The Olympics are supposed to be about the spirit of competition among nations although we all know the games are about making money. With that in mind, McDonald’s is seizing the opportunity to promote its brand - even if it’s at the expense of America.
Ronald, Grimace, the Hamburglar, and the other characters at McDonald’s have chosen the slogan “Wo jiu xihuan Zhongguo ying,” for their Chinese marketing campaign. When translated the phrase means “I love it when China wins.” Think “I’m Lovin’ It” with a sino addendum.
This is problematic for several reasons with the top being that McDonald’s is openly supporting the Chinese. Brian Sullivan of the Fox Business Channel breaks sums up how all Americans should feel.
“Supporting the host nation is one thing … and you’re spending a lot of money on the Games and it’s appreciated. But show your appreciation to the American athletes and don’t openly pander to China’s Olympic fervor. Remember: you are an American company. You were built here”
It’s hard to believe that McDonald’s couldn’t come up with a way to appease the Chinese government without turning their back on the United States. As American as McDonald’s seems they’re still a money grubbing corporation that will do anything for a few extra bucks. Americans should voice their displeasure by boycotting McDonald’s during the Beijing Olympics.
4:30 pm on July 8th, 2008
That’s not how I would translate “Wo jiu xihuan Zhongguo ying.”
I would translate that phrase as “I only like it (when) China wins!”
Xihuan is “like,” not “love,” which is: ai. And “jiu” is translated as “only.” That puts a different meaning to the slogan.
Granted, I have not been to China in thirty years and things change. But the difference between love and like would seem to be pretty steep.
5:43 pm on July 8th, 2008
Jiu has many more meanings than just “only.” I wouldn’t translate it the way you do, since “Wo jiu xihuan” is just how “I’m lovin’ it” is translated in Chinese. I would rather say, “I just love when China wins!” which is not as exclusionary as your version.
5:44 pm on July 8th, 2008
BTW, xihuan can mean love. Young couples sometimes say “Wo xihuan ni” and it uses a romantic sense there. Words in Chinese and English do not have a one-to-one correspondence to each other.