奧迪“不尊重人的”廣告在華引發(fā)強(qiáng)烈不滿
奧迪(Audi)一則將女性比作二手車的新廣告在中國各地引發(fā)強(qiáng)烈不滿，這是這家德國車企在中國市場犯下的一個明顯失誤。奧迪的銷售收入現(xiàn)在嚴(yán)重依賴中國市場。
The ad, which debuted this week online and in movie theatres, has been slammed as “disturbing and disrespectful” by the People’s Daily, the mouthpiece of China’s ruling Communist party.
這則廣告是本周在網(wǎng)上和電影院里亮相的。中國執(zhí)政的共產(chǎn)黨的機(jī)關(guān)報《人民日報》(the People’s Daily)批評這則廣告“令人不快、不尊重人”。
Evidently intended as a good-natured poke at stereotypically obnoxious mothers-in-law, the ad, for a website selling “Audi-approved” second-hand cars, opens on an outdoor wedding scene as the bride and groom say their vows.
這則廣告是為了宣傳一個銷售“奧迪官方認(rèn)證”二手車的網(wǎng)站，明顯意在善意地諷刺一下帶有成見、令人討厭的婆婆。廣告開頭是一幕戶外婚禮場景，新郎新娘正在念他們的誓詞。
Suddenly, the groom’s mother storms into the ceremony and proceeds to poke and prod the bride, even yanking open her jaw to check her teeth. As everyone present looks on aghast, the groom’s mother triumphantly gives the “OK” sign as she walks back to her seat.
突然，新郎的母親沖入儀式現(xiàn)場，對新娘這撥撥那捅捅，甚至拽開她的下顎檢查她牙齒。當(dāng)在場所有人都一臉驚愕時，新郎的母親走回座位，滿意地擺出一個“OK”的手勢。
The scene is followed by a clip of red Audi sedan driving away, accompanied by a male voiceover saying that “important decisions must be made carefully” and that “only with an official certification can you relax”.
這一幕之后，畫面上出現(xiàn)一輛行駛中的紅色奧迪轎車，配以一名男性的畫外音，稱“重要決定必須謹(jǐn)慎”，以及“官方認(rèn)證才放心”。
Chinese social media sites lit up with outrage over the “sexism” in the ad, and many users threatened boycotts.
廣告中的“性別歧視”在中國社交媒體網(wǎng)站上引發(fā)眾怒，許多用戶威脅要進(jìn)行抵制。
“Is this what a big corporate’s core values are like?” said Weibo user @Lanv. “Objectifying women . . . cheap” said Weibo user @52Hz deqiutu.
微博用戶“辣女”表示：“一個大企業(yè)的價值觀和內(nèi)涵就是這樣的嗎?”微博用戶“52Hz的囚徒”表示：“物化女性吧，確實(shí)挺下作的。”
Audi said it was investigating the ad, and that marketing decisions were made by its local joint venture in China.
奧迪表示它正在調(diào)查這則廣告，并稱這些營銷決定是由其在華合資企業(yè)作出的。
China is the world’s largest car market, having overtaken the US in 2009, and a major source of revenues for premium brands. Audi last year sold 591,000 cars on the mainland — 31 per cent of its global sales.
中國于2009年超越美國成為全球最大汽車市場，它也是高端品牌的主要收入來源之一。去年，奧迪在中國內(nèi)地售出59.1萬輛汽車，占其全球銷量的31%。
The German carmaker is especially dependent on China for earnings. It does not break out its mainland revenues and profits but an analysis by Evercore concluded that Audi made 56 per cent of its global profits before taxes last year in China, from the sale of cars both locally produced and imported as well as selling parts and collecting royalties.
這家德國車企在盈利上尤為依賴中國。雖然奧迪未單獨(dú)列出其在中國內(nèi)地的收入和利潤，但Evercore的分析師推定，奧迪去年全球稅前利潤的56%由中國貢獻(xiàn)，這來自中國當(dāng)?shù)厣a(chǎn)的和進(jìn)口的奧迪汽車的銷售，以及零配件銷售和特許權(quán)使用費(fèi)。
Audi’s sales in China have plunged this year after a dispute with dealers over plans by its parent Volkswagen to add Chinese carmaker SAIC as a second joint-venture partner, thus increasing competition and eroding their profits.
今年，奧迪在華銷量大幅下挫。此前，奧迪母公司大眾汽車(Volkswagen)拋出一項(xiàng)計劃，擬將中國車企上汽集團(tuán)(SAIC)列為奧迪的第二個合資伙伴。此舉將加劇競爭、侵蝕奧迪現(xiàn)有經(jīng)銷商的利潤，這讓這些經(jīng)銷商與奧迪起了爭執(zhí)。
Audi’s sales in January were down 35 per cent lower from the same month in 2016, but in May the carmaker announced it had reached a deal with dealers and expected sales to now recover.
奧迪今年1月的銷量同比下降35%，但5月份該公司宣布與經(jīng)銷商達(dá)成協(xié)議，預(yù)計其銷量現(xiàn)已回升。
Xing Lei, chief editor of China Automotive Review, said that while he had not seen the ad, he did not believe it would affect Audi’s sales strongly in China. “Other brands have made similar mistakes too” he said, without elaborating. “But we shall see whether this will be elevated to a bigger deal.”
《中國汽車要聞》(China Automotive Review)主編邢磊表示，雖然他還沒看到這則廣告，但他相信此事對奧迪在華銷量不會造成很大影響。他說：“其他品牌也犯過類似的錯誤(他未具體指明)。不過，我們會拭目以待，看此事是否會升級。”
