|
|
此文章由 lucyliu8472 原创或转贴，不代表本站立场和观点，版权归 oursteps.com.au 和作者 lucyliu8472 所有！转贴必须注明作者、出处和本声明，并保持内容完整
印度德里快报： 印度广告商 开始挑战人们的传统婚姻观念
印度某首饰公司的电视广告： 婚礼现场，新娘是黑色皮肤，还有一个小孩奔向新郎：“我能叫你爸爸吗？”此广告播出后，引起广泛评论，在youtube上被点击了50万次。一般印度传统观念是，新娘应该年轻貌美，皮肤白皙，娇羞可人。过去5年里，印度离婚率上升了2倍，一般离婚男性很容易再婚，而离异女性很难再婚找到幸福，被视为二手货，掉价货。传统观念作怪，虽然在印度，再婚，婚前性行为，一夜情，等也是现代印度社会一部分。
女权主义者认为，大众传媒的广告，打破传统观念，是很好的。有助于主流社会直视社会的改变，人们的观念也应该随之改变。
原文 http://www.smh.com.au/world/shoc ... 20131129-2ygsa.html
Delhi: Indian television ads for bridal jewellery, always show the bride as young, fair, virginal, innocent and shy, with downcast eyes.
So a new ad for jewellery company Tanishq has startled viewers by presenting a different kind of bride: dark-skinned, not fair; confident, not submissive.
And stranger still, she seems to have a small daughter who is excitedly participating in the preparations. It is only when the child runs up to the bridegroom during the nuptials and asks the bridegroom, ''Can I call you daddy now?'' that viewers realise that the ad is portraying a remarriage.
The ad breaks two taboos: the notion that a beautiful bride must be light-skinned and that divorced or widowed women should not remarry. As the ad went viral - it was watched on YouTube by 500,000 people in three days - an avalanche of praise followed it.
Advertisement
''A dusky bride with a daughter in an ad? Well done Tanishq for breaking stereotypes with grace and power,'' one person commented.
''Indian advertising finally coming of age by projecting modern and progressive ideas,'' another said.
Most advertising companies take the safe option in portraying women as dutiful, docile and conventional. Divorced women are never seen, much less as radiant brides happily tying the knot a second time and - as the ad shows - supported by their families.
Divorce rates in India have doubled in the past five years but divorced women find it much harder to remarry, because of the ''used goods'' tag, while divorced men simply ask their parents to find them another wife.
But as India changes, young men are becoming less dogmatic about marrying a divorcee.
''The ad simply reflects changes in Indian society. Women are more experimental in relationships. Remarriage, live-in relationships, pre-marital sex, one-night stands - all this happens in cities without drastic consequences,'' women's rights activist Subhashini Ali said.
The ad was shot by filmmaker Gauri Shinde, who also brought a gentle feminist perspective to her first feature film, English Vinglish, about a traditional housewife who blossoms into an independent person while holding on to her conventional marriage.
The commercial is refreshing for another reason. Indian brides are usually shown weighed down by kilos of gold, diamonds, make-up and outfits thickly encrusted with semi-precious stones.
This bride wears an outfit in a muted, dull gold.
''Thank goodness they had the sense not to put loads of bling on her. A woman getting remarried can't look like a first-time bride,'' Mumbai advertising executive Suresh Tiwari said.
The commercial has generated a lively debate about how advertising can promote new ways of looking at old beliefs about women, while new ads are beginning to show women pursuing careers and behaving as equals with men.
Read more: http://www.smh.com.au/world/shoc ... .html#ixzz2nhOeXf1m |
|
每日一款----蜜蜜穿搭分享帖，如何打扮小瘦妞。 (2015-6-20) sharony1124 
发表于 2013-12-17 13:32
