be "pretty" rather than "pretty brilliant?"

她們必須是＂漂亮的＂　而不是＂活得漂亮＂？

Well that's the message of a new Verizon campaign,

嗯　這是Verizon 新宣傳活動的訊息

and the ad has gone viral.

而廣告像病毒快速散播

Now a lot of journalists found the ad enthralling. Both NBC and ABC deemed it "powerful." A Slate writer said it was "a blast of refreshing cool air." It

許多新聞媒體覺得它十分吸引人　NBC 和ABC 讚其＂強而有力＂Slate 雜誌一名作家表示其為＂令人耳目一新的清流＂

brought tears to the eyes of a reporter at Adweek. But so far, not one of these excited

它更使Adweek一名記者熱淚盈眶　但迄今　在這些振奮的記者中　沒有任何一位

reporters thought to check the facts. Here are just a few examples of dubious information

想過廣告的真實性　這是一些正確度令人可疑

that concern the Factual Feminist. For example: "Confidence drops from 72% to 55% between

關於 Factual Feminist（真女性主義）的資訊　例如　＂在國中與高中間，自信心從 ７２％落至５５％＂

middle school and high school." What's the source? Verizon provides a list of references

其資料來源為何？Verizon 提供了參考資料的清單

via a link called "DIVE DEEPER INTO EACH OF OUR STATS." But the source, cited for the confidence

於＂Dive deeper into each of our stats＂的連結　但關於自信下降的資料來源

drop, is an internet info-graphic posted by someone associated with a website about online

是來自於一個圖表資料網站　其貼文者來自於一個

engineering degree programs. And what does this confidence gap really mean? Does it refer

線上機械工程課程網站　那麼所謂的＂自信斷層＂究竟代表甚麼呢

to confidence in math and science or overall self esteem? That is never explained and no

它意旨在數理方面的自信感　或是個人整體的自信心？這個疑問從來沒有被回答過

source is offered. Why is Verizon relying on some random, poorly sourced Internet graphic

並且沒有參考來源　為甚麼Verizon 引用一些隨便　難以考證的網路圖表

for its research? Let's continue: According to the ad: "66% of 4th grade girls reported

佐證他的研究？讓我們繼續：根據這則廣告　６６％的四年級女生表示

that they like science and math1. But by college, only 18% of all engineering majors are female."

他們喜歡數理　但到了大學　只有１８％的機械科目主修生是女性

ABC deemed this finding "startling." Startling yes, but it's also deeply misleading. Engineering

ABC視其結果＂驚人的＂　的確驚人，但同時也＂誤人＂

is an outlier. Today girls earn 44% of college math degrees, 48 percent of chemistry degrees

機械不能代表全部　今日，４４％的大學數學學位　４８％化學學位　及

and 61 percent of biology degrees. But why allow some inconvenient facts to get in the

６１％的生物學位皆為女性　但為何只讓特定的負面事實　營造＂有力的＂

way of a "powerful" shortchanged girl narrative? Suppose you said, "66 percent of 4th grade

女性受迫故事？　假設６６％的四年級女生

girls like science and math, but by college, only 61 percent of all biology majors are

喜歡數理　但到了大學　只有６１％的生物主修生是女性

female" that doesn't quite do the trick. And what's the source for the 66 percent statistic?

這可不會成功營造效果　那麼66％的數據是從哪來的呢

I don't doubt its truth—but Verizon cites a post from the feminist blog JEZEBEL. The

不是我在故意懷疑　但Verizon 引用一個女性主義部落格JEZEBEL的貼文

facts behind the "Inspire Her Mind" campaign are a complete mess. And the deeper you dive,

＂Inspire Her Mind＂的廣告背後的事實一團混亂　而探究越深入

the worse it gets. You might think, well even if the statistics are muddled, maybe there

就發現它越糟　你可能想　就算數據是混亂的

is truth in the spirit of the video. But that would be wrong. In one pivotal scene, Samantha's

但影片背後的精神才是意義所在　但這可能是錯的　在其中重要的一幕　

curiosity in marine biology is squelched by her father. From this scene, you would never

Samantha對海洋生物的好奇被他父親壓抑　從這一幕　你完全不會聯想到

guess that today girls earn 64 percent of college degrees in marine biology. In another

在今天　女生占了64 ％的海洋生物學學士學位　在另一個橋段

segment, we see a slightly older Samantha appearing to study a poster announcing a science

我們看到長大一點的Samantha 似乎是在閱讀一張科學海報

fair—however she is using the display case glass as a mirror to put on her lip gloss.

然而　其實她是在藉著公告欄玻璃的映象　當成鏡子上唇膏

The message is clear: we are crushing our daughters by insisting they be pretty and

訊息十分清楚：我們壓迫我們的女兒　要求她們維持漂亮的外表　像個女生

lady like. Well, again there is a problem: girls are thriving at science fairs. In many

再次地問題出現了　其實女生們在科學領域十分活躍

states, including Massachusetts and Connecticut, they now outnumber boys at these fairs. They

在許多州　包括麻州和康乃狄克州　女性在科學領域活躍的數目已超越男性

are approaching parity with boys at the prestigious Intel Fair. And look what happened when Google

女性在英特爾國際科技展上已逐漸與男性勢均力敵　你們也可以看看　Google第一次辦的科學展覽的盛況！

launched its first-ever science fair. The Factual Feminist applauds Verizon for encouraging

The Factual Feminist（真女性主義部落格）稱讚　Verizon 鼓勵

more girls to pursue careers in math and science, I want that too. But this ad is a lost opportunity.

更多女性追求在數理科學領域的職涯發展　我也想這麼說　但廣告與這句評論擦身而過

Not only is it filled with phony data and misleading images--it also conveys the message

不只是因為假數據和誤導意象　它也傳遞了訊息：

that science is masculine. Throughout the video, and in website materials conventional

科學是男性的　整則影片裡　和其網站資訊裡　

girl culture (princesses, doll houses, make-up, pretty clothes) is shown as obstacles to girls'

傳統的女性文化（公主　玩具屋　化妝　漂亮衣服）被當成女孩們在科學事業上的阻礙

science careers. That's a terrible message. Girls can be girly as well as smart, ambitious

而這不是正確的訊息　女孩可以同時女性化　也是個聰明　積極　

and formidable scientists. My advice to parents: expose your daughter to a wide range of activities

又傑出的科學家　我給家長們的建議：讓女兒廣泛接觸各個面向的活動

and career paths. Allow her to pursue fields that truly interest her. And, let her know

及職涯道路　讓她追求她有興趣的　並讓她知道

she can be both pretty and pretty brilliant. Well what do you think of the Verizon ad?

她可以同時漂亮而且在她的領域做得漂亮　那你對Verizon 的廣告感覺如何呢

Should we be worried that more than 3 million people have watched it, or that journalists

我們應該擔心　超過３百萬的人看過它？或是擔心新聞記者

failed to notice that it was manipulative propaganda? Please leave comments below. This

沒有察覺它是個被操縱的宣傳活動？請在下面留言

is the last video for this season. We will begin again in September! If you subscribe

這是這季的影片　我們在九月會再次開工！如果你訂閱這個系列

to the series and follow me on Twitter, we'll alert you when the next video is posted. And

在推特上關注我　我們會在貼出下一部影片時通知你

remember: Check your facts, not your privilege!

記得　隨時接收新訊息 而不是你的存款利息！（Check your privilege指檢視自身背景帶來的既得利益)