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我是多芬沐浴露广告里的黑人女性,但我不是种族歧视的受害者

发布时间:2017-10-20来源:取经号JTW(微信) 作者: 点击:

多芬(Dove)一直是“价值观营销”的老司机,但近日却翻了车:其在脸书(Facebook)上发布的一则视频广告被指涉嫌种族主义歧视,不得不撤下广告并公开道歉。当品牌营销与大众解读激战正酣,当事人又有什么话要说?

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我是多芬沐浴露广告里的黑人女性

但我不是种族歧视的受害者

 作者:Lola Ogunyemi

译者:唐   萧

校对:倪凌晖

策划:刘   璠


本文选自 The Guardian | 取经号原创翻译

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I am the woman in the 'racist Dove ad'. I am not a victim

我是多芬沐浴露广告里的黑人女性,但我不是种族歧视的受害者


From a very young age, I’ve been told, “You’re so pretty … for a dark-skinned girl.” I am a Nigerian woman, born in London and raised in Atlanta. I’ve grown up very aware of society’s opinion that dark-skinned people, especially women, would look better if our skin were lighter.

从小就有人对我说“你真是个美人,黑美人”。我是尼日利亚人,生在伦敦,长在亚特兰大。我的成长经历告诉我,对于黑人,尤其是黑人女性来说,如果我们的肤色不那么黑,会好看很多。


I know that the beauty industry has fueled this opinion with its long history of presenting lighter, mixed-race or white models as the beauty standard. Historically, and in many countries still today, darker models are even used to demonstrate a product’s skin-lightening qualities to help women reach this standard.

我知道,长期以来,模特行业一直将肤色较浅的、混血的,或是白人模特作为美丽的标准,这促进了“以白为美”的审美观。在过去,启用肤色较深的模特是为了展示产品的“漂白”作用,帮助女性达到上述的审美标准。直到今天,许多国家依然存在这种现象。


This repressive narrative is one I have seen affect women from many different communities I’ve been a part of. And this is why, when Dove offered me the chance to be the face of a new body wash campaign, I jumped.

我看到,这种狭隘的审美标准影响了来自不同群体的女性,包括我自己。也正因为此,多芬邀请我拍摄新款沐浴露广告的时候,我毫不犹豫地答应了。


Having the opportunity to represent my dark-skinned sisters in a global beauty brand felt like the perfect way for me to remind the world that we are here, we are beautiful, and more importantly, we are valued.

借着这个参演全球美容品牌广告片的机会,我将有幸代表我的黑人姐妹向世界发声:我们就在这,我们很美,我们也受到重视。


Then one morning, I woke up to a message from a friend asking if the woman in a post he’d seen was really me. I went online and discovered I had become the unwitting poster child for racist advertising. No lie. 

直到一天早上,我被一条短信吵醒。那是我朋友发来的,他问我多芬新广告里的模特究竟是不是我。我上网一看,发现我莫名其妙地成了一条种族歧视广告的代言人。毫不夸张。

poster child The term poster child (sometimes poster boy or poster girl) originally referred to a child afflicted by some disease or deformity whose picture is used on posters or other media as part of a campaign to raise money or enlist volunteers for a cause or organization.The definition of "poster child" has since been expanded to a person of any age whose attributes or behaviour are emblematic of a known cause, movement, circumstance or ideal.


If you Google “racist ad” right now, a picture of my face is the first result. I had been excited to be a part of the commercial and promote the strength and beauty of my race, so for it to be met with widespread outrage was upsetting.

谷歌搜索“种族歧视广告”,第一条结果就是我的照片。我原来还很兴奋,觉得通过这则广告,我是在展示黑人的力量与美丽,但现在众怒四起,我很伤心。


Calls were being made to boycott Dove products, and friends from all over the world were checking on me to see if I was OK. I was overwhelmed by just how controversial the ad had become.

很多人都呼吁抵制多芬旗下的产品,全球各地的朋友也都发来问候,看我是不是还好。我只是很震惊,这则广告怎么会引起如此大的争议。


If I had even the slightest inclination that I would be portrayed as inferior, or as the “before” in a before and after shot, I would have been the first to say an emphatic “no”. I would have (un)happily walked right off set and out of the door. That is something that goes against everything I stand for.

在开拍前后,如果我有一丝机会知道我会扮演“次级”的形象,或是在广告中展示“使用前”的效果,我会是第一个斩钉截铁地说“不”的人。我会二话不说,径直摔门而出。因为这完全与我的观念背道而驰。

emphatic /empˈfæt.ɪk/ US /-ˈfæţ-/adj. done or said in a strong way and without any doubt


However, the experience I had with the Dove team was positive. I had an amazing time on set. All of the women in the shoot understood the concept and overarching objective – to use our differences to highlight the fact that all skin deserves gentleness.

但我与多芬的合作一直都很愉快。广告中所有的模特都很清楚这则视频的拍摄理念和整体目标——通过展示我们的不同来说明一个事实,即所有肤色的女性都值得被温柔以待。


I remember all of us being excited at the idea of wearing nude T-shirts and turning into one another. We weren’t sure how the final edit was going to look, nor which of us would actually be featured in it, but everyone seemed to be in great spirits during filming, including me.

这则广告的创意是,模特们穿上纯色T恤,在脱下T恤的一瞬间切换成其他模特的脸。对此,我们都很兴奋。我们并不知道广告最终会剪成什么样子,也不知道会给谁更多镜头,但在拍摄期间,每个人都精神奕奕,我也不例外。


Then the first Facebook ad was released: a 13-second video clip featuring me, a white woman, and an Asian woman removing our nude tops and changing into each other. I loved it. My friends and family loved it. People congratulated me for being the first to appear, for looking fabulous, and for representing Black Girl Magic. I was proud.

随后,多芬在脸书(Facebook)上发布了十三秒的预告版广告。在这则视频中,我脱下T恤变成白人女性,白人女性脱下T恤变成亚洲女性。我和我的亲朋好友都很喜欢。人们都祝贺我第一个出镜,说我看起来很美,是黑人女孩魔法运动的代表(译者注:黑人女孩魔法运动,即Black Girl Magic,由CaShawn Thompson在2013年发起,旨在宣扬黑人女性的权利、美丽和坚韧)。我很自豪。


Then, the full, 30-second TV commercial was released in the US, and I was over the moon again. There were seven of us in the full version, different races and ages, each of us answering the same question: “If your skin were a wash label, what would it say?”

之后,三十秒的完整版广告在美国发布,我依旧很激动。在这一版中,有包括我在内的七名模特,我们来自各个国家和年龄层。每个人都回答同一个问题:如果你的皮肤是个洗涤标签,它会写着什么?


Again, I was the first model to appear in the ad, describing my skin as “20% dry, 80% glowing”, and appearing again at the end. I loved it, and everyone around me seemed to as well. I think the full TV edit does a much better job of making the campaign’s message loud and clear.

第一个镜头依旧是我,我回答说:“20%干性,80%油性”。最后的镜头也给到了我。我很喜欢这一版,我身边的人也是。我觉得相较于脸书(Facebook)上的那版,电视播出的完整版更清楚地表达了多芬要传达的理念。


There is definitely something to be said here about how advertisers need to look beyond the surface and consider the impact their images may have, specifically when it comes to marginalized groups of women. It is important to examine whether your content shows that your consumer’s voice is not only heard, but also valued.

不过必须指出,广告商需要透过表面,看到更深层次的内容,并且考虑到营销所产生的影响。当广告中出现处在边缘群体的女性时,就更要多加注意。你的宣传内容不仅要反映消费者的声音,更要确保这种声音是被尊重的。


I can see how the snapshots that are circulating the web have been misinterpreted, considering the fact that Dove has faced a backlash in the past for the exact same issue. There is a lack of trust here, and I feel the public was justified in their initial outrage. Having said that, I can also see that a lot has been left out. The narrative has been written without giving consumers context on which to base an informed opinion.

我能理解那段在网上疯传的广告视频截图为何会遭此误读,毕竟多芬几年前就因为类似情况遭到过抵制。此次事件说明,多芬的品牌信任度有所下降,因此公众的怒气完全在情理之中。但话说回来,我也注意到,本次事件有断章取义之嫌。网上流传的那些激烈言辞并没有展示事件全貌,导致消费者无法做出理智判断。


While I agree with Dove’s response to unequivocally apologise for any offense caused, they could have also defended their creative vision, and their choice to include me, an unequivocally dark-skinned black woman, as a face of their campaign. I am not just some silent victim of a mistaken beauty campaign. I am strong, I am beautiful, and I will not be erased.

就多芬对本次事件造成的影响立即道歉的做法,我表示同意,但我认为,多芬本可以捍卫他们的创造性理念,并站出来为自己邀请我这个黑人女性拍摄广告的做法正名。多芬此次的广告宣传与种族歧视无关,我也不是一个缄默的受害者。我很坚强,我很漂亮,我不会被忘记。


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