考研英语外刊，考研英语外刊来源
戳左上角蓝字“考研外刊阅读”关注我们
每天为您推送一篇考研英语来源期刊双语阅读
每天18：00，外刊君陪你考研
中国高翻团队倾力之作
全文字数：1516字
阅读时间：5分钟
上期翻译答案
The viciousness of the fight over Judge Jackson’s confirmationwas,then,wholly at odds withwhat was at stake in the actual work of the court, at least in the short term.
因此，至少在短期内，关于任命杰克逊法官的激烈斗争与最高法院利害攸关的实际工作是完全相冲突的。
《本期内容》
双语阅读
The use of personal endorsements used to be about harnessing existing celebrity power. Elizabeth TaylortoutedColgate-Palmolive’s shampoo in the 1950s, and Michael Jordan’s deal in 1984 with Nike revolutionised both basketball and branding. Influencers turn the logic on its head: selling things helps make them more famous. Throughcuratedfeeds of clipped videos and filtered photos they offer recommendations to consumers, mingled with glimpses into their daily lives that give their artifice an aura of authenticity. Sometimes they disclose how they are paid. Often they do not.
个人代言在过去是利用已经出名的人既有的影响力。上世纪50年代有伊丽莎白·泰勒为高露洁棕榄公司的洗发水站台；1984年乔丹与耐克公司签约，彻底改变了篮球运动和品牌推广。网红们却将这套旧逻辑颠倒——推销产品帮助他们变得更出名。他们不断发布精心策划的视频片段和打上滤镜的照片，把向消费者推荐的各式产品融入自己的日常生活片段，让他们这种推销伎俩显得更真实可信。有时他们也会说明自己是收钱发帖，但通常都是秘而不宣的。
Initially dismissed ascredulousGen-Z folk who had mistaken posting selfies for having a job, these entrepreneurs have become a big business, boosted further by the e-commerce surge from the pandemic. Total spending on influencers by brands could reach $16bn this year. Whereas the number of wannabe influencers outside China is in the millions, an elite of under 100,000 of them who have over 1m followers each getthe bulk ofrevenues and the front seats at fashion shows.
这些创业者最初被认为不过是一群容易被忽悠的“Z世代”，误以为发发自拍就是份正经工作。但现在做网红已然是一门大生意，因疫情而急剧增长的电商生意更是为其推波助澜。今年，品牌付给网红的总支出可能达到160亿美元。翻译划线句，长按文末小程序码打卡，答案下期公布~
Their staying power suggests that they add value in several ways. They can save money: Elon Musk is an honorary influencer whoseraucousonline presence lets Tesla do without any conventional advertising (General Motors blew $3.3bn on it in 2021). Influencers’ networks reach new audiences, particularly younger shoppers.
网红们的持久影响力表明，他们能在几个方面增加价值。他们可以省钱：马斯克实际上也算网红，他在社交媒体上大放厥词引来的关注让特斯拉根本不用做什么传统广告（2021年通用汽车可是在广告上砸了33亿美元）。网红可以网罗到新受众，尤其是年轻消费者。
Global brands can localise their appeal bycutting deals withthem. In China local shopping festivals and style sensibilities matter, so transplanting marketing campaigns from the West does not work. And influencers are technologically proficient in a way that old-style brand ambassadors never were. They are quick to adapt to newer platforms like TikTok and to the ever-changing algorithms of older ones like Instagram.
全球化品牌可以和网红达成交易，让自己的卖点更接地气。在中国，本土购物节和时尚感觉很重要，所以直接移植西方的营销活动是行不通的。网红对科技的精通程度也是传统品牌大使们难忘项背的。他们能迅速适应TikTok等新平台和Instagram等老平台不断变化的算法。
Yet one-third of brands do not use influencers. They worry abouttarnishingtheir reputation. Having a swarm of freelance advocates is riskier than the command-and-control campaigns of the “Mad Men” era. And the industry is a Wild West,awash withfraud and manipulation.
但仍有三分之一的品牌不使用网红做营销。它们担心声誉受玷污。靠一群自由职业者带货比“广告狂人”时代那种指令控制型推广的风险更大。而且网红业堪称一片“狂野西部”，充斥着欺诈和操弄。
本文节选自：The Economist（经济学人）
发布时间：2022.04.07
作者：Brands and marketing
原文标题：The serious business of being a social influencer
词汇积累
1.tout
英 [taʊt] 美 [taʊt]
vt. 兜售；招徕；刺探赛马情报
vi. 兜售；招徕顾客；拉选票
n. 侦查者；兜售者
n. （Tout）人名；（英）陶特
2.curate
英 [ˈkjʊərət; ˌkjʊˈreɪt] 美 [ˈkjʊrət]
n. （某教区的）助理牧师；堂区牧师
v. 操持（收藏品或展品的）展出；组织（音乐节的）演出
3.credulous
英 [ˈkredjələs] 美 [ˈkredʒələs]
adj. 轻信的；因轻信而产生的
4.raucous
英 [ˈrɔːkəs] 美 [ˈrɔːkəs]
adj. 沙哑的；刺耳的；粗声的
5.tarnish
英 [ˈtɑːnɪʃ] 美 [ˈtɑːrnɪʃ]
v. 使失去光泽，使变暗淡；玷污
n. （金属表面的）暗锈；颜色晦暗，无光泽；污点
词组搭配
1.the bulk of 大多数，大部
2.cut deals with 达成协议
3.awash with 充斥着……；……如潮水般涌来
写作句总结
原句：They are quick to adapt to newer platforms like TikTok and to the ever-changing algorithms of older ones like Instagram.
结构：They are quick to adapt to xxx and to xxx.
例句：After Tom moving to Mexico, he is quick to adapt to the hot weather and the eating habits.
打卡作业
在草稿纸上翻译文章中的划线句，完成每日的打卡练习！下期推送会公布参考翻译答案，大家一起来学习英语吧~
• END •
排版/外刊君
图片/来源网络
中国高翻小组
考研英语外刊(考研英语外刊来源)
