一則小三宣言廣告引發(fā)的爭(zhēng)議.doc

一則小三宣言廣告引發(fā)的爭(zhēng)議Controversial newspaper ad sparks moral debateA full-page advertisement in a major Guangzhou newspaper imitating a woman gloating over an extramarital affair, but which is actually part of a cosmetic brands campaign, stirred up heated debate and was canceled, with claims it is a challenge to social morality.廣州一家主報(bào)的整個(gè)版面打滿了一則廣告，廣告中一個(gè)第三者耀武揚(yáng)威地炫耀著自己在婚姻中的勝利，雖然這虛擬的模仿僅是某化妝品的宣傳手段，但仍挑戰(zhàn)到了社會(huì)道德底線，在社會(huì)上引起了激烈的討論。The advertisement, which looks like a letter, was printed on Tuesday in Southern Metropolis Daily, a major newspaper in the capital of Guangdong province.該廣告，以信件的模式，印在廣東省會(huì)主報(bào)-南方都市報(bào)周二版上。The fictitious writer, who refers to herself as Mrs Zhang, asks Zhangs ex-wife to let him go and gives her advice on how to find her own Mr Right.廣告中的寫(xiě)信人，聲稱(chēng)自己為張?zhí)?，要求前任張?zhí)攀郑€告訴她怎樣才能找到意中人。Excellent men only belong to a woman who can present herself well. May you wake up as early as possible and learn how to best present yourself. May there be no mistresses anymore, the ad reads.廣告是這樣寫(xiě)的：“好男人，只屬于懂得搞好自己的女人！祝你早日醒悟，搞好自己，愿，天下無(wú)三！”Fu Yisu, a public relations manager with Canton Fair E-commerce Co, said: Is the newspaper promoting the success of a mistress? I was very surprised to read the ad. It poses a great challenge to traditional morality.廣交會(huì)電子商務(wù)公共關(guān)系經(jīng)理付一蘇說(shuō)道：“這家報(bào)紙是在宣揚(yáng)第三者的成功嗎？我很吃驚居然會(huì)看到這樣的廣告。它顯然是在挑戰(zhàn)傳統(tǒng)道德?！盚owever, Li Hu, deputy market managing director of Southern Metropolis Daily, said the content of the ad had been carefully examined prior to its publication.然而，南方都市報(bào)的市場(chǎng)副總經(jīng)理李湖卻表示該廣告在發(fā)表前經(jīng)過(guò)了詳細(xì)的審核。Actually, it is a commercial ad, promoting a cosmetics brand. The content is in line with related advertising laws, Li told ChinaDaily.“事實(shí)上，那只是一則商業(yè)廣告，僅僅在推廣化妝品牌。其內(nèi)容嚴(yán)格遵守了廣告法，”李湖這樣告訴中國(guó)日?qǐng)?bào)。Li said the ad is part of a series to be printed over seven days.李還說(shuō)這僅是將在七天內(nèi)出版的系列廣告中的一則。A marketing manager at Nanfang Daily, which administers Southern Metropolis Daily, said on condition of anonymity that a South Korean cosmetics company signed a contract with the newspaper to print the advertising series.據(jù)南方都市報(bào)的一位負(fù)責(zé)人，同時(shí)也是南方日?qǐng)?bào)的市場(chǎng)經(jīng)理透露：“是韓國(guó)某化妝品公司匿名與報(bào)社簽訂了該廣告的印刷合同。”Newspapers, which have seen sluggish market performance in the last two years, sometimes have to attract readers and clients by printing such stunning ads, she said.她認(rèn)為：“報(bào)業(yè)，在過(guò)去兩年表現(xiàn)得很低迷，有時(shí)它不得不印刷此類(lèi)驚人廣告來(lái)博得關(guān)注?！盚owever, late on Tuesday, the provincial industrial and commercial bureau said it has ordered the newspaper and the cosmetic company to stop running the advertisement to prevent negative social impact.但是，就在周二，廣東省工商局責(zé)令該報(bào)社和化妝品公司停止該廣告宣傳，以防給社會(huì)帶來(lái)負(fù)面影響。The commercial violates the advertising law as it violates good social conventions, it said.當(dāng)局指出該商業(yè)廣告違反了法律，因其違背了良好的社會(huì)風(fēng)尚。Chinese newspapers advertising revenue is expected to drop in the coming years, challenged by the increasing coverage of digital media, according to industry experts.業(yè)內(nèi)專(zhuān)家指出，由于受到數(shù)字媒體的強(qiáng)勢(shì)競(jìng)爭(zhēng)，中國(guó)報(bào)業(yè)廣告收入預(yù)計(jì)還會(huì)走下坡路線。In 2011, the nations online advertising revenue exceeded that of newspapers for the first time as more advertisers began looking to Web media platforms such as search engines, along with commerce and video websites, according to Beijing-based market research firm iResearch.據(jù)北京市場(chǎng)調(diào)查公司iResearch透露，2011年，因多數(shù)廣告商選擇在網(wǎng)站媒體平臺(tái)上（如搜索引擎、商務(wù)和視頻網(wǎng)站）發(fā)布廣告，國(guó)家在線廣告收入首度超越了報(bào)類(lèi)廣告收入。According to the China Advertising Association, Chinese newspapers advertising revenue dropped 7.3 percent year-on-year in 2012.中國(guó)廣告協(xié)會(huì)指出，中國(guó)報(bào)紙的廣告收入在2012年同比下降了7.3%。Xie Liang, a veteran commentator with Radio Guangdong, said: Chinas surging online advertising market has been a boon for advertising platform providers. But this time, the advertisement in Southern Metropolis Daily proved that traditional print media can still find the right clients by printing innovative ad content.謝亮，廣東無(wú)線電臺(tái)資深評(píng)論員，說(shuō)道：“中國(guó)飛速增長(zhǎng)的在線廣告市場(chǎng)有利于廣告平臺(tái)提供商。但這一次，南方都市報(bào)的廣告就證明了傳統(tǒng)印