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I'm speaking to denounce a disease with our modern society, that is, tile sex role of misleading advertisements and commercials.
我在此发表演讲，谴责现代社会的一大弊病，那就是误导性广告的性别效应。
Advertising affects all of us throughout our lives. Adolescents, especially female adolescents, are particularly vulnerable, however, because they are new and inexperienced consumers and are the prime targets of many advertisements.
我们所有人在其一生中无时不受广告的影响。少年，尤其是少女，新近涉足消费市场，经验不足，是广告的主要对象，所以特别容易受到广告的侵袭。
Advertisers are fully aware of their role and do not hesitate to take advantage of the insecurities and anxieties of young people, in the guise of offering solutions. A cigarette provides a symbol of independence. A pair of designer jeans or sneakers conveys status. The right perfume or beer resolves doubts about femininity or masculinity.
广告商们充分意识到自己的作用，他们毫不迟疑地利用年轻人的不稳定性和渴求性，主动充当解难的智者。一支烟象征着独立，一条名牌牛仔裤或一双名牌旅游运动鞋给人以身份。恰当的香水或啤酒使人对女性气质或男性气概不再生疑。
No politician or educator is more pervasive or persuasive than advertising. It teaches us to be consumers, to value material things above all else, to feel that happiness can be bought, that there are instant solutions to life's complex problems, and that products can fulfill us and meet our deepest human needs. The value of a person, especially the value of a young woman, depends upon the products used.
没有哪一个政治家或教育家具有广告那么强的渗透力和说服力。广告教我们成为消费者，广告告诉我们“万般皆下品，惟有物质高”，广告让我们感到幸福是可以花钱购买的，生活中的复杂问题都有手到病除的良方，产品可以使我们充实，可以满足我们人类最深层次的需求一个人的价值，尤其是一个年轻女性的价值，取决于所用产品的价值。
For a woman, conventional beauty is her only attribute. She is supposed to have no lines or wrinkles, no scars or blemishes. She is thin, generally tall and long legged, and above all young. All "beautiful" women in television commercials conform to this norm. The image is artificial and can only be achieved artificially. Desperate to conform to an ideal and impossible standard, many women go to great lengths to manipulate and change their faces and bodies. More than a million dollars is spent every hour on cosmetics in this country. A woman is conditioned to view her face as a mask and her body as an object, as things separate from and more important than her real self. She is constantly in need of alteration, improvement, and disguise. She is made to feel dissatisfied with and ashamed of herself, whether she tries to achieve "the look" or not.
对一名女子来说，标准美是她的惟一标志。她的皮肤应天生丽质没有皱纹，没有疤痕，没有瑕疵。她的身材应该清瘦苗条，通常高挑个双腿修长，其中青春年少则是首要条件。所有在电视广告中出现的“花容玉貌"般的倩女均都符合这个标准。这种形象是人为的，只可能人为地塑造。许多妇女极度渴求达到一个理想的而又无法达到的标准，她们尽其所能来摆布和修改自己的容貌体态。这个国家每小时花费在化妆品上的钱超过100万元。女子已习与性成地视自己的脸蛋为面具，视自己的身体为物品，是一种脱离了原型而又高于原型的东西。女子自身需要经常不断地予以修正、改良与伪装。无论她是否想获得那般“花容玉貌”，都已被塑造为那种自我不满、自我惭愧的人。
Ironically, the heavily advertised products, such as cosmetics and weight-reduction drinks, are even detrimental to physical attracttiveness. There is very little emphasis in the media on nutrition and exercise and other important aspects of health and vitality.
具有讽刺意义的是，诸如化妆品和减肥饮料这些被广告大肆渲染的产品对人体的魅力甚至是有害的。媒体对营养、锻炼以及其它一些与健康和活力有关的重要因素则很少强调。
Adolescent females are also discouraged from growing up and becoming adults. Growing older is the great taboo. Although boys are allowed and encouraged to become mature adults, girls are encouraged to remain little girls, to be passive and dependent, never to mature. Somehow placed in a double bind, they are supposed to be sexy and virginal, experienced and naive, seductive and pure.
少女自然成长也不被看好。年纪增长是大忌。虽然男孩可以成为一名成熟的男子，并且还受到鼓励，但对女孩的要求却是妙龄永驻，唯唯诺诺，依附顺从，永不成熟。不知何故，对她们的要求总有两面性，既要求她们性感多情，又要求她们冰清玉洁，既要求她们老到练达，又要求她们少不更事，既要求她们风骚冶艳，又要求她们质朴无华。
Misleading advertisements and commercials depict a world in which love and passion are reserved solely for products, in which sexuality becomes a commodity, and in which young women are the worst victims.
在被误导性的广告所描绘的世界里，爱恋和激情全然为产品拥有，性成了商品，其中年轻女子则成了最大的牺牲者。 |
发表于 2019-10-18 23:01:05
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发表于 2019-10-19 08:08:09
