelcome publicity undermines China’s portrayal of itself as a benevolent partner for Africa, the Caribbean and the Middle East, free of the exploitative and racist legacy of the European colonial powers.

President Xi Jinping has relaunched a diplomatic initiative that recalls China’s role as a beacon for unaligned countries during the Cold War. Respooling this reading of China as an advocate for poorer countries and an alternative to the US comes after a decade of unprecedented outbound investment in resources and infrastructure.

In the 1950s and 1960s, Chinese diplomats led by former premier Zhou Enlai prided themselves on their ties to postcolonial states in Africa and the Middle East. In the same era, Jim Crow laws in the US barred dark-skinned diplomats from hotels and golf courses, tarnishing Washington’s efforts to woo newly independent states away from allying with the Soviet Union.

The advert was also criticised on Chinese social media after it came to the world’s attention. It was aired in China for several months without comment before being picked up by expats living in China.

Its music and sequences closely resemble an Italian detergent commercial broadcast about nine years ago, but which has a different twist. In the Italian version, a put-upon women doing the laundry late at night stuffs her gawky Italian boyfriend into the washing machine and is delighted when a muscular black man emerges. “Coloured is Better” reads the tagline for Coloreria detergent.

请根据你所读到的文章内容,完成以下自测题目:

1. Who showed up after the machine whirrs away in the advertisement?

a. an African man with clean clothes

b. a Chinese man with clean clothes

c. a muscular black man with clean clothes

d. a Chinese man with soiled clothes

 

2. Who were blamed by the detergent maker for amplifying the controversy over the commercial?

a. foreign media

b. Chinese social media

c. African people

d. the design company

 

3. What is the China’s role for unaligned countries during the Cold War?

a. sunshine

b. space center

c. Right-hand man

d. lighthouse

 

4. What is the significant difference between the advertisement and Italian version?

a. twist

b. music

c. sequences

d. production

 

[1] 答案b. a Chinese man with clean clothes

解释: 在洗衣机嗡嗡作响之后,洗衣机里钻出的这名追求者变成了一名身着白里透亮的T恤的中国男子。

[2] 答案a. foreign media

解释:该公司将对这则广告争议的放大归咎于外国媒体。这则广告是今年3月首次出现在中国社交媒体上的。

[3] 答案d. lighthouse

解释:中国在冷战期间扮演的不结盟国家灯塔角色。

[4] 答案a. twist

解释:该广告的背景音乐和内容编排与大约九年前的一则意大利洗衣液广告很相似,但两者的情节转折却不同。这则为Coloreria洗衣液所做广告的结束语是“有色的更棒”(Coloured is Better)。


内容来自 听力课堂网:/show-10253-475332-1.html
用手机学英语,请加听力课堂
微信公众号:tingclass123
用户搜索

疯狂英语 英语语法 新概念英语 走遍美国 四级听力 英语音标 英语入门 发音 美语 四级 新东方 七年级 赖世雄 zero是什么意思

  • 频道推荐
  • |
  • 全站推荐
  • 广播听力
  • |
  • 推荐下载
  • 网站推荐