宜家廣告涉嫌歧視「剩女」引發爭議

最新 10-27

瑞典家居零售巨頭宜家最近攤上事兒了。他們在中國推出了一則廣告，卻引發了有關性別歧視的熱議。宜家家居發布聲明稱將撤下該廣告。

Swedish furniture giant Ikea said it will replace a television advertisement broadcast in China, after backlash from internet users who described the clip as "sexist."

在這部30秒的短片中，母親告誡女兒：「再不帶男朋友回來，就別叫我媽。」隨後鏡頭一轉，女兒攜男友出現，她爸媽則畫風一轉，歡天喜地地用宜家家居將家裡布置一新，最後打出字幕：「輕鬆慶祝每一天。」

The roughly 30-second ad shows a Chinese mother telling her daughter, "Don t call me your mom if you cannot bring back a boyfriend," after which the girl is shown bringing a man who claims to be her boyfriend to the family s living room. Her parents are pleased and proceed to transform their dining table into a fancy banquet table with the help of various Ikea items, under a caption that says "celebrate everyday easily."

廣告中似有似無的「剩女」、「逼婚」等問題在微博上激起反響，不少網友不認同甚至對此感到憤怒，稱之為：「性別歧視」或「三觀扭曲」。

Chinese internet users, especially single women, have taken to Weibo, China s equivalent to Twitter, to voice their anger against the ad, some describing it as "sexist and twisted."

微博大V用戶 @八哥專用的總結就得到了很多網友的支持，截至10月23日14:13，他的這條微博得到6000多個贊，轉發超過4000多次。

"Whether having a romantic partner or not is one s own business and does not need any interference from others, let alone an advertisement," wrote Ba Ge Zhuan Yong, a Weibo user. The comment has so far received more than 6000 likes and around 4000 shares.

據《北京青年報》報道，看過廣告的網友董芸芸對《北青報》記者說，最近正因為沒對象的事和父母鬧彆扭，看了宜家的廣告感到更不愉快了，「不帶男朋友就面露兇相、毫無歡樂氣氛，有男朋友就笑臉相迎，那還是家嗎？」另一網友璟杯對《北青報》記者說，廣告中體現的價值觀充滿了對單身群體特別是中國剩女的歧視，這種價值觀本身就讓人很不舒服，「很難相信這種價值觀會來自於宜家這樣強調舒適生活的品牌。」

宜家方面則迅速回應，表示將撤換廣告。並且通過官方微博帳號發布聲明。

Ikea said it was aware of the comments online and that it would change the ad.

然而，依舊有網友不買賬。

不過，宜家並不是第一家在中國因為廣告陷入爭議的國際品牌。今年7月，奧迪在廣告中把女性比作二手車就曾引發眾怒。

Ikea is not the first foreign company to get into trouble for an advertisement in China. In July, an ad by German carmaker Audi that likened women to used cars also sparked outrage, with some people saying they would boycott the company.

奧迪廣告中，一名婆婆沖向正在舉行婚禮的一對夫妻，如糾察隊隊長一般。她捏一捏準兒媳的鼻子、耳朵，扯開嘴看看牙口，再神色狐疑地望一眼婚紗下的胸部，最後，她得意地比出個OK的手勢，配音響起，「官方認證才放心」。