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The World’s Most Famous Penguin 企鹅出版社传奇

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It’s quite possible the world’s most well-known penguin. With its head looking over its left shoulder and white belly in full view, it is instantly recognizable. No, it is not a live penguin. It’s the Penguin Books logo.

它可是全世界最知名的企鹅。它的头部微侧，朝左肩膀望去，白色的肚腹清晰可见，任何人一看到它都能认得出它出来。但它可不是一只真的企鹅喔，它是企鹅出版社的商标。

The story began in 1935, after a meeting in Devon, England between Allan Lane and crime author Agatha Christie. Looking for something to read on the train ride back to London, Lane was unhappy with the selection of books available in the stalls. There and then, he decided that a good-quality and affordable selection of fiction should be made available to the public.

话说公元1935年，艾伦．连恩在英国德凡郡和侦探小说家艾嘉莎．克莉丝蒂会晤后，要搭火车回伦敦。当时艾伦想找几本书在火车上看，却对书报摊上所提供的选择感到不满。当下他便下定决心，要出版一套高质量的平价小说，提供给一般民众阅读。

But first, Lane needed a logo. When his secretary suggested a penguin, a person was dispatched to the zoo to make a few sketches. From them, the logo was formed. Today, the Penguin logo is one of the most recognizable brands in the world. The first books were published in the summer of 1935 and included novels by Hemingway and Christie. At the same cost of a packet of cigarette, the books were an instant hit. Over 3 million paperbacks were sold in the first year. Over the years, it added the Classics series (1946), as well as histories, biographies, and translations of world literature.

但首先，艾伦需要一个企业商标。当他的秘书建议以企鹅为商标时，他马上派人到动物园去画了一些草图回来。今天的企鹅商标就是从那些草图修改得来的。这个企鹅标志是目前全球最知名的品牌之一。在1935年的夏天，企鹅出版社发行了旗下第一批小说，其中包括海明威和克莉丝蒂的作品。由于售价和一包香烟一样，这些书立刻成为畅销商品，在第一年就销售超过三百万册。之后，企鹅出版社又推出一系列的古典文学（1946年）、历史、传记、和世界名著选译。

Penguin has always stood for freedom of expression. Over its history, it has published many controversial books, including Lady Chatterley’s Lover, The Satanic Verses, and Michael Moore’s Stupid White Men. Affordable, high-quality, and unstoppable, the Penguin proudly walks on.

言论自由是企鹅图书一贯秉持的理念。过去这几年来，它出版过许多颇具争议的书籍，其中包括《查泰莱夫人的情人》、《魔鬼诗篇》、和麦可摩尔的《愚蠢的白种人》。平实的价格、卓越的质量及不屈不挠的信念──企鹅出版社以稳健的步伐迈向永续经营。

−by J. Michael Cole

Vocabulary

recognizable [ˋrɛkəg͵naɪzəb!] adj. 可识别的

logo [ˋlogo] n.〔公司或组织的〕标识﹐标志

affordable [əˋfɔrdəb!] adj. 负担得起的

dispatch [dɪˋspætʃ] v. 派遣

controversial [͵kɑntrəˋvɝʃəl] adj. 有争议的

More Information

look over: 检查 to examine something carefully

in full view: 全都看得见的 easily visible

stall [stɔl] n. 摊位；书报亭

there and then: 当时当地; 立即 at that precise time and place; on the spot

fiction [ˋfɪkʃən] n.（总称）小说

sketch [skɛtʃ] n. 速写，素描

paperback [ˋpepɚ͵bæk] n. 平装本

classic [ˋklæsɪk] adj. 经典的

biography [baɪˋɑgrəfɪ] n. 传记

stand for: 代表 to signify something

expression [ɪkˋsprɛʃən] n. 表达；表示

unstoppable [ʌnˋstɑpəb!] adj. 制止不住的﹐阻止不了的

Reading Questions

1.   What made Allan Lane want to start a publishing company?

A.  He was mostly motivated by money.

B.  He was unhappy with the selection of books available.

C.  He thought it would be a relatively easy job.

D.  He wasn’t rained to do anything else.

2.   Which of the following statements about Penguin Books is NOT true?

A.  It might have the world’s best known penguin logo.

B.  Its logo was designed by Lane’s secretary.

C.  The company has always stood for freedom of expression.

D.  It has published a number of controversial books.

3.   Which of the following statements can be inferred from the article? 

A.  To be successful, Penguin Books needs a better logo.

B.  Penguin Books will not be as successful as it used to be.

C.  Penguin Books is afraid to print books that may offend people.

D.  Penguin will continue to be successful because of the quality and affordability of its books.

Answer