電視真人秀外文翻譯—年輕人、電視真人秀節(jié)目贊助和品牌贊助（節(jié)選）

1、字?jǐn)?shù)：英文 字?jǐn)?shù)：英文 1890 1890 單詞， 單詞，9845 9845 字符；中文 字符；中文 3187 3187 漢字 漢字出處： 出處：Adelabu Adelabu Omowale,Sanusi Omowale,Sanusi Bernice.The Bernice.The Youth, Youth, Reality Reality TV TV Show Show Sponsorship Sponsorship and and

2、 Brand Brand Patronage: Patronage: Any Any Nexus?[J]New Nexus?[J]New Media Media and and Mass Mass Communication.2015,38(1):33-41 Communication.2015,38(1):33-41外文文獻(xiàn)： 外文文獻(xiàn)： The Youth, Reality TV Show Sponsorship and Brand

3、 Patronage: Any Nexus?Abstract With increasing apathy to advertising by audience, especially the youth, and the need for organisations to look for way of positioning their products and services to attract new and retai

4、n old customers, organisations are turning to reality TV shows sponsorship. Reality TV shows have become one of the most popular shows on television this days. Reality TV programmes is define as programme that film real

5、people as they live out events in their lives, contrived or otherwise, as they occur. With students of Redeemer’s university as its study population, the study adopts survey design, using questionnaire as data collection

6、 instrument. A sample of 240 respondents was randomly selected from the population and test instrument administered on them, only 235 pieces of questionnaire were returned and analysed, putting the response rate at 97.9%

7、. The findings showed that brand sponsorship of reality shows does not have any influence on brand patronage. 56.5% of respondents indicated that the effect of brand sponsorship of reality shows on their patronage of the

8、 product is neither positive nor negative; rather, it is neutral or inconsequential. This finding showed that the sponsorship of reality TV shows is not solely responsible for the increased patronage of the sponsored bra

9、nd. However, brand sponsorship of reality TV programmes contributes positively to image of the brand, which might ultimately lead to increase patronage. The researcher concludes that sponsorship of organisations.However,

10、 studies have shown that most television viewers and radio listeners have found a way of escaping the traditional 30” spot or 45” spot commercials on radio and television by changing the channel when an advertisement com

11、es up, or using that time to do other things (Baran, 2000:234). The advent of devices, which enable viewers to record their favourite Television programmes thereby cutting out advertisements from it, has also made advert

12、s not reach the people it was meant for on television. There has therefore been a need for other unconventional methods of advertising, which viewers cannot escape and which would hit their target audiences squarely.One

13、of the unconventional methods of advertising that many organisations have embraced is reality TV shows. Major brands and advertisers in Nigeria have taken advantage of the influx of reality shows and their increasing fan

14、 base to meet their needs for other unconventional methods of advertising on radio and television. They have taken to becoming major sponsors of these reality shows, thereby bringing their products directly to their targ

15、et audience.In Nigeria, since the maiden edition of Big Brother Africa in 2001, in which for the first time a Nigerian featured in any reality show, reality TV shows have become the ‘new big thing’ in Nigeria. Reality sh

16、ows such as Gulder Ultimate Search (GUS), Maltina Dance All, Etisalat’s Nigerian Idols, Glo Naija Sings, MTN Project Fame West Africa, Three Crowns Family Game Show, Peak Talent Hunt, amongst others have filled the telev

17、ision airwaves.Yearly, organisations spent several millions of naira on sponsorship of one reality TV show or the order with the hope of attracting the elusive customers to their brand and also position their brands in t

18、he mind share of the target audience. With this huge spending on reality TV sponsorship, is there any correlation between the spending and brand patronage of the company, does sponsorship of reality TV shows have any inf