奧迪“不尊重人的”廣告在華引發(fā)強(qiáng)烈不滿

Audi has provoked a backlash across China with a new advertisement comparing women to used cars, an apparent mis-step by the German carmaker in a market upon which it has become heavily reliant for sales.

奧迪(Audi)一則將女性比作二手車(chē)的新廣告在中國(guó)各地引發(fā)強(qiáng)烈不滿，這是這家德國(guó)車(chē)企在中國(guó)市場(chǎng)犯下的一個(gè)明顯失誤。奧迪的銷(xiāo)售收入現(xiàn)在嚴(yán)重依賴中國(guó)市場(chǎng)。

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(guó)執(zhí)政的共產(chǎn)黨的機(jī)關(guān)報(bào)《人民日?qǐng)?bào)》(the People’s Daily)批評(píng)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(gè)銷(xiāo)售“奧迪官方認(rèn)證”二手車(chē)的網(wǎng)站，明顯意在善意地諷刺一下帶有成見(jiàn)、令人討厭的婆婆。廣告開(kāi)頭是一幕戶外婚禮場(chǎng)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(chǎng)，對(duì)新娘這撥撥那捅捅，甚至拽開(kāi)她的下顎檢查她牙齒。當(dāng)在場(chǎng)所有人都一臉驚愕時(shí)，新郎的母親走回座位，滿意地?cái)[出一個(gè)“OK”的手勢(shì)。

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(huà)面上出現(xiàn)一輛行駛中的紅色奧迪轎車(chē)，配以一名男性的畫(huà)外音，稱(chēng)“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(guó)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(gè)大企業(yè)的價(jià)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(chēng)這些營(yíng)銷(xiāo)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(guó)于2009年超越美國(guó)成為全球最大汽車(chē)市場(chǎng)，它也是高端品牌的主要收入來(lái)源之一。去年，奧迪在中國(guó)內(nèi)地售出59.1萬(wàn)輛汽車(chē)，占其全球銷(xiāo)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(guó)車(chē)企在盈利上尤為依賴中國(guó)。雖然奧迪未單獨(dú)列出其在中國(guó)內(nèi)地的收入和利潤(rùn)，但Evercore的分析師推定，奧迪去年全球稅前利潤(rùn)的56%由中國(guó)貢獻(xiàn)，這來(lái)自中國(guó)當(dāng)?shù)厣a(chǎn)的和進(jìn)口的奧迪汽車(chē)的銷(xiāo)售，以及零配件銷(xiāo)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(xiāo)量大幅下挫。此前，奧迪母公司大眾汽車(chē)(Volkswagen)拋出一項(xiàng)計(jì)劃，擬將中國(guó)車(chē)企上汽集團(tuán)(SAIC)列為奧迪的第二個(gè)合資伙伴。此舉將加劇競(jìng)爭(zhēng)、侵蝕奧迪現(xiàn)有經(jīng)銷(xiāo)商的利潤(rùn)，這讓這些經(jīng)銷(xiāo)商與奧迪起了爭(zhēng)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(xiāo)量同比下降35%，但5月份該公司宣布與經(jīng)銷(xiāo)商達(dá)成協(xié)議，預(yù)計(jì)其銷(xiāo)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(guó)汽車(chē)要聞》(China Automotive Review)主編邢磊表示，雖然他還沒(méi)看到這則廣告，但他相信此事對(duì)奧迪在華銷(xiāo)量不會(huì)造成很大影響。他說(shuō)：“其他品牌也犯過(guò)類(lèi)似的錯(cuò)誤(他未具體指明)。不過(guò)，我們會(huì)拭目以待，看此事是否會(huì)升級(jí)。”