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1Russia: Cigarettes Branded for Young Women Spark ControversyRosia : Sigara Natao Ho An'ny Vehivavy Tanora Nahatonga Fifandirana
2A recent advertising campaign and carton redesign by one of Russia's largest tobacco manufacturers has riled Russan bloggers and sparked a debate on responsible marketing and advertising.Dokambarotra iray vao tsy ela izay sy fonosana navaozin'ilay orinasa mpanao sigara isan'ny matanjaka ao Rosia no nahasosotra ny bilaogera Rosiana ka nahatonga adihevitra teo amin'ny andraikitra ara-barotra sy ny dokambarotra.
3Donsky Tabak, one of Russia's main tobacco producers, has redesigned the cartons of its two “female” slim cigarettes and engineered a sleeker, younger ad campaign:Donsky Tabak, iray amin'ireo tena mpamokatra sigara ao Rosia, dia nanavao ny fonon'ny sigarany roa malefaka natao ho an'ny”vehivavy”‘ ary nanao dokambarotra tsara pasoka sy tanora kokoa:
4Redesign of "Sweet Dreams" cigarettes, Illustration from Dontabak.ruFanavaozana ilay sigara "sweet Dreams" , sary avy amin'i Dontabak.ru
5Tobacco aimed at teens?Sigara mikendry ny tanora?
6The press release found on the corporate website [ru] for the “new” Sweet Dreams cigarettes reads:Ny famoaham-baovao hita tao amin'ny tranonkalan'ilay orinasa [ru] ho an'ilay sigara “vaovao” Nofy Mamy, na Sweet Dreams dia mivaky hoe:
7The central marketing and design concept is the idea of travel, about which all young girls dream.Ny fototra ara-barotra sy ny fanomezana endrika dia ny hevitra fitetezana izao tontolo izao, izay nofinofin'ny tovovavy rehetra.
8SWEET DREAMS - are sweet dreams about beautiful cities, where you can relax, have fun, and go shopping.SWEET DREAMS (NOFY MAMY)- dia nofy mamy mikasika tanàna mahafinaritra maro, hahafahanao maka aina, manala azy, ary miantsena mitety mpivarotra.
9In an article published about the cigarette ads, Adme [ru], a Russian website that analyzes and critiques ad campaigns, wondered [ru]:Tanatinà lahatsoratra iray momba ny dokambarotr'ilay sigara, Adme [ru], tranonkala Rosiana mpanadihady sy mpanakiana dokambarotra, dia nanontany hoe [ru]:
10What young, foolish girl doesn't dream about the life portrayed on these cigarette packs? Shopping, cars, trips.Inona no tsy nofisin'ireo tovovavy tanora, adaladala amin'ireo fiainana asehon'ny fonosan'ilay sigara? fiantsenana, fiara, fitetezana ny tontolo.
11To feel oneself even a microscopic part of this world isn't even expensive - all you have to do is take a bright, 20-ruble (0.7 US dollar) pack from your bag and gracefuly place it near you.Na dia ny fahatsiarovan-tena ho bitika eto amin'ity tany ity aza tsy lafo akory - ny zavatra ataonao fotsiny dia ny mandray 20-ruble iray manjelatra (na 0.7 dolara Amerikana) avy ao amin'ny poketranao ary apetraho soa amantsara eo akaikinao.
12And what's more, the cigarettes are flavored and their filter is sweet.Ary fanampin'izany, misy hanitra ilay sigara ary malefaka ny ‘filtre' fifohana azy.
13Following Adme's article, Alexey Navalny, an increasingly popular Russian blogger, posted an article [ru] that showcased the new ads and the before and after artwork on the cigarette packs themselves.Tohin'ilay lahatsoratr'i Adme, Alexey Navalny, bilaogera Rosiana izay fanta-daza dia nampakatra lahatsoratra iray [ru] naneho ilay dokambarotra vaovao sy ny fanamboarana ilay fonon-tsigara taloha sy taorian'ny fahavitany.
14Navalny and commenters lambasted the head of Donsky Tabak, Ivan Saviddi, a businessman-turned-deputy for Russia's leading political party United Russia, for marketing cigarettes to teenagers and women.Navalny sy ireo mpaneho hevitra ihany koa dia nanakiana mafy ilay mpitarika ny Donsky Tabak, Ivan Saviddi, mpandraharaha iray -lasa solombavam-bahoaka avy amin'ny antoko politika United Russia,(na Rosia Mitambatra), nanao dokambarotra momba ilay sigara ho an'ny tanora sy ny vehivavy.
15At the same time, Russian news site Vesti reports [ru] that the Ministry of Health is in the process of drafting the “strictest anti-tobacco law to date,” threatening to prohibit smoking in “trains, airports, and jet liners” and increase the tax on cigarettes, upping the price up to 200 rubles ($6.90) per pack.Miaraka amin'izany, ny vohikalam-baovao Rosiana Vesti dia nitatitra [ru] fa ny Minisitry ny fahasalamana dia eo am-pamolavolana “lalàna henjana mifehy ny fifohana sigara amin'izao,” mandrahona ny tsy hahazoana mifoka sigara intsony any anaty “fiarandalamby, ny seranam-piaramanidina ary ny fiaramanidina goavana fitaterana olona ”, ary koa fampakàrana ny hetra amin'ny sigara , fampakàrana ny vidiny ho 200 rubles (6.9 dolara Amerikana ) isaky ny fonosana.
16Navalny's post triggered a wave of reposts and comments, both condemning the ad campaign, as well as questioning whether the redesign actually broke any laws.Ny lahatsoratr'i Navalny dia niteraka onjam-pamerenana mandefa ny lahatsoratra sy fanamarihana maro, na izany fanamelohana ilay dokambarotra, na fanontaniana raha tena mandika lalàna marina tokoa ny fanavaozana ny fonosan'ilay sigara.
17One commenter posted Article 16 of the former edition of the law “On Advertisement” [ru] (which was later edited), which concerns how certain products, namely alcohol and tobacco, are permitted to be advertised:Mpaneho hevitra iray no nampakatra lahatsoratra 16 momba ny lalàna ” mikasika ny dokambarotra” navoaka teo aloha[ru] (izay navoaka taty aoriana), izay milazalaza ny hoe ahoana ny vokatra sasany, toy ny alikaola sy sigara, no nomena alalana hanao dokambarotra:
18[It was against the law] to market directly to minors, and also to use images of faces under 35 years of age, or the statements or participation of persons who are popular with minors and those under 21.[Mifanohitra amin'ny lalàna ny ] mivarotra mivantana amin'ny zaza tsy ampy taona , ary koa ny mampiasa sarin'olona latsaky ny 35 taona, na ny fanambaràna na ny fandraisana anjaran'ny olona fanta-bahoaka amin'ny ankizy sy ireo latsaky ny 21 taona.
19While ddkf asserted [ru] that it was not only the ads, but the packaging which is geared towards teens and young girls.Raha nanamafy i ddkf [ru] fa tsy ilay dokambarotra ihany , fa koa ilay fonosana no mipaka any amin'ny tanora sy ny tanora tovovavy.
20Even if Donskoy Tabak didn't twist the ads about these cigarettes, their bright, attractive and youthful packaging would still make a deep impression, and there's no law that prevents that.Na dia tsy telin'i Donskoy Tabak aza ny dokambarotra momba ireny sigara ireny, ny fonosana mamirapiratra, manintona ny tanora ery dia manaitra foana , ary tsy misy lalàna mandràra izany.
21On a similar article on Gazeta.ru, fotofermer [ru] countered:Ao aminà lahatsoratra iray mitovy amin'izay ao amin'ny Gazeta.ru, fotofermer [ru] dia namaly hoe :
22What's the big deal?Inona no tena olana ?
23It's a normal, commercial approach.Fomba fandafosana tsotra izany.
24A good graphic appearance and an intelligent marketing campaign.Seho ivelany mahasarika ary fomba fivarotra fetsifetsy.
25Another commenter agreed [ru] that there was no problem with the ads and speculated that politics was behind bloggers' outcry:Mpitondra fanamarihana iray hafa no niaiky izany [ru] hoe tsy misy olana ny amin'ilay dokambarotra ary nilaza fa hoe ao ambadikin'ny fikiakiaky ny bilaogera ny mpanao politika:
26In the ad the girl seems to be an adult and on the packs its written that it's forbidden to sell to under 18, I don't understand where such hysterics are coming from, from the fact that the head of Donskoy Tabak is a member of United Russia?Eo amin'ilay dokambarotra dia toa efa lehibe ilay vehivavy ary misy soratra eo amin'ilay fonosana hoe tsy azo amidy amin'ny latsaky ny 18 taona, tsy haiko hoe avy aiza no nipoiran'ireny zavatra mampihomehy ireny, avy amin'ny hoe maha-mpikambana an'i Donskoy Tabak ao amin'ny United Russia(na Rosia Mitambatra)?
27On SweetDreams' Smoking Girl.ru website and forum, female smokers voiced their own, mostly positive, opinions about Donskoy Tabak.Ao amin'ny vohikala sy ny sehatra fifampiresahana Smoking Girl.ru an'ny ‘ SweetDreams' na ‘NofyMamy' dia naneho ny heviny mikasika an'i Donskoy Tabak ireo vehivavy mpifoka, mankasitraka amin'ny ankapobeny.
28Sefatli writes [ru]:Sefatli nanoratra [ru] hoe:
29The packs are really cool - white with an image of girls and architectural images of cities.Tena mahafinaritra be ilay fonosany - fotsy miaraka aminà sarinà vehivavy sy foto-drafitrasa eto amin'ny tanàna.
30Has anyone tried them?Efa nisy nanandrana azy ireny ve ?
31"If it's not allowed, but you really want it, then you can.""Raha voarara izany, nefa tena te-hahazo izany ianao, dia afaka ataonao izany.
32Source: Adme.ru" loharano : Adme.ru
33Apparently, AdMe reports, in 2008, Donskoy Tabak ran into legal problems when they tried to release an advert depicting a young pig-tailed girl eating ice cream, followed by the slogan: “If it's not allowed, but you really want it, then you can.”Araka ny hita, mitatitra ny AdMe, fa ny taona 2008, Donskoy Tabak dia tojo olana ara-tibonaly fony izy ireo nanao izay hamoahana dokambarotra iray ahitana vehivavy manao volo sara-droa (rambon-kisoa) mihinana glasy, miaraka amin'ny lohahevitra hoe : “Raha voarara izany, nefa tena te-hahazo izany ianao, dia afaka ataonao izany. “
34The ad was eventually released, AdMe says, and Donsky Tabak was made to pay a fine of 100,000 rubles.Navoaka ihany ilay dokambarotra, hoy i AdMe, ary Donsky Tabak dia tsy maintsy nandoa lamandy 100,000 roubles.
35Commenter mikesite [ru] philosophized:Ilay mpitondra fanamarihana, mikesite [ru] dia nanao fandinihana hoe :
36And it's even written: “If it's not allowed, but you really want it, then you can”, which is not merely the advertising slogan for a cigarette, it's the principle, by which all our doherachs [a mixture of the words “oligarch” and “do hera” (“a lot” - ru) referencing to Russian tycoons] live.Ary dia voasoratra ao mihitsy hoe : “raha voarara izany, nefa tena te-hahazo izany ianao, dia afaka ataonao izany” izay tsy dokanà sigara monja ihany, izany no foto-kevitra, izay ny doherachs velona ho antsika rehetra [fifangaroan'ny teny hoe “oligarch” sy ny “do hera” (“a lot” - ru) manondro ireo ‘Pata be' Rosiana ].