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  3. Many companies may be cutting expenses as much as possible, but arts sponsorship is doing better than ever. The trend is steadil

Many companies may be cutting expenses as much as possible, but arts sponsorship is doing better than ever. The trend is steadil

admin2011-03-14  50
问题     Many companies may be cutting expenses as much as possible, but arts sponsorship is doing better than ever. The trend is steadily upwards. Sponsorship overall now takes up perhaps $50 million, or three times as much as it did five years ago. Most of that may go on sport—but the spending on arts has risen the fastest of all and may now be worth $4 million a year.
    The extra help is easy to explain. Banks, insurance companies, the oil industry and tobacco firms provide three quarters of funds going into arts sponsorship. All four groups tend to be unpopular—which makes them all the keener to display their social concern and so build up some good will.
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答案 很多公司正在尽可能地削减经费，但对艺术的赞助与以往任何时候相比却是有增无减。而且这种趋势还在不断上升。现在赞助总额可能达到5000万美元，或者说是五年前的三倍。这笔钱的大部分可能花在体育方面——但在所有的开支中，艺术方面的开支一直是增长最快的，现在每年可能达到400万美元。 这种额外资助的原因是不难说明的。银行、保险公司、石油工业和烟草公司提供了对艺术资助3/4的资金。而这四个集团往往不太受大众的欢迎——这使得他们更加渴望显示自己对社会的关心，以逐步赢得信誉。
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