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万圣节如何变成消费狂欢(Halloween's Mutation: From Humble Holiday to Retail Monstrosity)
- Authors
万圣节，这个有着深厚传统的节日，已经从异教的盛宴转变为让人们身穿可爱的自制服装、吃糖果的庆祝活动，再转变为美国最大的消费节日之一。 
双语精读
Halloween's Mutation: From Humble Holiday to Retail Monstrosity
万圣节的演变：从不起眼的节日变为零售业的巨怪
On Nov. 1, 1876, The New York Times declared Halloween "departed," destined for the grave. In 2024, consumers are expected to spend 3.3 billion in 2005. Perhaps it is time to eat some crow.
1876年11月1日，《纽约时报》宣称万圣节"已死"，注定要被埋葬。2024年，消费者预计将花费116亿美元来庆祝万圣节，而2005年为33亿美元。或许是时候认错道歉了。
Halloween, steeped in tradition, has transformed from a pagan feast to a celebration with lovingly homemade costumes and treats to one of the largest consumer spending holidays in the United States.
万圣节，这个有着深厚传统的节日，已经从异教的盛宴转变为让人们身穿可爱的自制服装、吃糖果的庆祝活动，再转变为美国最大的消费节日之一。
Every October -- or even earlier -- millions of Americans are spending on costumes, decorating their homes and lawns with garish skeletons and spiders and doling out candy bars to little superheroes and witches.
每年10月----甚至更早----数百万美国人就开始购买服装，用俗丽的骷髅和蜘蛛装饰房子和草坪，向小超级英雄和女巫们分发糖果棒。
But how did this holiday with humble origins become an economic juggernaut with growing global appeal? Halloween is a marketer's dream, said Tom Arnold, a finance professor and retail expert at the University of Richmond.
但是这个出身低微的节日是如何变得越来越有全球吸引力和巨大的经济影响力呢？里士满大学的金融学教授和零售专家汤姆·阿诺德说，万圣节是营销人员的梦想。
It falls on the same day every year, Halloween items are largely consumable (candy needs to be replenished every year and kids outgrow costumes), and pop culture trends can help predict which costumes will be the must-haves each season.
它每年都在同一天，万圣节物品大多是消耗品（糖果需要每年补充，孩子们会因为长高而穿不了以前的服装），而且流行文化趋势可以帮助预测每年万圣节哪些服装将是必买的。
Professor Arnold said the 1970s brought mass-manufactured costumes and individually wrapped candy that made the holiday explode in popularity. It also shifted from a more religious holiday to a secular one.
阿诺德教授说，20世纪70年代带来了大规模生产的服装和单独包装的糖果，这使得这个节日的受欢迎程度激增。它也从一个具有宗教色彩的节日转变为一个世俗节日。
Even when consumers are worried about their finances, they'll still open their wallets for holidays like Halloween and Christmas, Professor Arnold said, because "it creates a unique experience at a particular time of the year." "Even during the pandemic, consumers went to great strides to preserve these two holidays," he said.
阿诺德教授说，即使消费者对自己的财务状况感到担忧，他们也仍然会在万圣节和圣诞节等节日打开钱包，因为"这些节日在一年中的特定时间创造了一种独特的体验"。"即使在疫情期间，消费者也不遗余力地让这两个节日不受影响。"他说。
Trick-or-treating came about as a way to distract children who, by 1900, had taken over the holiday. Kids played simple but mischievous pranks, like disassembling and then reassembling a farmer's buggy on a barn roof.
"不给糖就捣蛋"的出现是为了分散孩子们的注意力，到1900年，孩子们已经成为万圣节的主力。孩子们玩一些简单但调皮的恶作剧，比如把农民的马车拆开，再在谷仓屋顶上重新组装起来。
However, as time passed and America began urbanizing, the pranks became very destructive. Communities needed a way to "buy off" gangs of feral children who were terrorizing neighbors by smashing light fixtures, setting tires on fire and even tripping people on sidewalks.
然而随着时间的推移，美国开始城市化，这些恶作剧变得非常具有破坏性。社区需要一种方法来"收买"野蛮的儿童团伙，这些儿童团伙砸碎灯具、点燃轮胎，甚至在人行道上绊倒行人，以此来恐吓邻居。
Neighborhood house-to-house parties were held for kids. This origin of trick-or-treat also provided the basis for today's haunted attractions (think haunted houses and mazes) as people would set up "trails of terror" in their basements or at local parks.
街区为孩子们举办了挨家挨户的派对，"不给糖就捣蛋"的这一起源也为现在的闹鬼景点（想想鬼屋和迷宫）提供了基础，因为人们会在自家的地下室或当地公园设置"恐怖小径"。
词汇预习
economic [高考]
美[ˌiːkəˈnɑːmɪk] | 英[ˌiːkəˈnɒmɪk]
adj. 经济的，经济学的；有利可图的；节约的
largely [高考]
美[ˈlɑːrdʒli] | 英[ˈlɑːdʒli]
adv. 大部分；主要地
individually [高考]
美[ˌɪndɪˈvɪdʒuəli] | 英[ˌɪndɪˈvɪdʒuəli]
adv. 个别地；单独地；独特地
distract [高考]
美[dɪˈstrækt] | 英[dɪˈstrækt]
vt. 分散；转移；分心；困扰
unique [高考]
美[juˈniːk] | 英[juˈniːk]
adj. 独特的；独一无二的；稀罕的
mass [高考]
美[ mæs] | 英[mæs]
n. 大量；块；众多 adj. 大规模的；群众的 v. 集中 n. 弥撒曲；弥撒
appeal [高考]
美[əˈpiːl] | 英[əˈpiːl]
n. 恳求；呼吁；上诉；吸引力 n. (体育比赛中)诉请裁决 v. 呼吁；有吸引力；求助；诉请
preserve [高考]
美[prɪˈzɜːrv] | 英[prɪˈzɜːv]
v. 保护；保存；保持 n. 禁猎区；蜜饯
roof [高考]
美[ruːf] | 英[ruːf]
n. 屋顶；顶 vt. 覆盖；给 ... 覆以屋顶
finance [高考]
美[ˈfaɪnæns] | 英[ˈfaɪnæns]
n. 金融；财政；资金 vt. 给 ... 提供资金；负担经费
religious [高考]
美[rɪˈlɪdʒəs] | 英[rɪˈlɪdʒəs]
adj. 宗教的；虔诚的；严谨的；修道的 n. 修道士；尼姑
explode [高考]
美[ɪkˈsploʊd] | 英[ɪkˈspləʊd]
vi. 爆炸；激增；爆发 vt. 使爆炸；驳倒
terror [高考]
美[ˈterər] | 英[ˈterə(r)]
n. 恐怖；惊骇；[口]令人惧怕或讨厌的人或事物
feast [高考]
美[fiːst] | 英[fiːst]
n. 宴会；酒席；节会 v. 享乐；款宴；请客
expert at [高考]
美[ˈɛkˌspɚt æt] | 英[ˈekspə:t æt]
在 ... 方面的老手； 专家； 专长于
basis [高考]
美[ˈbeɪsɪs] | 英[ˈbeɪsɪs]
n. 基础；根据；基底
setting [高考]
美[ˈsetɪŋ] | 英[ˈsetɪŋ]
n. 背景；环境；镶嵌；安装；放置；（日月的）沉落；[音]乐曲
humble [高考]
美[ˈhʌmbl] | 英[ˈhʌmbl]
adj. 谦逊的；粗陋的；卑下的；微末的 vt. 使 ... 卑下；贬低
grave [高考]
美[ɡreɪv , ɡrɑːv] | 英[ɡreɪv , ɡrɑːv]
n. 墓穴，坟墓；死亡 adj. 重大的；严肃的；黯淡的 vt. 雕刻；铭记
would [高考]
美[wʊd , wəd] | 英[wʊd , wəd]
aux. 将；可能；大概；总会；愿意；will的过去式
worried [高考]
美[ˈwɜːrid] | 英[ˈwʌrid]
adj. 担心的；烦恼的
crow [四级]
美[kroʊ] | 英[krəʊ]
n. 乌鸦；啼叫；欢叫 v. 报晓；啼叫；欢叫；夸口；洋洋自得
barn [四级]
美[bɑːrn] | 英[bɑːn]
n. 谷仓；牲口棚；车库；大而空荡的农屋
retail [四级]
美[ˈriːteɪl , rɪˈteɪl] | 英[ˈriːteɪl , rɪˈteɪl]
n. 零售 vt. 零售；传述 adv. 以零售形式
destructive [四级]
美[dɪˈstrʌktɪv] | 英[dɪˈstrʌktɪv]
adj. 破坏性的；有害的
marketer [四级]
美['mɑkɪtə(r)] | 英['mɑ:kɪtə(r)]
n. 市场营销人员；营销商
provided [专四]
美[prəˈvaɪdɪd] | 英[prəˈvaɪdɪd]
conj. 假如；若是 adj. 预备好的；提供的
mischievous [专八]
美[ˈmɪstʃəvəs] | 英[ˈmɪstʃɪvəs]
adj. 调皮的；恶作剧的；有害的
pagan [专八]
美[ˈpeɪɡən] | 英[ˈpeɪgən]
n. 异教徒；无宗教信仰者 adj. 异教的；异教徒的；无宗教信仰的
outgrow [专八]
美[ˌaʊtˈgroʊ] | 英[ˌaʊtˈgrəʊ]
v. 过大而不适于；长大成熟而不再；长得比 ... 快(或大、高)
buggy [专八]
美[ˈbʌɡi] | 英[ˈbʌgi]
adj. 多虫的 n. 轻型马车；婴儿车
secular [考研]
美[ˈsekjələr] | 英[ˈsekjələ(r)]
adj. 世俗的；现世的；不朽的；非宗教的 n. 牧师；凡人
重点讲解
Halloween's Mutation: From Humble Holiday to Retail Monstrosity
万圣节的演变：从不起眼的节日变为零售业的巨怪
depart v. 离开；死亡；离开人世
【例】The train departs at 8 a.m.
火车上午8点开出。
the departed 逝者
eat crow 被迫认错；赔罪
【例】He had to eat crow when the facts proved him wrong.
当事实证明他是错误的时候，他不得不认错。
【近义词】eat the humble pie 被迫认错
On Nov. 1, 1876, The New York Times declared Halloween "departed," destined for the grave. In 2024, consumers are expected to spend 3.3 billion in 2005. Perhaps it is time to eat some crow.
1876年11月1日，《纽约时报》宣称万圣节"已死"，注定要被埋葬。2024年，消费者预计将花费116亿美元来庆祝万圣节，而2005年为33亿美元。或许是时候认错道歉了。
depart v. 离开；死亡；离开人世
【例】The train departs at 8 a.m.
火车上午8点开出。
the departed 逝者
eat crow 被迫认错；赔罪
【例】He had to eat crow when the facts proved him wrong.
当事实证明他是错误的时候，他不得不认错。
【近义词】eat the humble pie 被迫认错
Halloween, steeped in tradition, has transformed from a pagan feast to a celebration with lovingly homemade costumes and treats to one of the largest consumer spending holidays in the United States.
万圣节，这个有着深厚传统的节日，已经从异教的盛宴转变为让人们身穿可爱的自制服装、吃糖果的庆祝活动，再转变为美国最大的消费节日之一。
be steeped in 浸泡于；沉浸于
【例】a city steeped in history 历史古城
a person steeped in thought 沉浸于思考中
an incident steeped in mystery 笼罩在神秘气氛中的事件
dole out 分发；发给
【例】The charity organization doled out food and clothing to the homeless.
慈善组织向无家可归的人发放食物和衣物。
【近义词】hand out/give out 分发
Every October -- or even earlier -- millions of Americans are spending on costumes, decorating their homes and lawns with garish skeletons and spiders and doling out candy bars to little superheroes and witches.
每年10月----甚至更早----数百万美国人就开始购买服装，用俗丽的骷髅和蜘蛛装饰房子和草坪，向小超级英雄和女巫们分发糖果棒。
be steeped in 浸泡于；沉浸于
【例】a city steeped in history 历史古城
a person steeped in thought 沉浸于思考中
an incident steeped in mystery 笼罩在神秘气氛中的事件
dole out 分发；发给
【例】The charity organization doled out food and clothing to the homeless.
慈善组织向无家可归的人发放食物和衣物。
【近义词】hand out/give out 分发
But how did this holiday with humble origins become an economic juggernaut with growing global appeal? Halloween is a marketer's dream, said Tom Arnold, a finance professor and retail expert at the University of Richmond.
但是这个出身低微的节日是如何变得越来越有全球吸引力和巨大的经济影响力呢？里士满大学的金融学教授和零售专家汤姆·阿诺德说，万圣节是营销人员的梦想。
appeal n. 吸引力；感染力
【例】This kind of music hasn't much appeal for me.
这类音乐对我没什么吸引力。
to add/lose appeal 增加/丧失吸引力
【拓展】appeal to 吸引
replenish v. 补充；重新装满
【例】to replenish food stock 补充食物储备
to replenish energy 恢复精力
【近义词】top up 斟满；充电；充话费
outgrow v. 因长大而穿不了旧衣服/改变志趣
【例】She has outgrown her school uniform.
她长大了，校服都穿不了了。
The company has outgrown its offices.
公司规模扩大，办公室不够用了。
He has outgrown his passion for rock music.
随着年龄的增长，他已对摇滚乐失去了热情。
【近义词】grow out of 因长大而穿不了旧衣服/改变志趣
It falls on the same day every year, Halloween items are largely consumable (candy needs to be replenished every year and kids outgrow costumes), and pop culture trends can help predict which costumes will be the must-haves each season.
它每年都在同一天，万圣节物品大多是消耗品（糖果需要每年补充，孩子们会因为长高而穿不了以前的服装），而且流行文化趋势可以帮助预测每年万圣节哪些服装将是必买的。
appeal n. 吸引力；感染力
【例】This kind of music hasn't much appeal for me.
这类音乐对我没什么吸引力。
to add/lose appeal 增加/丧失吸引力
【拓展】appeal to 吸引
replenish v. 补充；重新装满
【例】to replenish food stock 补充食物储备
to replenish energy 恢复精力
【近义词】top up 斟满；充电；充话费
outgrow v. 因长大而穿不了旧衣服/改变志趣
【例】She has outgrown her school uniform.
她长大了，校服都穿不了了。
The company has outgrown its offices.
公司规模扩大，办公室不够用了。
He has outgrown his passion for rock music.
随着年龄的增长，他已对摇滚乐失去了热情。
【近义词】grow out of 因长大而穿不了旧衣服/改变志趣
Professor Arnold said the 1970s brought mass-manufactured costumes and individually wrapped candy that made the holiday explode in popularity. It also shifted from a more religious holiday to a secular one.
阿诺德教授说，20世纪70年代带来了大规模生产的服装和单独包装的糖果，这使得这个节日的受欢迎程度激增。它也从一个具有宗教色彩的节日转变为一个世俗节日。
secular adj. 世俗的；不信教的
【例】We live in a secular country.
我们生活在不信教的国家。
【反义词】religious adj. 与宗教相关的
go to great strides/lengths to do sth 不遗余力做某事
【例】She goes to great lengths to keep her private life private.
她竭尽全力让自己的私生活不受干扰。
【拓展】stride v./n. 大步走/大步
【例】to make great strides in sth 在某个领域大步前进
Even when consumers are worried about their finances, they'll still open their wallets for holidays like Halloween and Christmas, Professor Arnold said, because "it creates a unique experience at a particular time of the year." "Even during the pandemic, consumers went to great strides to preserve these two holidays," he said.
阿诺德教授说，即使消费者对自己的财务状况感到担忧，他们也仍然会在万圣节和圣诞节等节日打开钱包，因为"这些节日在一年中的特定时间创造了一种独特的体验"。"即使在疫情期间，消费者也不遗余力地让这两个节日不受影响。"他说。
secular adj. 世俗的；不信教的
【例】We live in a secular country.
我们生活在不信教的国家。
【反义词】religious adj. 与宗教相关的
go to great strides/lengths to do sth 不遗余力做某事
【例】She goes to great lengths to keep her private life private.
她竭尽全力让自己的私生活不受干扰。
【拓展】stride v./n. 大步走/大步
【例】to make great strides in sth 在某个领域大步前进
Trick-or-treating came about as a way to distract children who, by 1900, had taken over the holiday. Kids played simple but mischievous pranks, like disassembling and then reassembling a farmer's buggy on a barn roof.
"不给糖就捣蛋"的出现是为了分散孩子们的注意力，到1900年，孩子们已经成为万圣节的主力。孩子们玩一些简单但调皮的恶作剧，比如把农民的马车拆开，再在谷仓屋顶上重新组装起来。
disassemble v. 拆开
【例】to disassemble the toy car 把玩具车拆开
【拓展】assemble v. 组装
assembly line 组装线；装配线
buy off 收买；贿赂
【例】to buy off the guard 买通保镖
【近义词】bribe v. 贿赂
【拓展】don't buy it 不相信；不信那一套
However, as time passed and America began urbanizing, the pranks became very destructive. Communities needed a way to "buy off" gangs of feral children who were terrorizing neighbors by smashing light fixtures, setting tires on fire and even tripping people on sidewalks.
然而随着时间的推移，美国开始城市化，这些恶作剧变得非常具有破坏性。社区需要一种方法来"收买"野蛮的儿童团伙，这些儿童团伙砸碎灯具、点燃轮胎，甚至在人行道上绊倒行人，以此来恐吓邻居。
disassemble v. 拆开
【例】to disassemble the toy car 把玩具车拆开
【拓展】assemble v. 组装
assembly line 组装线；装配线
buy off 收买；贿赂
【例】to buy off the guard 买通保镖
【近义词】bribe v. 贿赂
【拓展】don't buy it 不相信；不信那一套
Neighborhood house-to-house parties were held for kids. This origin of trick-or-treat also provided the basis for today's haunted attractions (think haunted houses and mazes) as people would set up "trails of terror" in their basements or at local parks.
街区为孩子们举办了挨家挨户的派对，"不给糖就捣蛋"的这一起源也为现在的闹鬼景点（想想鬼屋和迷宫）提供了基础，因为人们会在自家的地下室或当地公园设置"恐怖小径"。
haunt v. 闹鬼；阴魂不散
【例】The old house is said to be haunted.
听说那老房子闹鬼。
This is a problem that haunts all of us.
这是一个使我们大家都担忧不止的问题。
课后练习
Halloween has become ____.
A. a tradition that has already departed
B. a holiday that drives consumer spending
C. a festival that features special decoration
D. a pagan feast that is celebrated in America
One of the factors for Halloween's transformation into a consumer spending holiday is ____.
A. the religious tradition in America
B. the marketing campaign by retailers
C. the demand for costumes and candies
D. the unpredictable pop culture trends
Why did people try to preserve Halloween and Christmas during the pandemic?
A. Because these holidays bring them a special experience.
B. Because people had more money to spend during the pandemic.
C. Because people wanted to show their resistance to the pandemic.
D. Because these holidays gave them a chance to go out during the lockdown.
What is the origin of trick-or-treat?
A. It was a method to keep children from playing destructive pranks.
B. It was a way to foster trust and friendship among neighbors.
C. It was a religious ritual to drive away evil spirits and terror.
D. It was a celebration held by farmers to amuse children.
