前段時(shí)間，知性美麗的艾瑪小公舉在英國(guó)地鐵上藏了100本書(shū)，鼓勵(lì)大眾多讀書(shū)。這讓國(guó)內(nèi)網(wǎng)友羨慕不已，不僅大贊艾瑪女神秀外慧中，也紛紛表示這樣有意義的活動(dòng)應(yīng)該要有“中國(guó)版”。于是，沒(méi)過(guò)多久一家中國(guó)公司便在北上廣三地發(fā)起了“丟書(shū)大作戰(zhàn)”活動(dòng)，在地鐵、飛機(jī)、順風(fēng)車(chē)上藏了1萬(wàn)本書(shū)，還邀請(qǐng)來(lái)各路明星助陣。但是理想很豐滿、現(xiàn)實(shí)很骨感，本土化的藏書(shū)活動(dòng)收效一般，網(wǎng)友反響也是褒貶不一。

Lucky subway and taxi passengers in Beijing, Guangzhou and Shanghai might stumble upon a hidden book during their commutes.
北上廣三座城市的幸運(yùn)乘客可能在上下班途中無(wú)意中發(fā)現(xiàn)藏在地鐵和出租車(chē)上的書(shū)籍。

The Fair, an online entertainment and publishing company, has dropped 10,000 books in spots on subway networks, passenger planes and Didi carpooling vehicles in all three cities to spark an interest in reading among the masses as part of its "Mobook" movement. Another 10,000 quotas have been arranged on the basis of a QR code system for book donors to join the campaign to drop their own books around the Chinese cities.
新世相網(wǎng)絡(luò)娛樂(lè)及出版公司為了激發(fā)大眾閱讀興趣，在北上廣的地鐵、民航飛機(jī)和滴滴順風(fēng)車(chē)上“丟”了1萬(wàn)本書(shū)，作為其“丟書(shū)大作戰(zhàn)”活動(dòng)的一部分。新世相還為參與活動(dòng)的捐書(shū)者準(zhǔn)備了1萬(wàn)本捐贈(zèng)名額，他們可以通過(guò)二維碼系統(tǒng)在全國(guó)各地丟下自己的書(shū)。

Pop singers, actors, writers, and TV hosts have also joined the campaign, sparking discussion about the "Mobook" campaign on microblog service Weibo.
流行歌手、演員、作家以及電視主持人也參與到活動(dòng)中，“丟書(shū)大作戰(zhàn)”活動(dòng)因此成為微博上的熱議話題。

黃曉明把書(shū)丟在北京地鐵14號(hào)線內(nèi)

The movement is inspired by "Books on the Underground," a community project in London that aims to promote reading during commuting hours, according to Zhang Wei, CEO of The Fair.
據(jù)新世相公司首席執(zhí)行官?gòu)垈ソ榻B，該活動(dòng)是受到倫敦“地鐵藏書(shū)”活動(dòng)的啟發(fā)，這是一個(gè)旨在促進(jìn)通勤閱讀的社會(huì)服務(wù)活動(dòng)。

"Books on the Underground" was not well-known in China until British actress Emma Watson partnered with the UK-based project to hide 100 novels on the London tube, which drew worldwide attention.
此前英國(guó)的“地鐵藏書(shū)”活動(dòng)在中國(guó)并不出名，直到該國(guó)女演員艾瑪?沃森加入其中，讓它得到世界矚目。艾瑪在倫敦地鐵中藏了100本小說(shuō)。

"We had received multiple messages urging us to do something similar in China," said Zhang Wei.
張偉說(shuō)，“我們收到很多信息，讓我們?cè)谥袊?guó)做類(lèi)似的事情。”

After a week of preparation, he sent an email to Cordelia Oxley, director of "Books on the Underground," describing his plan and explaining the rules of "Mobook".
經(jīng)過(guò)一個(gè)星期的籌備，他給“地鐵藏書(shū)”活動(dòng)的負(fù)責(zé)人科迪莉亞?奧克斯利發(fā)了一封電子郵件，描述自己的計(jì)劃并解釋“丟書(shū)大作戰(zhàn)”的活動(dòng)規(guī)則。

Zhang said Oxley replied to him in just two hours, saying that she thought the idea was great and offering help if needed.
張偉表示，僅僅兩個(gè)小時(shí)后，奧克斯利就回復(fù)了他，她認(rèn)為這個(gè)想法很好并且如果有需要的話愿意提供幫助。

"Mobook" is much more ambitious than its British predecessor. It aims to become a lasting book-sharing system rather than just a one-off campaign.
“丟書(shū)大作戰(zhàn)”比英國(guó)的“地鐵藏書(shū)”活動(dòng)更加雄心勃勃。其目標(biāo)不僅是舉辦一場(chǎng)活動(dòng)，而是建立一個(gè)長(zhǎng)久的圖書(shū)共享系統(tǒng)。

The uniqueness of "Mobook" lies in its online system. Everyone who wants to donate books must submit their titles online. QR code stickers are then sent to their address, which they attach to each book, allowing donors to keep track of who is reading their picks.
“丟書(shū)大作戰(zhàn)”的特色是其線上系統(tǒng)。每個(gè)想要捐書(shū)的人必須線上提交捐贈(zèng)的書(shū)名。隨后，新世相會(huì)將二維碼標(biāo)簽寄送到他們的地址，捐書(shū)者要在每本書(shū)上貼上對(duì)應(yīng)的二維碼。這樣他們就可以追蹤到誰(shuí)在讀自己的書(shū)。

"We want to make reading a fun and cool thing," Zhang said.
張偉說(shuō)，“我們想讓閱讀變成一件很有意思的、很酷的事情?！?/p>

Tens of thousands of bookworms have already participated. "Mobook" became a hot topic on Wechat, and the 10,000 QR codes available for book donors were snatched up in just 5 hours.
成千上萬(wàn)書(shū)迷參與了此次活動(dòng)。“丟書(shū)大作戰(zhàn)”成為微信熱門(mén)話題，而為捐書(shū)者提供的1萬(wàn)個(gè)二維碼在5小時(shí)內(nèi)就被一搶而空。

Wen Ya, a brand manager, told Xinhua that he would like to hide a copy of "The Catcher In The Rye" on the subway. "It's a great idea and I am eager to share the book with strangers," he said.
品牌經(jīng)理溫亞（音譯）對(duì)新華社表示，他想在地鐵上藏一本《麥田里的守望者》。他說(shuō)，“這個(gè)想法很好，我非常想和陌生人分享這本書(shū)?！?/p>

However, the movement has been met with mixed feelings. Some think it's a good move to nurture reading habits among Chinese people, but others suspect the campaign is just a publicity stunt for The Fair.
然而，“丟書(shū)大作戰(zhàn)”活動(dòng)的反響卻是褒貶不一。有人認(rèn)為這是培養(yǎng)國(guó)人閱讀習(xí)慣的好方法，但也有人質(zhì)疑這只是新世相公司的宣傳噱頭。

"It must be exciting to find something as wonderful as a new book on your journey," said a WeChat user posting under the name Zhao.
一位趙姓微信用戶稱(chēng)，“在旅途中找到一本新書(shū)是多么美妙的事，這一定很令人興奮?！?/p>

Another Wechat commenter, Jiang Yunmei, suspected the campaign is just a celebrity spectacle, wasting resources that should have been devoted to helping children in poor areas.
另一位微信評(píng)論用戶蔣云美（音譯）質(zhì)疑此次活動(dòng)不過(guò)是一場(chǎng)浪費(fèi)資源的明星秀，這些資源本應(yīng)用來(lái)幫助貧困地區(qū)的兒童。

Others were concerned that the floating library would just end up in recycling bins, as the books can be hard to spot in jammed subway cars.
還有人擔(dān)心這種流動(dòng)圖書(shū)館最終的歸宿只能是可回收垃圾桶，因?yàn)槿藗兒茈y在擁擠不堪的地鐵車(chē)廂看書(shū)。

Pictures of discarded books have already gone viral online, and there were comments saying passengers have ignored the books by sitting on top of them.
一些被丟棄的書(shū)籍照片在網(wǎng)絡(luò)上流傳甚廣，還有評(píng)論稱(chēng)，乘客們用書(shū)來(lái)墊屁股，根本無(wú)視。

Zhang, however, remains confident about the movement. "I can't say it's a 100 percent failure nor a 100 percent success, but I am going to build it into a long-term project."
不過(guò)，張偉對(duì)活動(dòng)仍然充滿信心。“我不認(rèn)為活動(dòng)徹底失敗或百分百成功了，但是我會(huì)將它打造成一項(xiàng)長(zhǎng)期活動(dòng)。”

As for whether the movement will foster a love for reading among commuters, Zhang said that he is not an idealist, but it will make a difference if it becomes a long-running movement.
至于“丟書(shū)大作戰(zhàn)”能否培養(yǎng)通勤者的閱讀愛(ài)好，張偉表示他并非理想主義者，但如果“丟書(shū)大作戰(zhàn)”能一直維持下去一切就會(huì)不同。

"Our dream at the very beginning was that if we could encourage at least one more person to read in each subway carriage, then it would be a success."
“我們最初的夢(mèng)想是，只要能夠鼓勵(lì)多一個(gè)人在地鐵車(chē)廂上閱讀，那就是成功的。”

Vocabulary

carpool: 拼車(chē)
publicity stunt: 宣傳噱頭

英文來(lái)源：中國(guó)日?qǐng)?bào)網(wǎng)
翻譯：董靜
編審：yaning