万花筒 2011-07-10&07-12 热狗竟食大赛--史上最成功的快餐营销

 You're watching all-American marketing¹ magic. Nathan's hot dog eating contest is a bonanza² for the fast food company. As the eaters have expanded their gastric³ capabilities⁴, the event's popularity has soared and so have sales of Nathan's hot dogs, piling up seven years in a row to 453 million last year.This is one of the greatest marketing stunts⁶ ever put forth⁷ in the United States. 

 

It's a natural for Nathan's which first opened at the fun- filled amusement park 96 years ago. In the late 1970s, the contest was just another Coney Island side show, fought off by PR stunt⁵ man, Max Rosy⁸. Max's protege is George Shea and his brother, Rich, are the marketing men who have brought competitive eating into the modern era.They've created a phenomenon like introducing coveted⁹ mustard yellow championship belt, having ESPN cover the event, and promoting the eaters as professional athletes.

 

It's absolutely a sport, and it has all the tenets of sports, and these guys are athletes for sure.

 

This year's stunt, building a new rivalry¹⁰ between the U.S. and China, by flying Chinese eaters to Coney Island just when Nathan's happens to be embarking¹¹ on a major expansion in China.

 

If they take the belt, they're going to be eating our lunch literally¹².

 

The media eats it up, and not just in Coney Island. The Sheas have qualifying competitions across the country and sponsors for other eating events, chicken wings, oysters¹³, hamburgers, all part of what they call Major League Eating.

 

Allan Chernoff,CNN,New York.

1 marketing   

n.行销，在市场的买卖，买东西

参考例句：

• They are developing marketing network.他们正在发展销售网络。
• He often goes marketing.他经常去市场做生意。

2 bonanza   

n.富矿带，幸运，带来好运的事

参考例句：

• Bargain hunters enjoyed a real bonanza today.到处买便宜货的人今天真是交了好运。
• What a bonanza for the winning ticket holders!对于手持胜券的人来说，这是多好的运气啊。

3 gastric   

adj.胃的

参考例句：

• Miners are a high risk group for certain types of gastric cancer.矿工是极易患某几种胃癌的高风险人群。
• That was how I got my gastric trouble.我的胃病就是这么得的。

4 capabilities   

n.能力( capability的名词复数 )；可能；容量；[复数]潜在能力

参考例句：

• He was somewhat pompous and had a high opinion of his own capabilities. 他有点自大，自视甚高。 来自辞典例句
• Some programmers use tabs to break complex product capabilities into smaller chunks. 一些程序员认为，标签可以将复杂的功能分为每个窗格一组简单的功能。 来自About Face 3交互设计精髓

5 stunt   

n.惊人表演，绝技，特技；vt.阻碍...发育，妨碍...生长

参考例句：

• Lack of the right food may stunt growth.缺乏适当的食物会阻碍发育。
• Right up there is where the big stunt is taking place.那边将会有惊人的表演。

6 stunts   

n.惊人的表演( stunt的名词复数 )；（广告中）引人注目的花招；愚蠢行为；危险举动v.阻碍…发育[生长]，抑制，妨碍( stunt的第三人称单数 )

参考例句：

• He did all his own stunts. 所有特技都是他自己演的。
• The plane did a few stunts before landing. 飞机着陆前做了一些特技。 来自《简明英汉词典》

7 forth   

adv.向前；向外，往外

参考例句：

• The wind moved the trees gently back and forth.风吹得树轻轻地来回摇晃。
• He gave forth a series of works in rapid succession.他很快连续发表了一系列的作品。

8 rosy   

adj.美好的，乐观的，玫瑰色的

参考例句：

• She got a new job and her life looks rosy.她找到一份新工作，生活看上去很美好。
• She always takes a rosy view of life.她总是对生活持乐观态度。

9 coveted   

adj.令人垂涎的；垂涎的，梦寐以求的v.贪求，觊觎(covet的过去分词)；垂涎；贪图

参考例句：

• He had long coveted the chance to work with a famous musician. 他一直渴望有机会与著名音乐家一起工作。
• Ther other boys coveted his new bat. 其他的男孩都想得到他的新球棒。 来自《简明英汉词典》

10 rivalry   

n.竞争，竞赛，对抗

参考例句：

• The quarrel originated in rivalry between the two families.这次争吵是两家不和引起的。
• He had a lot of rivalry with his brothers and sisters.他和兄弟姐妹间经常较劲。

11 embarking   

乘船( embark的现在分词 )； 装载； 从事

参考例句：

• He's embarking on a new career as a writer. 他即将开始新的职业生涯——当一名作家。
• The campaign on which were embarking was backed up by such intricate and detailed maintenance arrangemets. 我们实施的战争，须要如此复杂及详细的维护准备。

12 literally   

adv.照字面意义，逐字地；确实

参考例句：

• He translated the passage literally.他逐字逐句地翻译这段文字。
• Sometimes she would not sit down till she was literally faint.有时候，她不走到真正要昏厥了，决不肯坐下来。

13 oysters   

牡蛎( oyster的名词复数 )

参考例句：

• We don't have oysters tonight, but the crayfish are very good. 我们今晚没有牡蛎供应。但小龙虾是非常好。
• She carried a piping hot grill of oysters and bacon. 她端出一盘滚烫的烤牡蛎和咸肉。