滴露发声明致歉

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🤔️小作业：

1. What is the main purpose of the article?

A. To criticize Dettol for its offensive advertising strategy in China.

B. To explain why Dettol's advert backfired and the company's response.

C. To compare Dettol's two controversial adverts in China.

D. To analyze the role of social media in shaping public opinion.

无注释原文：

Dettol apologises after ad to clean up 'toxic men' backfires in China

From: BBC

British hygiene brand Dettol has apologised for an advert in China that it claims was meant to call out sexism, but has instead backfired.

The five-minute long advert for a multipurpose disinfectant, styled like a micro drama, starts out with a man looking for a partner who is "clean" and "not tainted by other men".

A plot twist comes late in the advert when his new girlfriend calls him out for his misogyny and breaks up with him. Dettol is then presented as the solution against "toxic men [who] are just like bacteria".

The advert sparked an uproar on the Chinese internet, with some users saying it objectifies women and others calling for a boycott of the brand.

Dettol said the advert, which has been removed following the backlash, was intended to criticise gender stereotypes, but that snippets of it that later circulated online distorted its core message.

"We recognise that it has offended many people, especially women. We take responsibility for any negligence in creating and reviewing the content of the advert," Dettol said in a statement on Monday.

The company also said it would review its content moderation processes.

Dettol was founded with a mission to "protect the health" of families, it said, adding: "But we are well aware that true protection also lies in safeguarding the dignity of every individual and their right to be treated equally."

The advert has sparked heated discussions across Chinese social media platforms over the last few days, with many people angered by its attempts to compare a person's "purity" with the disinfecting abilities of Dettol products.

"What a trashy advertisement. It's left me speechless," a user wrote on Weibo, China's X-like platform.

"What a hopeless company. What is their senior management doing?" read another comment. "I'm never using Dettol again. There are so many brands in the market after all."

Manya Koetse, who runs the Eye on Digital China newsletter, described the campaign as "quite a mess for a brand whose entire business revolves around cleanliness".

"Even if the intention was to portray the male character as being in the wrong, the message was conveyed so poorly that it backfired spectacularly," she said.

This is not the first time Dettol, which is owned by British consumer goods company Reckitt, has found itself at the centre of controversy in China.

It drew backlash last year with an advert that featured the line: "The woman was 'returned' just before her wedding; it must be because she was not clean."

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注：完整题目见本文开头；中文文本为AI翻译，仅供参考

含注释全文：

Dettol apologises after ad to clean up 'toxic men' backfires in China

From: BBC

British hygiene brand Dettol has apologised for an advert in China that it claims was meant to call out sexism, but has instead backfired.

英国卫生品牌滴露（Dettol）就其在中国的一则广告致歉。该公司表示，这则原本旨在批评性别歧视的广告却适得其反。

hygiene /ˈhaɪdʒiːn/ 不可数名词，表示“卫生；保健法”，英文解释为“the practice of keeping yourself and your living and working areas clean in order to prevent illness and disease”，如：food hygiene 食品卫生，personal hygiene 个人卫生。

sexism /ˈsek.sɪ.zəm/ 表示“性别主义；（尤指对女性的）性别歧视，性别偏见”，英文解释为“(actions based on) the belief that the members of one sex are less intelligent, able, skilful, etc. than the members of the other sex, especially that women are less able than men”

backfire /ˌbækˈfaɪər/ 1）表示“（引擎）发生回火”，英文解释为“(of an engine) to make a loud noise as a result of fuel burning too early”举个🌰：I was woken by the sound of a truck backfiring. 卡车引擎的回火声把我惊醒了。

2）表示“事与愿违，（计划或行动）发生意外，产生事与愿违的结果”，英文解释为“if a plan or action backfires, it has the opposite effect to the one you intended”举个🌰：The company's new policy backfired when a number of employees threatened to quit. 公司的新政策事与愿违，有好几名员工威胁说要辞职。

🎬电影《被拒人生》（Freeheld）中的台词提到：Listen to me, listen to me, this is a circus, it's gonna backfire. 听我说，这有些儿戏了，会适得其反的。

The five-minute long advert for a multipurpose disinfectant, styled like a micro drama, starts out with a man looking for a partner who is "clean" and "not tainted by other men".

这则长五分钟、以微短剧形式拍摄的多用途消毒产品广告，一开始描绘一名男子寻找伴侣，要求对方“干干净净，没被别的男人污染过”。

multipurpose /ˌmʌl.tiˈpɜː.pəs/ 表示“多用途的；多功能的”，英文解释为“A multipurpose tool, etc. can be used in several different ways.”如：a multipurpose hall 多功能大厅。

disinfectant /ˌdɪs.ɪnˈfek.tənt/ 表示“（尤指用于厕所、厨房表面消毒的）消毒剂，除菌剂”，英文解释为“a substance that contains chemicals that kill bacteria and is used especially for cleaning surfaces in toilets and kitchens”

taint /teɪnt/ 表示“（通过添加有害物质而）污染（食品、血液等）；玷污，败坏”，英文解释为“to spoil something, especially food or blood, by adding a harmful substance, or to spoil people's opinion of someone”举个🌰：His reputation was permanently tainted by the financial scandal. 那起财务丑闻让他一辈子声名狼藉。

🎬电影《海岸大捕怪》（Grabbers）中的台词提到：Exactly, if we taint our blood with booze, we are poisonous to eat. 没错，如果我们的血液被酒精污染，对它们而言就是有毒的。

A plot twist comes late in the advert when his new girlfriend calls him out for his misogyny and breaks up with him. Dettol is then presented as the solution against "toxic men [who] are just like bacteria".

广告后段出现情节转折：男子的新女友公开指责他的厌女言论，并与他分手。随后，滴露被呈现为对抗“有毒的男人就跟这细菌一样”的解决方案。

twist /twɪst/ 作动词，表示“转动，旋转；缠绕，盘绕”，英文解释为“to turn something, especially repeatedly, or to turn or wrap one thing around another”举个🌰：The path twists and turns for over a mile. 这条小路弯弯曲曲，长达1英里多。

作名词，1）表示“扭动，转动”，英文解释为“an act of twisting something”举个🌰：She gave the cap another twist to make sure it was tight. 她又拧了一下盖子，以确保盖紧了。

2）表示“（故事或情况的）转折，转变，突然变化”，英文解释为“an unexpected change or development in a story or situation”举个🌰：The story has taken another twist. 故事情节再一次变化。

misogyny /mɪˈsɒdʒɪnɪ/表示“厌女症，嫌忌女人”，英文解释为“feelings of hating women, or the belief that men are much better than women”

📍相反： misandry /ˈmɪsəndrɪ/ 表示“厌恶男人，憎恨男人”（feelings of hating men）

📺美剧《新闻编辑室》（The Newsroom）第一季中的台词提到：that might get an argument started about misogyny? 以引起一场厌女热潮。

The advert sparked an uproar on the Chinese internet, with some users saying it objectifies women and others calling for a boycott of the brand.

该广告在中国互联网引发哗然，有用户指其物化女性，也有人呼吁抵制该品牌。

uproar /ˈʌp.rɔːr/ 表示“骚动；怨愤；喧嚣；嘈杂；吵闹”，英文解释为“a situation in which there is a lot of public criticism and angry argument about sth that sb has said or done”举个🌰：The article caused (an) uproar. 这篇文章引起了轩然大波。

objectify /əbˈdʒek.tɪ.faɪ/ 表示“人格物化（把人当成没有感情、思想或权利的工具或玩物）”，英文解释为“to treat a person like a tool or toy, as if they had no feelings, opinions, or rights of their own”举个🌰：She denied that the magazine objectified women. 她否认杂志物化女性。

boycott /ˈbɔɪkɒt/ 在类似新闻报道中多次出现，比如史上首次！韩国小姐集体拒绝赴日比赛一文中的Korea to boycott Miss International 2019；

boycott可作动词也可作名词，意思是“抵制，排斥，拒绝参加”，我国港澳台地区常说的“杯葛”一词即为boycott的音译，英文解释为“to refuse to buy, use or take part in sth as a way of protesting”举个🌰：We boycott all products tested on animals. 我们抵制所有拿动物做试验的产品。

Dettol said the advert, which has been removed following the backlash, was intended to criticise gender stereotypes, but that snippets of it that later circulated online distorted its core message.

滴露表示，该广告在争议后已被撤下，原意是批评性别刻板印象，但后来在网上流传的片段扭曲了其核心讯息。

backlash /ˈbæk.læʃ/ 表示“强烈抵制，集体反对”，英文解释为“a strong negative reaction by a large number of people, for example to sth that has recently changed in society”如：the backlash against xx 对xx的强烈反对。

📺美剧《无耻之徒》（Shameless）第一季中的台词提到：There will be a backlash if people don't stop 字幕组翻译为：如果人们不停止...的话，迟早会出大事。

stereotype /ˈster.i.ə.taɪp/表示“模式化形象；成见；刻板印象”，英文解释为“A stereotype is a fixed general image or set of characteristics that a lot of people believe represent a particular type of person or thing.”举个🌰：There's always been a stereotype about successful businessmen. 对成功的商人们总有一种成见。

snippet /ˈsnɪpɪt/ 表示“一条，一则（新闻、消息或谈话）；片段”，英文解释为“A snippet of something is a small piece of it.”如：snippets of popular classical music 流行古典音乐的片段，举个🌰：I heard an interesting snippet on the radio this morning. 今天早上我从广播里听到了一则有趣的新闻。

📍词根“-et”表示“小”，前缀“snip-”（剪切的变体，表示一部分）。想象你剪下一小片，这就是“snippet”。

表示“扭曲；使变形；歪曲”，英文解释为“to change something from its usual, original, natural, or intended meaning, condition, or shape”举个🌰：My original statement has been completely distorted by the media. 我最初的说法被媒体彻底歪曲了。

📍《经济学人》（The Economist）一篇讲述疫情对全球经济影响的文章中提到：However, though that would provide a brief stimulus, it is a recipe for distorted markets, moral hazard and low growth. 尽管这会带来短暂的刺激，却会导致市场扭曲、道德风险和增长低迷。

"We recognise that it has offended many people, especially women. We take responsibility for any negligence in creating and reviewing the content of the advert," Dettol said in a statement on Monday.

滴露在星期一（6月22日）发表的声明中说：“它让许多人，尤其女性朋友感到被冒犯。其中存在的内容表达缺陷与审核失职，责任不容推脱。”

negligence /ˈneɡ.lɪ.dʒəns/ 表示“疏忽，过失”，英文解释为“the fact of not giving enough care or attention to someone or something”如：medical negligence 医疗事故。

The company also said it would review its content moderation processes.

公司亦表示将检视其内容审核流程。

moderation /ˌmɒd.ərˈeɪ.ʃən/ 1）表示“ 适度；适中；合理；节制”，英文解释为“the quality of being reasonable and not being extreme”举个🌰：The United Nations Secretary General called on all parties to show moderation. 联合国秘书长呼吁各方要克制。

2）也有“审核，审核评分制”的含义，英文解释为“the action or process of moderating examination papers, results, or candidates”

📍《经济学人》（The Economist）一篇讲述TikTok的文章中提到：Controversies around TikTok's content moderation and data protection will keep cropping up. TikTok在内容审查和数据保护方面的争议将不断涌现。

Dettol was founded with a mission to "protect the health" of families, it said, adding: "But we are well aware that true protection also lies in safeguarding the dignity of every individual and their right to be treated equally."

滴露称，其设立宗旨是“保护家庭健康”，并补充说：“但我们亦深知，真正的保护同样在于维护每一个人的尊严，以及其获得平等对待的权利。”

The advert has sparked heated discussions across Chinese social media platforms over the last few days, with many people angered by its attempts to compare a person's "purity" with the disinfecting abilities of Dettol products.

过去数日，该广告在中国多个社交媒体平台引发激烈讨论，许多人对其将个人“纯洁”与滴露产品消毒能力作比较的尝试感到愤怒。

disinfect /ˌdɪs.ɪnˈfekt/ 表示“给…杀菌，为…除菌，替…消毒”，英文解释为“to clean something using chemicals that kill bacteria and other very small living things that cause disease”如：disinfect the toilets/a wound 给厕所/伤口消毒。

"What a trashy advertisement. It's left me speechless," a user wrote on Weibo, China's X-like platform.

中国微博上有用户写道：“这是甚么垃圾广告，让我无话可说。”

"What a hopeless company. What is their senior management doing?" read another comment. "I'm never using Dettol again. There are so many brands in the market after all."

另有评论称：“这公司真是没救了，高层到底在做甚么？我再也不用滴露了，市面上品牌多的是。”

Manya Koetse, who runs the Eye on Digital China newsletter, described the campaign as "quite a mess for a brand whose entire business revolves around cleanliness".

“数字中国观察”（Eye on Digital China）电子通讯主理人柯小曼（Manya Koetse）形容这场宣传，“对一个以清洁为核心业务的品牌而言，一塌糊涂”。

revolve /rɪˈvɒlv/ 表示“（使）旋转；（使）转动；（使）环绕，围绕”，英文解释为“to move or cause something to move around a central point or line”举个🌰：The earth revolves around the sun. 地球围绕太阳转。

revolve around sth表示“以…为中心；以…为主题；围绕…”，英文解释为“to have someone or something as the main or most important interest or subject”举个🌰：The conversation revolved around childcare problems. 这次会谈的中心议题是儿童保育方面的问题。

"Even if the intention was to portray the male character as being in the wrong, the message was conveyed so poorly that it backfired spectacularly," she said.

她说：“即便原意是要呈现该男性角色有问题，但讯息传递得拙劣不堪，以至于产生了严重的反效果。”

spectacularly /spekˈtæk.jə.lə.li/ 1）表示“壮丽地，壮观地，令人惊叹地”，英文解释为“in a very beautiful way that people admire”举个🌰：At night, the city is spectacularly lit. 夜晚，该市灯火辉煌，非常壮观。

2）表示“极其，非常”，英文解释为“extremely”如：spectacularly beautiful countryside 非常漂亮的乡村。

This is not the first time Dettol, which is owned by British consumer goods company Reckitt, has found itself at the centre of controversy in China. It drew backlash last year with an advert that featured the line: "The woman was 'returned' just before her wedding; it must be because she was not clean."

这并非滴露首次在中国陷入争议。该品牌隶属于英国消费品公司利洁时（Reckitt），去年亦曾因一则广告引发反弹，其中包含一句台词：“可她（新娘子）却在结婚前被退货了，肯定是身子不干净。”

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