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情感廣告“中國(guó)剩女”視頻走紅
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2017/4/11 11:02:00

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情感廣告“中國(guó)剩女”視頻走紅

Emotional advert about China’s ’leftover women’ goes viral

情感廣告“中國(guó)剩女”視頻走紅

An advertisement centred around "leftover women" in China has gone viral, provoking an emotional debate about single women in the country.

近日一則關(guān)于“中國(guó)剩女”的視頻在網(wǎng)上躥紅，這個(gè)視頻引起了對(duì)于中國(guó)單身大齡女生的激烈討論。

The issue of unmarried females, often stigmatised as "sheng nu" or leftover women, has long been a topic of concern in a society that prioritises marriage and motherhood for women.

中國(guó)社會(huì)素來(lái)認(rèn)為女性應(yīng)該以婚姻和母親身份為主，所以大齡未婚女性常常被貼上“剩女”的標(biāo)簽，關(guān)于大齡未婚女性的討論也成為社會(huì)的一大話題。

Called the "Marriage Market Takeover", the four-minute long documentary-style video was commissioned by Japanese beauty giant SK-II.

這個(gè)稱為《剩女反擊戰(zhàn)》的視頻，時(shí)長(zhǎng)4分鐘的紀(jì)實(shí)片，由日本一位名叫SK-II制作。

In a statement to the BBC, SK-II President Markus Strobel said the advert was part of "a global campaign to inspire and empower women to shape their destiny".

在BBC的采訪中，SK-II說(shuō)道這個(gè)視頻廣告是為鼓勵(lì)和激發(fā)女性重塑自己命運(yùn)的全球運(yùn)動(dòng)”。

"The film brings light to the real-life issue of talented and brave Chinese women feeling pressured to get married before they turn 27, for fear of being labelled ’sheng nu’".

“即將進(jìn)入27歲害怕被貼上‘剩女’標(biāo)簽的勇敢并有才華的女性，這個(gè)視頻給備受壓力的她們帶來(lái)希望?！?/font>

He also said the company was adopting "a positive approach in helping women face pressures".

他還表示公司在采取“積極的措施來(lái)幫助女性來(lái)應(yīng)對(duì)壓力”。

Heavy pressures from society

來(lái)自于社會(huì)的壓力

By government definition, a "leftover woman" refers to any unmarried female above the age of 27.

根據(jù)政府的定義，“剩女”指的是27歲以上未婚女性。

China’s ruling Communist Party tries to urge single women to marry, to offset a huge gender imbalance caused by the recently ended one-child policy.

中國(guó)共產(chǎn)黨黨激勵(lì)單身女性結(jié)婚，以此來(lái)緩解近期因結(jié)束計(jì)劃生育政策而引發(fā)的性別不平衡。

But according to Leta Hong Fincher, author of "Leftover Women: The Resurgence of Gender Inequality in China", single Chinese women are at "a real turning point" and many are beginning to embrace a single lifestyle and push back the stigma.

根據(jù)《剩女：中國(guó)性別不平衡的重新崛起》作者Leta Hong Fincher介紹，中國(guó)的女性正處于“轉(zhuǎn)折點(diǎn)”，很多女性非常喜歡獨(dú)自生活，給“剩女”這一帶有歧視性的社會(huì)標(biāo)簽有力一擊。

She told the BBC: "These are young women with strength and confidence, who are being specifically targeted by the state’s deliberate campaign to pressure [them] into marrying. Chinese women today are more educated than ever before and they are increasingly resisting marriage."

她告訴英國(guó)廣播公司（BBC）:“那些獨(dú)立自信的中國(guó)年輕女性是被受結(jié)婚壓力的主要群體。中國(guó)現(xiàn)在的女性比以前接受教育程度更高，她們?cè)絹?lái)越反對(duì)逼婚?！?/font>

Ms Hong Fincher, who had a small consulting role in the video, said what made it particularly powerful was that it depicted "the actual state" of women in the country.

Hong Fincher在視頻中接受咨詢，說(shuō)道中國(guó)社會(huì)女性被逼婚已經(jīng)成為被表述為社會(huì)的“一種常態(tài)”。

"This is the reality and it was told in a very creative, moving and empowering way: that these women are leading great lives in many ways, in being single," she said.

“這是社會(huì)的現(xiàn)實(shí)狀況，這個(gè)視頻以一種很有創(chuàng)新性、感人并且充滿正能量的方式告訴大家：?jiǎn)紊砼栽谏畹暮芏喾矫娑甲龅暮芎茫彼f(shuō)道。

"But the torture experienced by the women in holding out against intense marriage pressure is also extremely real. It reflects the reality of so many young women professionals in China."

“但是由于結(jié)婚的巨大壓力所帶來(lái)的折磨也是非常真實(shí)的。視頻反映了很多中國(guó)單身女性的現(xiàn)實(shí)狀況?！?/font>

An unmarried woman is incomplete’

不結(jié)婚的女人是不完整的

At the heart of the video is heartfelt testimony from the women themselves, with some breaking down when relating difficulties they face being single.

視頻中也展現(xiàn)了女性由于單身所帶來(lái)的種種壓力的由衷坦言，一些人由于單身幾近奔潰。

"In Chinese culture, respecting your parents is the most important quality. And not getting married is like the biggest sign of disrespect," shared one woman, who later broke down in tears.

“在中國(guó)傳統(tǒng)文化中，孝敬父母是最重要的品質(zhì)。而不結(jié)婚是對(duì)父母的不孝敬，”一位女性含淚訴說(shuō)道。

Another woman said: "People think that in Chinese society, an unmarried woman is incomplete."

另一位女性說(shuō)道：“在中國(guó)，人們認(rèn)為不結(jié)婚的女性是不完整的。”

The tough stances of the parents were also featured prominently.

父母想讓兒女早日結(jié)婚的立場(chǎng)也是非常堅(jiān)定的。

"We always thought our daughter had a great personality. But she’s just average-looking, not too pretty. That’s why she’s leftover," said one mother, who sat next to her daughter who tried to fight back tears.

“我一直認(rèn)為我們的女兒性格很好。她只是長(zhǎng)相很普通，不算漂亮。所以就剩下了，”一位母親說(shuō)道，女兒坐在身邊強(qiáng)忍著眼淚。

But the video has proven popular online, resonating strongly with thousands of social media users.

這個(gè)視頻非?；鸨诰W(wǎng)上迅速迎來(lái)數(shù)萬(wàn)用戶的反響。

A YouTube video uploaded on the brand’s official channel drew hundreds of thousands of global views and was shared widely among Facebook users.

土豆視頻上傳了這個(gè)視頻，吸引了數(shù)萬(wàn)人次瀏覽，并且臉書用戶轉(zhuǎn)發(fā)無(wú)數(shù)。

In China, the video received more than 4,000 likes and was shared close to 20,000 times on SK-II’s official Sina Weibo account.

在中國(guó)，這個(gè)視頻收到4000多個(gè)點(diǎn)贊，SK-II 的官方新浪微博賬號(hào)這個(gè)視頻被轉(zhuǎn)發(fā)2萬(wàn)余次。

It drew huge praise from vocal netizens on the popular micro-blogging site and prompted a serious discussion.

這個(gè)微博獲得了很多用戶的贊賞，并且引發(fā)了激烈討論。

"Every woman’s choice should be respected in civilised society," commented Weibo user Lotus Seed Core.

“在一個(gè)文明的社會(huì)，每個(gè)女性的選擇都應(yīng)該受到尊重，”微博用戶Lotus Seed Core說(shuō)道。

Cecilia Leung from Beijing commented: "I am a single girl and I needed to see this ad, to tell me that I am not alone and I am not wrong for my choices. One can be happy without a man, and we shouldn’t be punished for our choices in life when we have not wronged others."

來(lái)自于北京的Cecilia Leung 評(píng)論道：“我是個(gè)單身女孩，我需要看到這個(gè)廣告，并且告訴我，我并不孤獨(dú)，我的選擇沒(méi)有錯(cuò)。沒(méi)有男人，女人可以照樣活得很好，我們不應(yīng)該因我們的選擇而受到任何懲罰，因?yàn)槲覀儾](méi)有對(duì)不起任何人?！?/font>

Another user had this to share: "Age is only a number and should not be used to gauge everyone’s goals in life, it’s different. To sisters who have yet to meet their soul-mates, don’t give up hope and listen only to your heart. Not even your parents, for only you know what is right for yourself. And if you don’t, do not grieve but celebrate your life."

另一位用戶這樣說(shuō)道：“年齡只是一個(gè)數(shù)字，年齡不應(yīng)該成為劃分每個(gè)人生活目標(biāo)的標(biāo)準(zhǔn)，每個(gè)人都是不一樣的。對(duì)于還沒(méi)有找到心儀之人的姐妹們，不要放棄，聽從你內(nèi)心的選擇。甚至不能聽父母的安排，因?yàn)橹挥心阒勒l(shuí)才是最適合你的。如果沒(méi)有遇到心儀之人，不要悲傷，應(yīng)該盡情享受生活?！?/font>

Ending on a positive note, the advert sees the single women and their parents visiting a "marriage market".

視頻中以積極的態(tài)度結(jié)尾，單身女性和其父母去游覽“婚姻市場(chǎng)”。

These "markets" are usually a place for parents to leave posters listing the details of their unmarried children, in the hopes of finding a match.

這些“市場(chǎng)”通常是父母將自己未婚子女的細(xì)則海報(bào)張貼出來(lái)，以此希望找到合適對(duì)象。

However, in this case, the parents are shown posters of their daughters, with positive messages for their parents.

然而，在這個(gè)視頻中的婚姻市場(chǎng)中，父母為女兒張貼了積極鼓勵(lì)的信息海報(bào)。

In one poster, a woman tells her parents: "I don’t want to get married just for the sake of marriage. I won’t be happy that way."

在一個(gè)海報(bào)中，一個(gè)女性這樣告訴父母：“我不想為了結(jié)婚而結(jié)婚。那樣我就不會(huì)快樂(lè)?！?/font>

"I am opposed to the term ’leftover woman’," says another, with her mother adding: "The ’leftover men’ need to try harder."

“我反對(duì)‘剩女’的標(biāo)簽，”另一個(gè)女生說(shuō)道，她的母親說(shuō)：“‘剩女’需要更堅(jiān)強(qiáng)些。”

Only the beginning’

這只是開始

But can the single women of China see real happy endings - where society will truly accept their choices?

但是中國(guó)的單身女性真的會(huì)看到愉快的結(jié)局嗎—社會(huì)真的會(huì)接受她們單身的選擇嗎？

"At the moment, that is only a fantasy," says Ms Hong Fincher, adding that the "incredible angst, personal torture and societal pressures" depicted in the advert are still prevalent.

“目前，這只是一個(gè)幻想，” Hong Fincher先生說(shuō)道，視頻廣告中人們的“巨大憂慮、個(gè)人的折磨和社會(huì)壓力”仍然會(huì)普遍存在。

"Marriage in China is extremely patriarchal and women need to see that being single is something to be celebrated, not to be ashamed of," she says.

“中國(guó)的婚姻是以男權(quán)為主，所以單身女性應(yīng)該是值得慶賀的，而不是羞愧的，”她說(shuō)道。

"But I believe that this trend of women who choose to be single and independent is going to increase and this is the beginning."

“但是我認(rèn)為女性選擇獨(dú)立會(huì)越來(lái)越多，這只是個(gè)開始?！?/font>

"But I believe that this trend of women who choose to be single and independent is going to increase and this is the beginning."

“但是我認(rèn)為女性選擇獨(dú)立會(huì)越來(lái)越多，這只是個(gè)開始?！?/font>

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