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    麥當勞、奧迪等品牌紛紛推出“社交距離版”l

    • 2020-03-31 19:45
    • admin
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    Credit: McDonald's, Nike, Audi and Volkswagen

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

    不只是人在社交距離,品牌也在社交距離。

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

    麥當勞、可口可樂、奧迪和大眾只是用重新設計品牌標識來詮釋“社交距離”的其中幾個企業集團。

    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傳播,社交距離一詞變得流行起來。社交距離意味著和別人保持6英尺(1.8米)的距離,以降低感染病毒的風險。

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

    設計領域的兩個專家表示,用品牌標識信息推廣社交距離有利有弊。

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

    思睿高品牌戰略咨詢公司的創意總監道格拉斯·塞勒斯告訴美國有線電視新聞網商業頻道說:“目前我們面對的全球形勢不是鬧著玩的,是很嚴肅的事情。”

    "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.

    塞勒斯說:“為品牌設計社交距離的標識可能會讓人們低估當前形勢的嚴重性。但是為了幫助、教育民眾以及參與社交距離運動而投入的創意、熱情和思考也是值得贊賞的。”

    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.

    廣告時代網站的總編布萊恩·布雷克說,現在是品牌們提供“真實的、有意義的服務”的時刻,他舉的例子包括,蓋璞集團為醫療工作者制作口罩,還有克里斯汀·迪奧和紀梵希的母公司法國酩悅·軒尼詩-路易·威登集團生產洗手液的舉動。

    "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.

    他告訴美國有線電視新聞網商業頻道說:“理解當前的形勢,低調地做一些有用的事確實是唯一的正道。當你看到麥當勞或可口可樂等品牌拉大商標字母的間距來表示‘團結’,只會感覺刺眼。”

     

    McDonald's Brazil 巴西麥當勞

    McDonald's Brazil separated the golden arches. Credit: McDonald's

    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,巴西麥當勞上傳到臉書頁面的一張圖中,把標志性商標中的兩個金拱門分開了。廣告部解釋說,盡管由于部分餐廳的關閉,麥當勞和顧客們暫時分開了,但是他們“可以一直在一起”。麥當勞目前提供外賣和汽車餐廳服務。

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

    麥當勞的廣告引發了社會的強烈抵制,包括來自參議員伯尼·桑德斯的反對。桑德斯周三(3月25日)發推譴責了麥當勞針對員工的病假政策。

     

    Coca-Cola 可口可樂

    Screenshot from CNN

    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.

    可口可樂目前正在紐約人跡寥寥的時代廣場播放一則廣告,廣告中顯示可口可樂商標中的每個字母都分開了,標語是:“保持距離是保持團結的最好方式”??煽诳蓸吠ǔT趶V告中贊美團結和愛。
     

    Audi and Volkswagen 奧迪和大眾

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

    股權同屬一家的兩個汽車公司——奧迪和大眾——在社交媒體賬戶上對自己的標識進行了改動。

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

    奧迪在一個短視頻中把商標中的四個環分開,告訴人們待在家里,保持距離。

    Audi created a social distancing logo for its social media accounts. Credit: Audi

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

    大眾也在一個類似的視頻中傳遞積極信息,并把商標中的V和W分開。

    Volkswagen separated its V and W. Credit: Volkswagen

    Nike 耐克


    Nike's ad was posted on dozens of its players' social media accounts. Credit: Nike

    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.

    耐克沒有改動品牌標識,但是掀起了一場大型社交媒體運動,美國職業籃球運動員勒布朗·詹姆斯和高爾夫球手老虎伍茲等眾多體育明星都參與了這場運動。過去幾周,由于社交距離規定和對大型集會(比如體育館賽事)的禁令,體育活動逐漸停止。

     

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

    該活動鼓勵人們在室內運動。受疫情影響,耐克不得不關閉了全球的數家門店。

    摘自《中國日報》

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