ALISHA HARIDASANI GUPTA2026年9月17日本月，西德妮·斯威尼出席威尼斯电影节。 Yves Herman/ReutersIn a new one-minute ad for the sports betting site Novig, the actress Sydney Sweeney is dressed for about eight seconds. Well, if wearing just underpants or hockey shin guards counts as being dressed.在体育博彩网站Novig一则新推出的一分钟广告中，演员西德妮·斯威尼穿着衣服的时间大约只有八秒钟。好吧，如果只穿内裤或者冰球护腿板也算穿衣服的话。The ad begins with the camera trailing Sweeney in a dimly lit space before panning up to her face and zooming out. As the lights come up, viewers see Sweeney wearing nothing except two footballs held against her chest. In the next shot, she is straddling a basketball net, with only her long blonde hair to hide behind.广告开始时，镜头在昏暗的空间里跟随斯威尼移动，然后向上平移到她的脸庞，随后拉远。随着灯光亮起，观众看到斯威尼身上除了紧贴胸前的两只橄榄球外，别无他物。在下一个镜头中，她跨坐在篮球网上，仅靠一头金发遮挡身体。“No betting on wars or deaths and no politics,” she says in one shot. “Just you, your takes and sports.”“不要对战争或死亡下注，也不要对政治下注，”她在一个镜头中说道。“只有你、你的观点和体育。”The ad, which was released online last Wednesday, led to a backlash that grew louder over the weekend, particularly from a range of female athletes, once again landing Sweeney at the center of a heated controversy. On one side, some, including athletes, said the actress was encouraging the objectification of female bodies and minimized women’s contributions to sports.这则广告于上周三在网上发布后，引发的舆论反响在周末愈演愈烈，尤其是来自众多女性运动员的批评，这再次将斯威尼推到了激烈争议的中心。一方面，包括运动员在内的一些人表示，这位女演员在助长对女性身体的物化，并贬低了女性对体育的贡献。On Friday, Gracie Kramer, a former gymnast, posted a video montage on social media with the caption: “idk what Sydney Sweeney was doing, but this is what a woman in sports looks like.” It inspired waves of others in a range of sports to do the same.周五，前体操运动员格雷西·克雷默在社交媒体上发布了一段视频剪辑，并配文：“我不知道西德妮·斯威尼在干什么，但这才是体育界女性的样子。”这激发了各个体育项目的众多人士纷纷效仿。Still, others online cast Sweeney as an empowered woman doing her job, and one who is unashamed of her body.尽管如此，网上也有其他人将斯威尼描绘成一位做好自己工作的独立赋权女性，且对自己的身体非常坦然。“The left has always been the party of sexual liberation and take your clothes off and all that,” said Raquel Debono, founder of the right-leaning Make America Hot Again organization. “And now, all of a sudden, they’re really upset because a pretty girl got naked doing a sports ad.”右倾组织“让美国再次性感”的创始人拉奎尔·德博诺说：“左翼一直代表着性解放，提倡脱掉衣服之类的。现在，突然之间，他们却因为一个漂亮女孩在拍摄体育广告时裸露身体而气愤。”The controversy, though, might be the point, said Joshua Lewis, a marketing professor at New York University’s Stern School of Business.然而，纽约大学斯特恩商学院营销学教授乔舒亚·刘易斯表示，引发争议可能正是该广告的目的所在。Novig “is a company with not much market share, and so polarizing people is a reasonable strategy,” Lewis said. “They are betting, excuse the pun, that their own audience will not be the same as the people who are most offended by the ad.”Novig“是一家市场份额不大的公司，因此引发人们产生两极分化的看法，是一个合理的策略”，刘易斯说。“他们正在下注——原谅我的双关语，押注他们自己的受众与那些对这则广告最反感的人群并不重合。”So far, the ad has been viewed over 40 million times, and Novig, a company in which Sweeney has equity, is at least as recognizable as its competitors, Kalshi and Polymarket, for now. Ultimately, the controversy has functioned as publicity for a brand hoping to cater to men, who make up a majority of prediction market users. The company did not respond to requests for comment.迄今为止，这则广告的观看次数已超过4000万次，而目前来看，斯威尼持有股份的Novig公司的知名度至少已与其竞争对手Kalshi和Polymarket旗鼓相当。归根结底，这场争议为一个希望吸引男性的品牌起到了宣传作用，而男性构成了其预测市场用户的大多数。该公司没有回应置评请求。“Now I know what this random sports betting company is that I had never heard of four days ago,” Debono said.“现在我知道这个四天前我还从没听说过的体育博彩公司是什么了，”德博诺说。If this dynamic rings a bell, the ad comes a little over a year since Sweeney starred in an ad for American Eagle that played with “genes” as a homophone of “jeans,” which some critics said was a nod to white supremacy.如果这种套路让你觉得似曾相识，那是因为这则广告距离斯威尼主演的一则“美国鹰”(American Eagle)广告仅仅过去了一年多一点。那则广告用“基因”(genes)和“牛仔裤”（jeans）的同音玩文字游戏，一些批评人士称这是对白人至上主义的迎合。Despite the criticism, or perhaps because of it, the ad was credited with bumping up American Eagle stock and bolstering its sales. It also became a cause célèbre on the right, including with President Trump.尽管遭到批评（或许正因如此），这则广告被认为推高了美国鹰的股价并促进了销售。它也成为右翼阵营的热门话题，甚至引起了特朗普总统的关注。Sweeney has said, in an interview with GQ magazine, that the reaction surprised her because, in her eyes, it had been nothing more than an ad for jeans. “I love jeans!” she added, chirpily. She has continued working with American Eagle this year.斯威尼在接受《GQ》杂志采访时曾表示，这种反应让她感到惊讶，因为在她看来，这只不过是一则牛仔裤广告。“我爱牛仔裤！”她轻快地补充道。今年她继续与美国鹰合作。2月，斯威尼在纽约证券交易所。 Timothy A. Clary/Agence France-Presse — Getty ImagesThe fiercest criticism of Novig’s ad came from the world of sports, specifically from female athletes.对Novig广告最猛烈的批评来自体育界，特别是来自女性运动员。“I’ve been over-sexualized my whole career, I’ve dealt with men only focusing on how I look and not what I’m capable of,” Kramer, the former gymnast, said in an interview, referring to comments some had made about the size of her legs or arms. “Women put in hours and years to build something that they’re proud of, and when you’re reduced to the way that you look, it’s dehumanizing.”“在我的整个职业生涯中，我一直被过度性化，我一直在应付那些男人，他们只关注我的外表而不是我的能力，”前体操运动员克雷默在采访中说，她指的是一些人对她腿部或手臂粗细的评论。“女性投入无数小时，投入多年时间，来塑造她们引以为傲的成就，如果你被简化到只剩下外表，这是一种对人性的贬损。”Her response video, which was viewed millions of times, became a kind of rallying cry for other female athletes to post videos of themselves too, skiing, running, playing basketball, water polo and more. On Monday, the British sprinter Amy Hunt, after finishing a 200-meter final, addressed Sweeney on the BBC, adding that “this is what women in sport look like.”她的回应视频被观看了数百万次，成为一种号召，激励其他女运动员也发布她们自己滑雪、跑步、打篮球、打水球等运动时的视频。周一，英国短跑运动员艾米·亨特在完成200米决赛后，在BBC的节目中向斯威尼喊话，并称“这才是女性在体育运动中的样子。”Sweeney, who did not respond to a request for comment, posted material on Sunday that obliquely responded to the controversy, highlighting past photo shoots in which female athletes, including Serena Williams and Sue Bird had posed without clothing for ESPN.没有回应置评请求的斯威尼在周日发布了一些资料，隐晦地回应了这场争议，这些资料重点展示了包括塞雷娜·威廉姆斯和苏·伯德在内的女运动员过去都曾为ESPN拍摄过裸体照片。In a way, Sweeney has become associated with causing buzz for a brand trying to raise its profile, said Katie Gatti Tassin, a co-host of the podcast Diabolical Lies and author of “Rich Girl Nation.”播客《弥天大谎》的联合主持人、《富家女国度》(Rich Girl Nation)一书的作者凯蒂·加蒂·塔辛表示，在某种程度上，斯威尼已成为那些试图提升品牌知名度的企业制造话题的代名词。In addition to Novig and American Eagle, there was an ad for the bath product brand Dr. Squatch, which produced a limited edition soap it said had been infused with Sweeney’s bath water, which raised some eyebrows.除了Novig和美国鹰之外，还有沐浴产品品牌Dr. Squatch的一则广告，该品牌生产了一款限量版肥皂，并称其中融入了斯威尼的洗澡水，这也引发了一些质疑。These brands, Tassin said, book sexy shoots with Sweeney that seemed designed to set off controversy, which then “like a Bat Signal, promptly summons the conservatives” to defend the brand.塔辛表示，这些品牌会与斯威尼合作拍摄性感写真，这些照片似乎专为引发争议而设计，随后“就像蝙蝠侠信号灯一样，迅速召唤保守派”，出来捍卫该品牌。 Katharine Lotze/Getty ImagesSome of Sweeney’s supporters online say there may be extra scrutiny on Sweeney because of her association with the political right, according to Debono, who is also the founder of the communications company Public Affair Media. Sweeney is a registered Republican and, earlier this year, her lingerie brand Syrn, which she models herself, was a key partner of Stagecoach, a conservative country music festival.同时也是公关公司Public Affair Media创始人的德博诺说，网上一些斯威尼的支持者表示，由于她与政治右翼的联系，她可能会因此受到额外的审视。斯威尼是一名注册共和党人，今年早些时候，由她亲自担任模特的个人内衣品牌Syrn是保守派乡村音乐节驿马节的重要合作伙伴。The current ad lands in a political climate that has, in the past year, inspired a “Freaky Friday”-like cultural role reversal, Debono said. The liberal left, once known for sexual liberation, is painted as too “woke,” and prudish, while the right-leaning are rebranding around sexy femininity.德博诺说，目前的这则广告正处于一种政治气候中，这种气候在过去一年里引发了类似电影《辣妈辣妹》(Freaky Friday)般的文化角色大反转——曾经以性解放闻名的自由左翼如今被描绘成过于“觉醒”且假正经，右倾人士则正在围绕性感的女性气质重塑形象。“The whole thing is so ridiculous,” she added. “Why do people care so much?”“整件事简直荒谬，”她还说。“为什么人们这么在意呢？”Alisha Haridasani Gupta是时报记者，报道时尚和流行文化。翻译：晋其角点击查看本文英文版。获取更多RSS：https://feedx.net https://feedx.site