汉堡王道歉了！

近日，汉堡王（Burger King）的一则新广告片涉嫌种族歧视引发广大网友的不满。画面中的模特用巨型的筷子夹起汉堡引起争议。据了解，汉堡王已经紧急下架了相应的的广告。

Burger King Drops Chopsticks Ad After Accusations of Cultural Insensitivity

Burger King is the latest brand to spark criticism on social media with an ad depicting diners struggling to eat western food with chopsticks.

表示“描写，描述，描绘”，英文解释为“to describe something or someone in writing or speech, or to show them in a painting, picture etc”举个🌰：

Her paintings depict the lives of ordinary people in the last century.

她的画反映了上个世纪普通人的生活。

The fast-food chain showed a video clip of diners trying to eat its new “Vietnamese Sweet Chilli Tendercrisp Burger” with large red chopsticks.

「积累」

Vietnamese Sweet Chilli Tendercrisp Burger

越南甜辣嫩脆鸡堡

Social media users say the ad, which was posted on Instagram, is culturally insensitive and plays to stereotypes. It included the caption: “Take your taste buds all the way to Ho Chi Minh City.”

表示“（尤指错误的）模式化印象，老一套，成见”，英文解释为“a set idea that people have about what someone or something is like, especially an idea that is wrong”，如：racial/sexual stereotypes 陈旧的种族偏见/性别成见。

taste bud 表示“味蕾”，英文解释为“one of the small parts of the surface of your tongue with which you can taste things”

bud作名词本身表示“芽；苞；蓓蕾”（a young tightly rolled-up flower or leaf before it opens），如：rose buds 玫瑰花苞。

「积累」

Ho Chi Minh City

胡志明市

The ad was later deleted, and Burger King issued an apology, saying it was “insensitive and does not reflect our brand values regarding diversity and inclusion.”

“We have asked our franchisee in New Zealand to remove the ad immediately,” the company, owned by Restaurant Brands International Inc., said in a statement.

franchisee /ˈfræntʃaɪˌziː/ 表示“特许经营人”，英文解释为“someone who is given or sold a franchise to sell a company’s goods or services”，如：National Restaurants, a New York franchisee for Pizza Hut 全美餐厅，一家纽约必胜客特许经营餐厅。

图片来源于：新京报

While the ad has been deleted from Burger King New Zealand’s Instagram account, tweets purporting to show the original ad have gone viral, attracting over 2.7 million views.

表示“标榜，声称是…，据称是…，像是…”，英文解释为“to claim to be or do something, even if this is not true”举个🌰：

Two undercover officers purporting to be dealers infiltrated the gang.

两位伪装成毒贩的警员打入了那个团伙。

Late last year, luxury house Dolce & Gabbana made a similar mistake — one that caused Chinese e-commerce websites to stop selling the company’s products.

The misstep is potentially damaging given Burger King’s big growth plans in Asia, especially in China where it opened about 100 new restaurants last year to reach about 1,000 locations.

表示“（尤指判断上的）错误；失策”，英文解释为“a mistake, especially one that is caused by not understanding a situation correctly”举个🌰：

A misstep here could cost millions of dollars.

这里的一个失误可能会造成数百万美元的损失。

In February, Restaurant Brands opened its first Tim Hortons cafe in China, and has said it intends to open more than 1,500 there over the next decade.

Companies are making more mistakes with ads as they take risks to reach consumers that are increasingly distracted and inundated with content, according to Brent McGoldrick, senior managing director of strategic communications for FTI Consulting.

/ˈɪnʌnˌdeɪt/ 表示“（被）淹没，应接不暇”，英文解释为“to receive so much of something that you cannot easily deal with it all”举个🌰：

After the broadcast, we were inundated with requests for more information.

节目播出之后，太多人来询问详情，令我们应接不暇。

类似表述对比：

be swamped by/with：表示“使陷入（大量工作）；使面临（大量问题）”（to suddenly give someone a lot of work, problems etc to deal with）举个🌰：

We’ve been swamped with phone calls since the advert appeared.

自从广告出来后，电话多得使我们应接不暇。

“When you flub something like this, you completely hurt your ability to drive any sort of interesting or positive viral dialogue, and now it becomes almost all negative,” he said.

表示“犯〔错误〕；搞坏，搞糟”，英文解释为“to make a mistake or do something badly”举个🌰：

Several of the actors flubbed their lines.

有几个演员念错了台词。

类似表述对比：

mess up表示“把…搞糟; 把…弄乱”（If you mess something up or if you mess up, you cause something to fail or be spoiled）举个🌰：

He had messed up one career.

他已经把一份工作搞砸了。

来源：TIME

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