Smartphone manufacturer OPPO said on Monday it had imposed strict penalties on senior executives responsible for its China market, including Senior Vice-President Duan Yaohui, following backlash over a controversial Mother's Day marketing campaign, and issued a fresh apology acknowledging "serious shortcomings" in its values and judgment.
智能手机厂商 OPPO 于周一表示，因母亲节争议营销活动引发舆论反弹，公司已对中国市场相关高管处以严厉处分，其中包括高级副总裁段要辉，并再次发布致歉声明，承认在价值观与判断力方面存在 “严重缺失”。
The controversy stems from a promotional campaign released on Friday that drew criticism online for a line suggesting a mother had "two husbands" — her actual husband and the other her celebrity idol, whom she sees only twice a year but dresses up to meet.
此次争议源于 OPPO 周五发布的一则营销宣传内容，文案中有一句表述称一位母亲拥有 “两个丈夫”，一位是现实中的丈夫，另一位是明星偶像，这位母亲一年仅能见偶像两次，却仍会精心打扮前去赴约，该内容在网络上引发批评。
Some netizens said the phrasing was inappropriate and misleading, while others defended it as a form of internet humor.
部分网友认为该文案措辞不当、存在误导性，也有网友认为这只是一种网络玩梗幽默，对此表示理解。
OPPO had issued an initial apology on Friday and removed the materials, saying the campaign was intended to portray more diverse and multidimensional images of modern mothers, who may enjoy running marathons, engaging in literary creation and following their favorite celebrities.
OPPO 已于上周五率先发布致歉声明并下架相关宣传物料，称该营销初衷是想展现现代母亲多元立体的形象，当代母亲也可以热爱马拉松、进行文学创作以及追星。
In its latest statement, the company said both the offensive nature of the campaign and its initially perfunctory response exposed a lack of respect for mainstream values.
OPPO 在最新声明中表示，此次营销内容引发公众反感，加之初期回应态度敷衍，暴露出企业对主流价值观缺乏敬畏与尊重。
It admitted that in chasing online traffic, it had "lost its original intention" on a holiday meant to celebrate maternal affection, and failed to respond to early public criticism in a sincere and open manner.
公司承认，为追逐网络流量，在本应致敬母爱的节日里 “迷失初心”，且未能以真诚坦诚的态度及时回应公众前期的质疑与批评。
The company said it will launch a comprehensive internal review and restructure its content review process to ensure adherence to widely accepted social norms.
OPPO 表示将开展全面内部自查整改，重构内容审核流程，确保宣传内容恪守社会公序良俗。
On Sunday afternoon, the School of Chinese Language and Literature at Wuhan University in Hubei province, said in a statement posted on its official Sina Weibo account that it was "shocked" by the campaign, which was created by a team led by a former student surnamed Yu.
上周日下午，武汉大学文学院通过官方新浪微博发布声明，对此次争议营销文案表示 “深感震惊”，该文案由本校一名余姓校友带领团队创作。
The school said Yu was known for "upright thinking" during her studies and had once been praised for helping an elderly passenger on a bus. However, it said the Mother's Day copy produced by the team "seriously contradicts" the school's longstanding educational principles.
校方称，该余姓校友在校期间思想正直，还曾因公交车上帮扶老人受到表彰，但其团队创作的这则母亲节文案，严重违背了学校一贯的育人理念。
"We strongly disagree with the content, especially the use of sensational wordplay, exaggerated language and the values conveyed," the statement said, urging the alumnus to face public criticism sincerely and, together with the company, take responsibility.
声明指出：“我们坚决不认同该文案内容，尤其不认同其博取眼球的文字玩梗、夸张表述以及传递的价值导向”，并呼吁该校友正视公众批评，与涉事企业一同承担责任。
In a separate post, Wuhan University said it "does not agree at all" with the advertisement's wording and value orientation, calling it inconsistent with the institution's emphasis on moral education.
武汉大学另行发文表示，完全不认同该广告的文案措辞与价值导向，认为其与学校立德树人、重视德育教育的理念相悖。
Also on Sunday, the China Advertising Association warned against a growing tendency among some brands to seek attention using controversial or lowbrow content, urging companies to distinguish between genuine innovation and "hype" that crosses ethical boundaries.
同样在周日，中国广告协会发文警示，当下部分品牌热衷靠争议化、低俗化内容博眼球的风气愈演愈烈，呼吁企业分清真正的创意创新与突破伦理底线的恶意炒作。
"Creativity can be novel, but it must not violate traditional family values," the association said.
中国广告协会表示：创意可以新颖独特，但绝不能违背传统家庭价值观。
China Women's News also said that while creative marketing is encouraged, it must not cross ethical boundaries or deviate from widely shared social values.
《中国妇女报》也发文表示，鼓励营销创意创新，但不能逾越伦理底线、背离社会主流共识价值观。
It noted that the use of fan culture slang — in which admirers refer to celebrities as "husband" — ignored differences in meaning across contexts and risked offending public perceptions of motherhood, adding that innovation should be grounded in respect and responsibility.
文章指出，文案套用饭圈将明星称作 “老公” 的网络俚语，忽视了语境语义差异，容易冒犯大众对母亲身份的传统认知；同时强调，营销创新必须建立在尊重与责任的基础之上。
backlash /ˈbæklæʃ/n. 强烈反对；舆论反弹
controversial /ˌkɒntrəˈvɜːʃl/adj. 有争议的；引发争论的
perfunctory /pəˈfʌŋktəri/adj. 敷衍的；例行公事的
lowbrow /ˈləʊbraʊ/adj. 低俗的；庸俗的
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