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词汇提示

1.breadth 广泛的

2.endorsement 代言

3.executive 高管

4.drafted 选派

5.rookie 新秀

6.distinction 奖赏

7.commodity 有用的商品

8.elevated 提升

9.prominence 出名

10.aided 辅助

11.leisure 休闲

12.memorabilia 纪念品

13.contractually 合同

14.lapels 翻领

15.affiliate 附属机构

16.arguably 可以说是

原文

Michael Jordan

Michael Jordan is one of the most recognized sports figures in the world.

To understand the breadth of his fame，it is probably best to think of Jordan in two senses：as a person and an athlete with incredible athletic prowess and skill，and as a cultural and media icon.

The second way of think about Jordan is probably equal to the first.

After all，it was his endorsement of dozens of commercial products，sports in movies，and in general his commercial-and market-produced image that made Jordan so famous worldwide.

Jordan was born in 1963，one of three sons of a corporate executive.

He attended North Caroline University from 1981-84，and was then drafted to the National Basketball Association's（NBA）Chicago Bulls.

During the same year，he co-captained the U.S.A. basketball team to gold in the 1984 Summer Olympic Games in Los Angeles.

Jordan's fame was quickly accelerated with the help of his agent and a marketing firm.

After winning the NBA's Rookie of the Year distinction，Jordan quickly began signing a series of marketing contracts that would eventually create the iconic image known throughout the world.

The most notable marketing endorsement contract came with Nike Corporate.

Nike built much of its marketing and commercial strategy around Jordan in the 1980s and early 1990s.

With his own line of Nike-Produced basketball shoes and clothing，Jordan established himself as a marketable commodity.

The relationship between Nike and Jordan would be a mutually beneficial one.

It elevated Jordan to international prominence，while helping push Nike to number one status as world sports merchandiser.

Jordan's athletic status was also aided by the fact that his was a career with relatively little controversy，unlike many other superstar athletes.

Social and political controversies surrounding Jordan were rare，and when they did occur these were minor.

In 1992，he got himself into a bit of trouble when he did not allow his image to be used by the NBA for the licensing of leisure wear and memorabilia in the run-up to the Summer Olympic Games.

In addition，once at the Games，Jordan，being contractually committed to Nike，refused to wear the official sponsor Reebok's warm-up suits.

The issue was resolved when Jordan and his teammates wore the U.S. flag and extra long lapels to cover the Reebok logo.

In 1993，Jordan made a surprise announcement of his retirement from the NBA at the age of thirty.

He signed as a free agent to play Major League Baseball with the Chicago White Sox，and played-unsuccessfully as it turned out-with the White SOX minor league affiliate.

Jordan then made a brief comeback in the NBA，only to retire soon after.

History will recognize Jordan not only for his athletic prowess-arguably the best the sport of basketball has ever seen-and for his iconic status in the later-twentieth century world of sport's marketing and image production.

翻译

迈克尔·乔丹

迈克尔·乔丹是世界上最知名的体育明星之一。
要理解乔丹名声的广度，最好从两个方面来看待乔丹：一是作为一个人和一名运动员，拥有不可思议的运动能力和技巧，二是作为一个文化和媒体偶像。
对乔丹的第二种看法可能与第一种看法相同。
毕竟，正是他对几十种商业产品、电影中的体育运动的代言，以及他在商业和市场上塑造的形象，使乔丹在世界范围内如此出名。
乔丹生于1963年，是一位企业高管的三个儿子之一。
1981年至1984年，他就读于北卡罗琳大学，随后被美国国家篮球协会（NBA）芝加哥公牛队征召入伍。
同年，他担任美国篮球队的联合队长，在1984年洛杉矶夏季奥运会上夺得金牌。
在他的经纪人和一家营销公司的帮助下，乔丹的名声迅速提高。
在赢得NBA年度最佳新秀奖后，乔丹很快开始签署一系列营销合同，最终创造出举世闻名的标志性形象。
最著名的营销代言合同来自耐克公司。
耐克在20世纪80年代和90年代初围绕乔丹制定了许多营销和商业战略。
凭借耐克公司生产的篮球鞋和服装，乔丹使自己成为一种畅销商品。
耐克和乔丹之间的关系将是互利的。
它将乔丹提升到了国际知名度，同时帮助推动耐克成为世界体育用品采购商的头号人物。
乔丹的体育地位也得益于这样一个事实：与其他许多超级明星运动员不同，他的职业生涯争议相对较小。
围绕乔丹的社会和政治争议非常罕见，当它们确实发生时，这些争议都很小。
1992年，当他不允许自己的形象被NBA用于夏季奥运会期间休闲服装和纪念品的授权时，他陷入了一点麻烦。
此外，在奥运会上，乔丹与耐克签订合同，他拒绝了穿官方赞助商锐步的热身服。
当乔丹和他的队友们佩戴美国国旗和超长翻领来遮盖锐步标志时，问题得到了解决。
1993年，乔丹出人意料地宣布他在30岁时从NBA退役。
他以自由球员的身份签约芝加哥白袜队打大联盟棒球赛，但在白袜队小联盟的附属机构打了一场失败的比赛。
乔丹随后在NBA短暂复出，但很快就退休了。
历史将会认可乔丹，不仅因为他的运动能力，可以说他是篮球运动史上最好的运动员，还因为他在20世纪末的体育营销和形象塑造领域的标志性地位。

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