Burger King Apologizes for Sexist Russian World Cup Ad
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The American fast-food company Burger King has apologized for offering free hamburgers to Russian women if they got pregnant by World Cup soccer players.
Burger King Russia started the advertising campaign on VK, a Russian social media network similar to Facebook.
Burger King quickly removed the post from its social media sites. But social media users around the world shared images of the announcement.
The ad promised free burgers for women who were able to get "the best football genes" and "ensure the success of the Russian team for generations to come."
Burger King's American headquarters said in a statement Wednesday to the Associated Press, "We are sorry about the clearly offensive promotion that the team in Russia launched online." It said the offer did not represent the company's values. It added, "We are taking steps to ensure this type of activity does not happen again."
Advertising in Russia sometimes includes sexist ideas. A female student from Moscow told the USA Today newspaper that Russian women are used to sexist advertising in their country. She said, "Companies know they can appeal to the basic instincts of Russian men in this way. My male friends thought it was funny. We get used to this."
Last year, Burger King Russia also published and then removed an ad making fun of a rape victim on social media.
And that's What's Trending Today.
1.social media 社交媒体
We have all witnessed the power of social media.
2.be similar to 与...类似
The accident was similar to one that happened in 1973.
3.appeal to 吸引
Her more measured response will appeal to voters.
4.basic instincts 本能；本性
China's relationship with food is a window into basic instincts.
5.Last year, Burger King Russia also published and then removed an ad making fun of a rape victim on social media.
making fun of 调侃；取笑
I wouldn't dream of making fun of you.
Why didn't you help me out when they were making fun of me?
6.It added, "We are taking steps to ensure this type of activity does not happen again."
taking steps to 采取措施...
The US will soon be taking steps to confine the conflict.
We are taking steps to prevent stream and air pollution.
本周三，汉堡王美国总部在给美联社的一份声明中表示：“我们为俄罗斯汉堡王团队在网络发布了如此明显且冒犯的活动道歉。”该公司还表示，这项活动并不符合本公司的价值观 。该声明还表示，“我们正在采取措施，确保类似活动不会再次发生 。”
俄罗斯广告有时会有性别歧视的观念。一位来自莫斯科的女学生接受《今日美国》采访时表示，俄罗斯女性对本国的性别歧视广告已经习以为常 。她说：“公司知道他们可以利用这种方式吸引俄罗斯男性的本能 。我的男性朋友认为这很好笑 。我们都见惯不怪了 。”