科普 | 麦当劳更名“金拱门”老土？其实它只是一个翻译
今天，你吃“金拱门”了吗？别说你不知道，麦当劳更名为“金拱门”的新闻已经让网友炸锅了！
是的，你没有看错，自2017年10月12日起，在麦当劳（中国）正式更名为“金拱门”了↓
此时此刻，你的内心是不是酱婶儿的↓
面对这突如其来的更名，网友们这样说↓
还有人灵光一闪，为国外大牌本地化出谋划策↓
还有网友给大家“科普”了一把，详细阐述了“金拱门”的由来↓
好了，都不要笑了，严肃点儿，你认为“金拱门”是老土？其实它本来就有个英文名“Golden Arches”，是不是没有那么“难听”了？翻译过来就是“金拱门”。这名称的背后，其实反映了麦当劳的发展史。到底咋回事？跟Yee君一起来看看↓
The Golden Arches are the symbol of McDonald’s, the global fast-food restaurant chain. Originally, real arches were part of the restaurant design. They were incorporated into the chain's logo in 1962, which resembled a stylized restaurant, and in the current Golden Arches logo, introduced 1968, resembling an “M” for “McDonald’s”.
金拱门是全球速食餐厅连锁店麦当劳的标志。最初，餐厅设计采用了真实的拱门。1962年，拱门元素被融入到了餐厅的商标设计中，看起来像是一个传统风格的餐厅。而目前使用的金拱门商标于1968年引入，看起来像字母M，代表麦当劳。
In 1952, brothers Richard and Maurice McDonald decided they needed a new building to house their hamburger restaurant in San Bernardino, California. They wanted this building to have an entirely new design which would achieve two goals: even greater efficiency, and an eye-catching appearance. They interviewed at least four architects altogether, finally choosing Stanley Clark Meston, an architect practicing in nearby Fontana.
1952年，麦克唐纳家族的理查德和莫里斯兄弟决定在加利福尼亚的圣贝纳迪诺为他们的汉堡餐厅新建一个门店。他们想对这个门店按照两大目标进行全新的设计：高效便捷、外观吸睛。他们前后面试了至少4个建筑师，最终选中了在附近的丰塔纳工作的建筑师斯坦利•克拉克•梅斯顿。
Along with their practical knowledge, the brothers brought Meston a rough sketch of two half-circle arches drawn by Richard. The idea of an arch had struck Richard as a memorable shape to make their stand more visible. After considering one arch parallel to the front of the building, he had sketched two half-circles on either side of the stand. Meston, together with his assistant Charles Fish, responded with a design which included two 25-foot (7.6 m) yellow sheet-metal arches trimmed in neon, called "golden arches" even at the design stage.
两兄弟凭借自己的实践知识，将理查德画的双半圆拱门草图拿给梅斯顿看。起初理查德想到了拱门的创意，觉得这个形状令人印象深刻，会让他们的门店更显眼。一开始他考虑在门店正面平行放置一个拱门，后来在门店两边分别勾画了一个半圆。梅斯顿与助手查尔斯•菲什据此给出了一个设计方案，由两个高7.6米的黄色金属薄板构成拱门，并嵌有霓虹灯，在设计阶段就已得名“金拱门”。
According to architectural historian Alan Hess, "Meston and Fish turned the crude half-circle suggested by Richard McDonald's sketch into a tapered, sophisticated parabola, with tense, springing lines conveying movement and energy."
建筑历史学家艾伦•赫斯称：“梅斯顿和菲什将理查德•麦克唐纳草图中最初的半圆变成了精致的锥形抛物线，用紧实的起拱线传递出动感与能量。”
The first franchised outlet bearing Meston's design opened in May 1953 in Phoenix, Arizona. Subsequent franchisees of the McDonald brothers were also required to use Meston's design, although Meston adapted the plans for each to the conditions and building codes of each site.
首家包含梅斯顿设计方案的加盟店于1953年5月在亚利桑那州首府菲尼克斯开业，后续的麦当劳加盟店也都按要求使用了梅斯顿的设计，不过梅斯顿根据各店的状况和建筑规范对设计图进行了调整。
While McDonald's dropped the physical arches from nearly all of its restaurants in the 1960s, the Golden Arches have remained in the logo, and as a commonly understood term for the company.
虽然上世纪60年代麦当劳基本上去掉了所有餐厅的实体拱门装饰，但金拱门的形象在商标中得以保留，也成了麦当劳公司广为人知的代名词。
This was partially due to Louis Cheskin, the logo’s design consultant, argued that the arches, which he likened to "mother McDonald's breasts", had "Freudian applications to the subconscious mind of the consumer and were great assets in marketing McDonald's food."
这样做的部分原因在于商标设计顾问路易斯•切斯金将拱门的形状比作“麦当劳妈妈的乳房”，认为其中蕴含了“弗洛伊德学说”，会影响消费者的潜意识想法，是营销麦当劳食品的绝佳资产。
（彻斯金称，金色拱门是一种营销策略，可以让顾客看到这个标志时就会想到是一对滋养的乳房——然后他们就饿了。）
辣么，更名为麦当劳的“金拱门”，是否让你更有食欲了呢？实在对这个名字接受无能也没关系，麦当劳发话了，这次更名只是证照层面的更改，门店还是原来的麦当劳↓
嗯，赶脚这波更名风波着实做了一手好广告！
英文来源：Wikipedia
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