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Brands Seek Rio Gold in New Advertising Playing Field
标题：新的广告竞争形势下，大品牌厂商希望在里约挖金！
Dozens of major companies and specialty brands that are not official Olympics sponsors have applied to run advertising campaigns featuring athletes ahead of the Rio 2016 Olympic Games, taking advantage of new rules that are shaking up the business of marketing surrounding the event.
☘major companies:大公司
☘specialty brands:特色品牌
☘apply to:向...正式申
☘shake up :彻底调整，重组
☘run compaign:进行活动
翻译：许多并不是奥运会赞助商的大公司和特色品牌已经申请在2016年里约奥运会之前为运动员量身打造广告，利用新规则要重组围绕奥运会的市场商业这一优势。
U.S. multinationals including Mondelez International, General Mills, Under Armour, Adidas AG and Gatorade, a unit of PepsiCo, told Reuters they have applied to the U.S. Olympic Committee (USOC), seeking a waiver that will allow them to compete with official Games sponsors during the Olympics in August and the Paralympics in September.
☘multinationals:跨国公司
☘unit：一件商品
☘Reuters：路透社
☘waiver：弃权，放弃；弃权证明；豁免
☘AG：Aktien Gesellschaft，股份有限公司
翻译：美国跨国公司，包括亿滋国际，通用磨坊，安德玛，阿迪达斯和百事公司旗下商品，佳得乐告知路透社他们已经向美国奥林匹克委员会提出申请，希望获得豁免，允许他们在八月奥林匹克运动会和九月残奥会期间可以和官方运动赞助商竞争。
Others that have applied include Austrian energy drink maker Red Bull, camera maker GoPro, footwear brands Asics Corp, Skechers USA, Brooks Running, swimsuit company Speedo, and Johnson & Johnson for a charitable campaign, the companies told Reuters.
☘footwear：鞋类
☘Corp（corporation）：公司
☘swimsuit：女士游泳衣
☘charitable：仁慈的，慈善事业的，宽恕的
翻译：其他也已经申请的公司包括，澳大利亚能量饮料制造商红牛，相机制造商GoPro，鞋类品牌有阿世克斯公司，美国斯凯奇，布鲁克斯，女士泳衣公司Speedo，从事慈善活动的Johnson&Johnson。这些公司也已经向路透社告知。
The applications underline how the Rio Games are set to herald a radical change for advertisers, even if viewers may not notice much difference as U.S. household names such as two-time gold medalist gymnast Gabby Douglas appear in commercials for everything from banks to cereal.
☘underline：强调；在...下面画线；预告
☘herald：预告，宣布，传达
☘radical：根本的，彻底的
☘medalist：奖章获得者
☘gymnast：体操运动员
☘cereal：谷物
翻译：这些申请预示里约奥运会是怎样被定位着向广告商们宣布这一彻底的改变，尽管旁观者并没有发现太大的不同，但是美国那些家喻户晓的名人比如两次奥运会金牌获得者，体操运动员Gabby Douglas出现在从银行到谷物所有种类的商业广告中（已经能反映一些变化了）。
Thanks to a rule change by the International Olympic Committee (IOC) after years of lobbying by athletes, official Olympic sponsors will have to share the big names with brands that have paid nothing to the IOC or a National Olympic Committee such as the USOC.
☘lobby：大厅，休息室，游说议员者；游说
☘names：这里应该指奥运会这一盛事的冠名权
翻译：多亏了奥林匹克委员会在经过多年的运动员游说之后作出的这一规则更改，（现在）官方奥林匹克赞助商将不得不和那些没有向国际奥林匹克委员会或者国家奥林匹克委员会比如USOC提供过赞助的品牌分享奥林匹克这一盛事的冠名权
Companies running these campaigns will have to operate under detailed restrictions aimed at retaining some exclusivity for official sponsors such as Coca-Cola, Visa and McDonald's.
☘detailed：详细的，严苛的
☘restriction：限制
☘retain：保持
☘exclusivity：独家经营权
翻译：（但是）从事这些活动的公司也将不得不在严苛的限制下运营，目的是为了保持像可口可乐，Visa，麦当劳这些官方赞助商的某些独家经营权。
Still, the change to the IOC's "Rule 40" could have a big impact on the multibillion-dollar marketing engine that drives the Games, said Frank Ryan, head of intellectual property at DLA Piper, a law firm that has worked on sponsorship deals with the IOC and the USOC.
☘Rule 40 ：IOC的40条改革建议
☘multibillion：数十亿的
☘intellectual property：知识产权
☘DLA Piper：欧华律师事务所
翻译：然而，欧华律师事务所的知识产权主管，Frank Ryan表示，对于IOC的40条改革建议带来的改变将会对驱动奥运会举办的这一数十亿美元的市场引擎产生巨大影响，该法律公司已经开始在IOC和USOC的赞助事务上开展工作。
"If 'Rule 40' isn't policed properly, top sponsors will use it to argue for better pricing for top sponsorship deals," Ryan said.
☘police：监督，管辖，维持治安；为...配备警察
翻译：Ryan表示，如果IOC的40条改革建议不能被合理管理，顶级赞助商将会用这一改变（作为依据）来争取顶级赞助赛事的更低赞助费用。
Athletes had long argued that the old rule deprived them of commercial attention and income during their most marketable moments. Whether on TV, online or on billboards, only ads from official sponsors could feature Olympic athletes during the games. Athletes would face sanctions for any violations.
☘deprive of：剥夺，使...丧失
☘commercial attention：商业关注
☘marketable：市场的，可出售的，畅销的。这里翻译为最有市场价值的。
☘billboard：广告牌
☘feature：是...的特色；特写，由...主演，以...为号召物；起重要作用。这里翻译为可以在运动员身上打广告。
☘sanction：处罚
☘violation：违反
翻译：一直以来运动员们都在争论旧有规则在他们最有市场价值的时间让他们丧失了市场关注和收入。在奥运会期间，不论是在电视，网络，还是广告牌上，只有那些官方赞助商的广告才能在运动员身上体现。如果有任何违反，运动员都将面临处罚。
Under the new rules, the USOC is banning unofficial sponsors from using words such as Olympics, and even "summer,, "victory," and "effort" in some contexts. But the average consumer still might not notice much difference between official and unofficial ads, said David Abrutyn, executive vice president at Bruin Sports Capital, an international sports marketing firm.
☘context：上下文，语境
☘marketing：营销
☘capital：资本
翻译：（即使）在新规则之下，USOC还是禁止非官方赞助商在特定语境下使用像奥林匹克，甚至夏天，胜利，努力这些词语。Bruin Sports Capital 的行政副总裁表示，但是普通消费者依然不会在官方与非官方的广告之间发现太大的不同，（BSC）该公司是一家国际运动营销公司。
"When you see Michael Phelps' face in an ad, you automatically think of the Olympics, even if there's no mention of it or any rings," Abrutyn said, referring to the 22-time U.S. Olympic medalist, who has 18 golds.
☘automatically：adv.自动地；机械地；无意识地。 adj.不经思索的。
☘rings：圈，环。这里指五环标志。
☘refer to：参考；涉及；指的是；适用于
翻译：Abrutyn表示，当你在一个广告中看到迈克尔.菲尔普斯，即使没有任何提示或者五环标志，你还是会不由自主地想起奥运会。他指的是22次美国奥运会奖章获得者，（迈克尔.菲尔普斯）并获得18次金牌。
In March, Under Armour released a commercial showing Phelps swimming to a song called "The Last Goodbye" and then facing a flash of cameras -- images that evoke his Olympic successes. Phelps is aiming to qualify for Rio in what would be his fifth and potentially final Games.
☘to a song：伴随着歌声
e.g. dance to a song：伴随着歌声起舞
☘a flash of ：闪光的；突然地；出其不意的
e.g.a flash of wit：灵光一闪；a flash of anger：突然生气
☘evoke：唤起，回忆
☘qualify：合格，获得资格
翻译：三月，安德玛发布了一项广告，广告中，伴随着一首叫做“最后的再见”歌曲游泳，然后面对闪光的相机，都是那些能唤起他在奥运会上成功的影像。目前菲尔普斯正在努力获得里约奥运会的参赛资格，这将是他的第五次并可能是最后一次奥运会。
微信公众号：汀上白沙（ID：tsbs_talk）,电影，英语，感悟，坚持原创，一起加油！
标题：新的广告竞争形势下，大品牌厂商希望在里约挖金！
Dozens of major companies and specialty brands that are not official Olympics sponsors have applied to run advertising campaigns featuring athletes ahead of the Rio 2016 Olympic Games, taking advantage of new rules that are shaking up the business of marketing surrounding the event.
☘major companies:大公司
☘specialty brands:特色品牌
☘apply to:向...正式申
☘shake up :彻底调整，重组
☘run compaign:进行活动
翻译：许多并不是奥运会赞助商的大公司和特色品牌已经申请在2016年里约奥运会之前为运动员量身打造广告，利用新规则要重组围绕奥运会的市场商业这一优势。
U.S. multinationals including Mondelez International, General Mills, Under Armour, Adidas AG and Gatorade, a unit of PepsiCo, told Reuters they have applied to the U.S. Olympic Committee (USOC), seeking a waiver that will allow them to compete with official Games sponsors during the Olympics in August and the Paralympics in September.
☘multinationals:跨国公司
☘unit：一件商品
☘Reuters：路透社
☘waiver：弃权，放弃；弃权证明；豁免
☘AG：Aktien Gesellschaft，股份有限公司
翻译：美国跨国公司，包括亿滋国际，通用磨坊，安德玛，阿迪达斯和百事公司旗下商品，佳得乐告知路透社他们已经向美国奥林匹克委员会提出申请，希望获得豁免，允许他们在八月奥林匹克运动会和九月残奥会期间可以和官方运动赞助商竞争。
Others that have applied include Austrian energy drink maker Red Bull, camera maker GoPro, footwear brands Asics Corp, Skechers USA, Brooks Running, swimsuit company Speedo, and Johnson & Johnson for a charitable campaign, the companies told Reuters.
☘footwear：鞋类
☘Corp（corporation）：公司
☘swimsuit：女士游泳衣
☘charitable：仁慈的，慈善事业的，宽恕的
翻译：其他也已经申请的公司包括，澳大利亚能量饮料制造商红牛，相机制造商GoPro，鞋类品牌有阿世克斯公司，美国斯凯奇，布鲁克斯，女士泳衣公司Speedo，从事慈善活动的Johnson&Johnson。这些公司也已经向路透社告知。
The applications underline how the Rio Games are set to herald a radical change for advertisers, even if viewers may not notice much difference as U.S. household names such as two-time gold medalist gymnast Gabby Douglas appear in commercials for everything from banks to cereal.
☘underline：强调；在...下面画线；预告
☘herald：预告，宣布，传达
☘radical：根本的，彻底的
☘medalist：奖章获得者
☘gymnast：体操运动员
☘cereal：谷物
翻译：这些申请预示里约奥运会是怎样被定位着向广告商们宣布这一彻底的改变，尽管旁观者并没有发现太大的不同，但是美国那些家喻户晓的名人比如两次奥运会金牌获得者，体操运动员Gabby Douglas出现在从银行到谷物所有种类的商业广告中（已经能反映一些变化了）。
Thanks to a rule change by the International Olympic Committee (IOC) after years of lobbying by athletes, official Olympic sponsors will have to share the big names with brands that have paid nothing to the IOC or a National Olympic Committee such as the USOC.
☘lobby：大厅，休息室，游说议员者；游说
☘names：这里应该指奥运会这一盛事的冠名权
翻译：多亏了奥林匹克委员会在经过多年的运动员游说之后作出的这一规则更改，（现在）官方奥林匹克赞助商将不得不和那些没有向国际奥林匹克委员会或者国家奥林匹克委员会比如USOC提供过赞助的品牌分享奥林匹克这一盛事的冠名权
Companies running these campaigns will have to operate under detailed restrictions aimed at retaining some exclusivity for official sponsors such as Coca-Cola, Visa and McDonald's.
☘detailed：详细的，严苛的
☘restriction：限制
☘retain：保持
☘exclusivity：独家经营权
翻译：（但是）从事这些活动的公司也将不得不在严苛的限制下运营，目的是为了保持像可口可乐，Visa，麦当劳这些官方赞助商的某些独家经营权。
Still, the change to the IOC's "Rule 40" could have a big impact on the multibillion-dollar marketing engine that drives the Games, said Frank Ryan, head of intellectual property at DLA Piper, a law firm that has worked on sponsorship deals with the IOC and the USOC.
☘Rule 40 ：IOC的40条改革建议
☘multibillion：数十亿的
☘intellectual property：知识产权
☘DLA Piper：欧华律师事务所
翻译：然而，欧华律师事务所的知识产权主管，Frank Ryan表示，对于IOC的40条改革建议带来的改变将会对驱动奥运会举办的这一数十亿美元的市场引擎产生巨大影响，该法律公司已经开始在IOC和USOC的赞助事务上开展工作。
"If 'Rule 40' isn't policed properly, top sponsors will use it to argue for better pricing for top sponsorship deals," Ryan said.
☘police：监督，管辖，维持治安；为...配备警察
翻译：Ryan表示，如果IOC的40条改革建议不能被合理管理，顶级赞助商将会用这一改变（作为依据）来争取顶级赞助赛事的更低赞助费用。
Athletes had long argued that the old rule deprived them of commercial attention and income during their most marketable moments. Whether on TV, online or on billboards, only ads from official sponsors could feature Olympic athletes during the games. Athletes would face sanctions for any violations.
☘deprive of：剥夺，使...丧失
☘commercial attention：商业关注
☘marketable：市场的，可出售的，畅销的。这里翻译为最有市场价值的。
☘billboard：广告牌
☘feature：是...的特色；特写，由...主演，以...为号召物；起重要作用。这里翻译为可以在运动员身上打广告。
☘sanction：处罚
☘violation：违反
翻译：一直以来运动员们都在争论旧有规则在他们最有市场价值的时间让他们丧失了市场关注和收入。在奥运会期间，不论是在电视，网络，还是广告牌上，只有那些官方赞助商的广告才能在运动员身上体现。如果有任何违反，运动员都将面临处罚。
Under the new rules, the USOC is banning unofficial sponsors from using words such as Olympics, and even "summer,, "victory," and "effort" in some contexts. But the average consumer still might not notice much difference between official and unofficial ads, said David Abrutyn, executive vice president at Bruin Sports Capital, an international sports marketing firm.
☘context：上下文，语境
☘marketing：营销
☘capital：资本
翻译：（即使）在新规则之下，USOC还是禁止非官方赞助商在特定语境下使用像奥林匹克，甚至夏天，胜利，努力这些词语。Bruin Sports Capital 的行政副总裁表示，但是普通消费者依然不会在官方与非官方的广告之间发现太大的不同，（BSC）该公司是一家国际运动营销公司。
"When you see Michael Phelps' face in an ad, you automatically think of the Olympics, even if there's no mention of it or any rings," Abrutyn said, referring to the 22-time U.S. Olympic medalist, who has 18 golds.
☘automatically：adv.自动地；机械地；无意识地。 adj.不经思索的。
☘rings：圈，环。这里指五环标志。
☘refer to：参考；涉及；指的是；适用于
翻译：Abrutyn表示，当你在一个广告中看到迈克尔.菲尔普斯，即使没有任何提示或者五环标志，你还是会不由自主地想起奥运会。他指的是22次美国奥运会奖章获得者，（迈克尔.菲尔普斯）并获得18次金牌。
In March, Under Armour released a commercial showing Phelps swimming to a song called "The Last Goodbye" and then facing a flash of cameras -- images that evoke his Olympic successes. Phelps is aiming to qualify for Rio in what would be his fifth and potentially final Games.
☘to a song：伴随着歌声
e.g. dance to a song：伴随着歌声起舞
☘a flash of ：闪光的；突然地；出其不意的
e.g.a flash of wit：灵光一闪；a flash of anger：突然生气
☘evoke：唤起，回忆
☘qualify：合格，获得资格
翻译：三月，安德玛发布了一项广告，广告中，伴随着一首叫做“最后的再见”歌曲游泳，然后面对闪光的相机，都是那些能唤起他在奥运会上成功的影像。目前菲尔普斯正在努力获得里约奥运会的参赛资格，这将是他的第五次并可能是最后一次奥运会。
微信公众号：汀上白沙（ID：tsbs_talk）,电影，英语，感悟，坚持原创，一起加油！
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汀上白沙 赞了这篇日记 2016-04-04 20:50:29