Say Goodbye to 古銅膚色

Say Bye-bye to Too-tan Complexion

對古銅膚色說再見

H&M apologizes for using too-tan model in ads

H&M就廣告片中凸顯古銅膚色模特一事致歉

導讀：海恩斯莫里斯(Hennes&MauritzAB，簡稱H&M)于1947年由Erling
Persson在瑞典Vsters市創(chuàng)立。如今，海恩斯莫里斯在全世界1500多個專賣店銷售服裝、配飾與化妝品，雇員總數(shù)超過五萬人。不尋常的是，H&M沒有一家屬于自己的工廠，它與在亞洲歐洲的超過700家獨立供應商保持合作。位于瑞典市Stora
Gatan大街的老海恩斯莫里斯店是世界上第一家海恩斯莫里斯專賣店。H&M買最便宜的布料，所有代工加工點都選在勞動力最便宜的地區(qū)，比如中國、土耳其等。1997年H&M發(fā)布承諾，所有商品全部標注生產(chǎn)地。H&M的商業(yè)理念是“以最優(yōu)價格，提供時尚與品質(zhì)”。

The ad shows the olive-skinned Isabeli Fontana deeply bronzed.

廣告片中的模特Isabeli Fontana為成古銅膚色。

H&M made a splash with its new bathing suits, but not in the way the Swedish clothing retailer intended. The company issued an apology yesterday after coming under fire from the Swedish Cancer Society for a series of ads featuring Brazilian model Isabeli Fontana in bright swimsuits and a very, very dark tan.

H&M最新發(fā)布的一款泳衣引起了轟動，但卻不是以瑞典服裝商所期望的形式。瑞典癌癥協(xié)會就H&M在系列廣告中所呈現(xiàn)的特寫鏡頭—古銅膚色的巴西籍女模特Isabeli Fontana身著鮮亮的泳裝，進行了猛烈攻擊。隨后H&M就此事于昨日致歉。

"Every year, more people die in Sweden of (skin cancer) than in traffic accidents, and the main cause is too much sunning," the Society wrote in an opinion article in the Thursday edition of Swedish newspaper Dagens Nyheter。

瑞典癌癥協(xié)會在周四版瑞典報的一篇社論中寫道：“每年，死于皮膚癌的瑞典人要比死于交通事故的還多，而主要原因就是日曬過多。

The group blasted H&M for what it characterized as creating a "deadly"
standard of beauty that unduly influenced young people to tan. It said images
like the swimsuit ad campaign "contribute to more people dying from skin
cancer."

該協(xié)會抨擊H&M以這種致命的美麗標準為賣點從而過度影響年輕人去曬皮膚。協(xié)會發(fā)言人說如此的廣告形象宣傳效應會導致更多的人死于皮膚癌。

The The retailer responded with an apology via email to the media outlet. "We
are sorry if we have upset anyone with our latest swimwear campaign. It was not
our intention to show off a specific ideal or to encourage dangerous behaviour."
While H&M did defend itself by saying the goal was to highlight the bathing
suits — as opposed to the color of the model's skin — it also said, "We have
taken note of the views and will continue to discuss this internally ahead of
future campaigns."

該公司通過向外界媒體發(fā)電郵致歉的方式回應了該事件。郵件中寫到：“我們非常抱歉，我們最新的廣告宣傳片使大家感到失望。然而我們本意并非想要宣傳一個特別的點子或要鼓勵某種危險的行為。”然而，H&M還是確實辯解說，他們的目的是想通過與模特膚色鮮明對比從而突出這款泳衣。郵件中還說：“我們會引以為戒，并在今后的廣告宣傳活動進行前就此問題進行討論。

The ads show the olive-skinned Fontana deeply bronzed, an effect that could
have been achieved with makeup or digital manipulation instead of via hours in
the sun. The Cancer Society did acknowledge that it was possible that Fontana's
complexion could have been faked with computer enhancements, but said the image was harmful either way.

這則廣告宣傳片所展現(xiàn)的模特Isabeli

Fontana全身膚色呈古銅色，而這種效果也可能并不是在太陽下暴曬數(shù)小時才獲得的，而可能是通過化妝或者電腦處理達到的。雖然癌癥協(xié)會也承認Fontana的膚色有可能是通過電腦技術(shù)獲得的，但他們還是說無論如何，這種形象是不利的。

"The effect is the same: H&M tells us we should be very tan on the beach," it said.

協(xié)會發(fā)言人還說：“廣告效應是一樣的：H&M告訴我們，我們在海灘上時，皮膚應該為古銅色。”