麥當(dāng)勞中國(guó)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(dāng)勞(中國(guó))有限公司近日更改名稱，然而新名稱似乎并不討消費(fèi)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(guó)媒體周三晚報(bào)道說(shuō)，麥當(dāng)勞(中國(guó))有限公司已于10月12日將名稱更改為金拱門(中國(guó))有限公司。原名“麥當(dāng)勞”是對(duì)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(guó)的門店不會(huì)改名，但新名稱還是因?yàn)槁犉饋?lái)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(lái)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(gè)中國(guó)名稱對(duì)一些外國(guó)品牌來(lái)說(shuō)很傷腦筋。美國(guó)的共享住宿公司Airbnb今年早些時(shí)候?yàn)槠渲袊?guó)業(yè)務(wù)選擇了“愛彼迎”這一名稱，意思是“用愛歡迎彼此”，但因?yàn)榘l(fā)音拗口遭人嫌棄。上個(gè)月，美國(guó)職業(yè)籃球聯(lián)賽達(dá)拉斯小牛隊(duì)請(qǐng)粉絲們?yōu)樗麄兿胍粋€(gè)新隊(duì)名，因?yàn)?ldquo;小牛隊(duì)”其實(shí)是個(gè)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(dāng)勞(中國(guó))有限公司低調(diào)改名前，該公司已于今年1月將其中國(guó)大陸和香港的大部分業(yè)務(wù)出售給中信集團(tuán)和美國(guó)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(dāng)勞于1990年在中國(guó)開設(shè)首家門店，生意迅速火爆起來(lái)，其品牌與西方生活方式緊密相連。每當(dāng)有新店開業(yè)，門前總會(huì)排起長(zhǎng)隊(duì)。但近年來(lái)，中國(guó)消費(fèi)者越來(lái)越富裕，也越來(lái)越有健康意識(shí)，就餐選擇更多樣化，麥當(dāng)勞保持在中國(guó)的發(fā)展勢(shì)頭也開始困難起來(lái)。

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(dāng)時(shí)大家正討論給麥當(dāng)勞設(shè)計(jì)一個(gè)新標(biāo)志，設(shè)計(jì)顧問(wèn)路易斯·徹斯金說(shuō)服公司保留了原有的金色拱門品牌標(biāo)志。

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

據(jù)BBC報(bào)道，徹斯金建議說(shuō)，金拱門“在弗洛伊德學(xué)說(shuō)中象征著一對(duì)有營(yíng)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(dāng)時(shí)，弗洛伊德學(xué)說(shuō)的影響仍在重塑著世界，徹斯金的意見深受弗洛伊德學(xué)說(shuō)的影響。

來(lái)源：sixthtone、新浪網(wǎng) 翻譯&編審：yaning