Burger King to scrap ad after complaint

[영어도우미]

Burger King to scrap ad after complaint

 

Reuters – An advertisement for a new Tex-Mex style hamburger hangs in a Burger King window in central Madrid...

MEXICO CITY (Reuters) – Fast food giant Burger King apologized Tuesday for an advertisement featuring a squat Mexican draped in his country's flag next to a tall American cowboy and said it would change the campaign.

Mexico's ambassador to Spain said posters released in Europe for Burger King's new Tex-Mex style "Texican whopper," a cheeseburger with chile and spicy mayonnaise, inappropriately displayed the Mexican flag, whose image is protected under national law.

The ambassador wrote a letter complaining to Burger King and requested the ad campaign be discontinued.

Burger King said the ads were meant to show a mixture of influences from the southwestern United States and Mexico, not to poke fun at Mexican culture, but said it would replace them "as soon as commercially possible."

"Burger King Corporation has made the decision to revise the Texican Whopper advertising creative out of respect for the Mexican culture and its people," it said in a statement.

"The existing campaign falls fully within the legal parameters of the United Kingdom and Spain where the commercials are being aired and were not intended to offend anyone," the company added.

A TV version of the ad shows the strapping cowboy and the pint-sized Mexican wrestler -- nicknamed "Just a Little Bit" -- living together as roommates. At one point, the American lifts up the Mexican to help him put a trophy on a high shelf.

Mexico was involved in another controversial ad campaign last year when Absolut vodka posted billboard ads in Mexico with an early 19th century map showing chunks of the United States as part of Mexico.

The campaign angered many U.S. citizens and was later dropped.

http://news.yahoo.com/s/nm/20090415/od_nm/us_burgerking_odd

Vocabulary

scrap -  to abandon or get rid of as no longer of enough worth or effectiveness to retain

squat -  marked by disproportionate shortness or thickness; short

whopper - a variant of hamburger that Burger King offers to customers

poke fun - ridicule; mock; make fun of

parameters -  a characteristic element

chunks - large pieces; parts of something

Questions

1. What was your reaction when you read the article?

2. Do you think that advertisers should be sensitive to the culture of the country where they are advertising their products? Why or why not?

3. What are the rules for using the Korean flag? Could you explain some of them?

4. How would you react if you saw the Korean flag being used in a similar way as the advertisement of Burger King?

5. Do you think that Burger King made the right decision to drop the advertisement? Why or why not?

6. How would this advertisement and the controversy associated with it affect the sales and image of the restaurant? Explain your answer.