北京
近日，手机厂商OPPO的母亲节活动文案持续引发关注。
5月11日中午，@OPPO 再度发布致歉声明称，无论是营销内容本身的冒犯，还是事后第一时间的敷衍应对，都暴露出公司在价值观和敬畏心上存在严重的缺失。
Chinese smartphone maker OPPO has issued a second apology and disciplined senior executives after a controversial Mother's Day advertisement campaign triggered widespread backlash in China over accusations of vulgarizing family relationships.
In a statement released on Monday, the company said the campaign and its initial response exposed "serious deficiencies" in its values.
声明称，经过深刻反思，公司已经对分管中国市场业务的高级副总裁段要辉以及营销相关管理者作出了从严处罚；市场业务部门全员将对本次事件进行全面反思，管理团队将严肃检讨工作理念，回归真诚的情感表达；同时，公司将重构内容审核流程，完善分层分级的内容审核机制，恪守主流价值观底线。
The statement went on to say that senior executive Duan Yaohui and other managers involved have been punished, while the marketing department would be undergoing an internal review. The company also pledged to strengthen its content approval process to ensure future campaigns align with mainstream social values.
日前，OPPO推出的一则母亲节活动文案写道：“我妈有两个‘老公’，一个是我爸，另一个一年见两回。跟我爸约会基本不打扮，见另一个，她恨不得穿婚纱。”文案被批扭曲亲情、玩梗低俗。
The controversy stems from a Mother's Day slogan by OPPO suggesting a mother had "two husbands" — her father and another man she met only twice a year. The advertisement was widely criticized for distorting family relationships and using vulgar, attention-grabbing humor.
8日下午，OPPO紧急致歉，称对文案引发的争议诚恳道歉。
10日，中国广告协会发声，强调广告创意应厘清创新与无底线炒作的界限，摒弃“唯流量论”，创意可以新颖，但绝不能违背主流认知。
The company first apologized on Friday, expressing regret over the controversy. A day later, the China Advertising Association warned advertisers against pursuing attention through "bottomless hype" at the expense of mainstream values.
11日，有媒体披露，OPPO中国区业务负责人段要辉负最终管理责任，职级直降两级。
来源：长安街知事
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