论文部分内容阅读
去年年底开始,世界高尔夫天王巨星老虎伍兹的偷腥门绯闻就闹得沸沸扬扬了,一直以好好先生形象示人的伍兹,结结实实地扇了他的球迷和赞助商一巴掌。他的形象也一落千丈,球迷们对他的支持开始打问号了,赞助商自然也不甘示弱地做起道德卫士来维护自己产品的形象,看来伍兹的这次蜂窝可捅大了。
Reporter 1: The Swiss watchmaker TAG Heuer now says it wants to 1)reassess its long-term relationship with Tiger Woods. It’s just the latest company that seems to be having second thoughts about using Tiger Woods as its sponsor. All this bad press is really beginning to hurt Tiger Woods right in his wallet.
Tiger Woods has won 14 majors, he’s earned more than a billion dollars, so he knows how to count. But right now the math skill he needs most–2)subtraction. Woods makes more than a hundred million dollars a year. More than 10 million this last year was prize money. Well, he won’t get that when he doesn’t play, plus 17 million in personal appearances, which will likely go away too.
And then…
Reporter 2: The majority of his income comes from selling products for other companies.
Reporter 1: Eight million from Accenture–gone. TAG Heuer, AT&T, Gillett–unclear. That leaves 30 million from Nike and perhaps 10 million from Gatorade. He made a reported 25 million from designing one golf course in Mexico, and he’s done others. But the sales pitch for these courses and this real estate is based on Woods’ formerly perfect image.
Tiger: What you wanna do is you wanna create great golf courses, and we have an opportunity to do that.
Reporter 1: Now investors, who put up the bill for these courses stand to lose out if the 3)tarnished Tiger isn’t enough to lure in golfers. And it’s not only about what Tiger is losing.
Reporter 2: The PGA Tour is going to take it really on the chin.
Reporter 1: Ticket sales could drop by 25%.
Reporter 2: They’re basically going to lose probably a lot of sponsorships, but more importantly, they’re gonna lose a lot of audience.
Reporter 1: Last year TV ratings dropped 50% while Woods was out with an injury. Other golfers could suffer too. PGA prize money has 4)quadrupled since Woods came along. And what about Nike? Nike golf products didn’t exist before Tiger.
Reporter 2: It certainly hurts their advertising campaigns. They have to come up with new and innovative ways to advertise while Tiger kind of takes his time off.
Reporter 1: If sales decline by 1/3, it could cost Nike as much as 455 million dollars. Still, Nike is sticking with it. In an interview, Nike’s co-founder Phil Knight said that, when Tiger Woods’ career is finally over we are all gonna look back at these 5)indiscretions as just a minor 6)blip.
记者甲:瑞士钟表制造商豪雅表示,现在他们要重新评估与老虎伍兹(又称泰格·伍兹)的长期合作关系了。这只是最近又一家似乎要重新考虑请老虎伍兹代言一事的公司。现时满天飞的负面新闻开始实实在在地影响伍兹的收入了。
老虎伍兹赢得过14项重大赛事的锦标,总收入已经超过十亿美元,因此他知道怎么算账。不过眼下他最需要的数学技巧便是如何做减法。伍兹一年可以赚到一亿多美元。去年,他的收入中有超过一千万来自于参加比赛所获的奖金。那么,他不参加比赛的话自然就没有奖金了,加上一千七百万的出场费,很可能也会失去。然后还有……
记者乙:他的收入大部分来自于为其他公司推销产品。
记者甲:(咨询公司)埃森哲公司的八百万美元代言费已经失去了。豪雅、美国电话电报公司、吉列等还不明朗。至今剩下的只有耐克的三千万美元和佳得乐(饮品)的大约一千万美元了。据报道,他在墨西哥设计了一个高尔夫球场,并从中获利两千五百万美元,而且他还不止设计过这么一个球场。但是所有这些球场和房地产的推销宣传,是建立在伍兹之前完美的公众形象之上的。
泰格:你想要做的是自己创作不错的高尔夫球场,而我们恰好得到了这么一个机会。
记者甲:现在,如果名声大损的“老虎”已不足以吸引人们来打高尔夫的话,那些注资建造这些球场的投资者们肯定会亏本。而输家还并不止“老虎”一个人。
记者乙:美国职业高尔夫球巡回赛会吃到当头一棒。
记者甲:门票销售额可能会下降25%。
记者乙:基本上他们会损失很多赞助,而更重要的是他们会失去很多捧场的观众。
记者甲:去年伍兹因伤休战的时候,电视收视率下降了50%。其他高尔夫球手也可能因此受到影响。自从伍兹出道以来,PGA的奖金已经翻了两番。那耐克又会如何?在老虎出道之前,耐克根本还没有高尔夫球的相关产品。
记者乙:这当然会挫伤他们的广告计划。老虎看起来需要无限期休战了,在这期间他们不得不想出新颖独特的广告创意。
记者甲:如果销售下降三分之一,耐克可能要蒙受差不多四亿五千五百万美元的损失。尽管如此,耐克还是坚持他们的广告策略。在一个访问中,耐克的共同创办人菲尔·耐特表示,将来老虎伍兹的职业生涯真的结束了,我们大家再回头检讨的时候,他的这段不检点的私生活只会被看作走了一段小小的弯路而已。
Reporter 1: The Swiss watchmaker TAG Heuer now says it wants to 1)reassess its long-term relationship with Tiger Woods. It’s just the latest company that seems to be having second thoughts about using Tiger Woods as its sponsor. All this bad press is really beginning to hurt Tiger Woods right in his wallet.
Tiger Woods has won 14 majors, he’s earned more than a billion dollars, so he knows how to count. But right now the math skill he needs most–2)subtraction. Woods makes more than a hundred million dollars a year. More than 10 million this last year was prize money. Well, he won’t get that when he doesn’t play, plus 17 million in personal appearances, which will likely go away too.
And then…
Reporter 2: The majority of his income comes from selling products for other companies.
Reporter 1: Eight million from Accenture–gone. TAG Heuer, AT&T, Gillett–unclear. That leaves 30 million from Nike and perhaps 10 million from Gatorade. He made a reported 25 million from designing one golf course in Mexico, and he’s done others. But the sales pitch for these courses and this real estate is based on Woods’ formerly perfect image.
Tiger: What you wanna do is you wanna create great golf courses, and we have an opportunity to do that.
Reporter 1: Now investors, who put up the bill for these courses stand to lose out if the 3)tarnished Tiger isn’t enough to lure in golfers. And it’s not only about what Tiger is losing.
Reporter 2: The PGA Tour is going to take it really on the chin.
Reporter 1: Ticket sales could drop by 25%.
Reporter 2: They’re basically going to lose probably a lot of sponsorships, but more importantly, they’re gonna lose a lot of audience.
Reporter 1: Last year TV ratings dropped 50% while Woods was out with an injury. Other golfers could suffer too. PGA prize money has 4)quadrupled since Woods came along. And what about Nike? Nike golf products didn’t exist before Tiger.
Reporter 2: It certainly hurts their advertising campaigns. They have to come up with new and innovative ways to advertise while Tiger kind of takes his time off.
Reporter 1: If sales decline by 1/3, it could cost Nike as much as 455 million dollars. Still, Nike is sticking with it. In an interview, Nike’s co-founder Phil Knight said that, when Tiger Woods’ career is finally over we are all gonna look back at these 5)indiscretions as just a minor 6)blip.
记者甲:瑞士钟表制造商豪雅表示,现在他们要重新评估与老虎伍兹(又称泰格·伍兹)的长期合作关系了。这只是最近又一家似乎要重新考虑请老虎伍兹代言一事的公司。现时满天飞的负面新闻开始实实在在地影响伍兹的收入了。
老虎伍兹赢得过14项重大赛事的锦标,总收入已经超过十亿美元,因此他知道怎么算账。不过眼下他最需要的数学技巧便是如何做减法。伍兹一年可以赚到一亿多美元。去年,他的收入中有超过一千万来自于参加比赛所获的奖金。那么,他不参加比赛的话自然就没有奖金了,加上一千七百万的出场费,很可能也会失去。然后还有……
记者乙:他的收入大部分来自于为其他公司推销产品。
记者甲:(咨询公司)埃森哲公司的八百万美元代言费已经失去了。豪雅、美国电话电报公司、吉列等还不明朗。至今剩下的只有耐克的三千万美元和佳得乐(饮品)的大约一千万美元了。据报道,他在墨西哥设计了一个高尔夫球场,并从中获利两千五百万美元,而且他还不止设计过这么一个球场。但是所有这些球场和房地产的推销宣传,是建立在伍兹之前完美的公众形象之上的。
泰格:你想要做的是自己创作不错的高尔夫球场,而我们恰好得到了这么一个机会。
记者甲:现在,如果名声大损的“老虎”已不足以吸引人们来打高尔夫的话,那些注资建造这些球场的投资者们肯定会亏本。而输家还并不止“老虎”一个人。
记者乙:美国职业高尔夫球巡回赛会吃到当头一棒。
记者甲:门票销售额可能会下降25%。
记者乙:基本上他们会损失很多赞助,而更重要的是他们会失去很多捧场的观众。
记者甲:去年伍兹因伤休战的时候,电视收视率下降了50%。其他高尔夫球手也可能因此受到影响。自从伍兹出道以来,PGA的奖金已经翻了两番。那耐克又会如何?在老虎出道之前,耐克根本还没有高尔夫球的相关产品。
记者乙:这当然会挫伤他们的广告计划。老虎看起来需要无限期休战了,在这期间他们不得不想出新颖独特的广告创意。
记者甲:如果销售下降三分之一,耐克可能要蒙受差不多四亿五千五百万美元的损失。尽管如此,耐克还是坚持他们的广告策略。在一个访问中,耐克的共同创办人菲尔·耐特表示,将来老虎伍兹的职业生涯真的结束了,我们大家再回头检讨的时候,他的这段不检点的私生活只会被看作走了一段小小的弯路而已。