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肯德基沙拉广告成05年英广告“被投诉大王”
作者:张坤先 阅读次数:5793
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在美国快餐连锁巨头肯德基的一则商业广告画面中，呼叫中心的工作人员一边满嘴塞着吃的东西，一边哼着歌曲。
A fast food commercial that featured call centre staff singing with their mouths full has become the most complained-about advert of all time.
新沙拉广告惹恼上千人
2005年，英国广告标准管理部门（ASA）共接到的对这则电视广告的投诉达1671件。该广告是为了宣传肯德基推出的咔啦沙拉。广告画面中，呼叫中心办公室的工作人员塞着满嘴的沙拉小声哼着歌曲。
The Advertising Standards Authority received a record 1,671 objections last year to the television advert for Kentucky Fried Chicken. The KFC advert was promoting the chain‘s Zinger Crunch salad and featured office workers singing inaudibly while eating the salad.
大部分投诉者指出，呼叫中心工作人员在广告中的这一形象给孩子们树立了坏榜样。也有人觉得，广告是在讥笑那些说话有障碍的人。还有人认为，广告破坏了呼叫中心工作人员的形象。肯德基公司一名发言人表示：“策划这则广告的初衷是为了博大家一笑，但我们仍对那些不喜欢这则广告的人道歉。”
Most callers said that it set a bad example to children, or ridiculed people with speech impediments. Some even claimed that it placed call centre employees in a bad light. A spokesman for the company said: "The ad was always intended to be humorous and we apologised to those who felt that it wasn‘t."
尽管肯德基的这则沙拉广告惹怒许多人投诉，但由于广告本身并没有违反广告法的任何规定，因此广告标准管理部门也只能对投诉置之不理。
Despite the huge number of complaints, the ASA threw out the objections because the advert did not break any rules. The ASA did not censure any of the five adverts that attracted most complaints.
对商业广告的投诉增多
肯德基这则广告的被投诉量是2004年投诉量最多的广告的两倍。2004年，被投诉最多的是一则有关口香糖的广告。广告画面中，一名醉酒后醒过来的男子看起来就像是一条正在呕吐的狗。
It caused nearly twice as many complaints as the previous record-holder - an advert for Wrigley‘s chewing gum in which a man recovering from a hangover appeared to regurgitate a dog.
根据广告标准管理部门的年度报告，2005年，英国人对商业广告的投诉率上升了16％；不过，同2004年被投诉的广告相比，其数量却相对减少。2005年，共有11865则商业广告被投诉；而2004年为12450则。
Complaints about print and broadcast advertising rose by 16 per cent last year, according to the ASA‘s annual report. However, they related to fewer adverts than the previous year. Some 11,865 commercials and print adverts drew objections last year - down from 12,450 in 2004.
2005年，广告标准管理部门已责令撤消或禁止2241则被投诉的广告播放。该部门在年度报告里称，绝大部分投诉者觉得他们被广告误导或冒犯。
The authority ordered 2,241 adverts to be withdrawn or amended. The vast majority of complaints to the ASA came from members of the public who felt "misled or offended", its annual report said.
关键字:英语阅读 | | | | |
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