近日，百事可樂(lè)最新拍攝的一條廣告引發(fā)爭(zhēng)議。廣告中，在一場(chǎng)街頭抗?fàn)幀F(xiàn)場(chǎng)，一名白人女孩加入游行隊(duì)伍，并走出人群，靠近防暴警察，將一瓶百事可樂(lè)遞到防暴警察手中，對(duì)方順手接過(guò)，拉開(kāi)罐頭喝了起來(lái)。這一行為被描述成某種勝利與和解，運(yùn)動(dòng)現(xiàn)場(chǎng)頓時(shí)一片歡呼。人們強(qiáng)烈質(zhì)疑視頻模仿了一次著名的黑人平權(quán)運(yùn)動(dòng)現(xiàn)場(chǎng)，盡管廣告是在支持權(quán)利運(yùn)動(dòng)，但拍得太戲謔了。

Pepsi apologised and pulled the ad after accusations. But it wasn't the only company copping flak for poor creativity.
隨后，百事可樂(lè)對(duì)此道歉，并撤銷了該廣告。但是，它并不是唯一一家因創(chuàng)造力匱乏而招致譴責(zé)的公司。

German skincare brand Nivea also said sorry over its "white is purity" deodorant advert that was deemed discriminatory and racially insensitive.
德國(guó)護(hù)膚品牌妮維雅也為其口號(hào)為“白色才純凈”的除臭劑廣告而道歉。人們認(rèn)為這則廣告具有歧視意味，種族意識(shí)淡漠。

Meanwhile, in the UK, the Co-op supermarket was accused of "outrageous sexism" in an advert for chocolate Easter eggs that encouraged parents to "treat your daughter for doing the washing up", while Cadbury was criticised after dropping the word "Easter" from its egg hunts.
同時(shí)，英國(guó)Co-op超市被指責(zé)其一則廣告“嚴(yán)重性別歧視”。這則推銷復(fù)活節(jié)巧克力蛋的廣告鼓勵(lì)家長(zhǎng)們“如果你的女兒洗衣服了，就獎(jiǎng)勵(lì)她復(fù)活節(jié)巧克力蛋吧”，而吉百利因?yàn)榘选皬?fù)活節(jié)”從“復(fù)活節(jié)尋蛋”中剔除，也遭到了批評(píng)。

These campaigns have now taken their place in the pantheon of bad advertising. Here are a few more picks from recent memory.
所有這些都已經(jīng)在廣告敗筆的行列中名垂青史。以下是近期其他一些犯過(guò)類似錯(cuò)誤的廣告。

Snickers
士力架

Here's another one that left a sour taste. The Snickers TV advert featuring Mr T as BA Baracus from The A-Team was pulled after it was accused of being insulting to gay men.
這又是一則讓人惡寒的廣告。士力架的一則電視廣告由T先生扮演《天龍?zhí)毓リ?duì)》中的B.A.?巴拉克斯，在被批評(píng)侮辱男性同性戀后，這則廣告也被撤掉。

Mr T is shown firing Snickers chocolate bars at a man who's speed walking in tight yellow shorts, while yelling, "You are a disgrace to the man race. It's time to run like a real man."
廣告中，T先生在向一個(gè)身穿黃色緊身短褲、正在快走的男人狂扔士力架巧克力棒，并且喊道：“你真是男人的恥辱。是時(shí)候像個(gè)真正的男人那樣奔跑了?！?/p>

Confectionery giant Mars, which owns Snickers, released a statement saying the advert was intended to be funny but that "humour is highly subjective".
士力架的母公司、甜品巨頭瑪爾斯發(fā)表聲明稱，這則廣告本意是想幽默一下，但“幽默是非常因人而異的”

Dunkin' Donuts
唐恩都樂(lè)

In the US and most of the West, this poster would have caused outrage and accusations of racism.
在美國(guó)和大多數(shù)西方國(guó)家，這張海報(bào)必然會(huì)引起憤怒和對(duì)種族歧歧視的譴責(zé)。

But in Thailand, an image of a woman in blackface and bright pink lipstick to promote a new "charcoal donut" wasn't deemed a big deal.
然而在泰國(guó)，用扮作黑人、抹著明粉色口紅的女性來(lái)推銷新款“炭燒甜甜圈”并不是什么大事。

The chief executive of the Thai franchise - whose daughter was the model - reportedly said at the time: "I don't get it. What's the big fuss? What if the product was white and I painted someone white, would that be racist?" But a spokesman for Dunkin' Brands apologised.
據(jù)報(bào)道，泰國(guó)連鎖店的首席執(zhí)行官（他女兒是海報(bào)中的模特）當(dāng)時(shí)稱：“我沒(méi)弄明白，為什么要小題大做？如果產(chǎn)品是白色的，那么我將模特的臉涂白，這還是種族歧視么？”但唐恩都樂(lè)的某位發(fā)言人仍然為此道了歉。

The use of blackface - which historically was used by non-black performers to represent a black person - is still used in some Asian countries. Last year, a company in China used it to promote a laundry detergent.
過(guò)去，非黑人表演者曾把臉涂黑以扮作黑人，這種方法在一些亞洲國(guó)家仍然沿用。去年，中國(guó)的一家企業(yè)曾用它來(lái)推銷一款洗衣液。

中國(guó)一家化妝品有限公司去年發(fā)布的一則視頻廣告涉嫌種族歧視，之后發(fā)表聲明道歉。

視頻中，一名穿著臟衣服、臉上有污漬的黑人男子朝一名年輕的中國(guó)女子吹口哨并拋媚眼，這位中國(guó)女子把黑人男子叫過(guò)來(lái)，往他嘴里放了一顆洗衣溶珠，然后把他塞進(jìn)洗衣機(jī)里。

過(guò)了一會(huì)兒，一名穿著干凈衣服的亞洲男子從洗衣機(jī)里出現(xiàn)，然后該女子笑了。

Ford India
印度福特

The US carmaker was forced to issue an apology over a poster that featured three gagged and bound women in the boot of a car.
這家美國(guó)汽車制造商被迫為一張海報(bào)發(fā)表道歉聲明。海報(bào)中三名女性嘴被堵住，手腳被捆綁著放在后備箱中。

It also showed former Italian Prime Minister Silvio Berlusconi in the driver's seat grinning and flashing the peace sign.
海報(bào)中，意大利前總理貝盧斯科尼坐在駕駛位置上咧著嘴笑，還比出剪刀手的姿勢(shì)。

The advert for Ford's new Fido hatchback was posted online soon after India passed a new law on violence against women following a fatal gang rape.
福特這款新型Fido轎車廣告在網(wǎng)上發(fā)布后沒(méi)多久，印度通過(guò)一項(xiàng)抵制對(duì)女性施暴的新法律，意在針對(duì)此前發(fā)生的一起輪奸致死案。

Singapore's 'own goal'
新加坡的“烏龍球”

This anti-gambling advert deserves to be ranked in the Hall of Fame (or shame) for the amount of jokes it generated.
這則反賭的廣告鬧出的笑話可以在名人堂里（或“糗人堂”里）榜上有名了。

It was released to coincide with the 2014 World Cup and featured a boy complaining to friends that his dad had bet his life savings on Germany winning. The trouble is... Germany won.
這則廣告發(fā)布時(shí)恰逢2014年世界杯，廣告中一個(gè)男孩向伙伴們抱怨，他爸爸用整整一生的積蓄來(lái)賭德國(guó)隊(duì)贏。但問(wèn)題是......那年德國(guó)隊(duì)真的贏了。

Singapore officials updated the ad but not before it got lampooned around the world.
新加坡官員們隨后更換了這則廣告，但在此之前，廣告還是遭到了世界各地人們的嘲諷。

French faux pas
法國(guó)人的失態(tài)

It takes quite a lot to shock in France, a country many consider to be one of the most liberal in Europe.
想要在法國(guó)引起軒然大波可并不容易，畢竟，在許多人眼里，這是歐洲最自由開(kāi)放的國(guó)家之一。

But a 2010 anti-smoking advertisement featuring teenagers and sex innuendos did just that, with one minister calling it an "outrage to decency".
但2010年一則反對(duì)吸煙的廣告還是成功吸引了注意。廣告中有許多青少年出鏡，并含有性暗示，一位部長(zhǎng)稱其“有傷風(fēng)化”。

Critics said the highly suggestive pictures trivialised the sexual abuse of minors.
批評(píng)家稱，這些極具暗示性的畫面淡化了對(duì)未成年人性侵的危害。

Thankfully we've since moved on to pictures of diseased organs to put people off smoking instead.
幸好，從那時(shí)起我們已經(jīng)改用器官病變的圖片來(lái)勸說(shuō)人們禁煙了。

Bloomingdale's
布魯明黛

There wasn't any cheering when the US department store Bloomingdale's released its Christmas catalogue two years ago.
兩年前，美國(guó)百貨商店布魯明黛發(fā)布其圣誕產(chǎn)品時(shí)，并沒(méi)有受到什么好評(píng)。

The photo of an attractive, well-dressed woman being eyeballed by an unsmiling man looked innocent enough...
照片上一個(gè)表情嚴(yán)肅、看起來(lái)十分無(wú)辜的男人直勾勾地盯著一位富有魅力、穿著得體的女士......

Until you read the creepy caption that said "spike your best friend's eggnog when they're not looking".
然后你就看到了一行讓人毛骨悚然的字幕：“趁你的好朋友沒(méi)注意，為她加點(diǎn)蛋酒吧”。

The online backlash was swift with many interpreting it as supporting date rape. Bloomingdale's admitted the ad was "in poor taste".
廣告立刻在網(wǎng)上招來(lái)譴責(zé)，許多人認(rèn)為這是在支持約會(huì)強(qiáng)奸。布魯明黛也承認(rèn)這則廣告“品味低俗”。

英文來(lái)源：BBC
翻譯：趙若嬋（中國(guó)日?qǐng)?bào)網(wǎng)愛(ài)新聞iNews譯者）
編審：yaning