Jamaica embraces controversial Super Bowl ad
牙買加欣然接受引發爭議的超級盃廣告
2013-04-21◎
俞智敏
Jamaica is embracing a
controversial Super Bowl commercial that depicts a white office worker from the
U.S. Midwest feigning the Caribbean island’s lilting patois accent to display a
cheerful, upbeat outlook.
牙買加正欣然接受一支引發爭議的超級盃廣告片，片中描繪一名來自美國中西部的白人上班族刻意模仿這個加勒比海島國的輕快方言口音，以展現一種愉快、歡樂的態度。
Some U.S. critics have
described the Super Bowl ad from Volkswagen of America as offensive and
culturally insensitive, apparently seeing the commercial as an echo of
segregation-era depictions of white people posing as happy-go-lucky black folk.
Jamaica’s population is predominantly black.
部分美國批評者形容這支由福斯汽車美國分公司所製作的廣告片令人反感和缺乏文化敏感性，他們顯然認為這支廣告反映出種族隔離時代白人刻意假扮成個性樂天的黑人的手法。牙買加人口絕大多數為黑人。
But the charged
reaction has met with puzzlement in Jamaica, which has very visible white,
Asian, Middle Eastern and mixed-race minorities that also often speak with the
local accent.
但這些激烈的反應卻讓牙買加人感到困惑，牙買加境內也有很明顯的白人、亞裔、中東及混血等少數族裔，他們說話也都帶有當地口音。
The island’s
government has endorsed the commercial, which shows an ebullient white worker
from the U.S. state of Minnesota trying to cheer up glum colleagues with a
Jamaican patois accent because he is so happy with his Volkswagen.
牙買加政府已表態支持這支廣告片，片中一名來自明尼蘇達州的白人上班族興高采烈地試圖用牙買加方言口音說話，好讓悶悶不樂的同事們高興起來，因為他對自己新買的福斯汽車很滿意。
Tourism Minister
Wykeham McNeill said he believes the Super Bowl commercial has the potential to
increase tourist arrivals. "I think this is a very creative commercial
which truly taps into the tremendous appeal that brand Jamaica and its
hospitable people have globally," McNeill said in a statement. （AP）
觀光部長麥克尼爾表示，他相信這支超級盃廣告片可能增加前往牙買加觀光的遊客人數。「我認為這是一支很有創意的廣告，真正掌握了牙買加品牌及其好客人民在全球的廣大吸引力，」麥克尼爾在聲明中指出。（美聯社）
新聞辭典：
l embrace：動詞，指欣然接受、同意，如 These ideas have been widely embraced by a the
scientific community.（這些主張廣獲科學界接受。）
l happy-go-lucky：形容詞，指逍遙自在的、隨遇而安的，如She has a happy-go-lucky disposition.（她的個性很樂天。）
l charged：形容詞，指緊張的、可能引起激烈反應的，如The singer gave an emotionally
charged interview.（這位歌手在接受訪問時情緒激動。）
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