史努比不妥吉祥物

史努比不妥吉祥物
The news came like a blindside burst of machine gun fire from the evil Red Baron: Snoopy, the *plucky *beagle and a star of the Peanuts comic strip, has been shot down: Insurance giant MetLife has eliminated Snoopy as its advertising mascot.
这则音讯就像凶恶的红男爵突射机关枪相同出乎意料：史努比，那个英勇的小猎犬，一起也是连载动漫《花生》中的明星被“击落”了——保险业巨子大都会人寿不再运用史努比作为广告吉祥物。

“We brought in Snoopy over 30 years ago to make our company more friendly and *approachable during a time when insurance companies were seen as cold and distant,” says Esther Lee, MetLife’s global chief marketing officer.
大都会人寿全球首席营销官艾斯特•李表明：“30多年前，咱们引进史努比，是想在一个保险公司被视作无情无义的时期，使咱们的公司看起来愈加友善和亲切。”

And now, the giant insurer is seen as ...warm and *fuzzy?
那现在呢，这个保险业巨子就看起来……温暖可亲了吗？

We don’t think so. Certainly not after *strafing Snoopy.
咱们不这样以为，尤其是史努比被“打入冷宫”后。

Nevertheless, we won’t second guess MetLife. The company is launching a new global branding effort and plans to focus more on corporate clients. So Snoopy *spirals to the ground.
虽然如此，咱们不会去过后点评大都会人寿。这家公司正在发动新的全球品牌化战略，希望更重视企业客户。所以史努比就被“扫地出门”了。

In the ad world, this is business as usual. Heck, in any business this is the way things work.
在广告国际里，这是再正常不过的事。并且说到底，这也是任何一个职业的运转之道。

You produce desired results or, in Snoopy’s case, you wind up in the doghouse. MetLife found that while people considered the Peanuts gang friendly and approachable, the cartoon characters didn’t summon images of leadership and responsibility, The New York Times reports. Snoopy, with his vivid fantasy life as a World War I pilot, didn’t resonate in the way that MetLife would hope: In other words, Snoopy apparently didn’t chase consumers into insurance offices.
你要么得以完成你想要的成果，要么，在史努比的事例中…最终进了狗窝。据《纽约时报》报导，大都会人寿发现，虽然人们以为《花生》漫画里的人物是友爱的、和蔼可亲的，这些卡通人物并不能引发一种领导感和责任感。史努比和它在第一次国际大战主力飞行员生动的奇幻日子，无法与大都会人寿所希望的形象产生共鸣：换句话说，史努比明显没有唆使顾客参加到保险业务中去。

So Snoopy takes his place in the unemployment line with other famous-brand mascots of yesteryear–obsolete characters such as Bucky Beaver of Ipana toothpaste fame.
因而，史努比就参加到了旧日风景无限的品牌吉祥物的赋闲部队中——那些已遭筛选的形象，比方Ipana牙膏的巴奇海狸。

We *shudder to think who could be next. There are so many icons peering out from cereal boxes, *detergents and other household staples.
咱们不由要打一个冷颤，想想谁会成为下一个呢？还有许多卡通形象正从麦片盒、洗涤剂和其他家庭日子用品的包装上瞟眼看着呢。

Some characters, of course, have second acts. For instance: Hipster Charlie the Tuna, forever disappointed that he wouldn’t be allowed in a StarKist tuna can. “Sorry, Charlie. StarKist doesn’t want tunas with good taste; StarKist wants tunas that taste good.” After a deep-sea hiatus, Charlie came out of retirement in 1999 and thrives again.
当然，也有一些卡通形象迎来了“第二春”。比方，嬉皮士金枪鱼查理永久都对自己无法呈现在星基斯特（StarKist）金枪鱼罐头包装上感到绝望。“抱愧了，查理。星基斯特不想要品尝不错的金枪鱼；星基斯特想要滋味不错的金枪鱼。”在阅历了一段“深海退休日子”后，查理在1999年复出，并一向活泼至今。

The problem isn’t always flagging sales or a character out of tune with the times. McDonald’s announced recently that it has temporarily sidelined Ronald, after a series of so-called “creepy clown” sightings across the country.
问题也不总是与下滑的销量或过期的形象有关。麦当劳近期就宣告，在最近发生了一系列席卷全国的所谓“小丑惊惧”后，他们暂时把麦当劳叔叔收了起来。

Question: If Ronald stays disappeared, will enough people care? We may find out.
问题是：假如麦当劳叔叔永久消失，会有更多人介意吗？咱们能够拭目而待。

When you stroll down the grocery aisle, glance at the faces peering out from bottles, cans and cartons: Aunt Jemima. The Pillsbury Doughboy. Elsie the Cow. The Brawny Lumberjack. Tip your hat to them and all the others. They’ve survived generation after generation, thanks to you.
当你在货架前闲逛时，留心一下那些从玻璃瓶、罐头盒和纸盒上呈现的面孔：杰迈玛阿姨、面团宝宝、奶牛埃尔希和健壮伐木匠。请向他们以及其他形象问候吧。托你的福，他们得以一代代地幸存下来。