Task 2: Many companies sponsor sports as a way for advertising themselves. Some people think it is good, while others think there are disadvantages to this. Discuss both sides and give your opinion.
HỌC NGAY TỪ VỰNG LIÊN QUAN ĐẾN CHỦ ĐỀ SPORT ADVERTISING:
Sport sponsorship = sports endorsement = sport advertising : tài trợ quảng cáo cho thể thao
gained significant prominence : ngày càng trở nên phổ biến
instrument : something that is used by somebody in order to achieve something: công cụ để đạt được gì đó
thesponsors = sponsoring companies : nhà tài trợ
potential negative outcomes : có ảnh hưởng tiêu cực
increased awareness of the company brand name: tăng nhận thức về nhãn hàng
gain publicityand recognition : được công chúng biết đến và nhận ra nhãn hàng
their association with : việc họ liên kết với gì
get involved in the community : tham gia tích cực vào cộng đồng
develop a preference for : có niềm yêu thích với
intentionto purchase : có ý định mua sản phẩm
the sheer number of social activities : khối lượng lớn các hoạt động xã hội
its sponsorship of the Olympic games : khi tài trợ cho Olympic
a risky financial investment : một cuộc đầu tư tài chính rủi ro cao
elaborate something:to develop a plan, an idea, etc. and make it complicated or detailed : phát triển kế hoạch
increased sales : tăng được doanh thu bán hàng
guarantee : bảo đảm
the endorsed athlete falls ill: nếu vận động viên được tài trợ bị ốm
had originally expected : như họ mong đợi từ trước
harm the reputation of companies : làm ảnh hưởng đến danh tiếng của công ty
drug abuse : sử dụng chất kích thích
become associated with that scandal : sẽ bị gắn với scandal đó
faceconsumer boycotts : đối mặt với việc bị khách hàng tẩy chay sản phẩm
BÀI MẪU:
Sport sponsorship has gained significant prominence in recent years and has been recognized as one of the effective instruments for promoting companies and brands. While some believe that this could be beneficial for thesponsors, I agree with those who believe that there are potential negative outcomes from sports endorsement.
Looking firstly at the positives, the most significant of which is increased awareness of the company brand name. This is because sponsoring companies are able to gain publicityand recognition through their association with the event and the organization. Furthermore, sponsoring sports is an effective way for companies to get involved in the community. For example, consumers would develop a preference for Coca-Cola’s products, and intentionto purchase because of the sheer number of social activities done by the company during its sponsorship of the Olympic games.
However, sports advertising does present some disadvantages, the most obvious of which is it can be a risky financial investment. To elaborate, profit, improved brand image or increased sales cannot be guaranteed for the sponsor. For example, if the endorsed athlete falls ill, gets injured, does not perform well, there is a possibility that the sponsor will not receive the profit that they had originally expected. Another downside is that sport endorsement could harm the reputation of companies. If the athlete or athletes endorsing a brand become involved in scandal, drug abuse, or violence, that brand could become associated with that scandal, and faceconsumer boycotts.
In conclusion, despite the benefits of brand awareness and involvement in the community that sport endorsement can offer, the drawbacks of risky investment and the potential damage to the company’s reputation should be taken into consideration.
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