這是經(jīng)濟(jì)學(xué)人最近發(fā)布的一篇關(guān)于網(wǎng)紅的文章执赡，開(kāi)篇就提到了曾幾何時(shí)的中國(guó)直播網(wǎng)紅一姐薇婭南蓬。今天選取其中兩段唯鸭，分享一下筆記。全文筆記是外刊群付費(fèi)內(nèi)容
在開(kāi)始之前搀缠，先看看“網(wǎng)紅”的相關(guān)表達(dá)：
a social influencer網(wǎng)紅
替代表達(dá)：internet celebrity
fashionista?在一些語(yǔ)境中也可指“時(shí)尚網(wǎng)紅”铛楣，原意是：( used especially in newspapers 尤用于報(bào)章 ) a fashion designer , or a person who is always dressed in a fashionable way 時(shí)裝設(shè)計(jì)師；穿著入時(shí)的人
wannabe influencers做著網(wǎng)紅夢(mèng)
an honorary influencer?榮譽(yù)網(wǎng)紅（算得上是個(gè)網(wǎng)紅）
Honorary: ( of a university degree, a rank, etc. 大學(xué)學(xué)位胡嘿、級(jí)別等 ) given as an honour, without the person having to have the usual qualifications 榮譽(yù)的
an honorary doctorate/degree 榮譽(yù)博士學(xué)位蛉艾；榮譽(yù)學(xué)位
或者也可以理解為這個(gè)取義：
treated like a member of group without actually belonging to it 被待作…成員的
She was treated as an honorary man. 她得到了男子般的待遇。
我們也經(jīng)常聽(tīng)到KOL: Key Opinion Leader衷敌，關(guān)鍵意見(jiàn)領(lǐng)袖勿侯，指在某個(gè)特定領(lǐng)域比較有聲望和話(huà)語(yǔ)權(quán)的人。
IT IS A sure sign that?a hot trend has reached the mainstream?when the tax authorities catch up. Last week China promised a tax-evasion crackdown on?social-media influencers, who are paid by brands to promote products online to armies of followers. One of the big stars, Viya, a 30-something fashionista known as the live-streaming queen, has already been fined $210m for not declaring her income. The size of that levy shows the sheer scale of the industry, which accounts for 12% of online sales in China. Outside China, influencers are also likely to have an enduring role in e-commerce. For all firms with brands—and together those brands are worth over $7trn—it is time to realise that influencing is more than just a hobby.
一個(gè)熱門(mén)趨勢(shì)被稅務(wù)機(jī)關(guān)盯上缴罗，就表明它無(wú)疑已步入主流助琐。上周，中國(guó)表態(tài)要嚴(yán)打網(wǎng)紅帶貨中的偷逃稅行為面氓。這些網(wǎng)紅向品牌收取費(fèi)用兵钮，在網(wǎng)絡(luò)平臺(tái)上向大批粉絲推銷(xiāo)產(chǎn)品。其中一位大明星是有“直播女王”之稱(chēng)的30多歲的時(shí)尚網(wǎng)紅薇婭舌界，此前她因瞞報(bào)收入而被罰款2.1億美元掘譬。這筆巨額罰款顯示了該行業(yè)的規(guī)模有多么龐大——占中國(guó)網(wǎng)絡(luò)銷(xiāo)售的12%。在中國(guó)之外呻拌，網(wǎng)紅也很可能會(huì)長(zhǎng)駐電商界葱轩。對(duì)所有擁有品牌（這些品牌總共價(jià)值超過(guò)七萬(wàn)億美元）的公司來(lái)說(shuō)，現(xiàn)在是時(shí)候意識(shí)到網(wǎng)紅們不僅僅是在自?shī)首詷?lè)了藐握。
a hot trend has reached the mainstream熱門(mén)趨勢(shì)已步入主流
Trend:?~ (towards/in sth) a general direction in which a situation is changing or developing 趨勢(shì)靴拱；趨向；傾向猾普；動(dòng)態(tài)袜炕；動(dòng)向
economic/social/political trends 經(jīng)濟(jì)╱社會(huì)╱政治趨勢(shì)
Mainstream：the mainstream [ sing. ] the ideas and opinions that are thought to be normal because they are shared by most people; the people whose ideas and opinions are most accepted 主流思想；主流群體
His radical views place him outside the mainstream of American politics.他的激進(jìn)觀點(diǎn)使他脫離了美國(guó)政治的主流初家。
a tax-evasion crackdown on...嚴(yán)打...的偷逃稅行為偎窘，關(guān)于“逃稅”的相關(guān)表達(dá)乌助，了解一下：
避稅：tax avoidance
逃稅：tax evasion
逃稅者：tax dodgers
避稅地：tax haven
逃稅資金：untaxed money
Declare放到這里一起看吧:[ VN ] to tell the tax authorities how much money you have earned 申報(bào)（收益）
All income must be declared. 所有收益必須申報(bào)。
levy也是“稅”:~ (on sth) an extra amount of money that has to be paid, especially as a tax to the government 征收額陌知；（尤指）稅款
Crackdown：severe action taken to restrict the activities of criminals or of people opposed to the government or sb in authority嚴(yán)厲的打擊眷茁；鎮(zhèn)壓，比如：
a crackdown on crime 對(duì)犯罪的嚴(yán)厲打擊
替代表達(dá)clampdown
And the clampdown will indeed harm Chinese tech.而這輪打壓會(huì)實(shí)實(shí)在在地?fù)p害中國(guó)的科技公司纵诞。
以及slap-down:
A lot of foreign investors interpreted it as a slap-down to China’s best-known billionaire and thus a warning to the country’s other plutocrats not to get too big for their boots.在許多外國(guó)投資者看來(lái)上祈，這是對(duì)中國(guó)最出名的億萬(wàn)富豪的打壓，以警告該國(guó)其他富豪不要狂妄自大浙芙。
the sheer scale of the industry規(guī)模有多么龐大
sheer出現(xiàn)的時(shí)候一般都是起到“強(qiáng)調(diào)”的作用：[ only before noun ] used to emphasize the size, degree or amount of sth （用來(lái)強(qiáng)調(diào)事物的大小登刺、程度或數(shù)量）
The area is under threat from the sheer number of tourists using it.這一地區(qū)由于游客人數(shù)太多而面臨威脅。
We were impressed by the sheer size of the cathedral.大教堂的宏大規(guī)模給我們留下了深刻的印象嗡呼。
have an enduring role in e-commerce長(zhǎng)駐電商界
Enduring:lasting for a long time 持久的纸俭；耐久的
enduring memories 永存的記憶
下文出現(xiàn)了替代表達(dá)：staying power持久影響力
[語(yǔ)法] 同位語(yǔ)從句
在復(fù)合句主句中名詞性成分之后與該名詞性成分并列， 補(bǔ)充說(shuō)明該名詞性成分的有關(guān)情況的名詞性從句南窗， 被稱(chēng)為同位語(yǔ)從句揍很。同位語(yǔ)從句的先行詞通常為answer, hope, fact, truth, belief, news, idea, promise, information, conclusion, order, suggestion, problem, question, thought, report, belief, decision, doubt, opinion, theory等抽象名詞。
引導(dǎo)同位語(yǔ)從句的詞語(yǔ)通常有連詞that万伤，whether窒悔，連接代詞和連接副詞等。
由that引導(dǎo)敌买，比如：
He referred to Copernicus’ statement that the earth moves round the sun.他提到了哥白尼關(guān)于地球繞太陽(yáng)轉(zhuǎn)的說(shuō)法简珠。
【注意】在某些名詞(如demand, wish, suggestion, resolution等)后面的同位語(yǔ)從句要用虛擬語(yǔ)氣。如：
They expressed the wish that she accept the award. 他們表示希望她接受這筆獎(jiǎng)金虹钮。
引導(dǎo)同位語(yǔ)從句的連詞that通常不省略聋庵，但在非正式文體中也可以省去。如：
He grabbed his suitcase and gave the impression he was boarding the Tokyo plane.他拿起了手提箱芙粱，給人的印象是他要登上飛往東京的飛機(jī)了祭玉。
由whether引導(dǎo)，比如：
We are not investigating the question whether he is trustworthy.我們不是在調(diào)查他是否可以信任的問(wèn)題春畔。
【注意】whether 可引導(dǎo)同位語(yǔ)從句脱货，但if不能引導(dǎo)同位語(yǔ)從句。
由連接代詞引導(dǎo)拐迁，比如：
Have you any idea what time it starts? 你知道什么時(shí)候開(kāi)始嗎?
由連接副詞引導(dǎo)蹭劈，比如：
I have no idea when he will come back. 我不知道他什么時(shí)候回來(lái)疗绣。
To get the most out of influencers, brands should set a clear strategy. They should expect more regulation on consumer protection: China’s crackdown may also include limits on spending and content rules. The guiding principle should be to use only influencers who disclose to their audiences that their posts are paid.?As the Wild West phase ends, brands should also embrace new analytical tools that help them gauge the performance of influencers, sorting the con-artists from the stars. It used to be said that only half of all advertising spending worked, but it was impossible to know which half. Now brands can control only half of what influencers say, but they may be able to calculate 100% of the value they add.?
要充分利用網(wǎng)紅的力量线召，品牌應(yīng)該制定明確的戰(zhàn)略。它們要想到將會(huì)有更多保護(hù)消費(fèi)者權(quán)益的法規(guī)出臺(tái)多矮。中國(guó)的打擊措施可能還包括對(duì)支出的限制和內(nèi)容規(guī)則缓淹。指導(dǎo)原則應(yīng)該是帶貨網(wǎng)紅要告知受眾自己是收錢(qián)發(fā)帖哈打。隨著“狂野西部”階段結(jié)束，品牌也應(yīng)該采用新的分析工具來(lái)衡量網(wǎng)紅的營(yíng)銷(xiāo)實(shí)效讯壶，把騙子和明星區(qū)分開(kāi)來(lái)料仗。過(guò)去有一種說(shuō)法，全部廣告費(fèi)里只有一半起了作用伏蚊，但不可能知道到底是哪一半×⒃現(xiàn)在，品牌只能控制網(wǎng)紅一半的言論躏吊，但也許能計(jì)算出他們帶來(lái)的全部增值氛改。
sorting the con-artists from the stars把騙子和明星區(qū)分開(kāi)來(lái)
sort sth←→?out (from sth): to separate sth from a larger group （從…中）區(qū)分出來(lái)，辨別出來(lái)
Could you sort out the toys that can be thrown away? 你把可以扔掉的玩具挑出來(lái)比伏，好嗎胜卤？
con-artist: N-COUNT A con artist is someone who tricks other people into giving them their money or property. 騙子
[小詞譯法]?Embrace這里的用法很高頻了：
[ VN ] ( formal ) to accept an idea, a proposal, a set of beliefs, etc., especially when it is done with enthusiasm 欣然接受，樂(lè)意采納（思想赁项、建議等）葛躏；信奉（宗教、信仰等）悠菜，比如：
He embraces the new information age. ?他歡迎新的信息時(shí)代舰攒。
文中的embrace則處理為了“采用”。
再比如：
Optimists believe that the giant’s move could be to data what IBM’s embrace in the late 1990s of the Linux operating system was to open-source software.樂(lè)觀主義者認(rèn)為悔醋，微軟此舉對(duì)于數(shù)據(jù)的意義將堪比IBM在上世紀(jì)90年代末采用Linux操作系統(tǒng)對(duì)于開(kāi)源軟件的意義芒率。
也常常處理為“擁抱”
Many leaders are wisely embracing a continent-wide free-trade agreement that came into force this year. 許多領(lǐng)導(dǎo)人明智地?fù)肀б延诮衲晟У母采w整個(gè)非洲的自由貿(mào)易協(xié)定。
或者“接受”：
So far, ketchup-makers have not embraced the idea.到目前為止篙顺，還沒(méi)有哪家番茄醬制造商欣然接受了這個(gè)創(chuàng)意偶芍。
以及“擁護(hù)”：
Turkey seems hell-bent on embracing a version of it. Argentina never quite threw it off.土耳其似乎一心擁護(hù)它的某種類(lèi)型。而阿根廷從未完全擺脫它德玫。
大家可以平時(shí)注意總結(jié)匪蟀，因地制宜。
