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Burberry说这是春节"全家福",你信吗?

CNBC:

British fashion label Burberry has launched a campaign celebrating Lunar New Year, but some people aren't so sure about it.

The campaign is the brand's first for the February 5 festival in celebration of "family traditions and togetherness during the festive period," according to an online release on Burberry's website.

But the advertising images, in the style of a family portrait, have been criticized as being "creepy," by people on social media. "These people look like actors of horror movies. Sorry, no luck." one user wrote on microblogging platform Sina Weibo.



英国奢侈品牌(British luxury label)Burberry在1月3日发布2019中国新年广告片「摩登新禧」。


由摄影师Ethan James Green执导拍摄(directed and photographed),以春节为灵感,展现“全家团圆 (family reunions)”的概念。


Burberry新任品牌大使(brand ambassadors)赵薇与周冬雨首度联袂出演。



广告虽然希望体现的是新与旧交织,传统与现代碰撞(juxtaposing the old and the new, the traditional and the contemporary).


但广告曝光后却在网上引发争议(drew online controversy)。



其中的“全家福”(family portrait),有网友认为照片里的人表情冰冷、严肃,与中国过年的气氛不符(pulling a long face does not go well with the Chinese New Year)



全家福给人的感觉也是勾心斗角、各怀鬼胎,似乎家人都在觊觎祖母的财产...


甚至还有网友直接说:鬼气森森的像是在拍恐怖片( looks like a horror movie)



当然周冬雨和赵薇两人作为代言人是非常敬业,从脸部表情到肢体语言都是满满的"高级感"。



但是相对于两位明星的颜值,网友们(netizens)像更在意Burberry对中国新年、中国文化的理解。



据悉,这次负责主持拍摄的美国摄影师Ethan James Green原来擅长营造暗黑风格,所以这辑广告照才呈现出如此诡秘的效果。



主播:周邦琴Albert(公众号:Albert英语研习社

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