双语阅读 | 麦当劳、奥迪等品牌纷纷推出“社交隔离版”logo

双语阅读 | 麦当劳、奥迪等品牌纷纷推出“社交隔离版”logo
困难 5712

McDonald's and other brands are making 'social distancing' logos

It's not just people that are social distancing. Brands are doing it too.

不只是人在社交隔离,品牌也在社交隔离。

McDonald's, Coca-Cola, Audi and Volkswagen are just a few of the corporate conglomerates that are interpreting "social distancing" with logo redesigns.

麦当劳、可口可乐、奥迪和大众只是用重新设计品牌标识来诠释“社交隔离”的其中几个企业集团而已。

The term has become popular recently because of the spread of the novel coronavirus. Social distancing means standing 6 feet apart from others in an effort to lower the risk of contracting the illness.

最近由于新冠病毒的传播,社交隔离一词变得流行起来。社交隔离意味着和别人保持6英尺(1.8米)的距离,以降低感染病毒的风险。

The messages and logos created to promote social distancing have pros and cons, according to two experts in the design field.

设计领域的两个专家表示,用品牌标识信息推广社交隔离有利有弊。

"Our current global situation is no joke. It's a serious matter," Douglas Sellers, executive creative director for firm Siegel+Gale told CNN Business.

思睿高品牌战略咨询公司的创意总监道格拉斯·塞勒斯告诉美国有线电视新闻网商业频道说:“目前我们面对的全球形势不是闹着玩的,是很严肃的事情。”

"And brands designing social distancing logos have the potential to diminish the severity of what we are going through. The creativity, passion, and thought that goes into wanting to help, educate, and be part of the physical distancing movement is a worthy note," Sellers said.

塞勒斯说:“为品牌设计社交隔离的标识可能会让人们低估当前形势的严重性。但是为了帮助、教育民众以及参与社交隔离运动而投入的创意、热情和思考也是值得赞赏的。”

Brian Braiker, the editor-in-chief of Ad Age, says it's time for brands to provide a "real, meaningful service," referencing companies like the Gap making masks for healthcare workers or LVMH, the parent company of Christian Dior and Givenchy, manufacturing hand sanitizer.

广告时代网站的总编布莱恩·布雷克说,现在是品牌们提供“真实的、有意义的服务”的时刻,他举的例子包括,盖璞集团为医疗工作者制作口罩,还有克里斯汀·迪奥和纪梵希的母公司法国酩悦·轩尼诗-路易·威登集团生产洗手液的举动。

"Understanding the situation, shutting up and doing something helpful is really the only way to go here. When you see brands like McDonald's or Coca-Cola spacing out their logos in 'solidarity,' it strikes a sour note," he told CNN Business.

他告诉美国有线电视新闻网商业频道说:“理解当前的形势,低调地做一些有用的事确实是唯一的正道。当你看到麦当劳或可口可乐等品牌拉大商标字母的间距来表示‘团结’,只会感觉刺眼。”

McDonald's Brazil 巴西麦当劳
Last week, McDonald's Brazil pulled apart its iconic golden arches in a picture posted to its Facebook page. The ad agency explained that despite the temporary separation between its customers and the company caused by closures of some of its restaurants, they "can always be together." McDonald's is offering food through delivery and drive-thru.

上周,巴西麦当劳上传到脸书页面的一张图中,把标志性商标中的两个金拱门分开了。广告部解释说,尽管由于部分餐厅的关闭,麦当劳和顾客们暂时分开了,但是他们“可以一直在一起”。麦当劳目前提供外卖和汽车餐厅服务。

The McDonald's ad sparked backlash, including from Senator Bernie Sanders, who tweeted Wednesday about the company's sick leave policy for its employees.

麦当劳的广告引发了社会的强烈抵制,包括来自参议员伯尼·桑德斯的反对。桑德斯周三(3月25日)发推谴责了麦当劳针对员工的病假政策。

Coca-Cola 可口可乐
Coca-Cola is currently running an ad in New York's deserted Times Square that shows each letter of its logo separated with the slogan "Staying apart is the best way to stay united." The brand typically celebrates togetherness and love in its ads.

可口可乐目前正在纽约人迹寥寥的时代广场播放一则广告,广告中显示可口可乐商标中的每个字母都分开了,标语是:“保持距离是保持团结的最好方式”。可口可乐通常在广告中赞美团结和爱。


Audi and Volkswagen 奥迪和大众

Two automotive companies that share ownership, Audi and Volkswagen, tweaked their logos for their social media accounts.

股权同属一家的两个汽车公司——奥迪和大众——在社交媒体账户上对自己的标识进行了改动。

Audi separated its four rings in a short video telling people to stay at home and keep their distance.

奥迪在一个短视频中把商标中的四个环分开,告诉人们待在家里,保持距离。

Volkswagen also promoted a similar video with inspirational messages and separated the V and W.

大众也在一个类似的视频中传递积极信息,并把商标中的V和W分开。

Nike 耐克
Nike didn't tweak its logo, but it launched a large social media campaign with its global roster of star athletes including NBA player LeBron James and golfer Tiger Woods. Sports ground to a halt in the past few weeks because of social distancing rules and the ban on large gatherings, like in stadiums.

耐克没有改动品牌标识,但是掀起了一场大型社交媒体运动,美国职业篮球运动员勒布朗·詹姆斯和高尔夫球手老虎伍兹等众多体育明星都参与了这场运动。过去几周,由于社交隔离规定和对大型集会(比如体育馆赛事)的禁令,体育活动逐渐停止。

The campaign encourages people to play inside. Nike had to close several of its global stores because of the virus.

该活动鼓励人们在室内运动。受疫情影响,耐克不得不关闭了全球的数家门店。

Vocabulary
1.social distancing 社交隔离
2.pros and cons 有利有弊
3.hand sanitizer 洗手液
4.tweak v. 扭;扯;稍稍改进
5.roster n. 名单

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  • 来源:互联网 2020-03-30