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There are not any subtitles or narration in the video. But a printed model of the ad posted on the jeweler’s official web page on the Chinese e-commerce web site Tmall options descriptive textual content beneath a picture of two men who have been proven biking collectively in the video. The textual content reads: “Father and son are also friends — happily sharing life’s journey.”
That caption raised many eyebrows on the Chinese social media platform Weibo, the place the unique model of the ad posted by Cartier’s verified account had greater than 1,200 feedback and practically 5,000 “likes” as of Wednesday afternoon.
While the ad does function teams of mates or {couples} — and even just a few photos of two girls hanging out collectively — many individuals disputed the depiction of the connection between the two men in the ad. They identified that the men seem to share a “romantic vibe.”
“Viewers simply can’t believe the [older] man is the ‘father’ based on the casting and performance,” wrote one consumer on Weibo, China’s equal of Twitter.
Another Weibo consumer wrote that they have been “fine with two men wearing rings as a couple, but not so much with a father and son.”
“Trying so hard to conceal something has made something ordinary so weird,” the individual added.
Cartier didn’t instantly reply to a request for remark.
Homosexuality isn’t unlawful in China and, in 2001, the authorities eliminated it from an official record of psychological issues. But consultants and activists say LGBTQ folks in China nonetheless face persistent discrimination and prejudices from the federal government and public.
Since 2016, Chinese censors have banned portrayals of what they see as “abnormal sexual behaviors,” together with homosexual relationships, in TV and on-line reveals. Most companies, home and international, have lengthy stayed away from the topic to keep away from operating afoul of presidency restrictions.
Even so, the subject has been broached in media earlier than. In January, for instance, a business for Tmall made favorable waves on-line for what many individuals perceived as a artistic strategy to featuring a homosexual couple. Tmall dad or mum firm Alibaba didn’t acknowledge the ad’s homosexual subtext, meant or in any other case, in a press release to CNN Business on the time.
Gay rights advocates say they really feel each “upset and resigned” in regards to the newest Cartier episode, keenly conscious of the more and more tightened regulatory surroundings that corporations face in China.
“Some may believe [Cartier] is just trying to make some ‘pink dollars,’ but I’m inclined to be more positive in thinking that they are supporting gay rights in a way … by raising our visibility through this kind of ads,” stated Yanzi Peng, director of China Rainbow Media Awards. “Of course supporting gay rights will also bring these companies economic benefits — it is a win-win scenario.”
“Businesses should be more courageous and take another step forward,” he added.
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