新聞英語--WORLD CUP MARKETING MANIA 世界盃行銷熱

路透社/文 Fleur/翻譯 |2006.06.17
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 The month-long World Cup tournament kicks off in Germany on June 9. And on May 25-28, the Table Soccer World Cup was held in Hamburg, Germany. A lot of unofficial World Cup-related items are available in German stores and on German Web sites as merchants try to cash in on World Cup mania.
長達一個月的世界盃足球錦標賽六月九日在德國登場開打。而世界盃桌上足球賽五月二十五至二十八日在德國漢堡舉行。商人試圖從世界盃的狂熱中大撈一筆,許多與世界盃相關的非正式產品,在德國的商店和網站上都買得到。

One can also catch up on World Cup trivia, thanks to toilet paper with printed questions and answers about World Cup history. One question on the toilet paper asks who won the first World Cup in 1930. The paper provides the correct answer-Uruguay. But the encyclopedic wiping paper provides the incorrect answer to least one of its own questions. It says there have been a total of seven World Cups since 1930, but the answer is 17.
  由於衛生紙印有關於世界盃歷史的問答題,一般人也能瞭解世界盃的瑣事。
  衛生紙上有一題詢問:一九三○年第一屆世界盃誰獲勝?衛生紙提供正確答案是「烏拉圭」。但這百科全書般知識淵博的擦拭紙對自己提出的問題,至少有一題的答案是錯誤的,它說自一九三○年以來,世界盃總共辦了七屆,但答案應為十七屆。

The theme cannot be missed at one of Germany's leading electronics and home appliance chains. Among the World Cup-inspired items available are a soccer-ball radio and CD player and a vacuum cleaner decorated with the familiar black and white pentagons and hexagons.
  德國電子和家電連鎖店的龍頭之一不錯過這次的主題。在世界盃啟發靈感的商品項目中,有足球收音機和光碟播放機,以及裝飾有熟悉的黑白五角形和六角形的吸塵器。

In Berlin, it's hard to find a pizza delivery service without a soccer deal. One pizza place has a "World Cup" offer until the tournament ends. Other soccer items at supermarkets include instant soup with soccer ball noodles; crunchy snacks shaped like soccer balls and players. One can even buy a "World Cup" of potato salad. 
在柏林,很難找到一家披薩送貨服務店沒有足球交易。一家披薩店提供「世界盃」商品,一直到錦標賽結束。在超市,其它足球商品,包括有足球麵的速食湯;造形像足球和球員,咬起來嘎吱嘎吱的點心;甚至「世界盃」馬鈴薯沙拉也買得到。

One German supermarket chain super-imposes pictures of soccer balls over advertisements of pork steaks, beer kegs, Swiss cheese, frozen spinach, barbecue sets, plastic food containers, biscuits, canned sausages and canned corn. Makers of sausage, a staple food in Germany, have also got in on the act. In some supermarkets you can find soccer ball sausages.
一家德國連鎖超市的廣告,把足球圖片印在豬排、啤酒桶、瑞士起司、冷凍菠菜、烤肉組具、食品塑膠容器、餅乾、罐頭香腸和罐頭玉米上。香腸廠商(在德國,香腸是主食)也加入行動。在一些超市,你會發現有足球香腸。

Only 15 companies were awarded the right to market goods with the official World Cup logo and FIFA, the world soccer organization, is on the lookout for any piracy. But these marketers of unofficial World Cup goods are careful to avoid anything that would open themselves up to a FIFA legal challenge. They simply include soccer balls, pitches, goalposts and soccer phrases-all of it in the public domain and not subject to any trademark laws-in the hope that the World Cup euphoria taking hold of Germany will make their products irresistible.   
只有十五家公司被授權銷售有世界盃正式標誌的商品。而世界足球組織FIFA正警戒任何盜版。非正式世界盃商品的行銷者小心翼翼,避免有任何東西令他們自己槓上FIFA的法律挑戰。他們的商品只包括足球、足球場、球門支柱,以及足球術語(這些都在公共範疇,不受制於任何商標法),希望使德國陶醉的世界盃能讓他們的產品魅力無法擋。

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