今日导读
最近几则在世界杯热播时段投放的广告，比如某求职平台的广告，还有某旅游产品的广告，被网民们疯狂吐槽“恶俗”、“没什么营养”。那么，在广告业界有没有什么正面案例呢？有！美国最近开播一则女性刮毛刀广告，只凭借一个细微却本质的变化，即赢得全体女性用户喝彩，还打破了广告业几十年来的“潜规则”。有营养、有三观。让我们来跟着毛西，一起读这篇来自英国卫报的文章吧。
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Hair, hair: users applaud razor ad that shows women actually shaving
展示女性剃毛的广告终于出现了
注：applaud：夸赞，鼓掌。shaving：削;剃胡子，修面
An advertisement for razors that actually depicts women shaving their body hair has been hailed with cries of “finally” and “it was about damn time”.
一则直接展现女性剃除体毛场景的剃刀广告赢得了观众们“终于有这样的广告了”、“早该这样了”等呼声的称赞。
Billie, which calls itself “a female-first shave and body brand”, says its ad is the first in decades of advertising to show women actually shaving their body hair.
比利，一家自称“一个女性优先的剃毛与美体品牌”的公司表示，他们这则广告是行业数十年历史中第一个直接展示女性刮除体毛的场景的广告。
Ads for men’s razors frequently show men trimming and groomingtheir beards. Products marketed at women typically show them shaving legs or armpits already rendered completely hairless.
男性剃须刀的广告会频繁地展示男性修剪和整理他们胡须的画面。而面向女性的产品则通常展示她们给已经被处理过、完全没有体毛的腿部或是腋下剃毛的画面。
The idea that shaving was a choice also earned plaudits. “Shave, don’t shave, but bottom line is we all have hair” one commenter said, noting that at the conclusion of the ad not all of the models have shaved their underarm hair.
剃毛可以是一种选择的理念也得到了赞扬。一位评论家在注意到广告结尾处并非所有的模特剃了腋毛之后说：“剃也行，不剃也罢，然而底线是承认我们都有体毛。”
Billie co-founder Georgina Gooley said: “Only showing smooth, hairless legs seemed like an archaic way of representing women. We have always said shaving is a choice. It’s your hair and no one should tell you what to do with it. We’re excited to launch a campaign that will help normalize body hair and change the one-dimensional way in which women are portrayed.”
比利的共同创始人乔治尼娅·古丽说：“只展现光滑无毛的腿部似乎成为了一种陈旧的表现女性的方式。我们一直说是否剃毛是一种选择。这是你自己的毛发，没有人有资格告诉你该如何处理它。我们很激动能够发起这样一个宣传运动，来帮助人们正视体毛的存在，并改变单一、狭隘的呈现女性形象的方法。”
Ashley Armitage, who took the photographs for the campaign, told website As/Is: “How can you know that a razor is even doing its job if all it’s doing is swiping off some shaving cream? And more importantly, why is showing female body hair so taboo?”
为这项宣传运动拍摄照片的艾什莉·阿米蒂奇向 As/Is 网站表示：“如果画面上剃刀的作用只是在刮下一些剃须膏的话，你怎么知道这个剃刀真的有用呢？更重要的是，为什么展示女性体毛要如此受人忌讳？”
————— 文章来源 / 卫报 ?
重点词汇
razor
/?re?z?r/
n. 剃刀
depict
/d??p?kt/
v.描绘，描写
hail
/he?l/
v. 称赞
trim
/tr?m/
v. 修剪
e.g.
trim the hedge
groom
/ɡru?m/
v. 梳理
render
/?rend?r/
v. 使...变得
e.g.
His rudeness rendered me speechless.
plaudit
/?pl??d?t/
n. 赞扬，赞同
archaic
/ɑ?r?ke??k/
adj. 古风的，陈旧的
e.g.
This sector of the museum mainly displays archaic arts.
normalize
/?n??rm?la?z/
v. 使...正常化
portray
/p??r?tre?/
v. 展示，呈现（portrait n.）
e.g.
The painter portrayed this historic event in a humorous way.
swipe
/swa?p/
v. 刷（卡），滑屏
taboo
/t??bu?//t??bu?/
adj. 禁忌的，忌讳的
e.g.
Discussions about death are very taboo in Chinese culture.
a cry of ...
...的呼声
about time
早该如此
e.g.
It‘s about time that the school improved its food service.
拓展内容
Billie 刮毛刀广告片
女性百年脱毛演变史
女性脱毛的阴谋论起源
相关研究显示，1915 年 5 月，《时尚芭莎》一则以女性无毛的腋窝为特点的广告出现之后，脱毛在美国才开始流行；1917 年，为了增加剃刀片的销量，威尔金森·斯沃德公司（Wilkinson Sword Company）发动了一场针对北美女性的宣传攻势，力求使女人们相信腋毛是“不卫生的”、留腋毛是“非女性化的”，两年后，它出产的刀片销量翻了一番。随着脱毛女士不断增多，脱毛膏以及其他各种脱毛技术也陆续产生，陆续向这一新兴市场纷至沓来，谋求分一杯羹。而伴随着市场越来越庞大，去除腋毛的审美观在人们的意识中也越来越坚固。
也就是说，让腋毛从性感野性的象征沦为人人得而剃之的讨厌毛发，可能是一场商业的阴谋；也正因如此，有人把“腋毛厌恶”和“钻石崇拜”并列为“20 世纪最精彩的几个商业营销骗局之一”。
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原文地址：https://www.cnblogs.com/tianqizhi/p/9305732.html