基本释义 endorsement: an act of giving one's public approval or support to someone or something. n. 赞同,认可,代言 The use of personal endorsements used to be about harnessing existing celebrity power. Elizabeth Taylor touted Colgate-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. Through curated feeds 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. 以前个人代言都靠已有的名人影响力。如伊丽莎白·泰勒曾在20世纪50年代吹捧过高露洁棕榄的洗发水,迈克尔·乔丹于1984年与耐克签约的合同颠覆了篮球市场和品牌推广行业。而网红则逆转了这一逻辑:人靠卖货更出名。他们通过精心剪辑的视频和美化的照片,向消费者推荐产品和服务,并在推荐过程中融入他们日常生活的记录,让其精心的设计显得更加真实。他们有时会透露薪酬,但多数情况下不会。 《经济学人》 单词endorse来源于古法语endosser, 主要意思是“背书”,金融上指持票人在票据背面签字或盖章,转让票据权利给受票人,持票人叫背书人,后者叫被背书人。法律上要求背书人为票据做一定担保。endorsement是其名词形式。例如: An endorsement by the drawee is null and void. 付款人背书无效。 Please sign your name in the space marked for endorsement. 请在标明签署的地方签名。 后来在英语里用来表示“认可,支持,赞同”等含义,例如: That adds up to an endorsement of the status quo. 那算是对现状的赞同。 These measures have the strong endorsement of the union. 在市场经济的大背景下,这个单词也表示明星或者网红的“代言”,以及大企业或者大品牌的“背书”。例如: A star athlete can make a lot of money from endorsements. 明星运动员可通过形象代言赚许多钱。 《2016年12月六级真题(第三套)》 上期复习 |
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