外教课
外教课 2026-06-21
A rockin' sponsorship idea
一个超赞的赞助创意
By the end of the session, you will be able to...
在本课结束时，你将能够……
...talk about corporate sponsorship.
……谈论企业赞助。
...understand a written critical review.
……理解一篇书面评论。
Vocabulary boost
词汇提升
Guess the word
猜猜这个词
Key language
核心语言
| English | 中文 |
|---|---|
| event marketing | 活动营销 |
| venue marketing | 场馆营销 |
| cause marketing | 公益营销 |
| philanthropy | 慈善事业 |
| ambush marketing | 伏击营销 |
Your trainer will give you one of the above words. Come up with an example that matches the type of marketing you received.
你的教练会给你上面的一个词。想出一个与你拿到的营销类型相匹配的例子。
Answer: Event marketing – A sportswear brand sponsors the Olympics to reach a global audience.
回答：活动营销——一个运动品牌赞助奥运会以接触全球观众。
Venue marketing – A telecom company purchases naming rights for a major indoor arena.
场馆营销——一家电信公司购买一个大型室内体育馆的冠名权。
Cause marketing – A company donates a portion of sales to charity and advertises it.
公益营销——一家公司将部分销售额捐给慈善机构并进行广告宣传。
Philanthropy – A tech company donates connectivity equipment to disaster areas with no publicity.
慈善事业——一家科技公司向灾区捐赠通信设备但不做宣传。
Ambush marketing – A brand that is not an official sponsor hands out free products outside an event venue.
伏击营销——一个非官方赞助商的品牌在赛事场地外免费发放产品。
Share your experience
分享你的经验
Sponsorship at your company
你公司的赞助活动
Does your company engage in any corporate sponsorship? What does it sponsor? Does it sponsor a variety of events or organizations?
你的公司有参与企业赞助吗？赞助了什么？是赞助各种活动还是各种组织？
Answer: Yes, my company engages in corporate sponsorship. We sponsor a major indoor arena by purchasing its naming rights, and we have also sponsored professional football clubs.
回答：是的，我的公司参与了企业赞助。我们通过购买一个大型室内体育馆的冠名权进行赞助，也赞助过职业足球俱乐部。
So we sponsor a variety of events and organizations.
所以我们赞助的是多种活动和组织。
Do you think corporate sponsorship is an effective way for your company to market itself? Why or why not?
你认为企业赞助对你的公司来说是一种有效的营销方式吗？为什么？
Answer: Yes, it's effective. Naming rights for a major arena give us constant brand visibility for years, and sports sponsorships help us reach a broad, engaged audience.
回答：是的，这很有效。一个大型体育馆的冠名权能让我们的品牌持续曝光多年，体育赞助也帮助我们接触到广泛且积极参与的受众。
However, it requires significant investment, so it works best for large companies with big marketing budgets.
但它需要大量投资，所以最适合拥有大营销预算的大公司。
Does your company engage in any type of philanthropy? If so, what does it do?
你的公司有从事慈善活动吗？如果有，做了些什么？
Answer: Yes, our company has a volunteer-based humanitarian response program that deploys employees and telecommunications equipment to disaster-affected areas.
回答：是的，我们公司有一个基于志愿者的人道主义响应项目，将员工和电信设备部署到受灾地区。
We also partner with UNICEF on an education initiative that brings internet connectivity to schools in developing countries.
我们还与联合国儿童基金会合作开展教育计划，为发展中国家的学校提供互联网连接。
If you could choose an event or organization for your company to sponsor or donate to, what would it be and why?
如果你可以为公司选一个活动或组织来赞助或捐赠，你会选什么？为什么？
Answer: I would choose an international technology conference like Mobile World Congress, because it directly aligns with our industry, gives us access to decision-makers worldwide, and reinforces our position as a technology leader.
回答：我会选择像世界移动通信大会这样的国际科技会议，因为它与我们的行业直接相关，能让我们接触到全球的决策者，并巩固我们作为技术领导者的地位。
Talk about it
讨论一下
Guidelines for corporate sponsorship
企业赞助的准则
When choosing an event or organization to sponsor, what are the most important criteria a company needs to consider before making a decision? For example, should a company only choose something that aligns with their values and/or products, or should they choose an organization based on the amount of exposure the company will receive?
在选择要赞助的活动或组织时，公司在做决定之前需要考虑的最重要的标准是什么？例如，公司应该只选择与其价值观和/或产品一致的对象，还是应该根据公司将获得的曝光量来选择？
Answer: The most important criteria include brand alignment, audience overlap with the target market, potential media exposure, cost versus return on investment, and reputation risk.
回答：最重要的标准包括品牌契合度、受众与目标市场的重叠度、潜在媒体曝光度、成本与投资回报率，以及声誉风险。
Ideally a company should balance values alignment with exposure — choosing something contradictory to their brand could backfire.
理想情况下，公司应在价值观契合与曝光量之间取得平衡——选择与品牌矛盾的对象可能会适得其反。
Brainstorm a short list of criteria companies should follow when choosing a potential event or organization for sponsorship.
头脑风暴列出一个简短的标准清单，供公司在选择潜在赞助对象时参考。
Answer: 1. Brand-value alignment.
回答：1. 品牌价值契合度。
Target audience overlap.
目标受众重叠度。
Expected media exposure and reach.
预期媒体曝光和覆盖范围。
Cost and budget feasibility.
成本和预算可行性。
Reputation and controversy risk.
声誉和争议风险。
Long-term partnership potential.
长期合作潜力。
Measurability of results.
结果的可衡量性。
Let's read
让我们来阅读
A music festival review
一篇音乐节评论
Read this critical review of a music festival.
阅读这篇关于一个音乐节的评论。
In general, what does the writer think of music festivals?
总体来说，作者对音乐节的看法是什么？
Answer: The writer generally dislikes music festivals. He describes the bands as "tone-deaf" and "off-key," calls the fans "loud and obnoxious," and says the electronic dance music is "soul-crushing."
回答：作者总体上不喜欢音乐节。他形容乐队"五音不全"、"跑调"，说粉丝们"吵闹讨厌"，电子舞曲"令人崩溃"。
He's only there because he's being paid.
他来只是因为有钱拿。
What did he like about this festival in particular?
他特别喜欢这个音乐节的什么？
Answer: He loved The Crashing Zucchini's performance. He was impressed by their ability to blend punk, folk, and EDM into "pure bliss," praised Willie Morgan's vocals and bass playing, and noted the crowd was entranced and unusually well-behaved.
回答：他喜欢"碎南瓜"乐队的表演。他对他们将朋克、民谣和电子舞曲融合为"纯粹享受"的能力印象深刻，赞扬了威利·摩根的歌声和贝斯演奏，并指出观众被迷住了，异常安静守规矩。
What is the overall tone of this article?
这篇文章的整体语气是什么？
Answer: The tone is sarcastic and cynical with dry humor. The writer complains throughout but grudgingly admits genuine admiration for one band, creating a contrast between his curmudgeonly persona and his honest enthusiasm.
回答：语气是讽刺、愤世嫉俗的，带有冷幽默。作者全程抱怨，但勉强承认对一支乐队的真诚欣赏，在他暴躁的人设和真实的热情之间形成反差。
CRASHING ZUCCHINI WOW AT MILLENIFEST
"碎南瓜"乐队在千禧音乐节上大放异彩
by M.U. Zeke Snabe
作者：M.U. Zeke Snabe
It's that time of year when City Park becomes the temporary home of tone-deaf, off-key punk bands, pretentious hippie folk musicians, and – worst of all – soul-crushing, ear-splitting, zombie-making electronic dance music.
一年中的这个时候，城市公园再次成为那些五音不全的朋克乐队、自命不凡的嬉皮民谣音乐人，以及——最糟糕的——令人崩溃、震耳欲聋、让人变成僵尸的电子舞曲的临时地盘。
To make matters worse, all these groups attract their loud, obnoxious fans, all of whom exhibit questionable levels of sobriety.
更糟的是，这些乐队吸引了他们那些吵闹讨厌的粉丝，这些人清醒程度都很值得怀疑。
So, why, may you ask, am I here at the world-renowned Millenifest? Money, that's why!
那么，你可能会问，我为什么会出现在举世闻名的千禧音乐节上？钱，就是因为钱！
Despite my cranky exterior, I am trying to make the best out of this.
尽管我外表暴躁，我还是在努力让这次经历好过一些。
Which brings me to a more positive note.
这就要说到积极的一面了。
Yes, even this music snob can find something in this cacophonous mixture.
是的，即使是我这个音乐势利眼也能在这片嘈杂的大杂烩中找到点东西。
Last night was the San Francisco debut of The Crashing Zucchini, a hybrid punk-folk-EDM trio.
昨晚是"碎南瓜"乐队在旧金山的首演，他们是一个融合朋克-民谣-电子舞曲的三人组。
Separately, those genres make me want to stab my eardrums with an ice pick. But put together? Pure bliss!
单独来看，这些音乐类型让我想用冰锥刺穿自己的耳膜。但组合在一起？纯粹的享受！
I admit, I was skeptical when they took their place on the bandstand, but I was soon wowed.
我承认，当他们走上演奏台时我是持怀疑态度的，但我很快就被惊艳到了。
Never have I been so impressed by a band so young.
我从未对如此年轻的乐队留下这么深刻的印象。
The soloist, Willie Morgan, looks like he's barely out of high school, but he has a set of pipes on him that can put the best opera divas to shame.
独唱歌手威利·摩根看起来像刚高中毕业，但他的嗓音足以让最好的歌剧天后自愧不如。
Morgan is also a virtuoso on the bass guitar.
摩根还是一位贝斯吉他大师。
His two bandmates are equally as impressive on the drums and keyboard.
他的两位队友在鼓和键盘上同样令人印象深刻。
Everything harmonized so well that you forgot that their signature sound is a blend of three horrific genres.
一切配合得如此和谐，以至于你忘了他们标志性的声音是三种可怕类型的混合。
The crowd seemed entranced by them.
观众似乎被他们迷住了。
Never have I seen a bunch of teenagers and young adults so silent and well-behaved during a performance!
我从未见过一群青少年和年轻人在演出时如此安静和守规矩！
Their set ran for about an hour, which is long for a festival.
他们的表演持续了大约一个小时，对于音乐节来说算很长了。
They ended with two encores, the last one being "1981", their biggest hit.
他们以两首返场曲结束，最后一首是他们最大的热门歌曲《1981》。
That starts out quiet, then crescendos into the loudest sounds I've heard so far at this festival.
这首歌开始很安静，然后渐强到我在这个音乐节上听过的最大声。
The ovation lasted for over ten minutes.
掌声持续了十多分钟。
They will be performing again tonight, so don't miss out.
他们今晚还会再演一场，千万不要错过。
I know I'll be there again.
我知道我肯定会再去。
Now, I just have to get through ten mind-numbing hours of everyone else's dreck…
现在，我只需要熬过其他人那十个小时令人麻木的垃圾表演……
Your turn
轮到你了
A musical sponsorship
一项音乐赞助
You work for a retail company that runs a successful chain of clothing stores geared toward teenagers and young adults.
你在一家零售公司工作，该公司经营着一条面向青少年和年轻人的成功服装连锁店。
Your company believes that a corporate sponsorship would be beneficial for the company, which is attempting to expand overseas.
你的公司认为企业赞助对正在尝试海外扩张的公司有益。
The CEO wants to find an event or organization related to music, as most teenagers and young adults pay attention to the current music scene.
CEO想找到一个与音乐相关的活动或组织，因为大多数青少年和年轻人都关注当前的音乐圈。
The Executives have narrowed the list down to three possibilities. Have a look at them, and decide which would be best for your company.
高管们已经把名单缩小到三个选项。看看它们，决定哪个对你的公司最好。
Answer: The Community Music Hall is the best choice. It covers all types of music that appeal to the target market, is loved by local youth, and needs funding — which creates great PR value and goodwill.
回答：社区音乐厅是最佳选择。它涵盖了吸引目标市场的各种音乐类型，深受当地年轻人喜爱，且需要资金——这能带来极大的公关价值和好感度。
While it limits admission to people over 18 (meaning we miss some younger teenagers), the majority of our target customers are 18-25.
虽然它限制18岁以上入场（意味着我们会错过一些较年轻的青少年），但我们的大部分目标客户是18-25岁。
Millenifest's audience is hostile to big corporations, which could backfire.
千禧音乐节的观众敌视大企业，可能会适得其反。
Trumpets for Teens focuses on jazz and classical, which don't match the target market's interests.
"少年号角"专注于爵士和古典，不符合目标市场的兴趣。
Millenifest is a local music festival that draws musical acts and an audience from around the country.
千禧音乐节是一个本地音乐节，吸引了来自全国各地的音乐表演和观众。
It is a three-day event that gives independent musicians a stage to perform for their fans.
这是一个为期三天的活动，为独立音乐人提供一个为粉丝表演的舞台。
The core audience is made up of young adults ages 18-25, which is your company's target market.
核心观众由18-25岁的年轻人组成，正是你公司的目标市场。
However, the vast majority of festivalgoers have very strong political views and rail against large corporations and store chains as much as they can.
然而，绝大多数音乐节参加者有非常强烈的政治观点，尽其所能地抨击大企业和连锁店。
Trumpets for Teens is a nonprofit organization that gives musical instruments to children and teenagers who cannot afford them.
"少年号角"是一个非营利组织，向买不起乐器的儿童和青少年提供乐器。
It works with local schools to find budding musicians who are unable to practice their hobby due to the lack of adequate equipment.
它与当地学校合作，寻找因缺乏设备而无法练习的音乐新秀。
This organization works with bands that play primarily jazz and classical music, not exactly the genres that your target market would be interested in.
这个组织合作的乐队主要演奏爵士乐和古典音乐，并不是你目标市场会感兴趣的类型。
The Community Music Hall is a nonprofit music venue that stages performances of all types of music and dance, from classical to hip-hop to metal.
社区音乐厅是一个非营利音乐场馆，上演各种类型的音乐和舞蹈表演，从古典到嘻哈到金属。
It is loved by the youth of your city, but due to a lack of funding, can no longer operate.
它深受你所在城市年轻人的喜爱，但由于缺乏资金，已无法继续运营。
Though loved by younger people, older people and members of certain political groups have been petitioning for its closure for years due to the controversial nature of many of its performers.
虽然年轻人喜欢它，但老年人和某些政治团体的成员多年来一直请愿关闭它，因为许多表演者的争议性。
The Music hall also limits admission to people over the age of 18 only.
音乐厅也仅限18岁以上的人入场。
Spotlight
聚焦
Odd sponsorship choices
奇怪的赞助选择
According to a recent report, some of the world's largest soft drink companies sponsor a total of 96 health organizations, including the American Diabetes Association.
据最近一份报告，世界上一些最大的软饮公司共赞助了96个健康组织，包括美国糖尿病协会。
Many see this type of sponsorship as hypocritical, given that the companies' products have been linked to severe health problems, including diabetes.
许多人认为这种赞助是虚伪的，因为这些公司的产品已被证明与严重的健康问题有关，包括糖尿病。
At the same time, the beverage industry is defending the companies' actions, saying that they contribute to research on ways to fight obesity and other diseases.
与此同时，饮料行业为这些公司的行为辩护，称它们为对抗肥胖和其他疾病的研究做出了贡献。
The companies also point out that they offer healthy alternatives in addition to their sugary drinks.
这些公司还指出，除了含糖饮料外，它们还提供健康替代品。
What do you think about soft drink companies sponsoring health organizations? Do you find it hypocritical?
你对软饮公司赞助健康组织有什么看法？你觉得这很虚伪吗？
Answer: Yes, it does seem hypocritical. Their products are directly linked to health problems like diabetes and obesity, yet they sponsor the very organizations fighting those diseases.
回答：是的，确实显得虚伪。他们的产品与糖尿病和肥胖等健康问题直接相关，却赞助那些与这些疾病作斗争的组织。
It appears to be more about improving their public image than genuine concern for public health.
这看起来更多是为了改善公众形象，而非真正关心公共健康。
Why do you think a company would sponsor an organization that seems contradictory to the company's products or mission?
你认为一家公司为什么会赞助一个似乎与其产品或使命相矛盾的组织？
Answer: Companies do this to deflect public criticism, build a "socially responsible" image, and potentially influence research or policy in their favor.
回答：公司这样做是为了转移公众批评、建立"社会责任"形象，并可能影响对其有利的研究或政策。
It's a strategic move to soften negative perceptions of their brand.
这是一种软化品牌负面认知的战略举措。
Can you think of any examples similar to the one above?
你能想到与上面类似的例子吗？
Answer: Tobacco companies sponsoring arts and sports events while their products cause cancer.
回答：烟草公司赞助艺术和体育赛事，但其产品导致癌症。
Fast food companies like McDonald's sponsoring the Olympics despite contributing to obesity.
像麦当劳这样的快餐公司赞助奥运会，却导致肥胖问题。
Oil companies funding environmental projects while being major polluters.
石油公司资助环保项目，却是主要污染源。
These are all similar examples of seemingly contradictory sponsorships.
这些都是类似的看似矛盾的赞助例子。
Howard, Jacqueline. "Paper reveals soda's controversial relationship with health groups." CNN. 10 October 2016, http://www.cnn.com/2016/10/10/health/soda-companies-health-funding/index.html. Fox, Maggie. "Have soda company donations influenced health groups?" NBC News. 10 October 2016, https://www.nbcnews.com/health/health-news/have-soda-company-donations-influenced-health-groups-n663866.
Getting it right
纠正错误
Feedback and error correction
反馈与纠错
Before you go
在你离开之前
What have you learned?
你学到了什么？
Are any of the terms you learned in this unit new to you? Have you used any of them before? Tell your trainer what was new for you from this unit.
你在本单元学到的术语中有哪些对你来说是新的？你以前用过其中的某些吗？告诉你的教练本单元中哪些内容对你来说是新的。
You can now...
你现在可以……
...talk about corporate sponsorship.
……谈论企业赞助。
...understand a written critical review.
……理解一篇书面评论。