DOCSLIB.ORG

Olympics: Sponsors on Track for Success

Total Page：16

File Type：pdf, Size：1020Kb

Download full-text PDF Read full-text
Olympics: Sponsors on Track for Success 10 coverstory THURSDAY, AUGUST 9, 2012 CHINA DAILY Olympics: Sponsors on track for success A scene from the opening ceremony of the 2012 Olympic Games. The lights on the seats were made by the Chinese company, Crystal CG International. PHOTOS BY CUI MENG / CHINA DAILY FROM PAGE 1 alds, is the only accredited sup- OLYMPIC MARKETING REVENUE: plier of fries at the event. Th e modern Olympics are as “Th e Olympics is one of the THE PAST FIVE QUADRENNIUMS much about money as celebrat- most successful businesses in Unit: $ millions 3,914 ing sporting prowess. “Olym- the world,” said Roger Yin, Broadcast 2,570 pic” is the world’s second most- chief executive offi cer of Hon- Top 957 valuable brand, next only to the av UK Ltd — a subsidiary of Program 866 2,232 computer and phone manufac- the Chinese company Beijing 1,845 1,555 TBD* turer Apple Inc, according to Huajiang Culture Develop- OGOC 663 274 TBD Domestic 579 796 185 TBD the consultancy Brand Finan- ment Co, known informally Sponsorship 1,251 655 411 279 625 87 cial in London, which estimates as Honav — which holds the 534 66 Ticketing 451 that the Olympic brand is worth rights to make pins featuring 115 $47.6 billion. Th at’s 134 times the offi cial 2012 mascots, Wen- Licensing more than the value of the lock and Mandeville, for the 2,630 3,770 4,189 5,450 TBD Total National Bank of Greece, the Games. Despite the expense, 1993-1996 1997-2000 2001-2004 2005-2008 2009-2012 country in which the Games 90 percent of the top sponsors * To be determined originated. renew their contracts year aft er TOP 11 PARTNERSHIPS year, with Coca-Cola Co, for TOP sponsors example, boasting the longest Th e most expensive way to continuous partnership with be associated with the Olym- the Olympics, a link that goes pic brand is to become what’s back to its sponsorship of the known as a TOP sponsor, 1928 Games in Amsterdam. meaning that a company is Olympic sponsorship has allowed to use the famous “Five been a turning point for many Source: International Olympic Committee SHEN WEI / CHINA DAILY Rings” logo as part of its global companies in terms of brand Pin collectors trade their favorites outside the Olympic Village in London, including the offi cial marketing and promotional value. For example, the con- 2012 mascots Wenlock and Mandeville, produced by Chinese manufacturers. Manufacturing has been pletely different style of man- activities. None of the com- sumer electronics giant Sam- transformed over the past agement for a Chinese company panies was willing to reveal sung Electronics Co was hardly several decades. Th e 2008 Bei- going global. Unlike Honav, the financial details involved known outside South Korea, its jing Olympics was a turning which sent its management in their sponsorship deals, but home country, until it became point for many companies. team to London from Beijing, there were 11 TOP sponsors for a TOP sponsor in 1997. “It was Honav designed and made one could be forgiven for gain- the period 2009 to 2012, pro- a diffi cult decision to invest a pins for the Beijing Games ing the impression that Crystal viding the International Olym- huge amount of money, since and Crystal CG made the CG is not really a Chinese com- pic Committee with revenue of it was during the Asian fi nan- “hand-roll” animation fea- pany at all. Its art director, Will $957 million. Th at works out cial crisis,” said Sunny Hwang, tured at the start of the open- Case, is British and the manag- at an average of $87 million head of sports marketing at ing ceremony. Th e organizers ing director, Gilles Albaredes, per sponsor, but some of the Samsung. of the London Games were is French. However, Albaredes companies will have paid more However, the company was impressed with the perfor- is adamant that nationality is than others. desperate to be associated with mances of these two compa- irrelevant, merely commenting, The Olympics is marketed the Olympics and other top nies and invited them to bid “It is the quality of the work that as an event for everybody, companies. The move “was to become official sponsors counts.” but sometimes the sponsor- very successful” and Samsung’s and licensing companies for Looking ahead, these com- ship deals can lead to friction. brand value is now $25 billion, 2012. Both companies acted panies have opportunities Sebastian Coe, the head of the fi ve times as much as in 2000, on the invitation and won. beyond the London Games. London Organising Commit- according to Hwang. “Sports For example, Crystal CG has tee of the Olympic and Para- marketing played a signifi cant Going forward produced promotional films lympic Games, admitted on part in that,” he said. Honav probably has gained for Olympic bids from Moscow Today (BBC Radio’s flagship Sponsorship also boosted PROVIDED TO CHINA DAILY as much business experience and a number of other coun- news program) that a Nike sales. Th e market share of Sam- LEDs at London 2012 by Crystal CG International, which rose to fame during the 2008 Beijing as profi t from its involvement tries. T-shirt would not be popular sung’s cell phones in China Games. The company also provided animations for the opening ceremony in London. with the Olympics. Th e main Involvement in the Olympics at the event, because the rival doubled aft er the 2008 Beijing theme of the London Olympics has also provided the opportu- sportswear manufacturer Adi- Olympics, thanks to a successful forms to be piled in a heap and The ability to change raw is sustainability and specific nity to work with other com- das is one of the major spon- marketing campaign during the burned. Reid was outraged that materials into end products as requirements were instigated panies related to the Games. sors, or “partners” as the cor- event, according to Hwang. the outfi ts were designed by the quickly as possible and at the across the board, said Yin. “Th e Crystal CG was hired by Pana- porate jargon has it, of London US couturier Ralph Lauren, but lowest feasible cost has been a requirements could be as spe- sonic Corp to make displays for 2012. Transformation made in China. key strength of Chinese manu- cifi c as: Which side will a door Olympic venues, while Honav And in the unlikely event Although none of the 11 TOP However, boycotting one The Olympics is facturing. open?” he noted. counts Coca-Cola and Dow that you arrive at the Games sponsors of London 2012 are Chinese product probably also one of the most For instance, Honav started Meanwhile, partnering with Chemical as clients. without cash, you’d better from China, the Games have means skipping TV, the open- out making pins for the Atlanta the Olympics also requires In fact, even before the Lon- make sure you have a Visa seen the transformation of Chi- ing and closing ceremonies, and successful‘‘ businesses Olympics under contract to a companies to pay attention to don Games began, Honav had card, another sponsor, close at nese companies. Some have dis- the main venues, since Chinese in the world.” Western company. A pin is sold the welfare of their workers in won the bid to design and make hand, because no other cards tinguished themselves by their companies are involved in all of at around $10, and the Chinese terms of the length of shift s and pins for the 2016 Games in Rio ROGER YIN are accepted onsite. creativity, usurping the standard those aspects. HONAV CHIEF EXECUTIVE OFFICER manufacturer earns less than $1 the level of wages. Th ose rules, de Janeiro. Even as people are Not even the famous British image of cheap Chinese prod- Danny Boyle, the Oscar- of the retail price. Th e factories well established in the West, still celebrating London 2012, staple meal of fish and chips ucts; while others are seeking, winning film director (Slum- also have to bear the high envi- still appear unusual to Chinese Jack Chen, Honav’s chairman, has been left untouched by and gaining, brand recognition dog Millionaire, Trainspotting) ronmental and labor costs of entrepreneurs, who are used is already counting down to the the regulations. Visitors to the aft er previously existing only at responsible for the opening cer- production. to their factories working 24 next games. “There are 1,430 event can buy fi sh and chips, of the lower end of the manufac- emony at London 2012, gave Other important aspects of hours a day, seven days a week. days to go, and we need to try course, but independent ven- turing scale. special thanks to Crystal CG modern business practice, such Workers are now subject to a our best,” he said. dors are not allowed to sell the Before the Games, the leader International, the Chinese com- as branding and marketing, are shift pattern, but the machines two items separately, because of the US senate, Harry Reid, pany responsible for the anima- relatively new concepts to these are never idle. Contact the reporter at the US burger chain, McDon- called for TeamUSA’s uni- tions at the event. entrepreneurs. Crystal CG represents a com- [email protected].
Load more

Recommended publications
  • Olympic Summer Games Mascots from Munich 1972 to Rio 2016 Olympic Studies Centre / [email protected] P 1/17 Reference Document
    TABLE OF CONTENTS Introduction ............................................................... Chyba! Záložka není definována. Munich 1972 ................................................................................................................. 1 Montreal 1976 .............................................................................................................. 1 Moscow 1980 ............................................................................................................... 2 Los Angeles 1984 ........................................................................................................ 3 Seoul 1988 .................................................................................................................... 4 Barcelona 1992 ............................................................................................................ 5 Atlanta 1996 ................................................................................................................. 7 Sydney 2000 ................................................................................................................. 8 Athens 2004 ................................................................................................................. 9 Beijing 2008 ............................................................................................................... 11 London 2012 .............................................................................................................. 12 Rio 2016.....................................................................................................................
    [Show full text]
  • General Studies Series
    IAS General Studies Series Current Affairs (Prelims), 2013 by Abhimanu’s IAS Study Group Chandigarh © 2013 Abhimanu Visions (E) Pvt Ltd. All rights reserved. No part of this document may be reproduced or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, or any information storage or retrieval system or otherwise, without prior written permission of the owner/ publishers or in accordance with the provisions of the Copyright Act, 1957. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claim for the damages. 2013 EDITION Disclaimer: Information contained in this work has been obtained by Abhimanu Visions from sources believed to be reliable. However neither Abhimanu's nor their author guarantees the accuracy and completeness of any information published herein. Though every effort has been made to avoid any error or omissions in this booklet, in spite of this error may creep in. Any mistake, error or discrepancy noted may be brought in the notice of the publisher, which shall be taken care in the next edition but neither Abhimanu's nor its authors are responsible for it. The owner/publisher reserves the rights to withdraw or amend this publication at any point of time without any notice. TABLE OF CONTENTS PERSONS IN NEWS .............................................................................................................................. 13 NATIONAL AFFAIRS ..........................................................................................................................
    [Show full text]
  • Issue 39 21St May, 1998
    ISSUE: 16 6 JUNE 2012 NOTICES SENT HOME If you have not received any of the following notices, please ask your child’s teacher or contact the school office Notice of Stopwork Action, 00B, 2D 4A, 4B, 4C, Parents of 2A, Corinda Igoe Leave of Absence Hoop Time – Selected Students Round Robin – Selected Students DIARY DATES DIARY NOTES JUNE 7 June – Thursday Swimming – Prep – Year 4 MONDAY 11 JUNE STOP WORK MEETING - 00B, 2D 4A, 4B, 4C, QUEEN’S BIRTHDAY 8 June – Friday Swimming – Prep – Year 4 11 June – Monday QUEENS BIRTHDAY HOLIDAY PUBLIC HOLIDAY 12 June - Tuesday Athletics Day – Years 4 - 6 13 June – Wednesday Athletics Day – Years - Prep - 3 14 June – Thursday Year 6 – iPad Information Night – 7pm TUESDAY 19 JUNE 15 June – Friday Hooptime – Years 3 & 4 Starlab Incursion – Years 5 & 6 SCHOOL COUNCIL 18 June – Monday ICAS Writing Competition – Years 3-6 19 June – Tuesday ICAS Spelling Competition School Council TUESDAY 26 JUNE 20 June – Wednesday Guitar Concert – 4 pm 21 June – Thursday Year 5/6 – Round Robin REPORTING TO PARENTS 22 June – Friday Chess Tournament 2.30 PM - DISMISSAL Starlab Incursion – Years 5 & 6 Piano & Keyboard Concert – 4 pm 25 June - Monday Woodwind Concert – 4 pm FRIDAY 29 JUNE 26 June – Tuesday Reporting to Parents 2.30 pm Dismissal 27 June – Wednesday Footsteps 2.30 PM - DISMISSAL 28 June - Thursday Footsteps Disco Prep - Year 2 6.00 pm – 7.00 pm Years 3 – 6 7.00 pm – 8.30 pm 29 June – Friday LAST DAY OF TERM 2 - 2.30 pm Dismissal Dear Parents, Recently one of my staff mentioned as part of our review feedback forum that parents enjoy reading and hearing about staff and their family and weekend activities.
    [Show full text]
  • Sport Paraolimpijski - Nieograniczone Możliwości
    SPORT PARAOLIMPIJSKI PARAOLIMPIJSKI SPORT - NIEOGRANICZONE MOŻLIWOŚCI NIEOGRANICZONE SPORT PARAOLIMPIJSKI - NIEOGRANICZONE MOŻLIWOŚCI #KibicujemyParaolimpijczykom 1 SPORT PARAOLIMPIJSKI – NIEOGRANICZONE MOŻLIWOŚCI #KibicujemyParaolimpijczykom 1 KONCEPCJA, OPRACOWANIE I WYBÓR ZDJĘĆ: Marlena Zduńczyk TEKSTY: Artur Andrus, Jerzy Bralczyk, Robert Kamiński, Paulina Malinowska-Kowalczyk, Tomasz Przybyszewski, Romuald Schmidt, Rafał Stolarski TŁUMACZENIE: Interpersonal Ewa Nowińska REDAKCJA I KOREKTA: Iwona Dybowska, Marlena Zduńczyk PROJEKT, SKŁAD I ŁAMANIE: Luiza Sucharda SPIS TREŚCI ZDJĘCIA: Adam Nurkiewicz, Adrian Stykowski, Robert Szaj, Bartłomiej Zborowski, archiwum PKPar, archiwum PZSN „Start”, archiwum KSI „Start” Szczecin, archiwa prywatne WYDAWCA: Polski Komitet Paraolimpijski, WSTĘP 13 ul. Trylogii 2/16, 01-982 Warszawa, INTRODUCTION www.paralympic.org.pl DRUK: Regis sp. z o.o. „O DUCHU RUCHU” 17 THE POEM © Polski Komitet Paraolimpijski ISBN: 978-83-949560-3-5 HISTORIA 18 HISTORY WYDANIE ALBUMU WSPÓŁFINANSOWANE ZE ŚRODKÓW: JAK POPRAWNIE MÓWIĆ O PARAOLIMPIJCZYKACH? 74 HOW TO CORRECTLY TALKING ABOUT PARALYMPICS? MEDALIŚCI IGRZYSK PARAOLIMPIJSKICH 78 OD SYDNEY DO PYEONGCHANG THE POLISH MEDALISTS FROM PARALYMPIC GAMES FROM SYDNEY TO PYEONGCHANG HISTORIA LETNICH IGRZYSK PARAOLIMPIJSKICH 184 HISTORY OF SUMMER PARALYMPIC GAMES Album powstał również dzięki naszym Sponsorom i Partnerom: HISTORIA ZIMOWYCH IGRZYSK PARAOLIMPIJSKICH 228 HISTORY OF WINTER PARALYMPIC GAMES SPONSOR STRATEGICZNY PARTNER GENERALNY SPONSOR PLATYNOWY PARTNER UBEZPIECZENIOWY
    [Show full text]
  • Olympic Summer Games Mascots from Munich 1972 to Rio 2016 Reference Document
    Olympic Summer Games Mascots from Munich 1972 to Rio 2016 Reference document 09.02.2017 Olympic Summer Games Mascots from Munich 1972 to Rio 2016 CONTENT Introduction 3 Munich 1972 4 Montreal 1976 6 Moscow 1980 8 Los Angeles 1984 10 Seoul 1988 12 Barcelona 1992 14 Atlanta 1996 16 Sydney 2000 18 Athens 2004 20 Beijing 2008 22 London 2012 24 Rio 2016 26 Credits 28 The Olympic Studies Centre www.olympic.org/studies [email protected] 2 Olympic Summer Games Mascots from Munich 1972 to Rio 2016 INTRODUCTION The word mascot is derived from the Provencal and appeared in French dictionaries at the end of the 19th century. “It caught on following the triumphant performance of Mrs Grizier- Montbazon in an operetta called La Mascotte, set to music by Edmond Audran in 1880. The singer’s success prompted jewellers to produce a bracelet charm representing the artist in the costume pertaining to her role. The jewel was an immediate success. The mascot, which, in its Provencal form, was thought to bring good or bad luck, thus joined the category of lucky charms.” 1 The first Olympic mascot – which was not official – was named “Schuss” and was created for the Olympic Winter Games Grenoble 1968. A little man on skis, half-way between an object and a person, it was the first manifestation of a long line of mascots which would not stop. It was not until the Olympic Summer Games Munich 1972 that the first official Olympic mascot was created. Since then, mascots have become the most popular and memorable ambassadors of the Olympic Games.
    [Show full text]
  • From Games Symbols to Historical and Cultural Representations: the Summer Mascots*
    From Games Symbols to Historical and Cultural Representations: The Summer Mascots* By Larry Gerlach The city pictogram of Mexico City in 1968 was characterized by the dove of peace. Summer Olympics not only produced the first official before the first official mascot debuted, an unofficial mascot, but also the best-known examples of the genre. talisman appeared during the Los Angeles Games. In contrast to Winter Games mascots (JOH, Vol. 21, No. 3, A black Scottish terrier, presumably a stray, wandered pp. 24-31), they have received greater media publicity into the Olympic Village, whereupon athletes anointed and more extensive utilization because of the scope and “Smoky” a mascot. A photograph of the dog wearing a international exposure of Olympiads. But also, given white blanket bearing the designation “Mascot” below unrestrained design possibilities, they have been more the Olympic rings is all that is known of mysterious ambitiously creative and commercially oriented – and canine.2 Thirty-two years later, in recognition of the successful – than their winter counterparts.1 Olympic debut of judo, the martial art and combat sport The first de facto Summer Olympic mascot, in the that originated in Japan, the official Tokyo Games pin original French sense of a good luck charm, is lost in featured an unnamed cartoon-like figure wearing a time and subject to interpretation. In 1932, forty years judo headband.3 Smoky was indeed a mascot, but only as a personal Unmistakable – a dog talisman for some athletes, not as a totem for the as mascot of the 1932 Games, and the Tokyo figure was a souvenir image, not a Games.
    [Show full text]
  • OLGA GALEEVA Project – Lisbon Olympic Games 2028
    2016 Escola Superior de Design OLGA GALEEVA Project – Lisbon Olympic Games 2028 Projecto apresentado à Escola Superior de Design do IADE para cumprimento dos requisitos necessários à obtenção do grau de Mestre em Design e Cultura Visual, ramo de especialização em Teoria da Cultura Visual realizada sob a orientação científica do Doutor Professor Carlos Miguel Lopes Rosa e sob co-orientação da Professor Fernando Oliveira. 2 Dedico este trabalho aos meus pais, meu marido e minha filha por sempre me apoiarem e acreditarem naquilo que faço. 3 4 JURY Presidente Doutora Maria Emilia Capucho Duarte Professora Auxiliar do Instituto de Arte, Design e Empresa – Universitario Vogais Doutor Daniel Raposo Martins Professor Adjunto da Escola Superior de Artes Aplicadas do Instituto Politécnico de Castelo Branco Doutor Carlos Miguel Lopes Rosa Professor Auxiliar do Instituto de Arte, Design e Empresa – Universitario 5 6 AKNOWLEDGEMENTS First of all, I would like to express my deepest gratitude to all of my family, my parents, my husband and my daughter and to all of my friends for their incredible support, love and help throughout my education and life, especially over the last two years. I want to give a special thanks to my supervisor Professor Carlos Miguel Lopes Rosa, Professor Armando Jorge Gomes Vilas-Boas and Professor Fernando Fernando António de Oliveira Carvalho Rodrigues for their huge help and support during this project, I would not be here it without it. A special thank is due to Professor at the Faculty of Beautiful Arts, Porto University and creator of The White Studio, and Manuela Teles, Head of Communication of White Studio for their participation in this study.
    [Show full text]
  • General Awareness Asked in RBI Grade-B Prelims (09Th Nov'19, 01St Shift)
    General Awareness Asked in RBI Grade-B Prelims (09th Nov'19, 01st shift) Q1. Where is the headquarters of Credit Saison India, which has received a non-banking financial company (NBFC) licence from the Reserve Bank of India? (a) Kolkata (b) Hyderabad (c) Jaipur (d) Bengaluru (e) Patna Q2. Lalji Tandon is an Indian politician serving as the 22nd and current Governor of-? (a) Kerala (b) Madhya Pradesh (c) Jharkhand (d) Rajasthan (e) Odisha Q3. Where is the headquarter of Lakshmi Vilas Bank? (a) Kolkata (b) Mumbai (c) New Delhi (d) Bengaluru (e) Chennai Q4. Which country has opened the largest solar farm in Southeast Asia? (a) Indonesia (b) Thailand (c) Singapore (d) Vietnam (e) Malaysia Q5. The International Atomic Energy Agency (IAEA) is an international organization that seeks to promote the peaceful use of nuclear energy, and to inhibit its use for any military purpose, including nuclear weapons. Where is the headquarters of IAEA? (a) Paris, France (b) Abu Dhabi, UAE (c) Vienna, Austria (d) Riyadh, Saudi Arabia (e) New York, USA 1 Adda247 | No. 1 APP for Banking & SSC Preparation Website: bankersadda.com | sscadda.com | store.adda247.com | Email: [email protected] Q6. The Reserve Bank of India (RBI) announced a minimum equity capital of _____________ crore to set up a small finance bank (SFB) under the ‘on tap’ licence regime to expand the banking services through high technology-low cost operations. (a) Rs 250 crores (b) Rs 200 crores (c) Rs 150 crores (d) Rs 100 crores (e) Rs 75 crores Q7. UN-Habitat is the United Nations programme working towards a better urban future.
    [Show full text]
  • Copyright by Di Wu 2016
    Copyright by Di Wu 2016 The Dissertation Committee for Di Wu Certifies that this is the approved version of the following dissertation: Understanding Consumer Response to the Olympic Visual Identity Designs Committee: Thomas M. Hunt, Supervisor Matthew Bowers Darla M. Castelli Marlene A. Dixon Tolga Ozyurtcu Janice S. Todd Understanding Consumer Response to the Olympic Visual Identity Designs by Di Wu, B.MAN.S.; M.A. Dissertation Presented to the Faculty of the Graduate School of The University of Texas at Austin in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy The University of Texas at Austin December 2016 Dedication To my beloved daughter Evelyn. Acknowledgements I want to thank my parents, Weixing Wu and Jie Gao, for their unconditional love and support. I appreciate everything you have done for me. To my husband Andy Chan, thank you for your support through this journey! You are a great husband and father! To my baby girl Evelyn, you are the light and joy of my life. I love you all very much! Dr. Hunt, I can’t thank you enough for your help, encouragement, and advice that helped me to carry on and complete this long journey. Your advice and guidance of being a scholar and a parent mean so much to me. Thank you for believing in me. I am very fortunate to have you as my advisor. I also want to thank my dissertation committee members— Dr. Matt Bowers, Dr. Darla Castelli, Dr. Marlene Dixon, Dr. Tolga Ozyurtcu, and Dr. Jan Todd, for their encouragement and valuable advice.
    [Show full text]
  • Olympic Mascots
    1 Olympic Mascots Mascots appeared in sport in the 1920s. Among the Championships in 1966, clever “Willie” became the mas- fi rst of them were personal mascots, which were carried cot, and in 1974 footballers were accompanied by two by athletes who believed in their magical power. Their mascots, “Tips and Taps”, which had the appearance of presence at sports arenas was supposed to ensure ath- swashbuckling rascals. letes’ fortune and victory. When mascots appeared at the Olympic Games they The trend towards mascots appeared both among made a staggering career in terms of popularity, artistic male and female athletes, independently of age or sports; vision and marketing, while the faith in mascots’ magical it was, however, seen mostly among athletes practicing powers gained a secret dimension. sports, in which the eff ect of performing an exercise is a The fi rst unoffi cial Olympic mascot was a live mutt matter of the judge’s subjective assessment. called “Smoky” which appeared during the Games of the The diversity of mascots is enormous. Mascots are, X Olympiad in Los Angeles (1932). “Smoky” had a dark most often, objects which have the character of chil- curly coat, a long trunk, short paws, protruding ears and dren’s toys: dolls, plushy animals (teddy bears, elephants, a rolled up tail. A white cape covered the back of the dog kitties, doggies, donkeys, fairytale characters), pebbles, with the emblem of the fi ve Olympic rings and the in- shells, horseshoes, clothing articles (ornaments or parts scription “Mascot”. of a favorite outfi t: caps, T-shirts).
    [Show full text]
  • 2012 Olympic Mascots 2012伦敦奥运会吉祥物
    2012 Olympic Mascots 2012伦敦奥运会吉祥物 1 2012 Olympic Mascots 2012伦敦奥运会吉祥物 London’s Mascots are Revealed 伦敦奥运会吉祥物与公众见面 Read the text below and do the activity that follows. 阅读下面的短文，然后完成练习： They have frightened some and enchanted others. They are Wenlock and Mandeville, mascots of the London Olympic Games. The one-eyed figures join the large family of mascots that includes the Five Fuwa of Beijing (2008), the bear Misha of Moscow (1980) and many others. Wenlock is the name of the English village considered by many to be the birthplace of the modern Olympics. People think its local games inspired Baron Pierre de Coubertin, who founded the International Olympic Committee. The other mascot’s name is a reference to the village of Stoke Mandeville, where the Paralympic movement began. The duet of mascots is a central part of London’s merchandising strategy and will feature in everything from T-shirts to tea towels. No doubt they will be seen under children’s arms as cuddly toys. Some adult commentators think that the mascots are creepy and might scare youngsters. However, children were consulted during their creation. The 2012 Committee Chairman, Sebastian Coe, said: "We want them to be part of our fan base. We want them to engage with young people. They have in large part been designed and driven by what young people want." The organisers of the Games are keen to avoid another controversy like the one that surrounded the unveiling of the puzzle-style Olympic logo in 2007. It was criticised by a sceptical British public. The video used to promote it was even claimed to trigger seizures in a few people.
    [Show full text]
  • Olympic Summer Games Mascots from Munich 1972 to London 2012
    Research and Reference Olympic Studies Centre Olympic Summer Games Mascots from Munich 1972 to London 2012 Reference document Visual overview of each mascot presented with a description. January 2013 © ODA © [Type copyright here] Reference document TABLE OF CONTENTS Introduction .................................................................................................................. 2 Munich 1972 ................................................................................................................. 3 Montreal 1976 ............................................................................................................... 4 Moscow 1980 ............................................................................................................... 5 Los Angeles 1984 ........................................................................................................ 6 Seoul 1988 .................................................................................................................... 7 Barcelona 1992 ............................................................................................................ 8 Atlanta 1996 ................................................................................................................. 9 Sydney 2000 ............................................................................................................... 10 Athens 2004 ............................................................................................................... 11 Beijing 2008 ...............................................................................................................
    [Show full text]