麥當勞中國更名“金拱門” 炸出一堆段子手

McDonald’s China changed its business name, and consumers aren’t lovin’ it.

麥當勞(中國)有限公司近日更改名稱，然而新名稱似乎并不討消費者喜歡。

Chinese media reported on Wednesday evening that McDonald’s Chinese business changed its company’s name from Maidanglao, a loose transliteration of the English name, to Jingongmen, or Golden Arches, on Oct. 12.

中國媒體周三晚報道說，麥當勞(中國)有限公司已于10月12日將名稱更改為金拱門(中國)有限公司。原名“麥當勞”是對品牌名稱的大致音譯。

Although the fast food chain reassured its fans on its Weibo microblog that stores in China will still bear the old name, the new moniker was immediately ridiculed by net users for sounding unsophisticated.

盡管該快餐連鎖公司在新浪微博上向其粉絲保證中國的門店不會改名，但新名稱還是因為聽起來太“土”而遭到網(wǎng)友嘲笑。

“Jingongmen sounds like a name for a Peking duck restaurant or a traditional Chinese medicine store,” one Weibo user wrote.

一位微博網(wǎng)友寫道：“金拱門聽起來像是北京烤鴨店或者中藥店鋪的名字。”

Picking a Chinese name can be tricky for foreign brands. US home-sharing company Airbnb earlier this year chose “Aibiying,” or “welcome each other with love,” for its Chinese operations, but the name was badly received for being difficult to pronounce. Last month, NBA team Dallas Mavericks asked its fans to come up with a new Chinese name because the current xiaoniu is a mistranslation, meaning “little cows.”

選擇一個中國名稱對一些外國品牌來說很傷腦筋。美國的共享住宿公司Airbnb今年早些時候為其中國業(yè)務選擇了“愛彼迎”這一名稱，意思是“用愛歡迎彼此”，但因為發(fā)音拗口遭人嫌棄。上個月，美國職業(yè)籃球聯(lián)賽達拉斯小牛隊請粉絲們?yōu)樗麄兿胍粋€新隊名，因為“小牛隊”其實是個誤譯。

McDonald’s low-key name change came after the fast food chain sold the bulk of its Chinese mainland and Hong Kong business to financial conglomerate CITIC Group and American investment company Carlyle Capital in January.

在麥當勞(中國)有限公司低調(diào)改名前，該公司已于今年1月將其中國大陸和香港的大部分業(yè)務出售給中信集團和美國投資公司凱雷資本。

McDonald’s opened its first restaurant in China in 1990, and the brand, closely associated with a Western lifestyle, took off. Long lines formed whenever a new location opened. However, in recent years the fast food chain has struggled to maintain its growth momentum in China as more prosperous, health-conscious consumers seek alternative dining options.

麥當勞于1990年在中國開設首家門店，生意迅速火爆起來，其品牌與西方生活方式緊密相連。每當有新店開業(yè)，門前總會排起長隊。但近年來，中國消費者越來越富裕，也越來越有健康意識，就餐選擇更多樣化，麥當勞保持在中國的發(fā)展勢頭也開始困難起來。

Around this period, there was discussion for a new logo for McDonald's, and design consultant Louis Cheskin convinced the company to maintain its branding with the arches.

當時大家正討論給麥當勞設計一個新標志，設計顧問路易斯·徹斯金說服公司保留了原有的金色拱門品牌標志。

Cheskin argued that the golden arches carried the 'Freudian symbolism of a pair of nourishing breasts,' the BBC reported.

據(jù)BBC報道，徹斯金建議說，金拱門“在弗洛伊德學說中象征著一對有營養(yǎng)的乳房。”

In this time period, the effects of Freudian theory were still reshaping the world and Cheskin's view is a deeply Freudian concept.

在當時，弗洛伊德學說的影響仍在重塑著世界，徹斯金的意見深受弗洛伊德學說的影響。

來源：sixthtone、新浪網(wǎng) 翻譯&編審：yaning