十周年的ABC： A 广告 Weren’t adverts traditionally what kept an encyclopedia running? Wikipedia was originally a private project hosted by Jimmy Wales, an internet entrepreneur. When the project became too expensive the idea of accepting advertisements as a source of income came up. Finally Wales decided to pass Wikipedia to the newly found Wikimedia Foundation. Donations make it possible to keep Wikipedia and the other Wikimedia projects the way as they are, without advertisements. The issue, nonetheless, is still hotly discussed at Wikipedia. 维基百科源自於由一位网路创投家，吉米威尔士所有的一个私人专案。当维持这个专案变 得太过昂贵，使它考虑接受广告以作为增加收入的来源。而後，威尔士决定透过维基百科 成立一个全新的维基媒体基金会。对外捐募能够使维基百科不靠广告养活自己，且能够养 活姊妹计画。尽管如此，是否接受广告在维基百科仍是一个激辩的议题。 In the history of encyclopedias, it was not too unusual to inform the readers about nice things to buy. John Harris wrote in his Lexicon technicum (1704) about mechanical instruments produced by specific instrument makers – most of them were subscribers of his work. Harris did not see anything wrong in that, it was the same to him as quoting from books, of course the best books there were. Isn’t quoting a kind of recommendation as well? [1] 在百科全书的历史中，不告诉读者有何好东西可以败，那太不寻常了。约翰哈理斯在其技 术辞典(1704年)一书中提及机器的制造厂商，而那些厂商大多为他的订户。哈理斯并没有 理解当中有任何错误存在，那对他来说就如同引述书籍而已，当然那些他所引述的文献是 当时最好的书。 Even in those times, the 18th century, there were lines that could be crossed. Dennis de Coetlogon used some treatises in his Universal history of the arts and sciences (1740s) to boast about his abilities as a doctor. At the end of the treatise ‘Chirurgery’ he mentions one of his inventions, a ‘ vulnerary and styptic tincture’. His modern biographer, Jeff Loveland, calls him a ‘quack’ who mentions his tincture in several treatises and sees more and more diseases it cured. [2] 甚至在18世纪的那些时代里，仍有一些事该被打叉。Dennis de Coetlogon 曾在他所着述 的Universal history of the arts and sciences (1740年代)这本书当中，用一些论文 夸耀自己的能力犹如一名医生。在该论文的 Chirurgery 的结尾中，他提及他的壹个发明 ， ‘vulnerary and styptic tincture’。但他在现代传记中，在杰夫拉夫兰的笔下， 他是一位「庸医」，因为杰夫拉夫兰看过後来更多提及他的论文以及他所治疗的成果。 Later encyclopedias dropped that kind of business but went on with advertising for themselves. Encyclopedia Britannica in the 20th century spent much more on promotion than on improving content.[3] ‘Executives are ready to use any emotion that will help sell their product’, warned EB critic Harvey Einbinder, especially emotions potential buyers’ had for their children. He quoted from a 1961 advert: ‘How will they measure up against the kids next door?’ [4] This in spite of the fact that EB (and other encyclopedias, usually) is not written for children. One can expect that the publisher of an encyclopedia praises his work in the preface. In the articles ‘Encyclopedia’ it is common to find at least a mention of the work one has in one’s hands. The last printed edition of the multi-volume Brockhaus-Enzyklopädie (2005/2006) uses the occasion for an indirect self-promotion. There we read at the end of the article ‘Encyclopedia’ that ‘it must be assumed that the electronic encyclopedias will go on to establish themselves; next to them there will be a continuous interest in printed editions.’ The article also emphasizes that the high quality paper used for Brockhaus-Enzyklopädie will make the volumes endure for more than 400 years. [5] I couldn’t help thinking of an old sketch of the German humorist Loriot, about an interview with a salesman of nuclear bomb shelters. To reuse one of the questions: ‘Can’t you imagine that even happy consumers after such a long time are no longer content with their purchase?’ —- [1] Jeff Loveland: An Alternative encyclopedia? Dennis de Coetlogon’s Universal history of arts and sciences (1745). Voltaire Foundation, Oxford 2010, p. 163. [2] Jeff Loveland: An Alternative encyclopedia? Dennis de Coetlogon’s Universal history of arts and sciences (1745). Voltaire Foundation, Oxford 2010, pp. 157-159. [3] Harvey Einbinder: The Myth of the Britannica. MacGibbon & Kee, London 1964 (reprint 1972), p. 269. [4] Harvey Einbinder: The Myth of the Britannica. MacGibbon & Kee, London 1964 (reprint 1972), p. 320. http://zikoblog.wordpress.com/2010/12/01/decennial-abc-a-as-in-advertisement/ 作者:Ziko van Dijk --

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