Why McDonald's is flipping its arches for a day 麦当劳为什么把拱门翻转一天 McDonald's is celebrating International Women's Day with a big, gleaming, W. 麦当劳用一个大型的闪亮的W来庆祝国际妇女节 "For the first time in our brand history, we flipped our iconic arches," said McDonald's Chief Diversity Officer Wendy Lewis. “在我们的品牌历史上, 我们第一次翻转了我们的标志性拱门,” 麦当劳首席多样化官温迪. 刘易斯说 The giant arches have been physically flipped at just one California restaurant. On Thursday, International Women's Day, upside-down arches will replace rightside-up arches across McDonald's digital channels. 实体的巨型拱门只是在加利福尼亚的一家餐厅被完全翻转。在星期四, 国际妇女节, 翻转的拱门将在所有麦当劳的数字频道取代正挂的拱门。 Lewis said McDonald's is flipping its logo "in honor of the extraordinary accomplishments of women everywhere." 刘易斯说, 麦当劳翻转它的标志是为了“纪念妇女在世界各地的非凡成就。” flip: 翻, 翻转 Upside down – Right side up: 上下颠倒 – 正常没颠倒 The restaurant chain will also mark the occasion at another 100 US locations, where McDonald‘s employees will wear special hats and shirts. 这家餐厅连锁店还将在另外100个在美国的餐馆纪念这一场合, 麦当劳的员工将佩戴特殊的帽子和衬衣。 In recent years, companies have started using International Women's Day to broadcast their views on gender equality. 近年来, 各公司开始利用国际妇女节来宣传他们对两性平等的看法。 "International Women's day is a perfect opportunity for brands to talk about their commitment to empowerment," said Tim Calkins, a marketing professor at Northwestern University's Kellogg School of Management. 西北大学凯洛格管理学院的营销教授蒂姆 卡尔金斯表示: “国际妇女节是品牌谈论他们对为妇女提供更多自主权的承诺的一个绝佳机会。 "It's a perfect venue to get out there and enhance your brand perception," he said. “这是一个完美的渠道把品牌打出去, 提高你的品牌的感知," 他说。 gender: 性别 perception: 感知 In a statement, McDonald's said that 6 out of 10 managers of US restaurants are women. 麦当劳在一份声明中说, 在美国的餐馆,10名经理中6个是女性。 "We have a long history of supporting women in the workplace," the company added. “我们有很长的历史, 支持在工作场所的妇女,” 该公司补充说。 Brands may also be eager to replicate the success of others, Calkins said. 卡尔金斯说, 品牌也可能急于复制他人的成功。 "When companies see high-profile campaigns that get some traction and get some discussion, they are very quick to jump on the bandwagon.” “当公司看到高调的宣传吸引了注意力, 并引发讨论时, 他们很快就会跟着做." Replicate: 复制 One example of a particularly successful campaign is the "Fearless Girl," sculpture, which was installed across the "Charging Bull," in New York City by State Street ahead of International Women's Day last year. 一个特别成功的宣传的例子是 “无畏的女孩” 雕塑, 这是去年在国际妇女节前由道富银行在纽约市的“华尔街铜牛”对面树立的。 The statue was designed by the financial services company and the advertising firm McCann to call attention to State Street's efforts to improve gender diversity on corporate boards. But it soon took on a life of its own. 这尊雕像是由这家金融服务公司和广告公司麦肯设计的, 它的目的就是呼吁人们注意道富银行在公司董事会成员性别多样性方面的努力。但这个雕像很快就远远的超过了初始定义了。 👇 |
|
来自: 新用户02986T3F > 《待分类》