肯德基广告被美国政府禁"吃"

Issuing a condemnation of Kentucky Fried Chicken's recent Boneless Variety Bucket commercials, the Federal Communications Commission on Tuesday fined the fast food giant $600,000 and ordered it to discontinue all broadcasts containing "false and misleading suggestions" that its heated chicken products are intended for consumption.

美国联邦传播委员会于星期二不仅发文批评炸鸡连锁餐厅肯德基最近的全家桶无骨炸鸡系列广告，而且还对这家快餐连锁巨头处以60万美元的罚款，并下令停止播放它的所有含有“错误和误导人的暗示”的广告。在这些广告中，肯德基公司暗示他们的炸鸡系列产品适于食用。

"KFC's claim that its fried offerings have 'that taste you'll just love to eat' is in direct violation of federal regulations," acting FCC chairman Michael Copps said. "The word 'eat' is legally permissible only in reference to substances appropriate for human consumption. Any implication that a consumer could or should 'enjoy' a KFC Crispy Strip fails to meet these standards, and presents an unlawful deception to consumers."

“肯德基声称它的炸鸡系列产品含有‘你们爱吃的口味’直接违反了联邦政府的相关规定， ”联邦传播委员会代理主席迈克尔.科普斯说。“从法律意义上说，‘吃’字只能用于适于人类食用的食物上。任何的暗示说消费者可以或应该‘享用’肯德基香辣脆鸡柳都违反了这些规定，也是对消费者的不正当欺骗。”

"Any future appeals by KFC for the public to ingest its products will be met with swift legal action," he added.

“在将来，只要肯德基公司继续鼓动人们食用他们的产品，我们都会迅速地采取法律行动。”他补充说。

Working in conjunction with the Federal Trade Commission to defend consumers from what they call "blatant untruths regarding the edibility of KFC menu items," officials at the FCC have issued a list of acceptable words and phrases the restaurant can use in its television and print ads. While "eat," "feast on," and "taste" remain off-limits, the FCC has approved the use of "purchase," "be near to," "look at," and "hold." 联邦传播委员会正和联邦贸易委员会共同采取行动以保护消费者，并促使消费者认清他们称之为“关于肯德基公司产品可食性的无耻的谎言”。联邦传播委员会还颁布了肯德基公司在它的电视和平面媒体广告中所能用的字词。“吃”、

“享用” 和“品尝”等字词都在被禁止使用系列，联邦传播委员会批准了所能使用的字词，如“购买” 、“接近”、“看”和“拿”。

Federal officials have also placed strict regulations on what actors within the ads can be shown doing with the breaded objects, so as to reduce the risk that viewers may become confused and attempt to ingest a KFC Snacker.

联邦官员还严格地规定了汉堡包广告中的演员所能做的动作，以避免观众被误导，并被引诱去食用肯德基的鸡腿汉堡 。

In keeping with the false advertising subchapter of the FTC Act of 1914, the fast food chain is prohibited from setting its commercials in a kitchen, dining room, or any space generally associated with the act of eating. It is also not permitted to show people chewing, rubbing their stomachs contentedly, or exiting a bathroom stall with a look of relief that suggests they have digested the product. Utensils of any kind are also expressly forbidden, even when held by an animated character.

此外，肯德基公司还必须遵守美国联邦贸易委员会法中的虚假广告条款，即禁止快餐公司以厨房、餐厅或任何与吃的行为有关的空间为广告背景。任何含有人们咀嚼行为的、满足地摸着肚子行为的或刚从卫生间走出来脸上带着轻松的表情暗示他们刚消化完肯德基产品行为的广告也都在被禁止范围之内。任何类型的厨房用具都明确地被禁止在广告中出现，即使是由一个卡通人物拿着

"At no point should these commercials depict persons willfully placing KFC items anywhere within the designated 'eating zone,'" said Copps, referring to the federally defined area extending in an 8-inch radius around the mouth. "Nor should individuals be seen manipulating the chicken in a manner that may bring it into contact with their lower facial region, or the lower facial region of a child or companion animal. In fact, children under the age of 8 are not allowed to appear in the ads in any form."

。“肯德基的商业广告中绝不可以出现任何人们把肯德基公司的产品放在指定的‘吃的区域’内的画面，”科普斯先生说。“吃的区域”指的是联邦法律规定的以人的嘴巴为中心半径为8英寸的圆周区域。“同时，广告中的任何个人不得以任何方式摆布肯德基的鸡肉产品从而使之与他们脸部区域的下半部分产生联系，或者是小孩或动物的脸部区域的下半部分。事实上，低于8岁的儿童被禁止出现在任何形式的广告中。”

In compliance with the FCC's orders, KFC executives have pulled the offending ads from television airwaves.

肯德基的管理人员已经依照联邦传播委员会的命令撤下违例的电视广告。

"We are cooperating fully with the federal government to ensure all our future ad campaigns comply with official guidelines," KFC

spokesperson Mark Dunn told reporters before conferring briefly with FCC agents. "Remember, we still offer many great-looking, purchasable

things—such as our Extra Crispy legs and wings—and we invite everyone to come on down and obtain them for whatever use they deem appropriate." “我们正与联邦政府充分合作以保证我们将来的广告遵守政府的条例，”肯德基公司的发言人在与联邦传播委员会的工作人员短暂地交谈之前告诉记者说。“请记住，我们仍然在出售许多外形好看的、可购买的产品——比如我们的特脆鸡腿和鸡翅，并且我们欢迎任何人来我们餐馆用餐，购买我们的炸鸡产品，并以任何他们认为合适的方式来使用他们。” KFC advertisers are reportedly still in negotiations with authorities over whether the word

"consumables"—a term that can encompass any product that must be replaced periodically, such as brake pads or swimming pool chlorine—is an allowable substitution for "food."

据报道，肯德基公司的广告商正在与政府谈判，以确定“消费品”一词可否在广告中被用来代替“食物”。“消费品”一词可以被用来形容任何必须定期更换的产品，如刹车片或游泳池里用的氯水。

In the meantime, the restaurant chain has begun work on a series of commercials for its new Honey BBQ Boneless Wings. An early cut of the first TV spot features grainy, black-and-white footage of stylish automobiles, lush forests, people standing at a safe distance from a KFC bucket and smiling, chicken being slaughtered, and a gallon of barbecue sauce being slowly drizzled over a fire.

同时，肯德基炸鸡连锁餐馆已经开始制作一系列的新的商业广告，以促销它的新产品——蜜汁无骨烤鸡翅。已经拍好的一个广告是以粒状的黑白片形式出现的，其中一些镜头是这样的：时髦的汽车和茂密的森林；人们微笑地站在离肯德基全家桶足够安全的距离；正在被屠宰的鸡和一堆篝火上大量的烤汁正在缓慢地往下滴。

 

第二篇：肯德基广告欣赏1