2. 考研
  3. The publisher’s techniques for book promotion have become increasingly sophisticated in all advanced countries. The typical trav

The publisher’s techniques for book promotion have become increasingly sophisticated in all advanced countries. The typical trav

admin2014-12-11  28
问题     The publisher’s techniques for book promotion have become increasingly sophisticated in all advanced countries. The typical traveler or book salesman is likely to hold a college degree, certainly in the United States; he receives a careful briefing from the home office, with elaborate samples and sales aids, and perhaps a car provided, or partly provided, by the firm.【F1】A well-run publishing house issues two or three seasonal announcement lists with details of its forthcoming books, as well as an annual catalog of its present and past books still in print, which are sent to the principal booksellers and librarians. For many books, a prospectus may be issued, both for the use of booksellers and for direct mailing by the publisher. The distribution of review copies to the press is the last item in the normal program. These three steps, traveling, catalogs and reviews, are the vital elements in the machinery of book distribution, which it is virtually impossible to accomplish without the professional work of a publisher.【F2】The capacity of some authors to produce a quite presentable book with the help of a printer still leaves them far from their objective unless they can find a publisher to undertake its distribution.
    Newspaper and periodical advertising is the publisher’s principal means of reaching the public, and standards here have also risen considerably since World War II.【F3】Originally handled entirely by the publisher’s own staff, it is now not uncommon for the larger houses, especially in the United States and in some European countries, to employ advertising agencies to prepare the copy and the general details of the campaign for any important book.【F4】While few authors consider that their books are advertised adequately and most publishers are highly doubtful whether press advertising does in fact sell books, the amounts spent in relation to sales revenue are much higher than for most other commodities, seldom less than 5 percent for new books.
    【F5】Over the whole field of sales promotion, as publishing houses have grown in size and profitability , there has been a marked tendency for the more commercial methods of general business to be applied to books, which are aggressively promoted to retailers and the public in the same manner as are many other commodities. Though this may increase sales, at least in the short term, it may be doubted whether it is in the interests of the public and to the long-term advantage of good publishing.
【F3】
选项
答案以前出版商全靠自己的工作人员做推销，如今，大型出版社，特别是在美国和一些欧洲国家，专门聘请广告公司为主打书目制作广告并安排广告活动的具体过程。
解析 句子的主干是it is now not uncommon for the larger houses to employ advertising agenciesto prepare the copy and the general details。这是一个主语从句，真正的主语是the larger hou—ses。整个句子前半部分是状语，表示与后面情况进行比较，而句子中间插人了一个地点状语。especially in…该句中状语比较多，且句子本身较为复杂，因此我们可以考虑先把各自部分翻译出来，再看相互之间的逻辑关系，再组织句子。从句首的状语我们可以看出该部分描述的是之前的状况，那么后面就是现在的状况，找出主语从句的主语，按照意思顺着翻译下来即可。
转载请注明原文地址:https://jikaoti.com/ti/U3MRFFFM
0

考研英语一

相关试题推荐
随机试题
最新回复(0)