一则小三宣言广告引发的争议.doc

一则小三宣言广告引发的争议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.广州一家主报的整个版面打满了一则广告，广告中一个第三者耀武扬威地炫耀着自己在婚姻中的胜利，虽然这虚拟的模仿仅是某化妆品的宣传手段，但仍挑战到了社会道德底线，在社会上引起了激烈的讨论。The advertisement, which looks like a letter, was printed on Tuesday in Southern Metropolis Daily, a major newspaper in the capital of Guangdong province.该广告，以信件的模式，印在广东省会主报-南方都市报周二版上。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.广告中的写信人，声称自己为张太，要求前任张太放手，还告诉她怎样才能找到意中人。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.广告是这样写的：“好男人，只属于懂得搞好自己的女人！祝你早日醒悟，搞好自己，愿，天下无三！”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.广交会电子商务公共关系经理付一苏说道：“这家报纸是在宣扬第三者的成功吗？我很吃惊居然会看到这样的广告。它显然是在挑战传统道德。”However, 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，南方都市报的市场副总经理李湖却表示该广告在发表前经过了详细的审核。Actually, it is a commercial ad, promoting a cosmetics brand. The content is in line with related advertising laws, Li told ChinaDaily.“事实上，那只是一则商业广告，仅仅在推广化妆品牌。其内容严格遵守了广告法，”李湖这样告诉中国日报。Li said the ad is part of a series to be printed over seven days.李还说这仅是将在七天内出版的系列广告中的一则。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.据南方都市报的一位负责人，同时也是南方日报的市场经理透露：“是韩国某化妆品公司匿名与报社签订了该广告的印刷合同。”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.她认为：“报业，在过去两年表现得很低迷，有时它不得不印刷此类惊人广告来博得关注。”However, 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，广东省工商局责令该报社和化妆品公司停止该广告宣传，以防给社会带来负面影响。The commercial violates the advertising law as it violates good social conventions, it said.当局指出该商业广告违反了法律，因其违背了良好的社会风尚。Chinese newspapers advertising revenue is expected to drop in the coming years, challenged by the increasing coverage of digital media, according to industry experts.业内专家指出，由于受到数字媒体的强势竞争，中国报业广告收入预计还会走下坡路线。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.据北京市场调查公司iResearch透露，2011年，因多数广告商选择在网站媒体平台上（如搜索引擎、商务和视频网站）发布广告，国家在线广告收入首度超越了报类广告收入。According to the China Advertising Association, Chinese newspapers advertising revenue dropped 7.3 percent year-on-year in 2012.中国广告协会指出，中国报纸的广告收入在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.谢亮，广东无线电台资深评论员，说道：“中国飞速增长的在线广告市场有利于广告平台提供商。但这一次，南方都市报的广告就证明了传统印