英汉双语价目表（你的购买行为受）

社交网络的使用在人们的生活中变得越来越普及在使用这些工具时，我们习惯性地过滤掉看到的广告，但是要想忽略我们最喜欢的名人向我们推销的产品就没有那么容易了名人广告(Celebrity Advertising）是以影视明星、歌星、体坛名将、社会名人等作为品牌代言人的一种广告表现形式，是一种借势营销策略，利用名人所具有的优势来推介产品，快速提升产品的知名度，促进产品的销售，实现快速营销的目的名人广告具有的优势使许多企业不惜巨资请名人做广告，名人广告已成为了许多企业攻克市场的一个重要手段，以饮料、服饰、日化等低涉入度产品或同质化产品较为普遍，今天小编就来聊一聊关于英汉双语价目表?接下来我们就一起去研究一下吧!

英汉双语价目表

社交网络的使用在人们的生活中变得越来越普及。在使用这些工具时，我们习惯性地过滤掉看到的广告，但是要想忽略我们最喜欢的名人向我们推销的产品就没有那么容易了。名人广告(Celebrity Advertising）是以影视明星、歌星、体坛名将、社会名人等作为品牌代言人的一种广告表现形式，是一种借势营销策略，利用名人所具有的优势来推介产品，快速提升产品的知名度，促进产品的销售，实现快速营销的目的。名人广告具有的优势使许多企业不惜巨资请名人做广告，名人广告已成为了许多企业攻克市场的一个重要手段，以饮料、服饰、日化等低涉入度产品或同质化产品较为普遍。

名人为某商品代言的这种营销方式被称为 "社交媒体影响力"。本文就讨论了 "社交媒体影响力" 对个人购买行为的影响。

Have you ever been on social media and seen your favourite celebrity talking about a product? These endorsements might not be totally random, and are actually seen as a vital part of the marketing process. The question is: How do social media influence what you buy?

你有没有上过社交媒体，见过你最喜欢的名人谈论某种产品？这些代言并不是完全随机的，实际上被视为营销过程中至关重要的一部分。问题是：社交媒体的影响力如何影响你的购买行为？

重点词和短语：

social media 社交媒体

endorsement n. 代言

a vital part of ……重要的组成部分

Human desire for status and making friends, combined with our needs to belong to a group, make us susceptible to being "socially influenced". Companies often use that desire to have a similar lifestyle to a celebrity we admire to hawk or launch a product. So, what do these endorsements actually do?

人类对地位和交友的渴望，再加上我们对归属一个群体的需要，使我们容易受到"社会影响"。公司经常利用我们希望拥有与我们所崇拜的名人相似的生活方式这种渴望来推销或推出产品。那么，这些代言到底有什么用呢？

重点词和短语：

hawk v. 叫卖，兜售

Firstly, they can be used to build brand awareness. A social media influencer should have a strong understanding of the platform they operate on, and therefore can create engaging content that not only adheres to the brand image, but sparks their followers' interests in a product they might never have seen before.

首先，它们可以用来建立品牌知名度。社交媒体应该对他们所经营的平台有很强的了解，因此能够创造出吸引人的内容，这些内容不仅符合品牌形象，而且能激发他们的追随者对他们以前从未见过的产品的兴趣。

重点词和短语：

brand awareness 品牌认识，品牌认知

adhere to 坚持，粘附，拥护

brand image 品牌形象

not only...but (also)... 不但……而且……

Secondly, influencers can improve a company or a product's relationship with their customer base. According to InMoment's 2018 US Retail CX Trends Report on customer loyalty, 77% of buyers have been brand loyal for more than ten years. A popular celebrity can target key demographics and talk or blog about a product, which can create an instant and lasting bond with the consumer.

其次，有影响力的人可以改善公司或产品与他们的客户群的关系。根据InMoment发布的有关客户忠诚度的《2018年美国零售CX趋势报告》，77%的买家对品牌忠诚超过10年。一个受欢迎的名人可以瞄准关键的人口统计数据，谈论或在博客上发布某个产品，从而与消费者建立起即时而持久的联系。

重点词和短语：

demographics n. 人口统计数据

customer base 客户群

customer loyalty 客户忠诚度

blog v. 写博客

bond n. 联系，纽带

Lastly, influencers can improve customer buying habits with seemingly "unbiased opinions". We are more likely to respond to "peer recommendation" than traditional ads, meaning the fact we see an influencer as a "friend" can make us less likely to be sceptical about what we are seeing.

最后，有影响力的人可以通过看似"无偏见的意见"来改善客户的购买习惯。与传统的广告相比，我们更倾向于对"熟人推荐"做出回应，这意味着我们将有影响力的人视为"朋友"这一事实可以使我们对所看到的不持怀疑态度。

重点词和短语：

buying habit 购买习惯

peer recommendation 朋友的推荐，熟人推荐

be likely to do sth 可能会做某事

So, the next time you see a celebrity talking about a product, you might want to consider that this could be a carefully crafted marketing strategy designed to target your core needs. If you find yourself perusing a product you've seen on social media, you may well have been influenced.

所以，下一次当你看到一个名人在谈论一个产品时，你可能会想到这可能是一个精心设计的营销策略，旨在满足你的核心需求。如果你发现自己在仔细阅读你在社交媒体上看到的产品时，你很可能已经受到了影响。

重点词和短语：

peruse v. 细读，研读

测验与练习：

阅读短文并回答问题。

1. Why can social influencers make such engaging content?

2. What factors make social influence so effective?

3. How long have 77% of customers been brand loyal?

4. How does seeing an influencer as a "friend" affect our decision making when we see products they promote?

5.What should you consider the next time you see a celebrity talking about a product?

答案：

1. Because they have a strong understanding of how to use the platform they are working on.

2. Human desire for status, making friends and belonging to a group.

3. They have been loyal for more than ten years.

4. It can make us less likely to be sceptical about adverts we are seeing.

5. Consider that this could be a carefully crafted marketing strategy designed to target our core needs.

本文英文来自BBC，经删减已选入《快捷英语 活页英语时文阅读理解 高考20》，转载需注明出处。

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