Read as one?

Question

They knew well the importance of creating just the right mood for selling. No unit would depart on its journey without the support of a full complement of magicians, snakecharmers, story-tellers, dancers, and sword-swallowers. Craftsmen also theatrically fashioned goods and offered them for sale to the public. Showmanship and retailing read as one.

Theatrical has two meanings:relating to the performing of play, behaving in a very loud and noticeable way that is intended to get people's attention.

So how do we know the nuance of theatrically in this context?

The craftsman acted like an actor when selling goods?

or he just behaved in loud and very noticeable way to sell goods?

And I was wondering..

read as one is used as 'to interpret' right?

but why is it used in active voice? I think it should be passive..

interpreting showmanship and retailing as one is done by someone not itself isn't it?

Thank you in advance

CalifJim · Accepted Answer

AppleFanboySo how do we know the nuance of theatrically in this context?

You imagine the scene. The craftsman was putting on a show to attract attention. I think it should be obvious that he was not acting in a play.

AppleFanboyread as one

~ amounted to one and the same thing

The passive would not be good. 'read as one' addresses the readers, explaining that we the observers can see the two things as connected. The passive would change the viewpoint. 'were read as one' would explain how the people being described felt about the connection between showmanship and retailing.

CJ

AppleFanboy · Answer

It was showmanship not salesmanship.

Can you please explain more on meaning of 'read'?

This is the part where I find it most difficult to understand.

I thought 'act of reading' and 'act of interpreting' can only be done by a living thing..

When I understand the sentence with what you said, 'amount to the same thing' = 'to have the same effect', it does make sense because showmanship and retailig can have 'effect' and 'quality' even if they are not a living thing.

But with 'interpret, discern, notice and understand', it does not make sense to me because the subject itself can't interpret, discern.

CalifJim · Answer

AppleFanboyIt was showmanship not salesmanship.

OK. I fixed that.

AppleFanboyI thought 'act of reading' and 'act of interpreting' can only be done by a living thing..

True. But 'read' can be used in a special idiomatic meaning where something reads as something else. (can be seen as something else) I know. It's strange, but that's the way it is.

AppleFanboyBut with 'interpret, discern, notice and understand', it does not make sense to me because the subject itself can't interpret, discern.

Correct. Those verbs cannot be used with the same special idiomatic meaning.
_______________

Examples found online:

Sinofsky's entire post reads as an apology of sorts.
The scene reads as a single, intricate metaphor for loneliness.
The granite color is Labrador Green, but it reads as black with gold flecks in some light.

CJ

Read as one?

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