OPPO宣布：從嚴處罰段要輝

近日，手機廠商OPPO的母親節活動文案持續引發關注。

5月11日中午，@OPPO 再度發布致歉聲明稱，無論是營銷內容本身的冒犯，還是事后第一時間的敷衍應對，都暴露出公司在價值觀和敬畏心上存在嚴重的缺失。

Chinese smartphone maker OPPO has issued a second apology and disciplined senior executives after a controversial Mother's Day advertisement campaign triggered widespread backlash in China over accusations of vulgarizing family relationships.

In a statement released on Monday, the company said the campaign and its initial response exposed "serious deficiencies" in its values.

聲明稱，經過深刻反思，公司已經對分管中國市場業務的高級副總裁段要輝以及營銷相關管理者作出了從嚴處罰；市場業務部門全員將對本次事件進行全面反思，管理團隊將嚴肅檢討工作理念，回歸真誠的情感表達；同時，公司將重構內容審核流程，完善分層分級的內容審核機制，恪守主流價值觀底線。

The statement went on to say that senior executive Duan Yaohui and other managers involved have been punished, while the marketing department would be undergoing an internal review. The company also pledged to strengthen its content approval process to ensure future campaigns align with mainstream social values.

日前，OPPO推出的一則母親節活動文案寫道：“我媽有兩個‘老公’，一個是我爸，另一個一年見兩回。跟我爸約會基本不打扮，見另一個，她恨不得穿婚紗。”文案被批扭曲親情、玩梗低俗。

The controversy stems from a Mother's Day slogan by OPPO suggesting a mother had "two husbands" — her father and another man she met only twice a year. The advertisement was widely criticized for distorting family relationships and using vulgar, attention-grabbing humor.

8日下午，OPPO緊急致歉，稱對文案引發的爭議誠懇道歉。

10日，中國廣告協會發聲，強調廣告創意應厘清創新與無底線炒作的界限，摒棄“唯流量論”，創意可以新穎，但絕不能違背主流認知。

The company first apologized on Friday, expressing regret over the controversy. A day later, the China Advertising Association warned advertisers against pursuing attention through "bottomless hype" at the expense of mainstream values.

11日，有媒體披露，OPPO中國區業務負責人段要輝負最終管理責任，職級直降兩級。

來源：長安街知事

跟著China Daily

精讀英語新聞

“無痛”學英語，每天20分鐘就夠！