江开江苏开放大学综合商务英语（基础）讨论二（占总评成绩5％）：Advertising abroad最新答案

In Unit 5 and Unit 6, we have learned comprehensive language skills on advertising and cultural differences. In this discussion, let’s discuss about both advertising and
cross-cultural communication: what should we pay special attention to when we do international advertising? Read both Chinese and English reports on it and share your
own opinion. Try to make your comments in English as much as you can. And you can use Chinese to add more information if you need to.
在第五、六单元，我们进行了以广告和文化差异为主题的综合语言技能学习。本次讨论，我们来对这两大话题进行综合: 思考和讨论在进军国外市场时，我们的广告策略需要注意哪些方
面。请尽量用英文发表评论，如有需要也可以用中文补充。
1. English News Report from CNN
John Boyega quits perfume brand Jo Malone after being replaced in Chinese commercial By Jack Guy, CNN BusinessLondon (CNN Business)Actor John Boyega has ended
his association with perfume brand Jo Malone after the company controversially cut him from a commercial for the Chinese market.Boyega, 28, created the short film
himself but was replaced by actor Liu Haoran for the Chinese version, a decision the “Star Wars” actor said was “wrong” in a Twitter thread announcing his resignation
Monday.”Their decision to replace my campaign in China by using my concepts and substituting a local brand ambassador for me, without either my consent or prior
notice, was wrong,” wrote Boyega, adding that the film celebrated his personal story and featured his family and friends.
2. 【搜狐网2020】最近，刘昊然为其代言的祖马龙香水拍摄了一支广告片，未曾想却引起了争议，原因是广告片“涉嫌种族歧视”。根据美国《好莱坞报道者》称：知名英国香水品牌祖·
玛珑面对中国市场的广告片，因沿用黑人男星约翰·波耶加参演的广告脚本，却将新片主角换成中国明星刘昊然，被欧美网络舆论斥责为“种族歧视”。
Jo Malone在2019年宣布品牌签下首位男性品牌大使John Boyega，并由John Boyega自编自导自演广告片“伦敦绅士”，短片采用了John本人的真实经历。2020年，刘昊然拍摄了祖玛
珑中国区的广告，短片也引用了这段经历。John看到这则广告后在社交平台提出“涉嫌歧视”的质疑，在欧美网友的舆论中迅速发酵，被指种族歧视。《好莱坞报道》称，John的祖玛珑
短片以多种族混合为特色，而刘昊然版本的短片没有包括一个黑人。祖玛珑公司迅速发声明，对John Boyega致歉， 并移除中国区的广告，也向刘昊然道歉。