核电英语

Case study 1: Mrs. Q bought a copy of the teenage girl’s magazine, Shout, for her twelve-year-old daughter. However, her daughter responded to an advertisement for ringtones offering ‘2 Tones 75p Each’ in large red figures. Further down the page, in the small print, were details of the standard costs for tones, graphics and animations which amounted to £4.50. The daughter only saw ’75p Each’ in bold and didn’t realize the offer was a subscription service. She began receiving lots of ringtones and paying £1.50 each time. Mrs. Q was astonished and angry that a magazine aimed at children could contain such an advertisement. The ASA launched a formal investigation…

Q女士花钱（shout就翻译成花钱吧）为她12岁的女儿买了一本少女杂志。然而，她的女儿对书中红色大字标价“两段铃声每段75便士”的手机铃声广告做出了回应。在这本书的很下面，很小的字，披露了铃声标准收费的细节，卡通图形的字样写着总计4.5英镑。女儿只看到了加粗的“75便士每个”，却没有注意到这种标价是一种预约服务。她不断收到大量的手机铃声并且每次付款1.5英镑。Q女士很震惊和生气，这样一本面向儿童的杂志不应该有这样的广告，ASA对此开始了正式的调查

Case Study 2: Almost 300 people contacted the ASA to complain about a TV commercial for the soft drink Fanta Z. The advert showed people drinking the company’s product Fanta Light and

then spitting it out. The idea was that some people didn’t like Fanta Light but they would like the new drink Fanta Z. The majority of the people who complained said the advert would cause bad behavior in children. The company said their target audience was sixteen- to 24- year-olds and not younger children. However, the ASA was concerned that young children would see the advert as fun and encourage them to spit. For this reason, it was agreed that the advert could only be shown after nine o’clock in the evening.

大约有300人联系ASA投诉一则叫芬达Z软饮料的电视商业广告，这个广告里人们喝他们公司的产品芬达光，然后唾出来。这个广告创意是想说人们不喜欢芬达光，人们更喜欢喝新饮料芬达Z。投诉的人中的大多数人表示这个广告可能在孩子中引起坏的行为习惯。公司说他们的目标受众是16到24岁，而不是比这个年龄段更小的孩子。然而，ASA担忧年轻孩子可能觉得广告里这样做很有意思，鼓励他们去唾。出于这个原因，这个广告只允许在晚上九点钟以后播放。

Case Study 3: Normally MSA only buys organic or natural yoghurt but she decided to buy Danone’s new range of Shape yoghurts when she saw the advertisement saying that Shape is simply a virtually fat-free yogurt packed with real fruit. And because there are no artificial sweeteners, when Ms A got the yogurt home, she saw eleven additives on the ingredients list. She contacted the ASA

via its online complaints form. Eight other people also complained about the claim that the product had nothing added to the fruit…

通常，A女士只买有机和天然纯酸奶，但当她看到一则广告说有形酸奶简直是一种纯粹的无脂酸奶且充满真水果时，她买了有形酸奶的一个新系列Danone’s，此外还因为这种酸奶没有人工甜味剂。当A女士把酸奶拿回家，他看到在成分单上有11中添加剂，他通过在线意见反馈表和ASA取得接触，其他的8个人也投诉这个公司没有添加任何添加剂的声明。