这是经济学人最近发布的一篇关于网红的文章，开篇就提到了曾几何时的中国直播网红一姐薇娅。今天选取其中两段，分享一下笔记。全文笔记是外刊群付费内容
在开始之前，先看看“网红”的相关表达：
a social influencer网红
替代表达：internet celebrity
fashionista 在一些语境中也可指“时尚网红”，原意是：( used especially in newspapers 尤用于报章 ) a fashion designer , or a person who is always dressed in a fashionable way 时装设计师；穿着入时的人
wannabe influencers做着网红梦
an honorary influencer 荣誉网红（算得上是个网红）
Honorary: ( of a university degree, a rank, etc. 大学学位、级别等 ) given as an honour, without the person having to have the usual qualifications 荣誉的
an honorary doctorate/degree 荣誉博士学位；荣誉学位
或者也可以理解为这个取义：
treated like a member of group without actually belonging to it 被待作…成员的
She was treated as an honorary man. 她得到了男子般的待遇。
我们也经常听到KOL: Key Opinion Leader，关键意见领袖，指在某个特定领域比较有声望和话语权的人。
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.
一个热门趋势被税务机关盯上，就表明它无疑已步入主流。上周，中国表态要严打网红带货中的偷逃税行为。这些网红向品牌收取费用，在网络平台上向大批粉丝推销产品。其中一位大明星是有“直播女王”之称的30多岁的时尚网红薇娅，此前她因瞒报收入而被罚款2.1亿美元。这笔巨额罚款显示了该行业的规模有多么庞大——占中国网络销售的12%。在中国之外，网红也很可能会长驻电商界。对所有拥有品牌（这些品牌总共价值超过七万亿美元）的公司来说，现在是时候意识到网红们不仅仅是在自娱自乐了。
a hot trend has reached the mainstream热门趋势已步入主流
Trend: ~ (towards/in sth) a general direction in which a situation is changing or developing 趋势；趋向；倾向；动态；动向
economic/social/political trends 经济╱社会╱政治趋势
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；主流群体
His radical views place him outside the mainstream of American politics.他的激进观点使他脱离了美国政治的主流。
a tax-evasion crackdown on...严打...的偷逃税行为，关于“逃税”的相关表达，了解一下：
避税：tax avoidance
逃税：tax evasion
逃税者：tax dodgers
避税地：tax haven
逃税资金：untaxed money
Declare放到这里一起看吧:[ VN ] to tell the tax authorities how much money you have earned 申报（收益）
All income must be declared. 所有收益必须申报。
levy也是“税”:~ (on sth) an extra amount of money that has to be paid, especially as a tax to the government 征收额；（尤指）税款
Crackdown：severe action taken to restrict the activities of criminals or of people opposed to the government or sb in authority严厉的打击；镇压，比如：
a crackdown on crime 对犯罪的严厉打击
替代表达clampdown
And the clampdown will indeed harm Chinese tech.而这轮打压会实实在在地损害中国的科技公司。
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.在许多外国投资者看来，这是对中国最出名的亿万富豪的打压，以警告该国其他富豪不要狂妄自大。
the sheer scale of the industry规模有多么庞大
sheer出现的时候一般都是起到“强调”的作用：[ only before noun ] used to emphasize the size, degree or amount of sth （用来强调事物的大小、程度或数量）
The area is under threat from the sheer number of tourists using it.这一地区由于游客人数太多而面临威胁。
We were impressed by the sheer size of the cathedral.大教堂的宏大规模给我们留下了深刻的印象。
have an enduring role in e-commerce长驻电商界
Enduring:lasting for a long time 持久的；耐久的
enduring memories 永存的记忆
下文出现了替代表达：staying power持久影响力
[语法] 同位语从句
在复合句主句中名词性成分之后与该名词性成分并列， 补充说明该名词性成分的有关情况的名词性从句， 被称为同位语从句。同位语从句的先行词通常为answer, hope, fact, truth, belief, news, idea, promise, information, conclusion, order, suggestion, problem, question, thought, report, belief, decision, doubt, opinion, theory等抽象名词。
引导同位语从句的词语通常有连词that，whether，连接代词和连接副词等。
由that引导，比如：
He referred to Copernicus’ statement that the earth moves round the sun.他提到了哥白尼关于地球绕太阳转的说法。
【注意】在某些名词(如demand, wish, suggestion, resolution等)后面的同位语从句要用虚拟语气。如：
They expressed the wish that she accept the award. 他们表示希望她接受这笔奖金。
引导同位语从句的连词that通常不省略，但在非正式文体中也可以省去。如：
He grabbed his suitcase and gave the impression he was boarding the Tokyo plane.他拿起了手提箱，给人的印象是他要登上飞往东京的飞机了。
由whether引导，比如：
We are not investigating the question whether he is trustworthy.我们不是在调查他是否可以信任的问题。
【注意】whether 可引导同位语从句，但if不能引导同位语从句。
由连接代词引导，比如：
Have you any idea what time it starts? 你知道什么时候开始吗?
由连接副词引导，比如：
I have no idea when he will come back. 我不知道他什么时候回来。
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.
要充分利用网红的力量，品牌应该制定明确的战略。它们要想到将会有更多保护消费者权益的法规出台。中国的打击措施可能还包括对支出的限制和内容规则。指导原则应该是带货网红要告知受众自己是收钱发帖。随着“狂野西部”阶段结束，品牌也应该采用新的分析工具来衡量网红的营销实效，把骗子和明星区分开来。过去有一种说法，全部广告费里只有一半起了作用，但不可能知道到底是哪一半。现在，品牌只能控制网红一半的言论，但也许能计算出他们带来的全部增值。
sorting the con-artists from the stars把骗子和明星区分开来
sort sth←→ˈout (from sth): to separate sth from a larger group （从…中）区分出来，辨别出来
Could you sort out the toys that can be thrown away? 你把可以扔掉的玩具挑出来，好吗？
con-artist: N-COUNT A con artist is someone who tricks other people into giving them their money or property. 骗子
[小词译法] Embrace这里的用法很高频了：
[ VN ] ( formal ) to accept an idea, a proposal, a set of beliefs, etc., especially when it is done with enthusiasm 欣然接受，乐意采纳（思想、建议等）；信奉（宗教、信仰等），比如：
He embraces the new information age. 他欢迎新的信息时代。
文中的embrace则处理为了“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.乐观主义者认为，微软此举对于数据的意义将堪比IBM在上世纪90年代末采用Linux操作系统对于开源软件的意义。
也常常处理为“拥抱”
Many leaders are wisely embracing a continent-wide free-trade agreement that came into force this year. 许多领导人明智地拥抱已于今年生效的覆盖整个非洲的自由贸易协定。
或者“接受”：
So far, ketchup-makers have not embraced the idea.到目前为止，还没有哪家番茄酱制造商欣然接受了这个创意。
以及“拥护”：
Turkey seems hell-bent on embracing a version of it. Argentina never quite threw it off.土耳其似乎一心拥护它的某种类型。而阿根廷从未完全摆脱它。
大家可以平时注意总结，因地制宜。
