18 July, 2012

伦敦奥运2012 · London Olympics 2012

随着伦敦奥运逼近,有关的新闻不断出现在社交网站的热门话题版面以及谷歌搜索页。
As the London Olympic draws near, relevant news are appearing on my social media feeds and google search more frequently.

不过,看到的负面新闻远远超过期盼赛季的新闻,找到了有关奥运的资料网页,说到底,还是商业化惹的祸。
However, I seem to be hearing more bad news than good, and one of it seems to be commercialization.




只许州官放火 不许百姓点灯
London Olympics Brand Police: Drawing the line

所谓维护品牌,伦敦一间名为Olympic的咖啡馆必须改名、一群针织爱好者不能让同样维持17天的针织比赛名字与品牌挂钩、在比赛规定区域内不允许赞助商以外的竞争品牌和产品出现。(资料来源 Source)
For what they call a protection of branding, a cafe named Olympics had to change its name, a group of knitters have to change their competition name so that it doesn't relate to the Olympic games, and no competitors products of sponsors are allowed in certain places.

让我纳闷的是,常常听主办单位说要让全民感染与投入运动风潮,包括这次的伦敦奥运原本设的目标是在开幕式之前让两百万人更加活跃地运动。倒头来,对于人民的影响除了城市更拥挤、交通更不方便、更多条例和规矩外,似乎沾不上一点好处。
What I don't understand is that the organizers are often talking about involving the public during the Olympics season, including the UK that had pledged to involve 2 million people in exercising before the opening ceremony. At the end of the day, however, the only Olympics influence on the people are a more crowded city, increasingly strained traffic conditions, more rules and more bans.

德士司机禁止进入奥运车道,生意难做
Cabbies ban from Olympic lanes make business impossible

英国无法达到让两百万人活跃运动的承诺
UK fails to let 2 million people get active before opening ceremony


又要人民参与,又要人民保持距离
Do you want participation, or do you want distance?

长大了,明白当专业运动员就和明星梦一样遥不可及,所以看运动员比赛一点兴奋都感觉不到。每个人关注的只是谁赞助运动员、他能为国家拿什么奖牌、等。对于我们一点共鸣也没有。
I think it's clear to us that the athletes dream is as far from as as the celebrity dream, so it doesn't excite me to see them professional athletes compete. People only seem to be concern about who sponsors the athletes, what medal is he going to attain for his country, etc. How could we relate to that?

在比赛期间办活动,还必须划清和奥运的界限。换言之,如果新加坡庆祝国庆日,期间我们只能参与活动,不能用自己的方式表达爱国方式、不能举办和国庆扯上关系的活动。如果任何商店名字有“新加坡”也必须改变。这合理吗?
The brand police wants the businesses to draw a line from the approved Olympics branding. In other words, if you put what they're doing in the local National Day context, we can take part in NDP events, but we can't express our love for the nation in our own ways, we cannot do anything in relation to National Day, and any brand name that relates to Singapore has to be renamed.

Does that  make sense to you?