2009/05/15

Burger King to scrap ad after complaint 接獲抱怨 漢堡王要撤廣告

◎張沛元

Fast food giant Burger King apologized for an advertisement featuring a squat Mexican draped in his country’s flag next to a tall American cowboy and said it would change the campaign.

速食業巨擘漢堡王為一則廣告道歉,並表示會改變該公司的宣傳。該廣告的圖案是一名身材矮胖、披著本國國旗的墨西哥人,站在一名高大的美國牛仔旁邊。

Mexico’s ambassador to Spain said posters released in Europe for Burger King’s new Tex-Mex style "Texican whopper," a cheeseburger with chile and spicy mayonnaise, inappropriately displayed the Mexican flag, whose image is protected under national law.

墨西哥駐西班牙大使說,這些在歐洲發布、用來宣傳漢堡王的新德州—墨西哥式、即一種放有辣椒與辣美乃滋的起司漢堡「德墨華堡」的海報,對受到墨國法律保護的墨西哥國旗做出了不當展示。

The ambassador wrote a letter complaining to Burger King and requested the ad campaign be discontinued.

這名大使致函向漢堡王抱怨,並要求停止該廣告宣傳。

Burger King said the ads were meant to show a mixture of influences from the southwestern United States and Mexico, not to poke fun at Mexican culture, but said it would replace them "as soon as commercially possible."

漢堡王表示,該廣告意在顯示美國西南方與墨西哥融合的影響力,而非嘲弄墨西哥文化,但表示會「盡商業可能的迅速」來撤換該廣告。

A TV version of the ad shows the strapping cowboy and the pint-sized Mexican wrestler -- nicknamed "Just a Little Bit" -- living together as roommates. At one point, the American lifts up the Mexican to help him put a trophy on a high shelf.

該廣告的電視版顯示,這名高大的牛仔與這名矮胖、暱稱「就那麼一點點」的墨西哥摔角選手是住在一起的室友,這名老美還一度舉起這個墨西哥人,好幫他把一座獎盃放到高層架上。

新聞辭典

squat:動詞/名詞,蹲;蹲踞;形容詞,蹲坐的,矮胖的。例句:I really hate squat toilets; I got bad knees.(我真的很討厭蹲式馬桶;我膝蓋不好。)

pint-sized:小型的。pint,品脫,英美容量單位。

trophy:名詞,獎盃。trophy wife,獎盃老婆,專指事業有成的男人所娶的性感老婆,藉此來炫耀其個人成就。獎盃老婆通常非該男子的首任老婆,也與其成就無關。

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