1、1本科毕业论文外文翻译外文文献译文标题法兰克福书展一个闪耀60年的品牌展会案例资料来源施普林格作者PETERWEIDHAAS尽管法兰克福书展模仿莱比锡书展,将它作为学习的样本,但是它并不是莱比锡书展的翻版。斯坦利先生依然记得在1943年12月4日炸弹袭击之后,莱比锡的出版商灾难性地减少。还有他在德国的书店中心也遭到的损害。他通过自己的一些途径得知了莱比锡的书展,并且成为了德国书展组织者的一名崇拜者。莱比锡不仅仅是展示德国书展观念的地理上的驻扎地,它还代表了出版商和图书销售者的一种精神,和一种坚定的书展专业人员的信念,这种信念从19世纪开始传至今日。但是,在战争之后,这些精神和信念却永久的消失了
2、。斯坦利先生没有意识到莱比锡书商的传统文化已经失去了它最初的力量,这就像发生在150年前的法兰克福的那件事情一样。现在有必要去建立一种新的传统文化了。正在这个时候,法兰克福具备了正向、积极、前进的精神潮流。法兰克福书展在国际化方面发展的相当迅速。在它出现后的第五年即1953年,国外参与者(来自11个国家的505)就超过了德国的出版商(484)。外国人在提到广泛受尊敬的国际书籍交易地时都会只谈论法拉克福。而且,法兰克福在那时还是一个各方面发展的发源地,尤其是在国际商务方面。“每一个人来法兰克福是因为每个人都来法兰克福。”书展的成长似乎变得永久、不可停止了。但是出乎意料的是,政治事件和政治集团接管
3、了这个书展。我认为直到40年后的今天,还有这样的言论存在“68届我不想评论那些年轻人的政治野心对参展商的伤害。”根据法兰克福书展的组织者的观点来看,科恩和他的伙伴真正地将那些应该被出版商和图书销售者作为目标的参与团体展示了出来。确切的说,这个团体就是读者。自从被他们严肃的同事在会议上干扰之后,很多抱着商业目的前来的展览会参观者认为“关注大众”是一件很麻烦的事情。公众干扰了他们的商务会议、合同签订、谈判进程、达成协议和出口。公众使那些想要达成协议的商人们分心。自从我在这个书展工作开始,我就为对这个团体的忽视而担忧。当我成为2书展的理事后,我坐下来思考,试图找到这样一个问题的答案谁才是这个展会的决
4、定人出版商,零售商,图书管理员,作者,机构,印刷商还是读者这个问题的研究结果在后来被我们建立成为了“中心”制度,这一制度在后来被文学机构、权力中心、国际书商和图书中心、德国售书中心、印刷中心、插图画家中心、翻译中心等尊崇和使用。不幸的是,读者和作者并没有被包括在这个官方的结构中,尽管读者是参观者中占了半数的一个团体。自从公共媒体报纸和电视满足了这一团体的需求后,一个麻烦产生了。直到1967年,法兰克福书展主要是一个贸易展,没有100家以上的参观者和媒体。到了1968年,参与展会的媒体数量急剧上升。在20世纪70年代初期,有3000家以上的媒体登记参展。到了70年代后期,超过5000家主流媒体出
5、现在法兰克福书展上。在那时,我们要面临的是长久以来忽视读者而造成的一系列问题。在1968年,一些团体不再规矩地参加书展,他们袭击那些他们怀疑有不良书刊(如法西斯主义书籍、军国主义书籍和反女权主义书籍)展出的展台。他们将这些书籍扔出展台,并且唱着污秽的歌曲,满嘴都是控告的言论。这些平民的确打扰到了那些“只谈贸易”的专业的出版商。我是展会部门书展协会的一员,所以我知道发生了什么。在展览大厅里,干扰者像摔跤比赛那样,突然放弃了他们的冷酷、嘶吼变得有礼貌又受人尊敬起来。他们要求向负责人传达他们的抱怨、牢骚、和争辩。在那一刻,我控制住了一个知名的作家,又拦截住了一个激动地前出版商。我说“任何一个在这里喧
6、哗的人都是错的”,这才把会计从一个激动的写革命解决儿童的作者手中解救出来。这个绅士抓住我,不让我走长达10分钟。一段时间内,整个展会的一片混乱。没有人能够进行商务活动他们来这里的初衷。我们都知道,这些干扰者和一些文化改革很可能会摧毁这个书展。但是在1969年,对于组织制度和组织传统程序的反思成为了展会管理者所关注的。那些在先前的岁月里具有煽动性的展会规则被“关注法兰克福书展参观者”所代替。无数的出版商协会、作者协会会议和所谓的文学生产者会议被召开,得出的结果是建立“展会委员会”,来代表参观书展的大众的利益。在对他们的法律权限和义务进行一番讨论后,他们的情绪恢复了平静。这个委员会也成为了书展协会
7、的一员。在1970年,“展会委员会”统一通过了“展会章程”。此章程包3括了一下的内容法兰克福书展是一个公共展会;法兰克福书展主要为传递信息而服务,并服从宪政民主的批评意见;公众对书展的意见由公众讨论决定,警察无权干涉展出的书籍和其它产品。这个章程从来没有实施过。“公平的大众意见”也已经不再是讨论议题。曾经的活动者也已经分散到了各个专业团体。那个被书展上的公共事件所吸引,又敏锐察觉到学生需求的团体是新闻界。他们最后还是放弃了,因为学生团体的失败是显而易见的。如同其他印刷机构那样,一个重要的报纸机构依然希望混乱的再次发生。他们难以掩饰住自己对混乱没有发生的失望。1969年10月17日的一篇文章说“
8、没有比反对者冲进展会更糟糕的事情了。没有警察的介入可能会引起可怕的后果。”另外一家重要的报纸对德国的一家大型出版社进行了采访,问其是否对只有商务的展览比较感兴趣。出版社回答说不是,那太无趣了。还有报道说“书展已经病入膏肓,正在等待着它的最后时刻,再等六天就能知道它的命运了。”新闻界并没有退缩,他们继续自己的努力。他们从美国进口书籍并应用在本土,得到了很好的反响。这些书都变成了最畅销的书籍。在那时,新闻界中一些成员仍受到反资本主义思想的影响,行为过激。他们不想让自己受一些行销行为的影响。他们对书籍贸易和书籍展览进行了批评。自从那时起,他们的形象受到了一定的影响。到底发生了什么为什么我要对这段可以
9、被遗忘的法兰克福书展的插曲进行如此详细的阐述之后的68届展会才是新型书展的诞生。之前的展会模式是把注意力集中在展会本身和国际书籍上,对社会、文学、文化等进行讨论。我们将在那些年里所有干扰我们的东西加进展会里,如书籍内容、批评性评估、探讨、与参展者交流等。我们要避免这种新的模式对展会的负面影响。我们对每一年的特殊学科会特别地关注。每两年我们就要对一些重要的学科领域进行关注,如拉美文学、孩子与书籍、非洲黑人、宗教等。每一年都有特定的国家主题,如意大利、法国、日本、西班牙、巴西、澳大利亚、爱尔兰、波兰、俄罗斯、韩国、印度、阿拉伯、土耳其等。4外文文献原文TITLETHEFRANKFURTBOOKFA
10、IR60YEARSANDSTILLASHININGEXAMPLEMATERIALSOURCESPRINGERAUTHORPETERWEIDHAASITWASNOTTHEASHESOFTHELEIPZIGBOOKFAIRFROMWHICHTHEFRANKFURTBOOKFAIRAROSEALTHOUGHALLEFFORTSINTHEWESTEMULATEDTHISEARLIERPROTOTYPESIRSTANLEYREMEMBEREDTHECATASTROPHICDESTRUCTIONOFTHEPRINTINGQUARTERSOFLEIPZIGDURINGTHEBOMBINGRAIDOF4DEC
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13、ANDTHISTIMEFRANKFURTHADTHERIGHTPOSITIVECURRENTSTOMOVEFORWARDTHEFRANKFURTBOOKFAIRDEVELOPEDITSINTERNATIONALINTERESTSRATHERQUICKLYASEARLYASINTHEFIFTHYEAROFITSEXISTENCEORIN1953THEREWEREMOREFOREIGNPARTICIPANTS505FROM11COUNTRIESTHANGERMANPUBLISHERS484FOREIGNERSONLYTALKEDOFFRANKFURTWHENREFERRINGTOTHATWIDEL
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18、SRESEARCHWASTHEESTABLISHMENTOFOURCENTERSPOLICIESTHATWOULDLATERBEADMIREDANDUSEDINCLUDINGLITERARYAGENTS/RIGHTSCENTER,INTERNATIONALBOOKSELLERSANDLIBRARIANSCENTER,GERMANBOOKSELLERCENTER,PRESSCENTER,ILLUSTRATORSCENTER,TRANSLATIONCENTERETCUNFORTUNATELYREADERSANDAUTHORSWERENOTINCLUDEDINTHISOFFICIALINTEREST
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