When the Italian city of Turin made its Olympic bid, city leaders requested that their city be referred to as "Torino," which is the name Italians use. That's akin to requesting that people speak of "Roma," not Rome, or "Firenze," not Florence. It was initially unclear if English speakers would go along with the request. After all, no one called Athens "Athenai" in 2004. And when's the last time you heard reference to the Shroud of Torino?
But Torinians (hey, we are having fun with names) figured Torino was a more phonetically pleasing name, one with an Italian identity that was more likely to attract visitors. And they convinced the International Olympic Committee, who have made the 2006 Games the first whose official name is not in English. (The official languages of the IOC are English and French.) NBC decided to play ball as well: The network has decided to use Torino in its coverage of the Games. "It rolls off your tongue, sounds so Italian, so romantic," NBC's Dick Ebersol
told the Wall Street Journal. "Turin just doesn't do it for me."
He may have a point. The Olympics are about sports, but they're also about money – and marketing. "'Turin'…what's that? A soup bowl?,"
asks Mike Downey. "Torino does
sound much better than Turin,"
writes Rachel Wilner. And it's not unheard of for Americans to refer to a city the way native speakers do – Bob Wolfley
notes Rio de Janeiro, Buenos Aires and São Paulo.
But that didn't stop Downey from generating a top ten list of mock new rules for NBC's on-air personalities. (#2: "…[N]ext time you NBC Sports boys get to St. Louis for a ballgame, say "St. Louie" instead. It's cuter." #5: "By the way, don't say "bobsled" any more. "Toboggan" is a lot funnier.")
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