レッスンを予約する
Step 1
Read the Article
Read the article to understand the main idea.
記事を読んで、おおよその内容をつかみましょう。
Watchmaker Swatch apologizes for ‘slanted eye’ ad after backlash in China
Swiss watchmaker Swatch issued an apology on Aug. 16 and pulled ads featuring images of an Asian male model pulling the corners of his eyes up in a “slanted eye” pose.
The images for the Swatch Essentials collection were widely condemned online in China, where many said they appeared to mimic racist taunts about Asian eyes.
Shares in the company fell as much as 4% on Aug. 18 before paring losses to trade 3.1% lower.
“It is very significant for a brand of that scale to misfire in this way,” said Mark Borkowski, who runs a public relations consultancy in London. “This carelessness is really quite a fundamental mistake.”
In an apology posted in both Chinese and English on its Weibo platform, Swatch said it had “taken note of the recent concerns” and removed all related materials worldwide. “We sincerely apologize for any distress or misunderstanding this may have caused,” it said. The same apology was posted on Instagram.
The campaign resulted in a backlash on social media.
Peter Xu, a fashion influencer in China, said the controversy would impact Swatch’s business but, given the quick apology, the fallout was likely short-lived.
(Reuter)
Step 2
Check the Vocabulary and Phrases
Check the following vocabulary and phrases.
以下の単語やフレーズの発音、意味、使い方を確認しましょう。
backlash
反発、反動
A strong adverse reaction by a large number of people, especially to a social or political development
The company faced a severe backlash after the controversial advertisement was published online.
その企業は物議を醸した広告がオンラインで公開された後、激しい反発に直面した。
condemn
非難する
To express strong disapproval of someone or something, often publicly
Many people condemn the company for its insensitive advertisement.
多くの人がその企業の無神経な広告を強く非難している。
mimic
～をまねる
To copy the way somebody speaks, moves, behaves, etc., especially in order to make other people laugh
The parrot can mimic human voices and even short sentences.
オウムは人間の声や短い文まで真似することができます。
taunt
あざけり
An offensive or unkind remark that is intended to make somebody angry or upset
The boy ignored the taunt from his classmates and kept playing the game.
その少年はクラスメートからのからかいを無視して、遊びを続けました。
pare
削減する、減少させる
To gradually reduce the size or amount
The company plans to pare its costs by reducing unnecessary expenses.
その会社は不要な出費を減らしてコストを削減する予定です。
Step 3
Comprehension Questions
Answer the following questions based on the article.
理解度問題に挑戦しましょう。
What did Swatch do after the backlash to their ad?
How does Peter Xu predict the damage to Swatch’s business will affect the company?
Step 4
Discussion
Share your opinions on the following questions.
以下の質問について、自分の考えを述べてみましょう。
Have you ever seen an advertisement that you didn’t like? Why?
How important is a quick apology when a company makes a mistake?
Do you think an advertising mistake can permanently damage a brand’s reputation? Why or why not?
How does social media make controversies bigger or spread faster today?
If you were running a company, how would you make sure your ads are respectful to all cultures?