1、 本科毕业论文 外文文献及译文 文献、资料题目： The Olympic Games: Will Rio Benefit as Much as Beijing 文献、资料来源： 国道数据库 文献、资料发表（出版）日期： 2009.10.14 院 （部）： 专 业： 班 级： 姓 名： 学 号： 指导教师： 翻译日期： - 1 - 外文文献： The Olympic Games:Will Rio Benefit as Much as Beijing For Brazil, winning the opportunity in late September to host the 2016 Sum
2、mer Olympics in Rio de Janeiro probably represents many of the same things that the 2008 games did for China: a chance for the world to see that it is now an influential, modern country and a way to showcase - domestically and internationally - its remarkable economic growth. But do cities benefit a
3、s much from hosting Olympic Games as local residents and businesses alike are led to believe? Is the return on investment high enough to warrant the months, if not years, of preparation? And what lessons, if any, can Beijing offer Rio and other future Olympic hosts? There are no easy answers. One ye
4、ar after Beijing was host to sports stars from around the world, some analysts question whether Chinas capital city and all the stakeholders involved benefitted greatly from the games. Yet the feel-good factors are hard to ignore. For one thing, the Olympics seem to have been useful for China from a
5、 marketing perspective, in terms of rallying people within the country and raising global awareness about “Brand China.” Simon Anholt, a government-reputation adviser who produces the 50-country Anholt-GfK Roper Nation Brands Index, a global public opinion poll on country reputations, says early res
6、ults from his latest research suggests that after several years of decline, Chinas index ranking has begun to improve following its Olympics experience. Observers also note that the timing of the 2008 event augured well for the organizers, saying the combination of public and private spending for th
7、e games may have acted as an early stimulus program before the global economic downturn began making a deeper impact later that year. “The global financial crisis overshadowed the Olympics, but from a Chinese perspective, the crisis was an external threat and the nationalistic orgy of the Olympics g
8、ave Chinese leadership an extra boost in fending it off,” says Edith Terry, managing director of Cotton Tree Productions, a Hong Kong-based consultancy for East Asian business and public affairs. The government also used the games as a catalyst to clean up many environmentally unfriendly industries
9、all over the country and to increase spending on public infrastructure, including transportation. “The Chinese government very cannily used the Olympics as a way to push environmental change in China,” says Shaun Rein, managing director of the China Market - 2 - Research Group, a Shanghai-based mark
10、et research consultancy. Even Greenpeace, the activist environmental non-profit, gives Beijing high marks for its clean-up efforts, including new standards for vehicle emissions, five new subway lines and a fleet of nearly 4,000 buses running on clean-burning compressed natural gas. Getting the Job
11、Done But is this simply blurring the lines between what was the result of the Olympics and what should have been on the governments to-do list anyway? “It is true that Beijing is cleaner and more so because of the Olympics. But the government did not need an excuse to do all these things,” says Lin
12、Bo Qiang, a professor at the Center of China Energy Economics Research at Xiamen University. Jonathan Anderson, head of Asia-Pacific economics for UBS, says that Beijing is such a small city relative to the rest of the country - representing 2.5% of national GDP and 1% of the population - that the e
13、conomic impact of the event was limited. “It was just too small of an event to really matter.” And not all public relations was good. “The China brand got a lift as a result of the games mainly because of the flawless execution. So the positive perception is definitely one about Chinese capabilities
14、 in getting things done,” says Minxin Pei, a professor of political science at Claremont McKenna College in Claremont, California. “The facilities were finished on time and the games went on without a hitch. Thats good news. The bad perception is about credibility - the use of the fake girl during t
15、he opening ceremonies who lip-synched a song and the controversy over the underage women gymnasts. People wonder whether there is something funny going on with the China brand.” Other incidents put the PR acumen of various global sponsors to the test. Threatening to scupper their well-choreographed
16、sponsorships, pre-game protests outside China over human rights issues in Tibet and Darfur, Sudan, with disruptions to the global torch procession in Paris and elsewhere. In what became a politically sticky double threat, some sponsors found themselves caught between the risk of an international boy
17、cott of their products for supporting the Beijing games and the risk of a domestic backlash by the Chinese if they withdrew. Opinions regarding the return on investment for corporate sponsors are also divided. “Consumers didnt really care and they didnt really know who the official Olympics sponsors
