小词详解 | hype

hype 英 [haɪp] 美 [haɪp]

TEM8 BEC

外刊例句

• A demonstration of quantum computing’s power is a defining moment for a field prone to hype.
  对于一个容易被炒作的领域，量子计算能力的展示是一个决定性时刻。
  ——《经济学人》
• Which isn’t to say that it lacks hype, but rather that its hype is more self-contained and self-regarding.
  这并不是说它缺乏热度，而是说它的热度更独立，更自成一体。
  ——《纽约时报》

基本释义

[noun] extravagant or intensive publicity or promotion
[名词] 过分的或密集的宣传或推广

深入解读

Hype 是一个与 hyper （亢奋的、精力旺盛的，作前缀时表示“过度、过多、超出”）容易混肴的单词，该词在某种程度上逆构自英语单词 hyperbole （夸张、夸张法），同时也源于俚语动词 hype （以多收或少换的方式诈骗），1967年起开始在英语中用来表示现在的主要含义，即电视、广播、互联网等媒体中言过其实的“促销广告、促销讨论”或者说“大肆的宣传、炒作”，多指为了吸引所有人的兴趣而密集地推销或宣传某个产品或想法，并经常夸大其好处或重要性，甚至是为了招引人注意而欺骗、糊弄、耍花招，比如：

• 别相信那些天花乱坠的传媒炒作——那本书没那么好。这本书里有着汹涌的崩溃、自杀、憎恨与欲望。
  Don't believe all the media hype─the book isn't that good. It is a book in which breakdown is rampant, suicide is rampant, hatred is rampant, lust is rampant.

用作动词时， hype 自然相应表示“夸张地大肆宣传、炒作”某个事物，常用搭配 hype sth (up) ，比如：

• 本周他那部被大肆炒作的新电影在上海上映，该片是纪录片与娱乐片的有趣混合。
  This week his much hyped new movie, which is an interesting hybrid of documentary and entertainment, opens in Shanghai.

此外，受瘾君子在俚语中用 hype 缩略表示“皮下注射针（hypodermic needle）”影响而来， hype 还可以使用动词短语 hype (sb) up 表示“煽动、使兴奋、使激动”，多指像注射毒品那般似的使人兴奋和活跃，比如：

• 当时，我们两人都对买这所房子感到紧张兴奋，等不及要进去看看。最终，我们一时冲动买了这所房子。
  At that time, we were both so hyped up about buying the house, we could not wait to get in there. In the end, we bought the house on a whim.

影视用例

I had a feeling she was all hype.
我有种感觉她被神话了。

出自2015年上映的美国喜剧片《假期历险记》（Vacation）。

同近义词

• publicity: the giving out of information about a product, person, or company for advertising or promotional purposes
• advertising: the activity or profession of producing advertisements for commercial products or services
• promotion: the publicizing of a product, organization, or venture so as to increase sales or public awareness

往期回顾