好來化工宣布,將在2022年3月把旗下富有種族歧視色彩的(racially charged)黑人牙膏中文名稱,改為好來。這可說是因應種族歧視議題升溫且更敏感的此時,一個重新塑造品牌形象的重大決策,企圖擺脫過去跟歧視黑人有關的連結。

【淺談黑人牙膏更名】

racially charged 富有種族歧視色彩的
A:Starting 2022, Darlie will be rebranded by changing its racially charged Chinese name from "black man toothpaste" to "Haolai".
(2022年開始,好來化工會品牌重塑,將富有種族歧視色彩的黑人牙膏改名為好來。)
B:I think that's a further step ahead after its name change in English from "Darkie" to "Darlie" in 1989.
(我想那是自1989年它把英文名從黑鬼改到黑人後的一大進步。)

to exude 散發出、滲透
A:The company's mantra is known as "Good things come with a smile."
(它的座右銘就是「美好的事物來自於美麗的笑容」。)
B:Yeah, it's advertised that people can exude confidence with more smiles.
(是啊,公司的廣告強調人們會因為更多的笑容而散發自信。)

parody 戲仿、滑稽模仿
A:Unfortunately, its name originated from a parody of an American minstrel performer Al Jolson, famous for his blackface performance.
(不幸的是,它的名字卻來自於一名美國滑稽模仿黑人的演員艾爾.喬遜,他擅長黑臉表演。)
B:With more people aware of racism existing in every aspect of our lives, such a name will not fly so easily again.
(越來越多人意識到生活處處是種族歧視,這樣的名字無法再輕易獲支持。)

【延伸關鍵字】
1. contemptuous:輕蔑的
2. in accordance with:依據、按照
3. unwavering support:不動搖的支持


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