【翻譯文章】BMW advert 'promoted dangerous driving'

BMW has been reprimanded after one of its TV adverts was judged to have promoted "faster, dangerous and irresponsible driving".

BMW在其一則電視廣告被判為“更快、危險和不負責任的駕駛”之後，接續遭到斥責。

The ad was designed to show off the company's four-wheel drive system.

The UK's advertising watchdog said it feared the mix of fast-paced scenes - which intercut images of the car skidding with young children doing likewise in mud - would encourage dangerous manoeuvres on public roads.

這則廣告是為了展示公司的四輪驅動系統。

英國廣告監管機構表示，他們擔心快節奏的場景會促使孩子模仿如廣告中，在公共道路上進行危險的行為。

It has banned any further screenings.

The 30-second-long advert was originally shown in November, and had been seen by an estimated 9.3 million people, the Advertising Standards Authority said.

It is the third time in about a year that the ASA has upheld complaints about BMW's marketing efforts.

它已經禁止任何進一步的放映。

廣告標準局表示，這則30秒長的廣告最初是在11月播出的，據估計有930萬人觀看。

這是大約一年以來，ASA 公司第三次對BMW的行銷手法提出控訴。

'Reduced traction'

The ASA noted that in the latest case, BMW had claimed that all the cars shown had been driven "in a safe and responsible" manner, and had said that several of the scenes had taken place on private dirt tracks rather than public roads.

“減少牽引”

ASA注意到，在最新的案例中，BMW 聲稱所有汽車都是“安全而負責”的，並且說有幾個場景是在私人的有泥的路上拍攝的，而不是在公共道路上。

Furthermore, the manufacturer had denied its cars had truly skidded, instead describing the way their tyres had appeared to slip as "a slight reduction in traction".

However, the ASA said the fast editing cuts and use of Blur's Song 2 had given the impression that the vehicles had indeed been driven at "considerable speed".

此外，製造商否認自己的汽車打滑，而是述說他們的輪胎看起來像是不自覺的“減少牽引力”。

然而，美國標準協會表示，快速剪輯和使用模糊的歌曲2給人的印象是，這些車輛確實是以“相當快的速度”行駛的。

Moreover, it insisted there had been at least one brief shot of a car appearing to skid.

And it added that by switching back and forth between images of public roads and private locations, viewers would be encouraged to believe they could safely emulate the dangerous behaviour during their everyday drives.

In addition to forbidding the ad from being run again in its current form, the ASA has also instructed the German company to avoid showing off its cars' handling characteristics "in the context of excitement" in the future.

此外，該公司還堅稱，至少有一輛汽車有刹車行為，以防打滑。

它還補充說，透過在公共道路和私人場所的影像間來回切換，促使觀眾相信廣告的影像，買了這輛車就可以安全地模仿危險行為。

除了禁止該廣告以目前的形式再次運行外，ASA還指示這家德國公司在未來避免展示其汽車的特色細節。

原文:      http://www.bbc.com/news/technology-44052613

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