There are several main reasons why people are fired:

1, the brand effect of Big Mac. Not to mention the name change, in front of such a giant, a little trouble may cause a huge storm. In today's China, where the media is well developed, all the people are media, and it is easy to cause communication hotspots.

2, huge contrast, causing enough topics. McDonald's is a foreign brand. In the eyes of a large part of China people, this is a "tall" restaurant image. Its name also has an elegant and inexplicable taste, but it was suddenly changed to a rustic golden arch. This huge contrast has impacted the public's original cognition and will inevitably cause an uproar.

3. The name of the Golden Arch itself is very rustic. China used to be poor and backward, and gold was a symbol of wealth. Various daily necessities used for architectural decoration, wedding ceremony and bride price are used to show high grade. For example, many mobile phones use rose gold as a publicity stunt.

However, with the rapid development of China's economy and the iteration of social culture, people's awareness of aesthetics has been gradually improved and promoted, and the so-called local gold has unconsciously become the color system criticized by people. Therefore, under such circumstances, although the golden arch looks sacred and symmetrical, it does form a huge contrast with the public's psychological cognition.

4. The cognitive intersection of different classes patched together to form a three-dimensional communication, which made the whole thing continue to ferment and make a lot of noise. Some people see the decline of a high-end brand, some people see the story behind it, some people see the operation and maintenance of the market, and some people see the leap of economic form.

Different levels and perspectives of ideological cognition, together on the big stage of the internet, collide wantonly, producing countless sparks, making the event gorgeous and noisy.

If you can't find the right person, you probably can't change the wrong self. Welcome to pay attention to the amateur scholars of WeChat official account with the same name.