麦当劳的全球本土化中英文外文文献2015

s little chance to make an impact on consumers because after watching a program, audiences usually switch channels, thereby missing mercials. For this reason, McDonald's uses Chinese newspapers and popular magazines as a better way to present McDonald's public image (Vignali, 2001). РTrademarks РMcDonald's has adapted their trademark logo to reflect consumer demand. McDonald's golden arches that look like an "M" on a field of red are a globally recognized trade logo. But internationally, McDonald's franchises have differentiated this logo. In France, in contrast to the standard golden and red colors, the golden arches are on a field of forest green, part of McDonald's push to publicize the "greening" of its image in France. This change was "initially controversial with the US head office";