剩女有錯嗎 SK II廣告在朋友圈刷出新高度

Skincare brand SK-II wants to remind Chinese women it's okay to be single — even if repressive society norms are trying to tell them otherwise.

護膚品品牌SK-II想提醒中國女性，單身沒有什麼大不了——即使傳統社會規範正試圖告訴女性單身不是一件好事。

In a new documentary-style commercial called "Marriage Market Takeover,"the brand shows how traditional attitudes towards marriage can put extreme pressure on single women to find a husband as they reach their late twenties.

在《相親市場接管》這部新紀錄片式的商業廣告中，SK-II展現了傳統對婚姻的態度給女性造成了極端的壓力，迫使她們在“奔三”時結婚。

In fact, there's a common derogatory term for older unmarried women in the country: "Sheng nu," which translates to "leftover woman."

事實上，對大齡未婚女性，在中國有一個貶稱 ——“剩女”，英文即"leftover woman"。

"She's not is why she is a leftover woman," one mother theorizes about her adult daughter, who fights back tears.

一位母親這樣總結自己女兒：“我女兒不漂亮……這就是爲什麼她成了剩女。”一旁的女兒強忍着淚水。

"If she can't find the one, it will be heart disease for me," says the father of one of the other women featured in the video.“

如果她找不到結婚對象，這會是我的一塊心病。”視頻中另一個女性的父親說道。

But the parents' hardline stances appear to soften when they visit a matchmaking"marriage market" only to find self-affirming messages of independence from their daughters.

當父母們來到“相親市場”，發現了那些自己女兒自我肯定的信息時，他們強硬的態度有所軟化。

"I don't want to get married just for the sake of marriage," says one of these messages. "I won't be happy that way."

其中一條信息這樣寫道：“我不想爲結婚而結婚，那並不會過得幸福。”

The touching four-minute online video is part of a larger campaign for the anti-aging cream maker called "Change Destiny" that centers on subverting traditional cultural attitudes towards women.

這段感人的在線視頻時長4分鐘，是抗皺霜製造商宣傳活動“改變命運”的一部分，目的是推翻對女性的傳統文化態度。

One participant turns "leftover woman" to "power woman" with a beautiful picture of herself.

一位參與者用自己一張美美的照片，將“剩女”變成了“女強人”。

"I'm confident. I'm independent. I love life. I'm a pretty outstanding woman,"says one of the film's subjects at the end of the video.

在視頻結尾時，其中一位主人公這樣說道：“我自信，獨立，熱愛生活，是一位很優秀的女性。”