麥當(dāng)勞似乎不像以前那么“喜歡”它了。

The world's biggest fast food chain has unveiled a new slogan in an attempt to stop its sales from sinking.

為遏制銷(xiāo)量下跌，這家全球最大的快餐連鎖店日前公布了一個(gè)新口號(hào)。

'Lovin Beats Hatin' will be launched next year, and is a campaign aimed to spread happiness in the face of Internet hate.

明年，麥當(dāng)勞將啟用“Lovin' Beats Hatin'（愛(ài)勝過(guò)恨）”作為新口號(hào)，并推出一個(gè)活動(dòng)在網(wǎng)絡(luò)仇恨不斷的時(shí)代傳播快樂(lè)。

According to the Wall Street Journal, the roll-out will include a spot during Super Bowl XLIX on February 1.

據(jù)《華爾街日?qǐng)?bào)》報(bào)道， 麥當(dāng)勞將在2015年2月1日的美國(guó)橄欖球超級(jí)碗（Super Bowl XLIX）中首次公布這一口號(hào)。

The marketing ploy comes at a time when worldwide sales dropped by 30 per cent in the third quarter of last year.

麥當(dāng)勞推出這一營(yíng)銷(xiāo)策略適逢其去年第三季度全球銷(xiāo)售額下滑 30% ，業(yè)績(jī)可謂慘淡。

The current catchphrase 'I'm Lovin' It' will still remain as a global slogan.

“I'm Lovin' It(我就是喜歡)”仍將是麥當(dāng)勞全球性的廣告標(biāo)語(yǔ)。

An inside source said the change is aimed 'to spread happiness in the face of Internet hate,' but the WSJ did not elaborate on what that precisely means.

據(jù)內(nèi)部知情人士透露，麥當(dāng)勞此舉是為了向仇恨互聯(lián)網(wǎng)者傳播快樂(lè)，不過(guò)《華爾街日?qǐng)?bào)》并沒(méi)有詳細(xì)說(shuō)明這一口號(hào)的準(zhǔn)確含義。

Officially, the company is staying mum about the possibility.

而麥當(dāng)勞方面也對(duì)此保持沉默，未對(duì)這一新口號(hào)推出的可能性作出解釋。

'We're always working with our partners on great new creative,' said a spokesperson. 'It's highly speculative and premature to talk about Super Bowl ads and future campaigns for next year.'

“長(zhǎng)久以來(lái)，我們一直在跟我們的伙伴不斷創(chuàng)新，”麥當(dāng)勞發(fā)言人稱(chēng)，“現(xiàn)在討論麥當(dāng)勞超級(jí)碗廣告和明年的活動(dòng)目前為時(shí)過(guò)早，時(shí)機(jī)尚不成熟。”

The reported change will come during a tough time for the world's largest hamburger chain.

麥當(dāng)勞正經(jīng)歷一段艱難的時(shí)期。

After posting yet another disappointing quarter, McDonald's CEO Don Thompson admitted last week that the company hasn't been keeping up with the times and that changes are in store for its U.S. restaurants.

面對(duì)又一個(gè)慘淡的季度，麥當(dāng)勞CEO唐·湯普森（Don Thompson ）上周承認(rèn)，“此前麥當(dāng)勞并沒(méi)有緊跟時(shí)代的步伐，麥當(dāng)勞美國(guó)餐廳準(zhǔn)備好了改變。”