巨型筷子吃漢堡，找事兒！

近日，漢堡王在新西蘭推出越南風(fēng)味雞肉漢堡，發(fā)布的廣告中幾個(gè)白人費(fèi)力地用巨型筷子吃漢堡，引發(fā)全球網(wǎng)友不滿，譴責(zé)漢堡王涉嫌種族歧視。

目前，漢堡王已經(jīng)撤下該廣告。

據(jù)《衛(wèi)報(bào)》報(bào)道：

Burger King has been forced to delete a “culturally insensitive” advert which depicted western people struggling to eat a burger with chopsticks, the latest western brand to be accused of mocking Asian food customs.

漢堡王成為最新一個(gè)被指嘲弄亞洲飲食習(xí)俗的西方品牌，該公司被迫刪除了一則“不顧及其他文化人群感受”的廣告，廣告展現(xiàn)了幾個(gè)西方人費(fèi)力用筷子吃漢堡的畫(huà)面。

廣告中，幾個(gè)西方食客使用巨型長(zhǎng)筷吃漢堡，表現(xiàn)出笨拙、滑稽的模樣。

The fast food chain faced a huge online backlash after an advert was posted to Burger King New Zealand's Instagram depicting westerners attempting to eat the new “Vietnamese Sweet Chilli Tendercrisp Burger” with comically giant red chopsticks.

這家快餐連鎖店在其新西蘭Instagram賬號(hào)上發(fā)布這則廣告后，立刻引來(lái)大量網(wǎng)友批評(píng)，廣告中，幾個(gè)西方人用滑稽的超大紅色筷子吃新推出的“越南甜辣醬嫩脆堡”。

The advert, which appeared to feature no one Vietnamese, was captioned: “Take your taste buds all the way to Ho Chi Minh City.”

廣告中并無(wú)越南人出現(xiàn)，只配了這樣一句文字解說(shuō)：“帶著你的味蕾一路奔向胡志明市。”

在接受CNN采訪時(shí)，Maria Mo將這則廣告描述為“Orientalism”(東方主義，原意是指西方對(duì)東方社會(huì)文化、語(yǔ)言及人文的研究，后多指西方人對(duì)東方文化及人文的舊式及帶有偏見(jiàn)的理解)。

她直言：

"I couldn't believe such blatantly ignorant ads are still happening in 2019. I could not believe that such a concept was approved for such a big, well-known company."

我不敢相信都2019年了，還有人拍如此愚昧的廣告。我不敢相信這樣一家知名大公司竟能通過(guò)這種廣告創(chuàng)意。

Mo said that chopsticks had been used for centuries, so it seemed "foolish and insulting" to portray them as an awkward, oversized utensil.

Mo認(rèn)為人類使用筷子的歷史源遠(yuǎn)流長(zhǎng)，廣告將其表現(xiàn)成笨拙、超大的廚具，實(shí)在“愚蠢且充滿冒犯性”。

在引發(fā)輿論風(fēng)波之后，漢堡王8日晚道歉，稱已要求新西蘭公司刪除廣告，并劃清界限表示這則廣告不代表公司價(jià)值觀。

“We have asked our franchisee in New Zealand to remove the ad immediately,” said Burger King in a statement on Monday night.漢堡王8日晚發(fā)表聲明稱，“我們已要求新西蘭特許經(jīng)營(yíng)公司立刻刪除廣告。”

The food chain apologised, conceding the advert was “insensitive and does not reflect our brand values regarding diversity and inclusion.”該快餐連鎖公司表示道歉，并承認(rèn)該廣告“未顧及其他文化人群的感受，并不代表本品牌對(duì)待多元文化與包容性的價(jià)值觀”。

有網(wǎng)友指出，將東方流傳幾千年的傳統(tǒng)餐具刻畫(huà)成某種粗劣、原始的工具，說(shuō)明西方某些大型企業(yè)至今仍未放下高人一等的姿態(tài)，它所暴露出的“文化遲鈍性”令人咂舌。