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Diego Della

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Submitted By ngohieu191
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Diego Della Valle Gives Back to His Country
J.J. Martin http://online.wsj.com/news/articles/SB10001424052702303914304579193891982221478?mod=WSJ_LifeStyle_Lifestyle_12 Hieu Ngo
Summary

This article tells a story about how Diego Della Valle gives back his money to help restore the Rome’s Colosseum. The first time Diego visited the Colosseum is when he was 11 years old, and now, after 50 years, he came back as a CEO of the luxury leather goods company named Tod’s. He looks like a normal tourist, but people do not know that he is the one who puts 25 million euros of his company’s money to sponsor a full restoration of the monument. The Colosseum is constructed by Flavian Emperor Vespasian in AD 72 and it is introduced the first time by his son Titus in AD 80. After time, the monument has been stained, eroded by pollution, and readies to fall apart. Many precious antique things were stolen by robbers and damaged by natural catastrophe. However, thanks to the Diego’s fund, the Colosseum is gradually healing now. According to the article, although the Colesseum earned 28.8 million euros in ticket sales in 2012, it only received 2 million euros for its operating costs because of the lack of money for other monuments. Therefore, under the low budget used for restoration, Rome’s mayor has to solicit private funding to lure money from corporations, and Tod’s is one of the two companies which win the auction to restore the Colosseum. However, it leads to a huge national controversy about misusing the Colosseum by Tod’s. A court is held, and Tod’s is the winner, but it delayed Diego’s fund for two years. Although Diego’s fund had been delayed, he did not give up his ideal. He said “Italians who have had success and luck in life should give back to their country.” Thanks to his effort, many companies have started to restore other Italian’s monuments since they think their effort will help build a face of Italy and make the economy gets better.

Critique

Today, many modern tall buildings were born and they usually accompany with a sign of a city or country. For example, when we introduce New York, we talk about the Empire State Building. However, I think we should preserve our historic building as well. Many historic buildings are faces of the culture, effort, and commitment of our ancestors at that time. Therefore, the buildings are the best place where we commemorate our ancestors and their achievements. Furthermore, historic buildings are the best place for foreigners to visit and learn our culture. Therefore, preserving our historic buildings will result in a large amount of money flowing in our government budget. However, sometimes, it leads to some debates about advertising, misusing like the problem of Tod’s company. In my opinion, when companies throw out millions of dollars to help preserve a building, it is right for them to use that donation to advertise their public images. Those companies still have to pay for thousands of people, so they cannot donate that much money without having any benefits. Moreover, allowing advertising will make more and more companies to come in and help restore other buildings. It is a mutual benefit, the city not only has fund to preserve a monument but also earns money from it, the company can effectively public their good image and therefore, they could lure more customers to use their products or services.

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