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德国世界杯文化走向高潮

2006-05-31 14:20CRI Online

World Cup Marketing Mania - from Voodoo to Vibrator

A voodoo doll with five pins and the national emblems of all your enemy teams. Toilet paper with World Cup trivia. Pork slices emblazoned with a soccer player dribbling down the pitch.

These are just a few of the unofficial World Cup-related items available in German stores and on German Web sites as merchants try to cash in on World Cup mania before the month-long tournament kicks off in Germany on June 9.

"Put a charm on your favourite team with this special set. It includes one voodoo doll, 34 national emblems and five needles. Weaken any opponents: Simply attach the emblem, stick in the needles and off you go," the description says.

But the maker warns there is "No guarantee!" it will work.

One can also catch up on World Cup trivia while perched on the throne thanks to toilet paper with printed questions and answers about World Cup history.

One question on the toilet paper asks who won the first World Cup in 1930. The paper provides the correct answer -- Uruguay.

But the encyclopaedic wiping paper provides the incorrect answer to least one of its own questions. It says there have been a total of seven World Cups since 1930, but the answer is 17.

The theme cannot be missed at one of Germany's leading electronics and home appliance chains. Among the World Cup-inspired items available are a soccer-ball radio and CD player and a vacuum cleaner decorated with the familiar black and white pentagons and hexagons.

In Berlin, it's hard to find a pizza delivery service without a soccer deal. One pizza place has a "World Cup" offer good until the tournament ends -- three pizzas (a "Salami", an "Atlantic" and a "Hawaii") and five litres of beer.

Only 15 companies were awarded the right to market goods with the official World Cup logo and FIFA, the world soccer organisation, is on the lookout for any piracy.

But these marketers of unofficial World Cup goods are careful to avoid anything that would open themselves up to a FIFA legal challenge.

They simply include soccer balls, pitches, goalposts and soccer phrases -- all of it in the public domain and not subject to any trademark laws -- in the hope that the World Cup euphoria taking hold of Germany will make their products irresistible.

With two weeks left until the World Cup starts, it is almost impossible to escape the soccer theme.

One German supermarket chain superimposes pictures of soccer balls over run-of-the-mill advertisements of pork steaks, beer kegs, Swiss cheese, frozen spinach, barbecue sets, plastic food containers, biscuits, canned sausages and canned corn.

Makers of sausage, virtually a staple food in Germany, have also got in on the act. In some supermarkets you can find soccer ball sausages and slices of pork luncheon meat that show a soccer player dribbling a ball down the pitch.

Other soccer items at supermarkets include: "soup strikers" -- instant soup with soccer ball noodles; "half-time" pizza with Berlin curry sausage; crunchy snacks shaped like soccer balls and players. One can even buy a "World Cup" of potato salad.



德国世界杯还有两周就要开幕,精明的德国商人更是把一切生意都同世界杯和足球扯上关系。无论是日常用品还是对德国人来说每日必不可少的香肠一类食品,世界杯的痕迹已经无处不在。

据路透社5月26日报道,虽然只有区区15家大企业获得了德国世界杯和国际足联图案、标志等官方授权使用许可,但对于那些没有授权的企业,他们一样可以通过世界杯的升温来为自己大赚一把。在德国大大小小的超市连锁店中,人们发现从日常用品、食品到玩具,上面几乎毫无例外都标有同足球有关的图案,比如绿草如茵的球场、带球奔跑的球员、硕大的足球、漂亮的“足球宝贝”等等。当然商人们在赚钱的同时,也要确保自己不触犯官方标志使用权,以免惹火上身。

在这些打上足球烙印的商品中,一种叫做“巫毒小人”或者又称为“巫毒娃娃”的玩具套装很受欢迎。这种娃娃玩具内含各参赛球队的徽标、护身符以及五根小针。按照说明,使用者可以用玩具套装内的小针刺穿对手球队的徽标,以此来达到“保佑”自己钟爱的球队“顺风顺水”的目的。当然经销商在售出玩具时一定不会忘了提醒您一句,他们并不保证“巫毒娃娃”到时一定灵验。

更好玩的是,就连各宾馆提供的卫生纸上面也印满了同世界杯有关的问答。比如一个问题是“你知道自1930年以来,一共举办了多少届世界杯吗?”,“厕纸”的回答是:“7届”。当然正确的答案应该是17届。

与此同时,还有很多快餐店也打起了世界杯的主意。比如一家比萨店就推出了名为“半场休息”的比萨套餐,其中的一些肉质食品都被制作成了足球的形状。还有的食品店推出了诸如名为“世界杯”的土豆色拉等菜肴。这些都显示着人们日常生活中的世界杯文化正在逐渐走向高潮。

相关热词:bilingual sport soccer
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