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女王?女神?还是妇女?

2018-03-08 21:08     国内     来自:环球时报(英文版)-MySH

今天是国际劳动妇女节。最近这几天,网购平台或者商场的促销信息铺天盖地而来,走哪儿都看得到“女神节”、“女王节”这样的称呼,说到底其实就是商家的营销手段。



祝各位女同胞节日快乐!



国际劳动妇女节(International Working Women's Day),是为了庆祝和鼓励女性在各个领域的贡献和成就,呼吁重视女性权益而设立的节日。


在中国,有时会被称为三八妇女节或者妇女节


由于误解,有的人觉得“妇女”就代表着衰老,不美丽,没有魅力更喜欢女人节、女生节、女神节、女王节这样的称呼。妇女节的本身的历史来源和意义也被逐渐忽视。





商家也把握住了这个机会,冠之以女神节女王节这样新名词,甚至还有.....蝴蝶节????


▲不同网购平台的妇女节





听起来似乎让人内心澎湃,不买两件都对不起自己女王/女神的人设。其实,说到底就是商家的营销套路。



以下 是一位小姐姐最近给我们Global Times投的一篇关于这个现象评论, 部分配有中文翻译。你怎么看待这样的称呼,欢迎在文末给我们留言~


Women's Day should not be tainted by commercialism


These days I keep receiving text messages from Tmall reminding me to check their discounted items on Thursday,"Queen's Day." Just another Chinese marketing tactic targeting women on International Women's Day, I smirked.

 

这些天我一直收到天猫的女王节促销短信,提醒我女王节红包到账。又到了一年一度打着女性名义来营销的时候啦。

 

“Queen’s Day” is one of many variations of International Women's Day running in the opposite direction from its originalpurpose, which is supposed to be a celebration of women's economic, political,and social achievements. Chinese retailers, however, are turning women into spoiled little girls who only want stuff and more stuff.

 

女王节只是众多妇女节的变种之一,但是这些新名词正在越来越偏离当初设定妇女节的初衷——庆祝妇女在经济、政治和社会等领域做出的重要贡献和取得的巨大成就。然而在消费主义盛行的今天,这个节日却成了商家的狂欢。结果就是,女性们在无形中被物化成只知道买买买的,被宠坏的小女孩们。

 

March 8 was suggested by the 1910 International Woman's Conference to become an "International Woman's Day" and was adopted by the United Nations in 1975. In 1949, March 8 was listed as a nationwide holiday.

 

108年前,3月8日这天被设立为国际妇女节,联合国从1975年国际妇女年开始庆祝国际妇女节。1949年12月,中国规定每年的3月8日为妇女节。根据《全国年节及纪念日放假办法》妇女节属于部分公民放假的节日及纪念日,妇女放假半天。

 

Even though most Chinese women can benefit from the holiday by taking a half-day, the word "woman" in Putonghua often refers to maturity, being out of shape or sexually unattractive.

 

虽然很多人享受这妇女节的半天假期,却不愿意被叫作妇女。因为在日常使用中,妇女一词显得成熟,老气,没有魅力。

 

Thus, fancier-named holidays are now popping up, such as "Girl's Day," which happens to fall on March 7,the night before Women's ay. "Girl's Day" is believed to have been initiated at Shandong University in the 1980s to distinguish girls from their more mature counterpart, according to media reports. The festival caught on nationwide as an occasion for young male students to show their love and appreciation for female students, sort of like a Valentine's Day.

 

也是因为这个原因,出现了越来越多的新名词来取代妇女节,比如说一夜之隔的“女生节”。“女生节”最早在80年代起源于山东大学,在大学里流行开来。近年来,因为高校男生在女生节拉横幅、秀恩爱,变成了情人节式的存在。

 

Women's Day itself is also becoming a shopping carnival, like Double 11. Online and offline retail platforms with glamorous tiles and slogans such as "Queen's Day," "GoddessDay" and "Butterfly Day" offer discounts on clothes, underwear,household appliances and cosmetics to lure women into spending money.

 

另一方那个面,妇女节也在变成双十一,各大线上线下平台都起了炫酷的标题,比如说“女王节”‘“女神节”“蝴蝶节”通过打折来刺激女性消费。

 

JD.com, one of China's biggest e-commerce platforms, uses the slogan "Butterfly Day, together bloom with beauty" as its International Women's Day campaign this year, offering 100 yuan ($63) discounts for every 199 yuan spent on beauty products. Jumei.com, a cosmetics website, pledges to "make beauty lasting" on its "Fairy Day," offering discount up to 100 yuan per every 188 yuan spent. It is disturbing to think that the biggest messages of these platforms is that beauty is all a woman needs to succeed. Sadly, this contributes to commercialism.

 

今年京东主打的口号是“蝴蝶节一起绽放美”, 聚美优品推出了“仙女节 让美久一点”的口号。这些商家传递的信息,无一例外强调的是女性驻颜有术,保持年轻美丽。

 

There is already enough discrimination against women in today's world, so why do retailers have to create even more pressure and competitiveness among women by using "girl" and "woman," "attractive woman" and "less attractive woman" as their key words?

 

在现实生活中女性已经面临很多歧视了,还要把女性分成三六九等,划分成“女生” “妇女”“女神”“女王”是几个意思? 这些看似华丽的标签真的能够自欺欺人了吗?

 

Because of this overall discrimination, there now exists a "girl fever" among mature Chinese women to try to look and act as cute and naive as a little girl. While most of my female foreign friends embrace their maturity and independence, my Chinese girlfriends, even the ones in their 30s, still prefer being called"girls."

 

正是因为社会普遍喜欢年轻美丽的女人,大多数中国女性,都有一个做不完的女孩梦,喜欢可爱单纯的打扮,即使30多了还喜欢被叫“女生”。但是我接触过的大部分外国女性,都愿意变得成熟,独立。

 

A fear of growing old and losing beauty,which in turn will make us lose affection from our society, haunts most Chinese women, especially those over 25 years old.

 

衰老和变丑的恐惧笼罩在每个女性身上,因为那会让我们失去优势和宠爱。

 

Reaching 25 this year myself, I already feel such pressure. I spend more time now testing different skincare and anti-aging products, exercising in the gym to burn fat and attending arranged blind dates before I become "leftover" are all now my daily priorities.


这种焦虑在一些年龄超过25岁的女性身上已经显现出来,她们已经开始用上防衰老的护肤品,坚持锻炼甩掉新陈代谢变慢而积累的脂肪,当然还有参加相亲大会。

 

Sadly, this new trend among Chinese women to look and act like a little girl will not help women's status in our society and will divert from the original purpose of setting up an International Women's Day. I think we should celebrate March 8 strictly as Women's Day, not as another Valentine's Day or Double 11, so as not to forget that there are still many struggles for women - such as equal pay, sexual harassment and other important issues - that need to be addressed.

 

但是这些仅仅把关注点放在变美和保持年轻上,并不能真正帮助女性提升社会地位。基于这些心理创造出来的“女生节”和“女王节”更是偏离了设立国际妇女节的初衷。我认为我们还是应该认真地过好“妇女节”,并在这个我们的节日,不要忘记仍有很多平权问题,需要被解决。



原文/翻译:大贝蒂

文案:Sasa

图片:网络