promoted, presented and played as commercial products as they are today. Never before have decisions about sports and the social relationships connected with sports been so clearly influenced by economic factors. The bottom line has replaced the goal line for many people, and sports no longer exist simply for the interests of the athletes themselves. Fun and \concessions revenues, the sale of media rights, market shares, rating points, and advertising potential. Then, what happens to sports when they become commercialized? Do they change when they become dependent on gate receipts and the sale of media rights?

1在整个历史长河中，人们都是把体育当作某种形式的公众娱乐。然而，体育从未像今天这样作为一种商业产品被如此盛大地包装、推广、呈现和开展，有关体育的决策以及与体育相关的社会关系也同样从未如此显然地受到商业因素的影响。对许多人来说，账本底线已取代了球门线，体育不再只是为了运动员们自身的兴趣而存在。今天，乐趣和“好比赛”的定义取决于门票收入、特许权收人、媒体传播权的出售、市场份额、收视率以及广告潜力。那么，当体育变得商业化时，它会怎样?当体育变得依赖于门票收人和媒体传播权的出售时，它会发生变化吗?

2.We know that whenever any sport is converted into commercial entertainment, it success depends on spectator appeal. Although

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spectators often have a variety of motives underlying their attachment to sports, their interest in any sporting event is usually related to a combination of three factors: the uncertainty of an event's outcome, the risk or financial rewards associated with participating in an event，and the anticipated display of excellence or heroics by the athletes. In other words, when spectators refer to a %usually talking about one in which the outcome was in doubt until the last minutes or seconds, one in which the stakes were so high that athletes were totally committed to and engrossed in the action, or one in which there were a number of excellent or \or matches contain all three of these factors, they are remembered and discussed for a long time.

2我们知道，每当任何一项体育运动被转化为商业性娱乐活动时，它的成功就依赖于观众的兴趣。尽管观众对于体育的拥护背后潜藏着多种动机，但他们对体育比赛的兴趣通常与三种相结合的因素有关:比赛结果的不确定性，参加一项比赛相关的风险或经济回报，以及预期中的运动员的卓越、英勇表现。换句话说，当观众提及一场“不错的比赛”或一场“激动人心的比赛”时，这场比赛，通常在比赛即将结束的最后几分钟甚至儿秒钟时，结果仍然扑朔迷离;或者比赛涉及高额奖金，因而运动员们都全身心地投入比赛。或者比赛展示了许多出色的或者“英雄式”的表现。只要运动比赛包含所有这三方面因素，人们就会长时间记得并讨论这场比赛。

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3.Commercialization has not had a dramatic effect on the format and goals of most sports. In spite of the influence of spectators, what has occurred historically is that sports have maintained their basic format. Innovations have been made within this framework, rather than completely dismantling the design of a game. For example, the commercialization of the Olympic Games has led to minor rule changes in certain events, but the basic structure of each Olympic sport has remained much the same as it was before the days of corporate endorsements and the sale of television rights.

3商业化对于大多数体育运动的结构和目标没有太大的影响。尽管观众会对其产生影响，但在历史上，运动项目保持了它们的基本结构。创新也是在这一框架内进行的，并不会完全废除这项运动的基本设计。例如、奥运会的商业化导致了某些赛事规则的微小变化但其每项运动的基本结构还是和商家赞助及电视转播权出售之前基本一致。

4.Commercialization seems to affect the orientations of sport participants more than it does the format and goals of sports. To make money on a sport, it's necessary to attract a mass audience to buy tickets or watch the events on television. Attracting and entertaining a mass audience is not easy because it's made up of many people who don't have technical knowledge about the complex athletic skills and strategies used

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by players and coaches. Without this technical knowledge, people are easily impressed by things extrinsic to the game or match itself; they get taken in by hype. During the event itself they often focus on things they can easily understand. They enjoy situations in which players take risks and face clear physical danger; they are attracted to players who are masters of dramatic expression or who are willing to go beyond their normal physical limits to the point of endangering their safety and well-being; and they like to see players committed to victory no matter what the personal cost.

4看来，与运动的结构和目的相比，商业化更多的是影响运动参与者的取向。若要通过一项运动盈利，就必须吸引广大观众买门票或在电视上观看比赛。吸引和娱乐广大观众并非易事，因为这些观众中有很多人没有技木性的知识，因而不懂得运动员和教练采取的复杂竞技技巧和策略。由于缺乏这些技术性知识，人们容易受到运动或赛事之外的东西的影响，容易受到天花乱坠的宜传的迷惑。在比赛期间，他们经常关注那些他们容易理解的事情。他们喜欢那种运动员冒险并明显面临身体危险的情境，他们喜爱那些善长戏剧化表现或者愿意超越正常的生理极限以致威胁到自己的安全和健康的运动员。他们喜欢看到运动员不惜代价，立志求胜。

5.For example, when people lack technical knowledge about basketball, they are more likely to talk about a single slam dunks than

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