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英國評出“最令人抓狂”十大廣告
Ten ads that made us mad

[ 2012-06-05 08:41]

來源：中國日報網

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In 2010, more than 1,300 complained about a TV commercial for the Paddy Power betting giant. The footage of a blind football player kicking a cat across a pitch was said to be offensive to blind people and at risk of encouraging animal cruelty.

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A blind footballer kicking a cat and call centre workers singing with their mouths full are among the stars of the most controversial adverts of the past 50 years.

Abortion clinics, the Pope in a hard hat and a naked Sophie Dahl also feature in the first chart of the most complained about promotions of all time.

The details are revealed today by industry watchdog the Advertising Standards Authority, which has been criticised for its liberal approach and failure to support complaints from the public.

Five of the ten advertisements that appear in the league table were cleared by the ASA despite the avalanche of complaints they generated.

The most controversial commercial of the past 50 years is an advert for abortion charity Marie Stopes, which was shown on television in 2010.

Critics said that allowing an abortion provider to advertise in this way normalised the procedure, even giving it credibility as a form of contraception.

It provoked 1,088 individual complaints, with the figure rising to 4,688 once petitions were taken into account.

Next in the chart is the advertisement which drew the most individual complaints, not including petitions.

A total of 1,671 were unhappy about the 2005 promotion for fast food chain KFC, which featured footage of call centre workers singing with their mouths full. Many objected on the basis it could encourage bad manners among children.

Also in the top ten is a 1995 leaflet issued by the British Safety Council, featuring a picture of the Pope wearing a hard hat with the words: ‘The Eleventh Commandment: Thou shalt always wear a condom.’

It was intended to raise awareness of National Condom Week and promote safer sex, but the ASA accepted it was offensive to Roman Catholics.

Since then, however, regulators have cleared the way for condoms to be advertised more prominently, and they can now be promoted on television before the 9pm watershed.

In 2010, more than 1,300 complained about a TV commercial for the Paddy Power betting giant.

The footage of a blind football player kicking a cat across a pitch was said to be offensive to blind people and at risk of encouraging animal cruelty.

(Read by Emily Cheng. Emily Cheng is a journalist at the China Daily Website.)

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(Agencies)

盲人足球運動員踢貓與呼叫中心人員嘴里塞滿東西唱歌被列為過去50年來最受爭議的廣告。

此外，墮胎診所、戴著安全帽的教皇與裸體的蘇菲?達爾也是觀眾投訴最多的廣告。

英國產業監管機構廣告標準局今日發布了廣告細節，這些廣告因為尺度太大，而且沒有對公眾投訴做出回應而受到批評。

盡管排行榜中的十大廣告受到大量投訴，但還是有五個廣告獲得了廣告標準局的批準。

過去50年里爭議最大的商業廣告就是2010年電視上播出的一則瑪麗?史托帕斯墮胎慈善機構的廣告。

評論人士說，讓墮胎醫療機構用這種方式做廣告會讓墮胎手術變得更常態化，甚至會讓公眾相信這是一種避孕形式。

這則廣告引來1088個投訴電話，如果把請愿書也計算在內，投訴就達到了4688個之多。

排行第二的廣告是不包括請愿書在內、個人投訴最多的廣告。

總共有1671人對2005年肯德基快餐連鎖店的這一廣告感到不滿。在視頻中，呼叫中心人員嘴里塞滿東西唱歌。許多人反對這一廣告，理由是它會慫恿孩子的不禮貌行為。