北师大版小学四年级语文课文两次出现“麦当劳”，学生看到“直流口水”；出版社回应：新修订教材时将作改正

Beijing normal university edition primary school grade four Chinese text appeared two times"McDonald's",Students to see"Mouth water";Press response:When the new revision materials will be correct

东南网-海峡都市报1月5日讯（记者 李建芳 文/图） Southeast of the net - channel metropolis daily on January 5,)(Reporter LiJianFang text/diagram)
　　

关注理由 Attention reason

　　福州实验小学四年（4）班的方邱同学，在读到语文课文《散落的钞票》一文时，发现文章两次提到“麦当劳”这一洋外餐品牌。他认为，语文课本中出现这样的品牌名称，有做广告的嫌疑。

Fuzhou experiment elementary school four years(4)Class party high students,Read Chinese text[Swathes of the money]When a penny saved is a,Find the two mentioned"McDonald's"This new brand the meal.He thinks,Chinese text appear such brand name,A suspicion advertising.

　　为此，他在全班同学中发起一个问卷调查，结果显示：30%左右的同学认为，读到这篇文章加深了对麦当劳的认识，还有的同学甚至被“麦当劳”三个字诱惑得直流口水。

therefore,He in the class by a questionnaire survey,The results show:About 30% of the students think,Read this article to deepen the understanding of the McDonald's,Have the students even"McDonald's"Three words temptation was too mouth water.北师大版的小学课本 Beijing normal university version of the primary school textbook

把麦当劳当奖赏 有免费广告之嫌 The McDonald's when reward had free advertising too

　　在老师教完四年级上册《散落的钞票》一文后，福州实验小学四年级学生方邱在家复习课文，突然发现课本中竟然两次出现“麦当劳”，他感到有些奇怪。

The teacher put the grade four[Swathes of the money]After a penny saved is a,Fuzhou experimental primary school grade four students party review the text high at home,Suddenly found the book actually appeared two times"McDonald's",He felt a little strange.

　　《散落的钞票》是北师大出版社出版的语文四年级上册的一篇课文，大意是说，节日城的地铁站里人多拥挤，一个外地人的钱在车门口散落，主人公“我”和立明等捡拾散落的钱，最后散落的钱一分不少地回到那个人手中。让方邱感到奇怪的是，文章两次提到了麦当劳第一段中提到“我有点饿，看到旁边有家麦当劳店，就想拉立明进去”，在最后一段又说，“比买了全套《丁丁历险记》，又吃了麦当劳还高兴”。

[Swathes of the money]Is Beijing normal university press Chinese grade four taken a text,The effect that,The festival city subway station more crowded,A foreigner money back scattered,hero"I"And made clear and scattered pick up the money,Finally a scattered money many points back to the hands of the individual.Let party feel strange is high,The two mentioned McDonald's first mentioned in paragraph"I am a little hungry,Next to see there's a McDonald's store,Just want to pull made clear in",In the last paragraph said,"Than to buy a full set[tintin],And then he ate McDonald's still happy".

　　教材中出现这样的字眼算不算广告？方邱上网查了查，认为这个可以算得上“植入性广告”。而且他发现，这篇文章作者不详，麦当劳这个词语在文章中也无关紧要，但主人公“我”却对吃“麦当劳”有着很大兴趣，把吃“麦当劳”当作一件很美好的“奖赏”，实质上对“麦当劳”起到了免费宣传的效果。

In the teaching material appear such calculating do not calculate advertising words?Party high Internet checked,Think this is"Implantable advertising".And he found,This article the author is unknown,McDonald's this words in the article also doesn't matter,But the hero"I"But to eat"McDonald's"Has great interest in,Eat to"McDonald's"As a very good"reward",For virtually"McDonald's"Play a free publicity effect.

孩子的独到想法 得到老师的赞赏 The child's original idea to get the teacher's praise

　　“没想到孩子有这样的发现。”方邱的父亲方先生告诉记者，方邱发现这一问题时，他就和孩子作了沟通，他肯定了孩子的看法，也支持孩子继续对这件事作调查和研究。

"Didn't think children have such a discovery."Party high father Mr. Fang told reporters,Party high found this problem,He and the child made a communication,He must be the child's view,Also support the child continued to it for investigation and research.

　　方先生说，如今麦当劳等洋快餐广告无孔不入，而“麦当劳”品牌出现在小学生的教材中的确不妥，让孩子对洋外餐产生更浓厚的兴趣。

Mr. Fang said,Now McDonald's favored advertising seize any opportunity,and"McDonald's"Brand appeared in primary school students in the teaching material is wrong,Let the children to eat outside have a strong interest.

　　在老师的提议下，方邱在班上作了一个小调查，发现有三成同学认为，读了这篇文章会加深对麦当劳的认识，有七成同学每月至少吃一次包括麦当劳在内的洋外餐。于是，方邱写下一份《教材不应当为麦当劳做“广告”》的调查报告，致信给这套教材的主编郑国民、马新民教授。

In the teacher's proposed,The high party in class made a small survey,Found that thirty percent students think,Read this article to deepen the understanding of the McDonald's,Seventy percent students eat at least once a month, including McDonald's outside the meal.so,Party a high write down[Teaching materials should not do for McDonald's"advertising"]report,Wrote to the editor of this book ZhengGuoMin/MaXinMin professor.

　　“我教了很多年，这篇课文也教过很多次，不仅多年来没有一个同学反映这个问题，我自己也一直没注意到。”方邱的班主任陈锋老师坦承，她对方邱很赞赏，“方邱的理解力非常强，平时很喜欢看书，是班上的‘小才子’。”

"I taught for many years,The text also taught many times,Not only for many years without a classmate reflect this problem,I haven't noticed."Party of the teacher in charge teacher admits the high inspected,She each other high admire,"Party high intellect is very strong,At ordinary times very like reading,Is a class‘Little wit’."

　　福州实验小学副校长王国光告诉记者，学校也知道了这件事，实小的学生有这样独立思考的能力非常可贵。他赞同孩子的看法，认为在教材中出现这样的品牌字眼，“肯定不妥”。

Fuzhou experiment elementary school vice President WangGuoGuang told reporters,The school also know this matter,Real small students have such independent thinking ability is very valuable.He agrees with the child's view,Think in the textbook appear such brand word,"Must not".

出版社：他们传达的是真善美而不是品牌 press:They convey the beauty is not the brand

　　据了解，目前福州多数小学使用的语文教材是人民教育出版社出版的，北师大版本用得比较少。福州市教育局小学语文教材审定委员会一名姓林的委员表示，教材编写是一件很慎重的事，出版社不太可能为商家做植入性广告，有可能是审编时没有意识到所产生的宣传作用。

It is understood,At present the use of fuzhou most elementary school language teaching material is the people's education publishing house,Beijing normal university version use less.Fuzhou education textbooks authorized committee member of a name is Lin said,Compiling teaching materials is a very serious matter,Press are not likely to do business implantable advertising,May be ShenBian without consciousness to produced by the publicity function.

　　记者将这一问题反馈给北师大出版社总编室，同时把小学生写给教材主编的信也转给出版社。随后，记者接到北师大出版社基础教育分社主编王先生的回电，他告诉记者，出版社对福州方邱同学的来信非常重视，并马上与教材主编者取得联系，得知他们并未收到学生来信，他们是在本报反映后才得知此事的。

Reporters this feedback to Beijing normal university press editor-in-chief,At the same time the pupils to teaching material, the letter also to press.then,Reporters from Beijing normal university press foundation education branch office. Mr. Wang's back,He told reporters,Press to fuzhou party high students letter very seriously,And immediately and materials, contact person,That they have not received a letter from students,They are the only reflect that the matter.

　　王主编说，这篇课文的原型，是2005年9月刊登在北京青年报上的一则真实新闻，编写者通过小学生的视角写下这篇文章，以此传递和弘扬社会的真、善、美。文章所出现的麦当劳、《丁丁历险记》等字眼，本意为了衬托小主人公的人物品质，绝对没有想宣传赞扬品牌的想法，更没有与相关公司有所联系。他说，教育部对各出版社教材选文有非常严格的规定，北师大出版社也绝不可能为某些商家做品牌宣传，没想到客观上造成了对品牌的宣传结果，这是编写者当初所没有想到的。

The king said,,The text prototype,In September 2005, is published in the Beijing youth daily a real news,Writers through the perspective of primary school students write this article,This transfer and promote social true/good/beauty.In this paper the McDonald's/[tintin]Words such as,Original idea in order to foil the little hero characters quality,Never want to publicity praise brand idea,More no and related company to contact.He said,The ministry of education on the press materials selected article, have very strict rules,Beijing normal university press also impossible for some businesses do brand publicity,Didn't think objectively led to brand publicity results,This is the writers had not thought of.

　　“我们非常感谢福州这名小学生提出问题，也很欣赏孩子这种独立思考、发现问题的能力。新版教材目前正在修订当中，我们会采纳方邱同学的意见，取消《散落的钞票》中所提及的品牌名字，并在今后最大限度地避免此类问题造成的误会。”王姓主编这样回应说。

"We thank you very much for fuzhou this pupils questions,Appreciate the children independent thinking/Find the question ability.New materials are of revision,We will adopt party high students opinion,cancel[Swathes of the money]Mentioned in the brand name,And in the future to avoid such problems to the maximum cause misunderstanding."Wang said, this response.