杜嘉班纳的筷子广告在哪一个方面激怒了中国人？ [美国媒体]

Which aspects of the Dolce & Gabbana "Eating with Chopsticks" advertisement cause offense to the Chinese people, given the social outrage in China?

杜嘉班纳的筷子广告在哪一个方面激怒了中国人？



Scott Lam, works at The New York Academy of Sciences
Answered Sun
Seems like some people think the reason is racism, I will say yes, and no.
First of all, racism is different in China. We never had civil rights movement like in America, we never had large scale slave trade like in America. Racism and it's political correctness was never a big thing in Chinese society.

有些人认为原因出在种族主义上，我认为是又不是。
首先，中国的种族主义是不一样的。我们从未有过美国那样的民权运动，我们从未有过美国那种规模的奴隶贸易。在中国社会，种族主义及其政治正确从来都不是什么大事。

In fact, most of us think the west had gone too far in the topic of racism. It existed for centuries and it's not going away tomorrow. “What is actual is rational.” Stereotypes exist for a reason. We like to eat rice and you like to eat pizza. We eat with chopsticks and you eat with forks, Indians eat with their hands. Yes, we know some of you eat with chopsticks too and some of us will eat with our forks/hands, but that's not the norm. The norm is our cultures, and my culture is different then your culture, we know it, we recognized it, and we accepted it. Cultures are equal, but not the same.

实际上，大部分的我们认为西方在种族主义话题上走得太远了。它存在了几百年，不会立马消失。“存在即合理”。刻板印象的存在是有原因的。我们喜欢吃米饭，你们喜欢吃披萨。我们用筷子吃，你们用叉子吃，印度人用手吃。我们也知道你们中的某些人会用筷子吃，而我们也有用叉子和手吃的，但那不是常态。常态是我们的文化，我们的文化和你们的不一样，我们知道这一点，承认这一点，并且接受这一点。文化是平等的，但是并非一模一样。

Without going too far off topic, let's talk about the DG ad: it's not about the racism. Let's face it, it's not the first day some westerner shown signs that they don't like us. We accept that, you don't like our culture, just like many of us don't like your culture, that's perfectly fine. But what triggered us is pretty simple: if you don't like us,
THEN DONT TRY TO MAKE MONEY FROM US WHILE MAKING FUN OF US.

现在我们来谈谈杜嘉班纳的广告：它无关种族主义。这又不是某些西方人第一次展示对我们的不喜欢。我们接受这一点，你可以不喜欢我们的文化，就像我们中有很多人不喜欢你们的文化一样，这完全没问题。但是让我们感到愤怒的一点是：如果你不喜欢我们，那就不要一边嘲弄我们一边赚我们的钱。

Quan Zhang, Am Chinese
Answered 22h ago
Well, let’s start with the advertisement itself: what message is it trying to convey?
An adult Asian woman, awkwardly eating Italian food using chopsticks, being coached through the motions as if she were a child.

首先，我们先来看看这则广告：它试图传达什么样的信息？
一个成年的亚洲女性，笨拙地用筷子吃意大利面，从动作来看就像是一个小孩。

Does this convey “our brand is a high-end luxury product for high-end people”?
Or does this convey “our brand is a product for idiots who can’t even figure out how to eat simple foods with chopsticks, something our 4-year-old children can do”?

其所要传达的信息是“我们的品牌是一个服务高端人士的高端奢侈品”吗？还是说它所传达的信息是“我们的品牌是给白痴用的，这些白痴甚至不知道如何用筷子吃简单的食物”？

But of course, this is only the ad itself. If we stopped there, we’d just have a cringey ad that reflects a failure by the advertising department that should result in a couple of people getting fired for gross incompetence.
However, any pretension D&G could have made that this was merely some conceptual attempt to invoke an image of the mysterious Orient that just missed its mark were shattered by the comments of Gabbana himself:

当然，这只是广告本身而已，如果事情就此打住，那么就只是该公司广告部门的失败，炒掉广告部门负责人就好了，可是杜嘉班纳的设计师却在INS上公然辱骂中国人。

Joseph Wang, studied at Ph.D Astronomy UT Austin, Physics MIT
Answered Sun
Interesting how few people are answering the question….. Also missing the point since racism isn't the real problem….
So you are a luxury brand marketing upscale products…… What are is the message you are trying to send? It's basically that if you use our product you are better than people that don't.
Having a Gucci bag or wearing Vesace or Tiffany or Amani makes you ‘superior’ than someone that doesn't have those things. So if you look at a luxury brand commercial, its wish fulfilment. You see strong sophisticated men, and elegant refined women sailing on their boat and sports car. The message for a luxury brand is if you buy our product, you become the model.

其实真正的问题不在于种族主义。你作为一个奢侈品牌营销高档商品，那么你要传达一个什么信息呢？一般都是如果你用我的产品，那么你就会比其他不用我产品的人来得好。比如你拥有古驰包包，穿范思哲或者蒂芬妮或者阿玛尼，和没有拥有这些东西的人相比，你会给人“高人一等”的感觉。所以你看奢侈品的广告，都是愿望的满足。你会看到强大成熟的男人和优雅精致的女人坐在自己的帆船和跑车上。所以奢侈品发出的讯息就是你购买我们的产品，那么你就成为了榜样。


So the question for you is, do you want to be a woman that tries to eat pizza with chopsticks? If you give a commercial saying we think our customers are idiots, this doesn't go very well. And if you go to someone that has paid tons and tons of money for your products, and you tell them that you think they are stupid. They are going to be quite upset.

所以，问题是你想成为那个用筷子吃披萨的女人吗？如果你的广告中所发出的讯息是我们的顾客是白痴，那就不是很好了。某人花了大价钱购买了你的产品，然后你还告诉他们说你认为他们是白痴，你的顾客当然会非常愤怒。

So let’s take this one step further. You are a rich person that just spent a huge amount of money buying D&G products. You feel like an idiot. If people look at your clothes, everyone thinks you are an idiot. How do you deal with that and not look like an idiot. You start screaming at D&G.

再进一步，假如你是个富人，花了大价钱购买了杜嘉班纳的产品。你觉得自己像个白痴。大家看着你穿杜嘉班纳的服装，都觉得你是个白痴。那你要这么做才能让自己看起来不像个白痴。当然是大声抗议杜嘉班纳啊。