Minnie Li 黎明

Minnie Li 黎明

If Jesus Christ comes back from above, as proclaimed by the Revelation and himself, I guess he will judge other people first until I meet all my deadlines.

2019/5/10 - 12:03

關於「吃豆腐」廣告,一個性騷擾受害者想說些什麼

為何用「吃豆腐」作為廣告賣點不是一個好的營銷手段?因為社會上為數眾多的人會因此而受到冒犯或感到不安。這種受冒犯和不安的感覺絕不是基於保守的價值觀而做出的審判,而是基於真實地承受過性騷擾/性侵犯的過往經驗,基於真實地目睹過身邊同伴如何被傷害卻繼而被一句「只是個玩笑而已」打發走,基於真實地擔憂自己或者自己身邊重視的人也會被隱藏在「笑話」中的性騷擾傷害。

作為一個沒有如此體驗的個人,您很幸運,希望您也永遠不要讓任何他人有如此體驗;

作為一個能在這則廣告中獲得樂趣的人(不管是因為市井幽默的語言還是因為您將之聯想為自己的情慾自主),您也很幸運,在香港如此苦悶的環境下能笑一下實屬難得。

廣告

然而我們是否能夠在笑之餘,花一秒鐘意識到這種「樂趣」伴隨著許多他人的痛苦經驗,也可能美化了醜陋,使這種經驗不經意間延續到更多人身上?這其中可能包括您的親友、戀人甚至您自己。

我們並不想剝奪您的歡笑,您可以將這則心愛的廣告存入手機,有空就看一看笑一笑,您也可以在吃豆腐花雪糕的時候想像自己在吃別人豆腐(如果您的樂趣在於此,奉勸您不要在他人身上付諸實踐),您還可以和您親密的伴侶私下約定互相調情,這都不是讓廣告下架所能剝奪的樂趣。

廣告的下架卻可以停止其他人因這則廣告而喚起的傷痛經驗,使得我們意識到,日常生活用語和媒體信息中包含了哪些約定俗成的印象和規範,都被我們無意識地全盤接受了。這是值得我們檢視的,因為無意識的傷害和不平等關係可能就暗藏其中。當更多人有這樣的意識,廣告製作者也就必須變得更有創意,更有意識和能力帶入不同群體的經驗,開發新的幽默點子,這也是對創意行業的一種推動。

香港作為一個國際化都市和世界名列前茅的「抗爭之城」,標榜民主自由等普世價值作為自己的核心價值。民主的精髓不在於以多勝少,而正是在於對哪怕再小的群體的聲音都不消滅,對哪怕再小的群體的權益都不輕視。當我們不再需要擔心穿短裙、走夜路或者和人吃餐飯就會被性騷擾,我們便重獲失落已久的自由。而當我們不再因為性騷擾受害者穿短裙、走夜路或者和人吃餐飯,就認為他們活該自找,也不再因為一個男性成為了性罪行的受害者就認為他「不像個男人」,我們便實實在在地實踐著對人權的尊重。性騷擾議題不是什麼民主運動以外的次要議題,而正正是對每個人關於民主精神的嚴肅追問,是民主運動是否能落到地面的其中一個關鍵。

我們在這裡公開呼籲每一位相信民主追求民主的香港公民,把我們的理念實踐到日常生活之中,用我們的行動讓香港——我們共同的家和港灣——向性別公義邁進一步。

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以下是性公會向宜家家居總部的投訴信,歡迎以我們的文字為模板,一起向宜家家居總部([email protected])以及宜家家居香港、美國、加拿大、英國等分部的social media team反映該涉及性騷擾的廣告問題。

Complaint letter against a sexist ad posted on IKEA @ikeahongkong Facebook Page

To: IKEA Headquarters ; Ms Cheryl Gilbert, General Manager, IKEA Hong Kong & Macau

We are Gender and Sexual Justice in Action (Hong Kong) and we are writing to file a complaint against a sexist ad pertaining to promotion of a tofu ice cream product, posted on IKEA Hong Kong Facebook page on 4 May 2019.

Here is the link of the post in question:
https://www.facebook.com/…/a.12086865464…/2280736495324438/…

The literal translation of the tagline on the poster “只要你鍾意隨時都可以嚟食我豆腐” is “You can eat my tofu whenever you like”. However, in the Chinese language, under the linguistic context of Hong Kong, the meaning of “eating tofu” is “to take advantage of woman physically or verbally through actions bearing sexual connotations” (see the more detailed bilingual definition of “eating tofu” at http://english.cri.cn/7106/2014/02/24/2001s814446.htm). While we are well aware that sexual harassment can happen to people of all genders, this colloquial phrase has been commonly used to refer to the more prevalent scenarios of men taking advantage of women in the society.

Moreover, the Chinese texts of the particular Facebook post also read “你哋食還食,記得溫柔啲,” which can be literally translated to “You guys can eat it (my tofu), but please be gentle.” Although the IKEA Hong Kong’s English translated version became “Handle with care - it’s our silkiest sundae cone ever!”, the literal meaning of the Chinese texts cannot be disregarded as frivolous or trivial. As a matter of fact, the tagline of the poster is solely in Chinese, giving a strong implication of its intended target audience. In the context of the poster, it can reasonably be interpreted as a pleading request to sexually harass oneself. In effect, the ad in question normalizes sexual harassment by incorporating such words in its marketing tactic to sell a tofu ice-cream.

We remember clearly that in October 2017, a TV commercial by IKEA showing a mother scolding her daughter for not "bringing home a boyfriend" was criticized by netizens for being sexist and discriminatory against singles and single women in China. IKEA then apologized for "giving the wrong perception.” We were glad to see that IKEA had apologized and pulled down the controversial television advertisement that had invited accusations of insensitivity towards single women. There are many women who feel humiliated and offended being portrayed as sexual objects and domesticated subjects. We trust that you will do the same to handle the sexist advertisement of concern published by the Hong Kong subsidiary of your brand, and cease to encourage and endorse sexual harassment as a tactic to sell any consumer products.

Endorsing or trivializing sexual violence is never an appropriate way to express humor. We are appalled and disappointed that the Hong Kong subsidiary of one of the world’s most popular and established brands, the Swedish furniture chain IKEA, would approve such advertisement and did not pull it down even after numerous protests from feminist groups and local customers. Not only do we demand that the advertisement of concern be taken down, we also demand a formal apology issued from your company for the damage that the advertisement has done to the general public and the societal culture as a whole.

Yours sincerely, 
Ho Sik Ying
Minnie Li
Spokesperson of Gender and Sexual Justice in Action (Hong Kong)