TikTok重塑美国的烹饪书籍(上)

霍利斯没有从政经历或王室剧情来推销这本书。但他在TikTok上拥有1020万粉丝。

双语精读

Three years ago, B. Dylan Hollis was an unemployed musician in Wyoming who had never baked anything outside a home-economics class, much less written a recipe.

三年前，B. 迪伦·霍利斯还是怀俄明州的一个待业音乐人，除了家政课之外，他从未烘焙过任何东西，更不用说写食谱了。

Last month, his debut cookbook, "Baking Yesteryear," became the best-selling book in the country. Not just the best-selling cookbook -- the No.1 book.

上个月，他的烹饪书处女作《旧日烘焙》成为美国最畅销的书。不仅仅是烹饪类书籍中最畅销的，而且是所有种类中的头号畅销书。

"Baking Yesteryear," which features vintage American recipes, sold 150,000 copies on its first day, and was one of the most preordered books in the history of its publisher, Penguin Random House -- just behind memoirs by the Obamas and Prince Harry.

《旧日烘焙》以美国的古老食谱为特色，首日售出15万册，也是其出版商企鹅兰登书屋有史以来预订量最高的书籍之一，仅次于奥巴马夫妇和哈里王子的回忆录。

Mr. Hollis has no political career or royal-family drama propelling his book. What he does have is 10.2 million followers on TikTok, where he has been posting cooking videos since 2020.

霍利斯没有从政经历或王室剧情来推销这本书。但他在TikTok上拥有1020万粉丝，自2020年以来他一直在这个平台上发布烹饪视频。

Mr. Hollis, 28, has big, curious eyes and a shapely swoop of hair, and peppers his rapid-fire speech with quaint expressions like "Oh, heavens!"

28岁的霍利斯有着一双好奇的大眼睛，头发梳成波浪造型，讲话时语速飞快，夹杂着许多复古的表达，比如"哦，天哪！"

Like many people, he got bored during the pandemic and began baking. Instead of making sourdough, he channeled his love for all things antique into preparing recipes from old community cookbooks.

像许多人一样，他在疫情期间感到无聊，于是开始烘焙。他没有做酸面团，而是把对复古之物的热爱引入烘焙，从社区老食谱中创造菜单。

His August 2020 TikTok video about pork cake racked up millions of views, and less than two years later, he signed a cookbook deal for what he would only describe as a "grand amount of money."

他在2020年8月发布了一条做猪肉蛋糕的TikTok视频，这个视频累计获得了数百万的点击量，不到两年后，他就签了一份撰写烹饪书的合约，关于这份合约，他只透露其"报酬不菲"。

He is one of several TikTok creators, many of them with little or no professional cooking experience, who have gone from tinkering in their home kitchens to topping best-seller lists in a remarkably short time.

霍利斯与几位TikTok创作者一样，他们大多数几乎没有专业烹饪经验，但他们在非常短的时间内从在家里的厨房鼓鼓捣捣，而一跃登上了畅销书排行榜的榜首。

In the process, they've shot a jolt of energy into a sagging cookbook market. Overall sales of cookbooks have fallen 14.5 percent from a year ago, according to the consumer analytics company Circana, and the top 50 cookbooks sold an average of 96,000 copies in the last 12 months.

在这个过程中，他们为低迷的烹饪书市场注入了一股活力。根据消费者分析公司Circana的数据，烹饪书的总体销量比一年前下降了14.5%，排名前50的烹饪书在过去12个月里的平均销量为9.6万册。

By comparison, "An Unapologetic Cookbook" by Joshua Weissman (seven million TikTok followers) has sold 316,000 copies. And Mr. Hollis's "Baking Yesteryear" has sold more than 165,000.

相比之下，约书亚·韦斯曼(TikTok粉丝为700万)的《不说道歉的食谱》售出了31.6万册。霍利斯的《旧日烘焙》也卖出了超过16.5万册。

No one is more surprised than Mr. Hollis. "I have only been baking for two years," said Mr. Hollis, who divides his time between Wyoming and Bermuda, where he grew up.

没有人比霍利斯更感到惊讶。"我只做了两年的烘焙，"霍利斯说，他在怀俄明州和百慕大（他的家乡）两地生活。

"To be known for baking without being trained or even particularly well-versed in the topic, now that is a very peculiar notion." "You have to ask yourself, 'Who deserves to publish a cookbook?'" he said.

"在没有受过培训，甚至没有特别精通烘焙的情况下而以烘焙闻名，这真的非常奇怪。""你必须问问自己，‘谁有资格出版一本烹饪书？'"他说。

The answer is changing rapidly. TikTok has altered what people look for in a cookbook -- or a cookbook author, said Vanessa Santos, the executive vice president of the publicity firm Mona Creative, which represents several cookbook writers.

答案正在迅速发生变化。宣传公司Mona Creative的执行副总裁瓦妮莎·桑托斯说，TikTok已经改变了人们对烹饪书或烹饪书作者的期望。Mona Creative是几位烹饪书作者的代理公司。

"A recipe doesn't need to be all that new or perfect," she said. "It is really just: Are they connecting with a personality?"

"食谱不一定要特别新奇或完美。"她说，"其实最主要的就是：人们与某个网络名人建立了联系吗？"

Not everyone agrees, even cookbook authors with big fan bases of their own. "When you do a 20-second video making a cake, it is really entertaining and interesting," said David Lebovitz, 64, the Paris-based cookbook author. "But once again, people want solid recipes."

并不是每个人都同意这一点，即便是拥有庞大粉丝基础的烹饪书作者。64岁的大卫·勒博维茨是一位定居巴黎的烹饪书作者，他说："拍一段20秒的制作蛋糕的视频确实很有娱乐性、很有趣。但我还是要说，人们想要可靠的食谱。"

词汇预习

particularly [高考]
美[pərˈtɪkjələrli] | 英[pəˈtɪkjələli]
adv. 特别；尤其；详细地
comparison [高考]
美[kəmˈpærɪsn] | 英[kəmˈpærɪsn]
n. 比较；比喻
executive [高考]
美[ɪɡˈzekjətɪv] | 英[ɪɡˈzekjətɪv]
adj. 行政的；决策的；经营的；[计算机]执行指令 n. 行政主管；行政部门；决策者
publisher [高考]
美[ˈpʌblɪʃər] | 英[ˈpʌblɪʃə(r)]
n. 出版者；出版社；发行人
seller [高考]
美[ˈsɛlɚ] | 英[ˈselə(r)]
n. 卖方；售货者；畅销品
unemployed [高考]
美[ˌʌnɪmˈplɔɪd] | 英[ˌʌnɪmˈplɔɪd]
adj. 失业的；未投资的 n. 失业者
curious [高考]
美[ˈkjʊriəs] | 英[ˈkjʊəriəs]
adj. 好奇的；奇特的
political [高考]
美[pəˈlɪtɪkl] | 英[pəˈlɪtɪkl]
adj. 政治的；政治上的；政党的；人事的；争权夺利的
antique [高考]
美[ænˈtiːk] | 英[ænˈtiːk]
adj. 古代的；古老的；过时的 n. 古董；古物
vice [高考]
美[vaɪs] | 英[vaɪs]
n. 缺点，恶习；堕落，邪恶；罪行；老虎钳 v. 握住；钳紧 adj. 副的；代替的，代理的 prep.代替
best-seller [高考]
美[best ˈselər] | 英[best ˈselə(r)]
n. 畅销书
notion [高考]
美[ˈnoʊʃn] | 英[ˈnəʊʃn]
n. 观念；概念；想法；主张
shot [高考]
美[ ʃɑːt] | 英[ʃɒt]
n. 注射；投篮；发射；拍摄；开枪；子弹 adj. (织物)闪色的；精疲力尽的；完了的
where [高考]
美[wer] | 英[weə(r)]
adv. 在哪里；在那个地方 conj. 在 ... 地方
would [高考]
美[wʊd , wəd] | 英[wʊd , wəd]
aux. 将；可能；大概；总会；愿意；will的过去式
peculiar [四级]
美[pɪˈkjuːliər] | 英[pɪˈkjuːliə(r)]
adj. 奇怪的；特殊的；独特的；古怪的 n. 特权
remarkably [四级]
美[rɪˈmɑrkəbli] | 英[rɪˈmɑː(r)kəbli]
adv. 显著突出地；出乎意外地
publicity [四级]
美[pʌbˈlɪsəti] | 英[pʌbˈlɪsəti]
n. 公众的注意；宣传；宣扬；宣传品；广告
much less [四级]
美[mʌtʃ lɛs] | 英[mʌtʃ les]
更不必说；何况；更少
known for [四级]
美[non fɔr] | 英[nəʊn fɔ:]
以 ... 著称
economics [四级]
美[ˌiːkəˈnɑːmɪks , ˌekəˈnɑːmɪks] | 英[ˌiːkəˈnɒmɪks , ˌekəˈnɒmɪks]
n. 经济学
entertaining [四级]
美[ˌentərˈteɪnɪŋ] | 英[ˌentəˈteɪnɪŋ]
adj. 有趣的；娱乐性的；令人愉快的 n. 招待；款待
best-selling [四级]
美[best ˈselɪŋ] | 英[best ˈselɪŋ]
adj. 畅销的
according [专四]
美[ə'kɔrdɪŋ] | 英[ə'kɔːdɪŋ]
adj. 相符的；相应的；一致的 v. 给予；符合，一致；正式协议（accord的现在分词）
quaint [专八]
美[kweɪnt] | 英[kweɪnt]
adj. 离奇有趣的；古色古香的；古怪的
jolt [专八]
美[dʒoʊlt] | 英[dʒəʊlt]
n. 震摇；摇动；震惊；少量 vt. 颠簸；敲击；动摇；震动 vi. 颠簸而行
debut [专八]
美[deɪˈbjuː] | 英[ˈdeɪbjuː]
n. 首次露面；初次登场 v. 初次登场；首次推出
swoop [专八]
美[swup] | 英[swu:p]
v. 抓取；猛扑；突然袭击 n. 俯冲；攫取；突然袭击
less than [雅思]
美[les ðən] | 英[les ðən]
不到；少于

重点讲解

Three years ago, B. Dylan Hollis was an unemployed musician in Wyoming who had never baked anything outside a home-economics class, much less written a recipe.

三年前，B. 迪伦·霍利斯还是怀俄明州的一个待业音乐人，除了家政课之外，他从未烘焙过任何东西，更不用说写食谱了。

recipe n.

1. 食谱；烹饪教程

【例】a family recipe for fried chicken 家传的炸鸡秘方

2. 方法；诀窍

【例】What's your recipe for success?

你成功的秘诀是什么？

debut n. & v.

1. 作名词：首次亮相；初次登台

【例】He started as an actor, making his debut as a director in 1990.

他以演员身份出道，在1990年拍出了导演处女作。

2. 作动词：初次登台；首次推出（新产品等）

【例】The company has recently debuted its new website.

这家公司最近推出了新网站。

Last month, his debut cookbook, "Baking Yesteryear," became the best-selling book in the country. Not just the best-selling cookbook -- the No.1 book.

上个月，他的烹饪书处女作《旧日烘焙》成为美国最畅销的书。不仅仅是烹饪类书籍中最畅销的，而且是所有种类中的头号畅销书。

recipe n.

1. 食谱；烹饪教程

【例】a family recipe for fried chicken 家传的炸鸡秘方

2. 方法；诀窍

【例】What's your recipe for success?

你成功的秘诀是什么？

debut n. & v.

1. 作名词：首次亮相；初次登台

【例】He started as an actor, making his debut as a director in 1990.

他以演员身份出道，在1990年拍出了导演处女作。

2. 作动词：初次登台；首次推出（新产品等）

【例】The company has recently debuted its new website.

这家公司最近推出了新网站。

"Baking Yesteryear," which features vintage American recipes, sold 150,000 copies on its first day, and was one of the most preordered books in the history of its publisher, Penguin Random House -- just behind memoirs by the Obamas and Prince Harry.

《旧日烘焙》以美国的古老食谱为特色，首日售出15万册，也是其出版商企鹅兰登书屋有史以来预订量最高的书籍之一，仅次于奥巴马夫妇和哈里王子的回忆录。

vintage adj.

1. 古式且优质的；（过去某个时期）典型的

【例】To be called vintage the piece should strongly reflect styles and trends associated with that era.

要被称为“古着”，这件衣服必须鲜明地反映出那个时代的风格和潮流。

【近义词】antique/quaint adj. 古老且珍贵的；古色古香的

2. 最典型的；最优秀的

【例】This film is vintage Disney.

这部电影是典型的迪士尼风格。

【近义词】quintessential adj. 典型的

propel v. 推动；驱使

【例】a ship propelled by steam/be propelled by sth

由蒸汽驱动的船/为……所驱使

【反义词】repel v. 使后退；驱除

【例】a cream that repels insects/be repelled by sth

驱除昆虫的乳剂/对……感到厌恶

Mr. Hollis has no political career or royal-family drama propelling his book. What he does have is 10.2 million followers on TikTok, where he has been posting cooking videos since 2020.

霍利斯没有从政经历或王室剧情来推销这本书。但他在TikTok上拥有1020万粉丝，自2020年以来他一直在这个平台上发布烹饪视频。

vintage adj.

1. 古式且优质的；（过去某个时期）典型的

【例】To be called vintage the piece should strongly reflect styles and trends associated with that era.

要被称为“古着”，这件衣服必须鲜明地反映出那个时代的风格和潮流。

【近义词】antique/quaint adj. 古老且珍贵的；古色古香的

2. 最典型的；最优秀的

【例】This film is vintage Disney.

这部电影是典型的迪士尼风格。

【近义词】quintessential adj. 典型的

propel v. 推动；驱使

【例】a ship propelled by steam/be propelled by sth

由蒸汽驱动的船/为……所驱使

【反义词】repel v. 使后退；驱除

【例】a cream that repels insects/be repelled by sth

驱除昆虫的乳剂/对……感到厌恶

Mr. Hollis, 28, has big, curious eyes and a shapely swoop of hair, and peppers his rapid-fire speech with quaint expressions like "Oh, heavens!"

28岁的霍利斯有着一双好奇的大眼睛，头发梳成波浪造型，讲话时语速飞快，夹杂着许多复古的表达，比如"哦，天哪！"

pepper sth with... 在某事物中大量加入……

【例】He peppered the article with vivid descriptions of the scenery.

他在文章中加入了许多生动的景物描写。

channel sth into... 把某物注入/输送进……

【例】to channel funds into the program/to channel your intelligence into something useful

为项目注入资金/把聪明用在正道上

【近义词】funnel sth into... 把某物输送进……

Like many people, he got bored during the pandemic and began baking. Instead of making sourdough, he channeled his love for all things antique into preparing recipes from old community cookbooks.

像许多人一样，他在疫情期间感到无聊，于是开始烘焙。他没有做酸面团，而是把对复古之物的热爱引入烘焙，从社区老食谱中创造菜单。

pepper sth with... 在某事物中大量加入……

【例】He peppered the article with vivid descriptions of the scenery.

他在文章中加入了许多生动的景物描写。

channel sth into... 把某物注入/输送进……

【例】to channel funds into the program/to channel your intelligence into something useful

为项目注入资金/把聪明用在正道上

【近义词】funnel sth into... 把某物输送进……

His August 2020 TikTok video about pork cake racked up millions of views, and less than two years later, he signed a cookbook deal for what he would only describe as a "grand amount of money."

他在2020年8月发布了一条做猪肉蛋糕的TikTok视频，这个视频累计获得了数百万的点击量，不到两年后，他就签了一份撰写烹饪书的合约，关于这份合约，他只透露其"报酬不菲"。

deal n. 交易；协议

【例】to close a deal/get a good deal on sth/That’s the deal.

达成一笔交易/买得很便宜/就这么说定了。

霍利斯与几位TikTok创作者一样，他们大多数几乎没有专业烹饪经验，但他们在非常短的时间内从在家里的厨房鼓鼓捣捣，而一跃登上了畅销书排行榜的榜首。

deal n. 交易；协议

【例】to close a deal/get a good deal on sth/That’s the deal.

达成一笔交易/买得很便宜/就这么说定了。

In the process, they've shot a jolt of energy into a sagging cookbook market. Overall sales of cookbooks have fallen 14.5 percent from a year ago, according to the consumer analytics company Circana, and the top 50 cookbooks sold an average of 96,000 copies in the last 12 months.

在这个过程中，他们为低迷的烹饪书市场注入了一股活力。根据消费者分析公司Circana的数据，烹饪书的总体销量比一年前下降了14.5%，排名前50的烹饪书在过去12个月里的平均销量为9.6万册。

sag v.

1. （由于承重而）下垂

【例】The branch sagged under the weight of the apples.

挂着苹果的树枝向下弯垂。

2. 衰弱；下降

【例】The economy sags.

经济衰退。

divide/split sth between 把（时间、精力等）分别用于

【例】He divides his energies between politics and business.

他把精力一部分用在政治上，一部分用在业务上。

By comparison, "An Unapologetic Cookbook" by Joshua Weissman (seven million TikTok followers) has sold 316,000 copies. And Mr. Hollis's "Baking Yesteryear" has sold more than 165,000.

相比之下，约书亚·韦斯曼(TikTok粉丝为700万)的《不说道歉的食谱》售出了31.6万册。霍利斯的《旧日烘焙》也卖出了超过16.5万册。

sag v.

1. （由于承重而）下垂

【例】The branch sagged under the weight of the apples.

挂着苹果的树枝向下弯垂。

2. 衰弱；下降

【例】The economy sags.

经济衰退。

divide/split sth between 把（时间、精力等）分别用于

【例】He divides his energies between politics and business.

他把精力一部分用在政治上，一部分用在业务上。

No one is more surprised than Mr. Hollis. "I have only been baking for two years," said Mr. Hollis, who divides his time between Wyoming and Bermuda, where he grew up.

没有人比霍利斯更感到惊讶。"我只做了两年的烘焙，"霍利斯说，他在怀俄明州和百慕大（他的家乡）两地生活。

sag v.

1. （由于承重而）下垂

【例】The branch sagged under the weight of the apples.

挂着苹果的树枝向下弯垂。

2. 衰弱；下降

【例】The economy sags.

经济衰退。

divide/split sth between 把（时间、精力等）分别用于

【例】He divides his energies between politics and business.

他把精力一部分用在政治上，一部分用在业务上。

"To be known for baking without being trained or even particularly well-versed in the topic, now that is a very peculiar notion." "You have to ask yourself, ‘Who deserves to publish a cookbook?'" he said.

"在没有受过培训，甚至没有特别精通烘焙的情况下而以烘焙闻名，这真的非常奇怪。""你必须问问自己，‘谁有资格出版一本烹饪书？'"他说。

peculiar adj.

1. 怪异的；奇怪的

【例】For some peculiar reason, she refused to come inside.

出于某种奇怪的原因，她拒绝到里面来。

【近义词】odd/eccentric adj. 古怪的；怪异的

2. 特有的；特殊的

【例】Her way of talking was peculiar to her.

她有自己特有的一种说话方式。

【近义词】unique adj. 特有的；独有的

答案正在迅速发生变化。宣传公司Mona Creative的执行副总裁瓦妮莎·桑托斯说，TikTok已经改变了人们对烹饪书或烹饪书作者的期望。Mona Creative是几位烹饪书作者的代理公司。

peculiar adj.

1. 怪异的；奇怪的

【例】For some peculiar reason, she refused to come inside.

出于某种奇怪的原因，她拒绝到里面来。

【近义词】odd/eccentric adj. 古怪的；怪异的

2. 特有的；特殊的

【例】Her way of talking was peculiar to her.

她有自己特有的一种说话方式。

【近义词】unique adj. 特有的；独有的

"A recipe doesn't need to be all that new or perfect," she said. "It is really just: Are they connecting with a personality?"

"食谱不一定要特别新奇或完美。"她说，"其实最主要的就是：人们与某个网络名人建立了联系吗？"

personality n.

1. 性格；个性

【例】The children all have very different personalities.

孩子们的性格各不相同。

2. 名人（尤指娱乐界或体育界的）

【例】a TV personality 电视圈的名人

【近义词】celebrity/influencer n. 名人/网红

base n.

1. 底座；基座

【例】The lamp has a heavy base.

这台灯的底座很沉。

2. （支持、收入、力量等的）基础，来源

【例】the economic base/a broad base of support

经济基础/广泛的支持

3. （混合物的）基底

【例】milk-based/water-based soup 以牛奶/水为基底的汤

solid adj.

1. 固体的

【例】The milk in the bottle has frozen solid.

瓶里的牛奶已冻成块了。

2. 可靠的；扎实的

【例】solid evidence/learning/stuff

可靠的证据/扎实的学问/干货

3. 连续的；不间断的

【例】He waited two hours solid in the hotel.

他在旅馆里等了整整两小时。

Not everyone agrees, even cookbook authors with big fan bases of their own. "When you do a 20-second video making a cake, it is really entertaining and interesting," said David Lebovitz, 64, the Paris-based cookbook author. "But once again, people want solid recipes."

并不是每个人都同意这一点，即便是拥有庞大粉丝基础的烹饪书作者。64岁的大卫·勒博维茨是一位定居巴黎的烹饪书作者，他说："拍一段20秒的制作蛋糕的视频确实很有娱乐性、很有趣。但我还是要说，人们想要可靠的食谱。"

personality n.

1. 性格；个性

【例】The children all have very different personalities.

孩子们的性格各不相同。

2. 名人（尤指娱乐界或体育界的）

【例】a TV personality 电视圈的名人

【近义词】celebrity/influencer n. 名人/网红

base n.

1. 底座；基座

【例】The lamp has a heavy base.

这台灯的底座很沉。

2. （支持、收入、力量等的）基础，来源

【例】the economic base/a broad base of support

经济基础/广泛的支持

3. （混合物的）基底

【例】milk-based/water-based soup 以牛奶/水为基底的汤

solid adj.

1. 固体的

【例】The milk in the bottle has frozen solid.

瓶里的牛奶已冻成块了。

2. 可靠的；扎实的

【例】solid evidence/learning/stuff

可靠的证据/扎实的学问/干货

3. 连续的；不间断的

【例】He waited two hours solid in the hotel.

他在旅馆里等了整整两小时。

课后练习

What can be learned about B. Dylan Hollis?
A. He is a professional baker and an amateur musician.
B. He has written a cookbook that sells well.
C. He often recommends cookbooks on TikTok.
D. He has rich experience in food writing.
What is the feature of “Baking Yesteryear”?
A. It is recommended by the Obamas.
B. It traces the history of American baking.
C. It contains antique baking recipes.
D. It has boosted Hollis’ popularity on TikTok.
Hollis is surprised that ____.
A. he can make a fortune out of the cookbook deal
B. many people are interested in old recipes
C. cookbooks are the most lucrative in the book market
D. it doesn’t take culinary expertise to publish a cookbook
According to David Lebovitz, a good cookbook should ____.
A. offer innovative and unusual recipes
B. convey the author’s personality
C. cater to the taste of fans
D. provide useful and reliable recipes