2023考研英語閱讀網售藝術品點亞馬遜
The internet giant s fine-art venture is unlikely tosell many masterpieces
互聯網巨頭的藝術冒險，看樣子賣不出幾件珍寶
WITH a mouse click you can add Norman Rockwell s Willie Gillis: Package from Home to yourAmazon shopping cart.
只需輕輕點擊鼠標，你便可以把諾曼洛克威爾的名畫《威利吉利斯：從家打包》加入你的亞馬遜亞馬遜購物車。
But you will need boldness and a bulging bank account to proceed to checkout: it costs4.85m.
但是，你還需要足夠的膽量和充足的資金去結算：該畫價值485萬美元。
The oil painting went on sale in August, when Amazon splashily announced that it would addfine art to earth s biggest selection of consumables.
八月，這幅油畫開始在網上銷售，當時亞馬遜高調宣布將會向其 世界上最齊全的消費品中加入美術作品。
But it will not be easy to sell art alongside books and barbecues.
但是，銷售書籍和烤肉架容易，賣美術作品就難了。
Amazon s arty initiative is not revolutionary.
亞馬遜銷售美術作品的點子并非首創，
Hundreds of dealers already sell artonline, swarming into every niche and bristling with gimmicks.
成千上萬的經銷商已經在網上買美術作品了，其勢頭可謂無孔不入，賺足了噱頭。
Sedition sells digital works, some by famous artists.
還有炒作銷售數碼作品者，其中部分出自名家之手，
Artsy figures out buyers tastes from their browsing activity.
而那些偽藝術家則從買家的瀏覽記錄中揣摩其需求。
Artnet, the self-proclaimed market leader, auctioned 15m-worth of art last year and providesonline exhibition space to 1,700 galleries.
去年，自稱行業領跑者的Artnet拍賣出了價值1500萬美元的美術作品，在其網站上陳列了1700個畫廊。
Christie s and Sotheby s, the best-known auction houses, have long accepted online bids as anextension of their traditional sales.
最負盛名的兩家拍賣行佳士得、蘇富比早已將網上招標作為其傳統銷售的延伸部分。
So far, all this has made little impression.
迄今為止，效果并不理想。
Online art sales were 870m in 2023, less than 2% of the 56 billion global art market,according to a report published by Hiscox, an insurer.
希思可保險公司的報告顯示，2023年網上藝術品銷售成交額僅為8.7億美元，不到全球美術作品市場成交總額560億的2%。
Assuming that art will progress online at the same rate as luxury goods, the report predictsthat sales will more than double to 2.1 billion by 2023.
該報告預測假設網上銷售藝術品的增長速度同奢侈品一樣，到2023年其銷售總額將會翻一番達到21億美元。
Even then, online s share will still be modest.
即便那時，網上藝術品銷售總額仍是微不足道。
Pure online art sales, in which anyone can buy and deals are struck on a website, happenmainly on the blurry boundaries between art, craft and mass production.
純粹網上所銷售的是一些介于美術作品、手工藝品及其他批量生產的藝術品，任何人都能在網上購買、交易。
Jonas Almgren, the boss of London-based Artfinder, sees his site as a painterly version ofEtsy, a successful American portal for selling handmade wares.
公司Artfinder的老板喬納斯阿姆格倫將自己的網站比作美術版的Etsy一家成功的美國手工藝品網絡商店，
Both cater to a popular craving for one-of-a-kind goods.
二者均迎合了部分人對絕無僅有商品的渴望心理。
Artspace sells mainly limited-edition prints and photographs.
它主要銷售限量版的復制品及照片。
The lower end of the art market will largely shift online, predicts Skate s, an art-marketresearch firm.
藝術市場調查公司Skate預測，低端藝術品市場將會主要轉戰網絡。
Higher up, things get more complicated.
至于高端市場，情況則更加復雜。
Artists yearn to exhibit in real galleries; collectors want to experience first-hand a work sscale and texture.
藝術家們期待真正的美術展，收藏愛好者希望直接體驗藝術作品的尺寸、質感，
In the secondary market the spectre of forgery makes them wary of dealing with virtualvendors.
而來自二級市場的山寨貨則讓他們對虛擬供應商有所忌憚。
When the price of an artwork tops 5,000, you want a relationship with a client, says SteveLazarides, a specialist in urban art who runs both physical galleries and an online shop.
當某件藝術作品的價值最高達到5000英鎊時，你希望同客戶建立一定的業務關系，斯蒂夫拉扎里迪斯說道;斯蒂夫是都市藝術方面的專家，他即開了實體畫廊，還開了一家藝術品銷售網店。
The priciest bargains are struck between dealers and coteries of collectors they know well.
最為昂貴的交易往往在經銷商及其圈子內熟知的收藏者之間達成，
The terms are almost always secret.
這種交易通常都是秘密進行的。
With living artists, relationships matter even more.
對于那些仍在世的藝術家，人際關系就更加重要了。
Dealers are expected to nurture their careers, which means managing prices, too.
經銷商希望完善其職業，這也就意味著控制價格。
It is an unwritten law that they must never fall, says Friederike Hauffe, who teaches a coursein art marketing atBerlin s Free University.
弗里德里克哈菲表示有一條不成文的規則，即經銷商不能失敗，哈菲在柏林的一家自由大學教授藝術市場課程。
Some dealers discourage collectors from selling the work of an artist they represent; if onecomes up for auction they might bid up prices. To fail to sell an item at auction is to burn it.
部分經銷商不讓收藏者出售他們持有的某位藝術家作品，如果這些收藏家再度競標他們會抬高這些作品的價格，而一旦某件拍賣品未中標，該作品就會被燒掉。
That does not mean that online marketing plays no role at the top end.
這并非意味著網絡銷售市場在高端藝術品層面無關緊要，
Swanky galleries have long e-mailed images to potential buyers.
積極的畫廊早就開始向潛在的客戶發郵件。
Many exhibit art online to attract global interest but conduct transactions in cosier settings.
許多畫廊在網上開展覽以吸引全球顧客，但進行交易卻在實體店中。
Nearly four-fifths of galleries insist on some direct contact with buyers, according to theHiscox report.
希思可保險公司的報告稱，將近五分之四的畫廊堅持直接同賣家聯系。
Most online sales above 100,000 happen via the electronic bidding channels of auction housessuch as Christie s.
大部分在網上銷售的價值超過10萬美元的美術品都是通過諸如佳士得拍賣行的電子招標渠道實現的。
But this may be changing. The prices collectors are willing to pay online are creeping up.
但是，情況或許會改變。收藏家愿意在網上購買的藝術品的價格在不斷上升，
Friendships with dealers are beginning to seem less vital.
同經銷商的關系似乎開始不那么那么重要了。
Christie s launched online-only sales in 2011 with an auction of Elizabeth Taylor memorabilia.
2011年，佳士得舉行了唯一一次網絡拍賣，該拍賣會拍賣的是為伊麗莎白泰勒的珍藏品。
Saatchi Online thrusts itself into the heart of the new-art nexus: it represents artists directly,bypassing galleries, and is happy to sell to all kinds of people, says its chief curator, RebeccaWilson.
薩奇在線的總策展人麗貝卡威爾遜稱，薩奇在線則來勢洶洶，直擊新藝術銷售要害：跳過畫廊直接代表藝術家，并且樂意同任何群體做生意。
Amazon is not in the business of managing artists careers. You can buy a Jeff Koons print onthe site for 33,750 but are unlikely to find his giant steel Tulips.
亞馬遜不是經營藝術品的行家，你可以在上面買到杰夫昆斯價值33750美元的雕塑，但不大可能買到其巨型鋼鐵雕塑《郁金香》。
Mr Almgren thinks Amazon will struggle to sell even more modest works.
阿姆格倫認為亞馬遜將會努力銷售更多的中檔藝術品，
There is an enormous mismatch between Amazon s utilitarian website and the inspirationalapproach you need to sell art, he thinks.
他認為亞馬遜的功利主義性的網站和銷售藝術品最鼓舞人心的途徑有些背道而馳。
Perhaps that is why, as late as September 18th, Willie Gillis was still for sale.
或許這就是《威爾吉利斯》到九月十八日還無人問津的原因。
詞語解釋
1.shopping cart 購物車
Everyone knows what a shopping cart process is,right?
每個人都知道一個購物車的流程是什么吧?
Maybe we should get a shopping cart.
也許我們應該推一輛購物手推車才對。
2.proceed to 去往， 進入
We proceed to a closer discussion of the eurozone.
我們繼續深入討論歐元區。
The banks then proceed to expand credit and hence the nation s money supply in theform of check deposits.
然后銀行通過存款支票的形式繼續擴張信貸和國家的貨幣供應。
3.easy to 便于
The interface is clean and easy to use.
它的界面很清爽，便于使用。
It is easy to understand mrs obama s frustration.
人們很容易理解奧巴馬夫人的惱怒而又不知所措。
4.swarming into 涌入
But while housing investors have been swarming into london, bankers, anxiously scanningmonday s interim report from the independent commission on banking, have beenthreatening to leave.
盡管房地產投資者正大舉涌入倫敦，但不安地瀏覽英國銀行業獨立委員會周一公布的中期報告的銀行家們，卻一直揚言要離開倫敦。
The internet giant s fine-art venture is unlikely tosell many masterpieces
互聯網巨頭的藝術冒險，看樣子賣不出幾件珍寶
WITH a mouse click you can add Norman Rockwell s Willie Gillis: Package from Home to yourAmazon shopping cart.
只需輕輕點擊鼠標，你便可以把諾曼洛克威爾的名畫《威利吉利斯：從家打包》加入你的亞馬遜亞馬遜購物車。
But you will need boldness and a bulging bank account to proceed to checkout: it costs4.85m.
但是，你還需要足夠的膽量和充足的資金去結算：該畫價值485萬美元。
The oil painting went on sale in August, when Amazon splashily announced that it would addfine art to earth s biggest selection of consumables.
八月，這幅油畫開始在網上銷售，當時亞馬遜高調宣布將會向其 世界上最齊全的消費品中加入美術作品。
But it will not be easy to sell art alongside books and barbecues.
但是，銷售書籍和烤肉架容易，賣美術作品就難了。
Amazon s arty initiative is not revolutionary.
亞馬遜銷售美術作品的點子并非首創，
Hundreds of dealers already sell artonline, swarming into every niche and bristling with gimmicks.
成千上萬的經銷商已經在網上買美術作品了，其勢頭可謂無孔不入，賺足了噱頭。
Sedition sells digital works, some by famous artists.
還有炒作銷售數碼作品者，其中部分出自名家之手，
Artsy figures out buyers tastes from their browsing activity.
而那些偽藝術家則從買家的瀏覽記錄中揣摩其需求。
Artnet, the self-proclaimed market leader, auctioned 15m-worth of art last year and providesonline exhibition space to 1,700 galleries.
去年，自稱行業領跑者的Artnet拍賣出了價值1500萬美元的美術作品，在其網站上陳列了1700個畫廊。
Christie s and Sotheby s, the best-known auction houses, have long accepted online bids as anextension of their traditional sales.
最負盛名的兩家拍賣行佳士得、蘇富比早已將網上招標作為其傳統銷售的延伸部分。
So far, all this has made little impression.
迄今為止，效果并不理想。
Online art sales were 870m in 2023, less than 2% of the 56 billion global art market,according to a report published by Hiscox, an insurer.
希思可保險公司的報告顯示，2023年網上藝術品銷售成交額僅為8.7億美元，不到全球美術作品市場成交總額560億的2%。
Assuming that art will progress online at the same rate as luxury goods, the report predictsthat sales will more than double to 2.1 billion by 2023.
該報告預測假設網上銷售藝術品的增長速度同奢侈品一樣，到2023年其銷售總額將會翻一番達到21億美元。
Even then, online s share will still be modest.
即便那時，網上藝術品銷售總額仍是微不足道。
Pure online art sales, in which anyone can buy and deals are struck on a website, happenmainly on the blurry boundaries between art, craft and mass production.
純粹網上所銷售的是一些介于美術作品、手工藝品及其他批量生產的藝術品，任何人都能在網上購買、交易。
Jonas Almgren, the boss of London-based Artfinder, sees his site as a painterly version ofEtsy, a successful American portal for selling handmade wares.
公司Artfinder的老板喬納斯阿姆格倫將自己的網站比作美術版的Etsy一家成功的美國手工藝品網絡商店，
Both cater to a popular craving for one-of-a-kind goods.
二者均迎合了部分人對絕無僅有商品的渴望心理。
Artspace sells mainly limited-edition prints and photographs.
它主要銷售限量版的復制品及照片。
The lower end of the art market will largely shift online, predicts Skate s, an art-marketresearch firm.
藝術市場調查公司Skate預測，低端藝術品市場將會主要轉戰網絡。
Higher up, things get more complicated.
至于高端市場，情況則更加復雜。
Artists yearn to exhibit in real galleries; collectors want to experience first-hand a work sscale and texture.
藝術家們期待真正的美術展，收藏愛好者希望直接體驗藝術作品的尺寸、質感，
In the secondary market the spectre of forgery makes them wary of dealing with virtualvendors.
而來自二級市場的山寨貨則讓他們對虛擬供應商有所忌憚。
When the price of an artwork tops 5,000, you want a relationship with a client, says SteveLazarides, a specialist in urban art who runs both physical galleries and an online shop.
當某件藝術作品的價值最高達到5000英鎊時，你希望同客戶建立一定的業務關系，斯蒂夫拉扎里迪斯說道;斯蒂夫是都市藝術方面的專家，他即開了實體畫廊，還開了一家藝術品銷售網店。
The priciest bargains are struck between dealers and coteries of collectors they know well.
最為昂貴的交易往往在經銷商及其圈子內熟知的收藏者之間達成，
The terms are almost always secret.
這種交易通常都是秘密進行的。
With living artists, relationships matter even more.
對于那些仍在世的藝術家，人際關系就更加重要了。
Dealers are expected to nurture their careers, which means managing prices, too.
經銷商希望完善其職業，這也就意味著控制價格。
It is an unwritten law that they must never fall, says Friederike Hauffe, who teaches a coursein art marketing atBerlin s Free University.
弗里德里克哈菲表示有一條不成文的規則，即經銷商不能失敗，哈菲在柏林的一家自由大學教授藝術市場課程。
Some dealers discourage collectors from selling the work of an artist they represent; if onecomes up for auction they might bid up prices. To fail to sell an item at auction is to burn it.
部分經銷商不讓收藏者出售他們持有的某位藝術家作品，如果這些收藏家再度競標他們會抬高這些作品的價格，而一旦某件拍賣品未中標，該作品就會被燒掉。
That does not mean that online marketing plays no role at the top end.
這并非意味著網絡銷售市場在高端藝術品層面無關緊要，
Swanky galleries have long e-mailed images to potential buyers.
積極的畫廊早就開始向潛在的客戶發郵件。
Many exhibit art online to attract global interest but conduct transactions in cosier settings.
許多畫廊在網上開展覽以吸引全球顧客，但進行交易卻在實體店中。
Nearly four-fifths of galleries insist on some direct contact with buyers, according to theHiscox report.
希思可保險公司的報告稱，將近五分之四的畫廊堅持直接同賣家聯系。
Most online sales above 100,000 happen via the electronic bidding channels of auction housessuch as Christie s.
大部分在網上銷售的價值超過10萬美元的美術品都是通過諸如佳士得拍賣行的電子招標渠道實現的。
But this may be changing. The prices collectors are willing to pay online are creeping up.
但是，情況或許會改變。收藏家愿意在網上購買的藝術品的價格在不斷上升，
Friendships with dealers are beginning to seem less vital.
同經銷商的關系似乎開始不那么那么重要了。
Christie s launched online-only sales in 2011 with an auction of Elizabeth Taylor memorabilia.
2011年，佳士得舉行了唯一一次網絡拍賣，該拍賣會拍賣的是為伊麗莎白泰勒的珍藏品。
Saatchi Online thrusts itself into the heart of the new-art nexus: it represents artists directly,bypassing galleries, and is happy to sell to all kinds of people, says its chief curator, RebeccaWilson.
薩奇在線的總策展人麗貝卡威爾遜稱，薩奇在線則來勢洶洶，直擊新藝術銷售要害：跳過畫廊直接代表藝術家，并且樂意同任何群體做生意。
Amazon is not in the business of managing artists careers. You can buy a Jeff Koons print onthe site for 33,750 but are unlikely to find his giant steel Tulips.
亞馬遜不是經營藝術品的行家，你可以在上面買到杰夫昆斯價值33750美元的雕塑，但不大可能買到其巨型鋼鐵雕塑《郁金香》。
Mr Almgren thinks Amazon will struggle to sell even more modest works.
阿姆格倫認為亞馬遜將會努力銷售更多的中檔藝術品，
There is an enormous mismatch between Amazon s utilitarian website and the inspirationalapproach you need to sell art, he thinks.
他認為亞馬遜的功利主義性的網站和銷售藝術品最鼓舞人心的途徑有些背道而馳。
Perhaps that is why, as late as September 18th, Willie Gillis was still for sale.
或許這就是《威爾吉利斯》到九月十八日還無人問津的原因。
詞語解釋
1.shopping cart 購物車
Everyone knows what a shopping cart process is,right?
每個人都知道一個購物車的流程是什么吧?
Maybe we should get a shopping cart.
也許我們應該推一輛購物手推車才對。
2.proceed to 去往， 進入
We proceed to a closer discussion of the eurozone.
我們繼續深入討論歐元區。
The banks then proceed to expand credit and hence the nation s money supply in theform of check deposits.
然后銀行通過存款支票的形式繼續擴張信貸和國家的貨幣供應。
3.easy to 便于
The interface is clean and easy to use.
它的界面很清爽，便于使用。
It is easy to understand mrs obama s frustration.
人們很容易理解奧巴馬夫人的惱怒而又不知所措。
4.swarming into 涌入
But while housing investors have been swarming into london, bankers, anxiously scanningmonday s interim report from the independent commission on banking, have beenthreatening to leave.
盡管房地產投資者正大舉涌入倫敦，但不安地瀏覽英國銀行業獨立委員會周一公布的中期報告的銀行家們，卻一直揚言要離開倫敦。
