國外總統(tǒng)競選期間，競爭對手之間都會互潑臟水，揭對方的短、爆對方的丑聞，并積極運(yùn)用媒體平臺散播這些信息，以影響對手的支持率。這當(dāng)中自然會有一部分宣傳內(nèi)容是人工炮制、無中生有的。所以，國外媒體對這一類宣傳活動都叫shamcampaign。

Shampaign is a fake, insincere, or misleading campaign, particularly for political office or commercial gain.

Shampaign指虛假的、不誠懇的，或者有誤導(dǎo)性質(zhì)的宣傳活動，尤其是以政界職位或商業(yè)利益為目的的宣傳活動，我們可稱之為“虛假宣傳”。

The word shampaign is a portmanteau of the words sham and campaign. An online dictionary defines the word sham as "something false or empty that is purported to be genuine" and "one who assumes a false character".

Shampaign一詞是sham和campaign兩個(gè)詞的合成形式。在線字典對sham一詞的解釋為“冒充真貨的贗品”和“假冒某個(gè)身份的人”。

Shampaigns have become increasingly popular and will continue to do so. As viral marketing becomes mainsteam, we will see more and more shampaigns as this is a technique that creates talk and can successfully carries consumers from one media to another, for example a television commercial to a website. (Source: Word Spy)

虛假宣傳越來越普遍，而且這個(gè)趨勢還將繼續(xù)。隨著病毒營銷策略成為主流，我們會看到更多的虛假宣傳，因?yàn)檫@種策略能夠制造話題然后成功地將消費(fèi)者從一個(gè)媒體轉(zhuǎn)移到另一個(gè)媒體平臺，比如，從電視廣告轉(zhuǎn)移到某個(gè)網(wǎng)站。

相關(guān)閱讀

“宣傳”該怎么翻譯

像野火一樣的“網(wǎng)絡(luò)謠言”

惡意營銷 smear campaign

（中國日報(bào)網(wǎng)英語點(diǎn)津 Helen）

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