有些人自稱社交媒體粉絲過(guò)萬(wàn)，拍照發(fā)個(gè)朋友圈，就想到處免費(fèi)吃拿要。這種事在社交媒體時(shí)代屢見(jiàn)不鮮，甚至有人冒充網(wǎng)紅混吃混喝。

在美國(guó)洛杉磯，一位有個(gè)性的冰淇淋小販?zhǔn)軌蛄诉@些所謂的“網(wǎng)紅”們，他不但拒絕了“網(wǎng)紅”免費(fèi)吃冰淇淋的要求，而且還公開(kāi)表示，網(wǎng)紅吃冰淇淋要付雙倍的錢(qián)，結(jié)果他自己反而成了網(wǎng)紅。

Customers at Joe Nicchi’s ice-cream truck have increasingly had the same demand: give us your ice-cream for free.

喬·尼基的冰淇淋車(chē)近日遇到了越來(lái)越多想免費(fèi)吃冰淇淋的顧客。

CVT Soft Serve, a popular truck in Los Angeles, has started to receive weekly requests from self-proclaimed Instagram “influencers” who promise to post a photo of Nicchi’s ice-cream – if they don’t have to pay. Nicchi has always said no, but this week he found an unusual way to profit off of the influencers: he publicly told them to go away.

洛杉磯的人氣冰淇淋車(chē)“CVT 軟冰淇淋”每周都會(huì)收到一群自稱Ins網(wǎng)紅的人的請(qǐng)求，他們承諾把尼基的冰淇淋圖片發(fā)到網(wǎng)上，前提是讓他們免費(fèi)吃。尼基一直以來(lái)都是拒絕的，但本周他發(fā)現(xiàn)了一個(gè)利用網(wǎng)紅賺錢(qián)的奇招：就是用公開(kāi)的方式讓網(wǎng)紅們滾蛋。

Nicchi went viral after posting a sign that said “influencers pay double”, writing on Instagram that he would “never give you a free ice-cream in exchange for a post”. The image, tagged #InfluencersAreGross, spread around the globe, and now Nicchi says his business is booming, attracting fans across southern California who share his disdain of influencers.

尼基貼出告示，上面寫(xiě)著“網(wǎng)紅付雙倍錢(qián)”，并在Instagram網(wǎng)站上寫(xiě)道，他“永遠(yuǎn)也不會(huì)用免費(fèi)冰淇淋來(lái)交換一個(gè)帖子”，于是他就火了。這張標(biāo)簽為#網(wǎng)紅很討厭的圖片被全球轉(zhuǎn)發(fā)，尼基表示現(xiàn)在他的生意好極了，因?yàn)槲四霞又莞鞯赝瑯訁拹壕W(wǎng)紅的粉絲們。

"We’re the anti-influencer influencers,” he told the Guardian on Wednesday. “It’s weird … but I think it’s really fun. I hope it inspires small businesses to hold their own and tell people to f**k off.”

他告訴《衛(wèi)報(bào)》說(shuō)：“我們是反網(wǎng)紅的網(wǎng)紅。有點(diǎn)怪……但我覺(jué)得還挺有趣。我希望這能激勵(lì)小企業(yè)堅(jiān)持立場(chǎng)，讓混吃混喝的人滾蛋。”

Some brands and businesses now rely on Instagram “stars” to advertise their products and services, giving away free meals and hotel stays to people who post positively about the experience. The phenomenon has become so pervasive that some Instagrammers can easily scam companies. One Instagram influencer recently staged a “surprise” wedding engagement but had actually sent an itinerary to marketers months prior. It’s so trendy to be an influencer that some people have taken to pretending their content is sponsored when it’s not.

如今一些品牌和企業(yè)靠著網(wǎng)紅“明星”們推銷(xiāo)自己的產(chǎn)品和服務(wù)，他們?yōu)榘l(fā)贊美帖的人提供免費(fèi)餐食和酒店住宿。這一現(xiàn)象變得非常普遍，以至于某些Ins用戶可以輕易地對(duì)公司進(jìn)行詐騙。一名Ins網(wǎng)紅近日組織了一場(chǎng)“驚喜”訂婚儀式，但實(shí)際上數(shù)月之前就已經(jīng)把日程安排發(fā)給營(yíng)銷(xiāo)商了?，F(xiàn)在做網(wǎng)紅是一件很時(shí)髦的事，有些人甚至?xí)傺b自己的內(nèi)容是他人贊助的。

Nicchi understands the importance of promotion. He’s a working actor in LA, who started CVT Soft Serve in 2014 as a way to supplement his income.

尼基明白宣傳的重要性。他是洛杉磯的一名在職演員，2014年為了補(bǔ)貼家用他創(chuàng)辦了CVT 軟冰淇淋店。

"This is a money-making thing. I can’t give away my ice-cream for free,” he said, noting that he had paid for his first truck with his salary from shooting a commercial.

他說(shuō)道：“這是賺錢(qián)的生意。我不能免費(fèi)贈(zèng)送我的冰淇淋?！彼赋鲎约菏怯门纳虡I(yè)廣告的收入買(mǎi)下第一輛卡車(chē)的。

The soft serve at CVT (which stands for his three flavor offerings: chocolate, vanilla, or twist) and his vintage-looking truck are very Instagrammable. Influencers quickly noticed. In his first year, he got a small handful of influencer offers, typically people emailing suggesting promotional deals in exchange for free ice-cream.

他賣(mài)CVT軟冰淇淋（CVT象征著他提供的三種口味：巧克力、香草和雙旋）所用的復(fù)古風(fēng)格卡車(chē)非常適合在Ins上傳播。網(wǎng)紅們很快就注意到了這一點(diǎn)。開(kāi)業(yè)的第一年有幾位網(wǎng)紅提出想幫他宣傳，通常是發(fā)電子郵件請(qǐng)求用打廣告來(lái)交換免費(fèi)冰淇淋。

"They love using the word ‘exposure’. It’s so ridiculous,” he said.

他說(shuō)：“他們喜歡用‘曝光’這個(gè)詞。真可笑。”

But the frequency of the requests began to escalate – and became more uncomfortable as they started happening in person, said Nicchi: “The most painful thing for me is when they approach me at the truck.”

但是這種請(qǐng)求變得越來(lái)越頻繁，而且開(kāi)始有人當(dāng)面提出來(lái)，這就讓人感到不舒服了。尼基說(shuō)：“最煩這種人走向我的卡車(chē)?！?/p>

escalate['?sk?let]: v. 使……加劇，加劇；升級(jí)，（使）惡化

It never made sense to him: “Are you out of your mind? This is four dollars. But obviously they wouldn’t be asking if people weren’t saying yes.”

他一直都不能理解這種做法：“你們的腦子壞掉了嗎？這是4美元（約合27.5元人民幣）的東西。但顯然如果不是有人答應(yīng)了他們的請(qǐng)求，他們也不會(huì)來(lái)問(wèn)我?！?/p>

At times, the requests were particularly offensive. He said an assistant to a famous actor – a woman on a television show who he declined to name – recently asked if he would donate ice-cream to the cast and crew. In exchange, the actor offered to take a photo at his truck.

有時(shí)候，網(wǎng)紅的請(qǐng)求特別氣人。尼基說(shuō)，有一個(gè)著名演員的助理（該女子參加了一個(gè)電視節(jié)目，不過(guò)他拒絕公開(kāi)她的名字）最近問(wèn)他是否愿意向劇組捐贈(zèng)冰淇淋。作為交換條件，這位演員可以在冰淇淋車(chē)前拍張照片。

His response: “As much as I’d love to do that, I don’t think my kid’s school accepts celebrity photos as a form of tuition payment.”

他的回答是：“雖然我很樂(lè)意這么做，但我不認(rèn)為我孩子的學(xué)校會(huì)收名人照片當(dāng)學(xué)費(fèi)?！?/p>

The assistant responded with a nasty and vaguely threatening message, he said, along the lines of: “I should be careful with my words … This is a very small town.”

尼基說(shuō)，那位助理的反應(yīng)不但很粗魯，而且還有威脅暗示，大概意思是讓我說(shuō)話小心點(diǎn)，“這個(gè)地方很小”。

Nicchi eventually became so tired of influencers that he put up his anti-influencer sign at the truck, making clear that people who requested a free cone would get the opposite – they’d have to pay $8 instead of $4. A customer took a photo and posted it to Reddit, which then went viral.

最后尼基受夠了這些網(wǎng)紅們，于是在卡車(chē)上貼出了這張反網(wǎng)紅告示，明確表示要求免費(fèi)吃冰淇淋的人將事與愿違——他們必須付8美元才能買(mǎi)一個(gè)冰淇淋，而不是常規(guī)的4美元。一名顧客拍下了這張告示并發(fā)到了紅迪網(wǎng)上，然后這張圖就被傳瘋了。

He said he had since gotten interview requests and news coverage from across the world, and he is loving it. The number of customers doubled overnight, and he has earned thousands of new followers on Instagram.

尼基說(shuō)，自那以后全球各地的采訪請(qǐng)求和新聞報(bào)道就紛至沓來(lái)，這讓他很高興。冰淇淋顧客數(shù)量一夜之間翻番，他在Ins上也獲得了成千上萬(wàn)的新粉絲。

"There’s something so redeeming about outing influencers,” he said, adding that many small businesses have written to him thanking him for speaking up. “I hope that more people do not allow likes and comments and followers to hold weight in the business. I want people to go to a restaurant because the food and service is fantastic.”

“趕走網(wǎng)紅還是很有回報(bào)的，”他補(bǔ)充道，許多小企業(yè)都寫(xiě)信來(lái)感謝他敢于直言?！拔蚁Ｍ嗟娜瞬灰试S點(diǎn)贊、評(píng)論和粉絲影響自己的生意。我想讓人們因?yàn)槊牢妒澄锖蛢?yōu)質(zhì)服務(wù)而選擇一家飯店?！?/p>

Brittany Hennessy, an author who has written about influencers, said companies with marketing budgets can benefit from working with social media personalities, and that a giveaway can pay off. But a small food truck may not be a good fit, she said: “People will try and get anything for free … No real influencer would ask for a four-dollar ice-cream.”

曾報(bào)道過(guò)網(wǎng)紅的布列塔尼·漢奈西說(shuō)，有營(yíng)銷(xiāo)預(yù)算的公司可以通過(guò)和社交網(wǎng)紅合作來(lái)受益，贈(zèng)送的東西也能獲得回報(bào)。但一個(gè)小小的美食車(chē)可能就不適合這么做。她說(shuō)：“人們會(huì)試著得到任何免費(fèi)的東西……但真正的網(wǎng)紅不會(huì)開(kāi)口要一個(gè)4美元的冰淇淋。”

While Nicchi is happy to promote his own business on social media, he said he didn’t want to depend on the platform. “If Instagram went away tomorrow, our truck would still survive. I don’t know that your ‘influencer’ business would.”

雖然尼基很愿意在社交媒體上推銷(xiāo)自己的冰淇淋，但他說(shuō)自己不想依賴這個(gè)平臺(tái)?！叭绻魈霫nstagram沒(méi)有了，我們的冰淇淋車(chē)依然會(huì)經(jīng)營(yíng)下去。我不知道你們這些網(wǎng)紅的生意還能不能做下去?！?/p>

英文來(lái)源：衛(wèi)報(bào)

翻譯&編輯：丹妮