中国タラレバ娘

（この動画は英語字幕や日本語字幕で見ることができます）

先日メアリームーアさんの訃報に接した際、彼女は1970年代のアメリカで「女性はこうあるべきだ」という根強い偏見に対して女性の自立はどうあるべきかを示したロールモデルだったことを知りました。そのような社会的プレッシャーに対してどのように自分らしい人生を模索できるかは、いつの時代でも重要なことでしょう。

Bloombergの記事で中国では女性が20代で結婚できないと「売れ残り」というレッテルを貼られてしまう現状があるようですが、そのような社会的タブーに挑戦した広告が昨年話題を集めたようです。

A Skin-Care Ad Tackles Social Taboos in China
P&G’s facial cream campaign targets single women past their mid-20s.
by Carol Hymowitz and Lauren Coleman-Lochner
2017年2月3日 2:00 GMT+3

In the four-minute advertorial, a young Chinese woman, her long hair pulled into a ponytail, weeps as her parents discuss her single status. “She’s just average-looking, not too pretty,” her mother says. “That’s why she’s a leftover.” In China the phrase sheng nu, or “leftover woman,” is a derogatory term referring to those in their late 20s who are unmarried.

A Procter & Gamble marketing campaign aims to remove this stigma while promoting products such as its $179 Facial Treatment Essence and $225 GenOptics drops for age spots, both included in its pricey SK-II skin-care line. The campaign features women who’ve chosen to pursue their dreams instead of being pressured into marrying for the sake of it. It’s helped increase sales of SK-II in China more than 50 percent over the past nine months, says Markus Strobel, global president of SK-II. “This campaign has put us on the map in China and generated extremely positive sentiment among consumers and retailers,” he says. “It’s helping us win with young professional and executive women.”

advertorialという単語は英和辞典にも載っていました。

（ウィズダム）
advertorial
(新聞雑誌の)記事形式の広告, PR記事.

（ケンブリッジ・ビジネス）
advertorial
an advertisement that is designed to look like a written article and seems to be giving information rather than advertising a product:
Learn more about advertorials and how they can be an effective advertising medium for the products you sell online.





この広告自体は昨年の4月に流されアメリカのニュースでも取り上げられるほど話題になっていたようです。ニュースのコメンテーターはアメリカにもこのようなプレッシャーはあると語っていますね。今回の記事は経済ニュースなので売り上げ増に貢献したことを要点にしています。。。

The bottom line: A marketing campaign in China for SK-II products has boosted sales growth more than 50 percent over the past nine months.

記事で It encourages women to overcome barriers and work and live as they want.と書かれているようにそのような女性たちを応援するために広告が作成されたのでしょうが、容姿を強調しすぎだという批判やこの広告一つで問題が解決されるわけではないというもっともな指摘もあります。

Gilhool is no fan of P&G’s campaign, saying it emphasizes women’s appearance and not their accomplishments. “I think the impact of the ad isn’t aligned with the intention,” she says. P&G spokesman Damon Jones says the campaign “celebrates women who are independent and creating their own definition of happiness, regardless of societal expectations.”

Chinese women who want to delay marriage or stay single say it will take more than an ad to alter prejudices. “The commercial just spells out the problems we have. It doesn’t really give a solution,” says Tong Lei, a 36-year-old executive who works in the tourism industry in Shanghai. She’s seen the video but hasn’t used SK-II products. “My parents can understand that society has changed,” she says, “but their values, in terms of prizing marriage, won’t change.” She says her relationship with her parents improved only after she moved from their home into her own apartment two years ago, an option not economically possible for many single women. “This mindset of looking down on single women will only change when my generation becomes parents,” she says.

日本にいると「中国けしからん！愛国日本！！」という雰囲気が強く中国人を煙たく思いがちですが、自分らしい人生を模索している点では我々と何ら変わりはないですよね。広告の最後にあったDon't pressure dictate your futureという言葉が印象的です。（それこそ広告の思う壺だという人もいるかもしれませんが。。。）