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  3. Cows will Parade Across Edinburgh, May 15—23. If you’re reading t

Cows will Parade Across Edinburgh, May 15—23. If you’re reading t

游客2024-08-05  11
问题             Cows will Parade Across Edinburgh, May 15—23.
   If you’re reading this in Edinburgh, a word of warning. At some point on Monday morning you might come face to face with a brightly colored fiberglass cow. Then, later in the day, you might see another, and another. Do not be alarmed. You are not losing your mind. You have simply walked into the middle of the largest ongoing public art event in the world.

   Since it started in 1998 in Zurich, Cow Parade has appeared in cities across the world, from New York to Tokyo, Prague to Sao Paulo. More than 3000 bovines, designed by artists, celebrities, and community groups, have grazed around the world’s most famous landmarks, before being auctioned to help fund charity groups.
   Under cover of darkness on Sunday night, 94 cows will take up their stations at Edinburgh landmarks, as well as some more unmoosual spots. Night Moo on Blair Street will glow in the dark. Cow for the Castle has the city’s famous skyline on her side, while a specially modeled Bravemoo stands on her hind legs and wears an ethnic costume, in the manner of William "Braveheart" Wallace, the Scottish folk hero.
   "Never before has Edinburgh seen such a sight," says gallery director Richard Demarco. "I think it’s great that you don’t have to build a multi-million-pound new gallery to house what is in fact an extremely large-scale city-transforming exhibition. I’m going to enjoy them while they’re here. I recognize a life-enhancing exhibition when I see one. "
   Benefits for business and charities
   For the idea of the cow as art object, we must thank Zurich window-dresser Waller Knapp, who came up with the concept of a fiberglass herd to boost business in the city. His artist son Pascal was tasked with designing a "unique three-dimensional canvas" for artists, which was, well, cow-shaped. His three cow designs—standing, reclining and grazing—are now mass-produced by a Polish factory to meet Cow Parade demands around the world.
   The Zurich cows achieved Knapp’s goal: they brought visitors to the city in droves, and the visitors increased the income of local businesses. The following year, Cows on Parade was unveiled in Chicago, where it was proclaimed the most successful public art exhibition in the history of the city. Now, Cow Parade is a private company that has perfected its idea, limiting itself to several cities a year in order to retain its prestige(this year is the turn of Edinburgh, Lisbon, Paris, Budapest and Boston). Businesses pay up to ￡5, 000 to sponsor a cow, though there is a reduced rate for community groups.
   While the show is free, the retail and service sectors benefit enormously from the increased tourism. Then, at the end of the show, instead of puzzling over what to do with hundreds of life-size fiberglass cows, which aren’t a novelty anymore, Cow Parade auctions them for charity. In Edinburgh , 70 percent of proceeds will be divided between the OneCity Trust, which tackles social exclusion, and VetAid, which works to alleviate poverty by sustainable farming in developing countries.
   Artists and sponsors
   For the artists involved, designing a cow is a process of negotiating guidelines with the sponsors, who generally wants their animal to reflect a topic related to their business. According to the Cow Parade policy, logos and brands are not allowed. Bad puns involving bovine vocabulary, however, are actively encouraged.

   Edinburgh artist Clare Waddle has designed An Udder Cowch for the Omni Centre, a careful fusion of her own playfully kitsch artistic ideas and the criteria of the sponsor. The cow, one of very few reclining cows in Edinburgh, reflects the Centre’s desire to promote itself as a " home from home" with a built-in couch and standard lamp. Waddle believes the project has mutual benefit for artists and sponsors.
   " When I submitted my designs 1 was working on an exhibition for the Amber Roome Gallery, and I was interested to see if I could take some of the concepts I’d been working with for the last year into the cow. I presented drawing to the Omni Centre and we came to an agreement. I took their needs into consideration from the start, and they liked what I did. "
   Sense of humor brings success
   One thing’s for certain, normally straight-laced Edinburgh is in for a shock when the hooves hit the streets. Demarco chuckles, suggesting that the city’s famous conservative, religious forefathers could never have imagined such a thing.
   But as well as bringing people and art together, he believes it’s a great antidote to the over-seriousness of some contemporary art. He believes that art needs a sense of humor, and sees the cows’ silliness as the answer to the depressing, self-important modern art that he believes most young artists seem to favor.
Questions 66 to 70
Answer the following questions with the information given in the passage. [br] Who figured out the idea of boosting local business with the concept of a fiberglass herd?
选项
答案 Walter Knapp．
解析 (由第五段开头“For the idea of the cow as art object，we must thank Zurich window-dresser Waller Knapp”，可知这一创意来自苏黎世的橱窗陈列师Waller Knapp。)
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