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1、CulturalConnotationsbehindMcDonald’sMenuDINGHong,HEShuang,WANGZhengzhengAbstractThispaperbrieflypresentstheculturalconnotationsbehindthemenuinMcDonald’s.WeexaminehowChinesetranslationsofMcDonald’sproductseffecttheconsumption.WealsotranslatethreelocalizedfoodsintoEnglish.Finally,weelaboratehowandwhy
2、thelocalizedfoodsarerelatedtothepromotionalstrategies.1.IntroductionIntheInternetage,countriesarebecomingmoreandmoreconnectedbytrade,capitalmarkets,theflowoftechnologyandideasacrossnationalborders,andpsychology.Interdependencehasbecometheleadingprincipleofglobalization[1].Theunderstandingsandacknow
3、ledgmentsofotherculturesarebecomingextremelysignificant,fortheircontributionstobettercommunications,theenlargementsofournationalenterprises’InternationalmarketsharesandChina’sinvincibleposition.Hencethestudyofculturalconnotationsisofconsiderableimportance.Culturesseemquiteabstract,buttheyareinhighl
4、yconnectedwithourdailylife.Culturesareassociatedwithpolitics,economics,society,religionandevenbasicnecessitiesoflife.Underthecircumstancesofglobalization,moreandmoreforeignenterprisessetuptheirsubsidiariesinChina.Canwefindoutanyculturalconnotationsfromforeignenterprises?Thispaperselectscateringindu
5、stryasthepointofpenetrationtoprobethehiddenculturalconnotations.WefindthattheMcDonald’smenuistypicalincateringindustry.ThroughprofoundanalysesofMcDonald’smenuandpromotionalstrategies,wesummarizeanddiscussthreeaspectsasfollowed:●ChineseversionofMcDonald’smenu:Chinesetranslationsattractpeople’sattent
6、ion,arememorableandeasytopronounce,exhibitthepropertiesofthefoods,keeporiginalpronunciationandareconsistentwiththecompanybusinessphilosophy.●EnglishversionofMcDonald’slocalizedfoodsinChina:AccordingtothetraitsofEnglishmenu,wetranslatethreelocalizedfoodsintoEnglish.●Promotionalstrategies:Thepromotio
7、nalstrategiesofthelocalizedfoodsarenotquitesuccessful.Theuniquenessofourpaperisthatweexaminethethingstowhichpeopleoftenturnablindeye.Weshowthatculturesarecloselyrelatedtoourdailylifeifyouobservecarefully.Th
