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近日，由美國責(zé)任醫(yī)療醫(yī)師委員會(huì)出資制作的一條反快餐廣告用令人反胃的畫面向人們宣傳快餐的危害，因其廣告語和畫面直指快餐巨頭麥當(dāng)勞而遭到對(duì)方的抗議。廣告畫面中，一名體型肥胖的中年男子躺在太平間，有個(gè)女人俯在他身上哭泣，而男子手里還拿著吃了一半的麥當(dāng)勞漢堡。廣告中出現(xiàn)了麥當(dāng)勞的金色拱門標(biāo)志，而字幕則是將麥當(dāng)勞目前的全球推廣語“我喜歡它”篡改為“我曾喜歡它”，還用畫外音提示了快餐帶來的危害”高膽固醇、高血壓、心臟病“。麥當(dāng)勞方面以及美國國家餐館協(xié)會(huì)均對(duì)此提出異議，全國餐館協(xié)會(huì)稱這條廣告“不負(fù)責(zé)任”，是用對(duì)營養(yǎng)知識(shí)“有限”的了解把公眾從快餐店嚇跑；麥當(dāng)勞發(fā)言人則表示“這條廣告讓人難以容忍，會(huì)誤導(dǎo)消費(fèi)者”。
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A hard-hitting US television commercial bankrolled by a Washington-based medical group has infuriated McDonald's by taking an unusually direct shot at the world's biggest fast-food chain this week. |
Unhappy meals: American doctors' TV ad features a corpse holding a hamburger and the line 'I was lovin' it'.
It is an image to sap the flabbiest of appetites. An overweight, middle-aged man lies dead on a mortuary trolley, with a woman weeping over his body. The corpse's cold hand still clutches a half-eaten McDonald's hamburger.
A hard-hitting US television commercial bankrolled by a Washington-based medical group has infuriated McDonald's by taking an unusually direct shot at the world's biggest fast-food chain this week, using a scene filmed in a mortuary followed by a shot of the brand's golden arches logo and a strapline declaring: "I was lovin' it."
The line is a provocative twist on McDonald's long-standing advertising slogan, "I'm lovin' it" and a voiceover intones: "High cholesterol, high blood pressure, heart attacks. Tonight, make it vegetarian."
The commercial, bankrolled by the Physicians Committee for Responsible Medicine (PCRM), goes further than most non-profit advertising and has drawn an angry reaction from both the Chicago-based hamburger multinational and the broader restaurant industry.
The National Restaurant Association criticised it as "irresponsible" and said it was an attempt to scare the public with a "limited" view of nutrition. A McDonald's spokesman said: "This commercial is outrageous, misleading and unfair to all consumers. McDonald's trusts our customers to put such outlandish propaganda in perspective, and to make food and lifestyle choices that are right for them."
The commercial, to be aired initially in the Washington area but potentially in further US cities, comes amid an increasingly lively debate in the US about healthy eating. The first lady, Michelle Obama, has made nutrition a signature issue and is leading a campaign to encourage physical fitness and improved diets – particularly among American children, a third of whom are overweight.
The recession has hardly helped the healthy eating cause. McDonald's has enjoyed a relatively prosperous financial crisis as diners opt for its affordable offerings in place of more expensive high-street restaurants. Its global profits for the six months to June were up 12% to $2.3bn, powered by sales rises both in the United States and Britain.
The PCRM's director of nutrition education, Susan Levin, made no apologies for singling out the golden arches: "McDonald's is one of the biggest fast-food chains in the world. Its name and its golden arches are instantly recognisable. We feel we're making a point about all fast food when we talk about McDonald's."
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(Agencies)
（中國日?qǐng)?bào)網(wǎng)英語點(diǎn)津 Helen 編輯）
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