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  3. As early as the 19th century, shoppers have viewed Thanksgiving Day as the traditional start to the holiday shopping season, an

As early as the 19th century, shoppers have viewed Thanksgiving Day as the traditional start to the holiday shopping season, an

admin2014-11-24  60
问题     As early as the 19th century, shoppers have viewed Thanksgiving Day as the traditional start to the holiday shopping season, an occasion marked by celebrations and sales. Department stores in particular locked onto this marketing notion, hosting parades to launch the start of the first wave of Christmas advertisements, chief among them, the Macy’ s Thanksgiving Day Parade, running in New York City since 1924. The holiday shopping craze became so important to retailers that during the Great Depression, they appealed to President Franklin D. Roosevelt in 1939 to move Thanksgiving Day up in order to stretch out the holiday shopping season. Roosevelt obliged, moving Thanksgiving Day one week earlier, but didn ’ t announce the change until October. As a result, Americans had two Thanksgivings Day that year—Roosevelt’ s, jokingly dubbed " Franksgiving," and the original. Because the switchover was handled so poorly, few observed it, and the change resulted in little economic boost.
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答案 早在19世纪，购物者就已经把感恩节看成是节日购物季的传统开端了，节日购物季以各种庆祝活动以及促销为特色。百货公司尤其重视这个营销理念，它们举行各种游行来启动第一波圣诞节广告，这些游行中最重要的当数从1924年开始在纽约市举行的梅西感恩节大游行。节日购物热对于零售商来说非常重要，1939年，当时正处在美国经济大萧条时期，零售商们呼吁富兰克林?罗斯福总统把感恩节提前以使节日购物季的时间延长。罗斯福总统答应了这个请求，并把感恩节提前了一个星期，但直到10月才宣布这个变更。结果，那一年美国人经历了两个感恩节——一个是罗斯福规定的感恩节，人们把它戏称为“Franksgiving”，另一个是原来的感恩节。由于这次变更处理得不太妥当，因此很少有人关注到它，对于经济的促进作用甚微。
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