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《杀死一只知更鸟》流行的商业原因

The real reason To Kill A Mockingbird became so famous

What if I told you that
如果我告诉你
To Kill A Mockingbird is overrated?
《杀死一只知更鸟》被高估了 你会怎样?
“Can you, uh…can you read and write?”
“你会……你会识字写字吗?”
Wait, Atticus, let me explain, let me explain.
等等 阿提克斯 听我解释 听我解释
What I’m saying is it’s weird how this book is so, so famous.
我的意思是这本书火的方式有点奇怪
Let me tell you a story.
我先给你们讲个故事
I read this book for fun in fourth grade.
四年级时 我看这本书是为了好玩
I lived in Tennessee,
那时我住在田纳西州
thought it was amazing,
觉得这本书太棒了
even though I probably didn’t understand it.
尽管我可能都没太看懂
Moved. Read it in sixth grade class.
接着 在六年级的课上又读到了它
Moved. Read it ninth grade.
然后 九年级时看了一遍
Moved. Read it again.
再然后 读了一遍又一遍
By the end of school,
初中毕业之前
I had read this book six times. Six times.
我已经看了这本书六遍 六遍啊
I personally never read any of these books for school.
我个人从没读过学校其他的必读书目
So was To Kill A Mockingbird really 600%
《杀死一只知更鸟》真的比其他所有的书
better than all of these other books?
要好六倍吗?
I think there’s a surprising reason it’s so famous.
我想它这么火肯定有一个出人意料的原因
Beyond Atticus Finch being great.
除了阿提克斯·芬奇很棒之外
“I don’t care what the reasons are.”
“我并不关心这个理由是什么”
Please. Give me a chance.
拜托 给我个机会吧
To understand why this book was a school staple,
要想知道为什么这本书成了学校教材
you need to understand other books.
你得先了解其他的书
Like the illicit love in The Hangman’s Whip.
比如《刽子手的鞭子》里的私情
When Harper Lee got To Kill A Mockingbird
1960年 哈珀·李出版《杀死一只知更鸟》的时候
published in 1960, she never expected it to be a massive hit.
她从没想过这本书会大卖特卖
As she said in her only radio interview:
正如她在她唯一的电台采访中说的那样:
“My reaction to it was not one of surprise, it was one of sheer numbness.”
“我的反应不是惊讶 而是完全麻木”
It got a good review in the New York Times
《纽约时报》对这本书的评价不错
(though it earned less coverage than “Ceremony
尽管这本书的版面比
in Lone Tree” by Wright Morris).
赖特·莫里斯的《孤树中的典礼》要少
But let’s be clear:
我们还是不卖关子了:
it sold millions of copies in hardback.
这本书的精装本卖了几百万册
It won the Pulitzer Prize for fiction in 1961.
1961年 它获得了普利策文学奖
The hit movie came out in 1962.
1962年被搬上了大荧幕
Here’s Gregory Peck, AKA Atticus,
这是格里高利·派克 也就是阿提克斯
and Harper Lee, posing as…
和哈珀·李摆着……
well, I don’t know why they’re posing like that,
好吧 我不知道为什么他们摆成那种姿势
but I like it.
但是我喜欢
The movie poster had a big picture of the book on it.
电影海报是醒目的原著图片
So this book was a big critical and popular hit.
这本书成了人们关注和评论的热点
But it didn’t win all of the awards.
但它并没有拿到所有的奖项
And it wasn’t the best selling book of the year.
也不是年度最受欢迎的作品
So what took it from hit to legend?
那么是什么让这本书从热门走到传奇?
The most important thing to notice about
关于1961年普利策奖
that 1961 Pulitzer Prize isn’t the prize.
最需要了解的不是奖项本身
It’s the year.
而是这一年的年份
You probably recognize this logo.
你可能认识这个商标
It’s from Penguin Books, and it’s familiar
这个商标来自企鹅读书
because the company has been around,
它之所以为人熟知
with pretty much the same waddling logo,
是因为这家公司从1935年开始
since 1935.
就一直在用这个企鹅的标志
When Allen Lane founded the UK company,
当艾伦·莱恩成立这家英国公司时
paperback books were revolutionary.
平装书还是一种革新产物
The idea was to print good books, in paperback,
平装书的理念就是印刷平装好书
so they’d be cheaper than hardbacks.
所以它们会比精装版便宜
That revolution quickly spread to America
这一变革同口袋书和其他竞争者一起
with Pocket Books and other competitors.
迅速传到了美国
But it wasn’t just about cheap paper
但这不仅仅是因为便宜
and tiny, mass market size books.
小巧 以及较大的市场份额
Distribution was key.
书的分销才是关键
Suddenly, cheap books flooded dime stores,
瞬间 便宜的书涌入折扣商店
newsstands, and gas stations.
报摊 以及加油站
Crime writers like Mickey Spillane became huge stars.
米基·斯皮兰等犯罪小说家成了巨星
Just look at this guy.
看看这家伙
He’s an author.
他是个作家
The books started out seedy.
平装书开始如野草般增长
Popular Library published stuff like
大众图书馆出版社出版了
Silence in Court! and Devil Take Her.
《法庭肃静》 以及《魔鬼缠身》之类的书
But respectable stuff trickled in too,
一些备受推崇的书也加入了进来
occasionally with sexy covers,
有时还带着性感的封面
like this shirtless Great Gatsby.
比如这位赤裸上身的伟大的盖茨比
Paperbacks became mainstream quickly.
平装书迅速成为了主流
By 1961, the New York Times was calling it
到1961年《纽约时报》称这一变化为
“The Paperback Revolution.”
“平装书革命”
They said paperbacks weren’t just for
他们称平装书不仅仅是用在
“sex, sadism and the smoking gun.”
“性 虐待 以及确凿的证据”
The books were actually being used…in schools.
平装书其实已经进入了学校
That’s where To Kill A Mockingbird comes in.
《杀死一只知更鸟》正是这时出现的
Remember that book, The Hangman’s Whip?
还记得《刽子手的鞭子》这本书吗?
Popular Library published that,
它是大众图书馆出版社出版的
and in 1962
在1962年
they also put out the mass market paperback
他们还出版了面向大众市场的
for To Kill A Mockingbird.
平装书《杀死一只知更鸟》
Paperbacks were finally coming into their own.
平装书的时代终于到来
And To Kill A Mockingbird had perfect timing.
而《杀死一只知更鸟》出现的时机正好
Teachers had a cheap, popular,
老师们用起了便宜 受欢迎
respectable book.
而且受人尊敬的书
And throughout the 60s, paperback
在整个60年代
publishers thought of education as El Dorado.
平装书出版商把教育视为黄金国
El Dorado’s a mythical city of gold,
黄金国就是传说中的黄金之城
in case you forgot.
万一你忘了的话
Margins on mass-market paperbacks were small,
销量巨大的平装书利润很小
so publishers made money by selling huge numbers.
所以出版商们都靠薄利多销来赚钱
Paperbacks sold a lot of copies worldwide.
平装书在世界各地都卖得很好
5 million. 11 million.
500万册 1100万册
And on and on and on.
越来越多 越来越多
That’s why To Kill A Mockingbird is so famous.
这就是为什么《杀死一只知更鸟》这么出名
And you get the sense Harper knew it, too.
你会觉得哈珀本来就知道这事
When Lee died, her estate almost immediately
李去世时 她的继承者几乎是立马宣布
said they would discontinue the mass market version of the book.
他们将不再卖这本书的平装本
Even if you think the paperback revolution
即使你觉得平装书革命
made the book overrated,
让这本书被高估了
it’s still kind of sad.
想想还是让人有些惋惜
These books, these cheap paperback,
这些书 这些便宜的平装书
kinda hard to read mass-market books —
读起来稍有困难的大众读物
they’re worth more than their price.
它们的价值远高于它们的价格
Maybe they shouldn’t be killed.
也许不应该让它们消失
“Mockingbirds don’t do anything but make music for us to enjoy.
“知更鸟除了给我们唱歌也没做别的
They don’t eat people’s gardens,
它们不会来糟蹋人们的花园
don’t nest in the corncribs.
也不会在仓库里筑巢
They don’t do one thing but just
除了为我们倾心歌唱
sing their hearts out for us.”
它们没有做任何事”
This video is actually the first
本期视频其实是我的第一期
in a series we’re doing about Overrated icons.
经典作品被高估系列视频
You can look down below for our Facebook page
视频下方有我们的Facebook链接
where we have more videos and articles
那里有更多的视频和文章
and all sorts of other stuff
以及其他所有内容
about things that might be just a little overrated.
关于可能被高估了那么一点点的作品

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视频概述

在这一期“高估”系列视频中,沃克斯探究了哈珀·李《杀死一只知更鸟》成功的背后,那些不为人知的商业原因. 哈珀·李的《杀死一只知更鸟》是一部文学经典,也是平装本革命中的一本划时代的书。多亏了企鹅出版社这样的出版商,平装书戏剧性地从低级小说和廉价小说变成了阅读伟大文学作品的一种合法方式。 《杀死一只知更鸟》出现的时机巧妙利用了这一商业转变,它能成为课堂上的经典读物离不开商业和文学这两方面的因素。

听录译者

收集自网络

翻译译者

Erithacus rubecula

审核员

审核员YQ

视频来源

https://www.youtube.com/watch?v=YSVlSmZWzm0

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