
種族歧視的品牌形象
Consumer products giant Colgate-Palmolive has promised to review and evolve its Chinese toothpaste brand Darlie, the latest in a growing wave of US companies reassessing their packaging of products amid a debate on racial equality.
消費性產品巨頭高露潔已承諾將重新檢討並改進旗下中國牙膏品牌「黑人牙膏」(Darlie),反映出美國企業在種族平等的辯論中,重新評估產品包裝的趨勢。
evolve (v.)(使)逐步演變、(使)逐步發展、(使)進化improve(v.)改善;提升wave(n.)趨勢;風潮reassess(v.)重新評估、重新考慮=reevaluate=reconsiderracial equality種族平等gender equality性別平等
Darlie is a popular Chinese brand, jointly owned by Colgate and Hawley & Hazel of Hong Kong, and also sells well in other Asian markets, including Hong Kong, Singapore, Malaysia and Taiwan.
黑人牙膏是由高露潔和香港好來化工共同持有的中國知名品牌,在其他亞洲市場,包括香港、新加坡、馬來西亞和台灣也很暢銷。
(which is) jointly owned by…由…共同持有
Its packaging features a smiling man in a top hat.
牙膏包裝上有個戴著大禮帽微笑的男子,
packaging(n.)包裝feature(v.)以…為特色;以…為號召;主打…
Until 1989, the toothpaste brand was known as “Darkie” and featured a man in blackface as its logo.
直到1989年,這個牙膏品牌的名稱一直是「Darkie」,且以黑人男子為商標。
until 1989(prep.)直到…in blackface白人刻意扮作黑人
Its current Chinese name still translates to “Black Person Toothpaste.” The wording can be found on Darlie toothpaste’s marketing and website branding as well as the product’s packaging.
目前的中文商品名稱仍譯為「黑人牙膏」,且除商品包裝外,牙膏的行銷、網站設計上都可以看到「黑人牙膏」的字樣。
wording(n.)遣詞;用詞in addition to~除了..之外
Colgate’s move comes as American corporations react to weeks of protests over racial injustice sparked by the death of George Floyd, an unarmed black man, under the knee of a former Minneapolis police officer.
近日,非裔男子佛洛伊德在沒有攜帶武器的狀況下,遭前明尼阿波利斯市警察以膝壓頸致死,引爆延燒數週、抗議種族不公的示威活動,美國各大企業紛紛表態反對種族歧視。
react to…對…有反應;回應justice(n.)正義injustice(n.)不公(which were) sparked by…=triggered by…由…所激起;由…所引發
“For more than 35 years, we have been working together to evolve the brand, including substantial changes to the name, logo and packaging,” Colgate-Palmolive said in a statement.
高露潔發表聲明指出:「超過35年以來,我們一起努力改進這個品牌,包括大幅修改名稱、商標和包裝。」
substantial(adj.)重要的;重大的
“We are currently working with our partner to review and further evolve all aspects of the brand, including the brand name.”
「我們目前正與合作夥伴一起檢討,進一步改善品牌的各個方面,包括品牌名稱。」
aspect(n.)方面;層面;面向
Other US companies have been moving quickly to reevaluate brands that feature racial stereotypes.
其他美國公司已迅速採取行動,重新檢視帶有種族刻板印象的品牌。
re(-)evaluate(v.)重新評估=reassess=reappraise=reconsiderstereotype(n.)刻板印象、成見
PepsiCo announced it would end entirely the 131-year-old Aunt Jemima pancake syrup and batter adorned with the face of a black woman.
百事食品宣布,將終結旗下131年老品牌「傑米瑪姨媽」鬆餅粉與糖漿系列產品,因為產品商標就是非裔女性的臉孔,
(which is) adorned with…用…裝飾
This has prompted other American food brands featuring African American characters, including Mrs. Butterworth’s syrup and Cream of Wheat, to initiate reviews of offensive racist branding.
這促使其他以非裔美國人物為商標的美國食品品牌,包括「巴特沃思夫人糖漿」和「奶油小麥」穀粉,開始檢討其帶有種族歧視的品牌形象。
prompt sb. to do sth.促使某人做出某事=induce sb. to do sth.=motivate sb. to do sth.offensive(adj.)冒犯的、令人不快的