dàiyán: 代言 - To endorse, To be a spokesperson for, To speak on behalf of

• Keywords: daiyan, 代言, 代言人, Chinese celebrity endorsement, brand ambassador in China, to endorse a product, speak on behalf of, Chinese marketing, what does daiyan mean, KOL
• Summary: Learn the meaning of 代言 (dàiyán), a crucial verb in modern Chinese describing celebrity endorsement and acting as a brand ambassador. This page explains how 代言 is used in Chinese marketing, from a celebrity hired to endorse a product to someone chosen to speak on behalf of a cause. Understand the immense cultural weight of 代言人 (dàiyánrén), or spokespeople, and their role in China's powerful fan economy.

• Pinyin (with tone marks): dàiyán
• Part of Speech: Verb
• HSK Level: HSK 5
• Concise Definition: To act as a spokesperson or to formally endorse a brand, product, or idea.
• In a Nutshell: At its heart, `代言` means “to speak on behalf of someone else.” While it has a literal, formal meaning (like a lawyer speaking for a client), its most powerful and common usage today is in the world of advertising and commerce. It refers to the formal, contractual act of a public figure—usually a celebrity—becoming the face and voice of a brand. When a star `代言`s a product, they are lending their reputation and influence to it, a practice with huge cultural and economic impact in China.

• 代 (dài): This character means “to substitute,” “to replace,” or “on behalf of.” It's composed of the person radical `亻` on the left and `弋` (yì) on the right, suggesting one person acting in place of another.
• 言 (yán): This character means “speech,” “word,” or “to speak.” The character is a pictogram of a mouth with a tongue, directly representing the act of speaking.

When combined, 代言 (dàiyán) literally and logically means “to speak (`言`) on behalf of (`代`)”. This perfectly captures the essence of a spokesperson or endorser.

In Chinese culture, `代言` is far more than a simple business transaction; it's a powerful social phenomenon. The person who `代言`s a brand, the `代言人 (dàiyánrén)`, is not just a hired face but a guarantor of quality and status in the eyes of many consumers. This contrasts with Western celebrity endorsements, which are often viewed with a degree of cynicism (“they're just getting paid”). In China, especially within the highly engaged “fan economy” (`粉丝经济 fěnsī jīngjì`), a celebrity's choice to `代言` a brand is seen as a personal vouching. Fans show support for their idol by purchasing the endorsed products, creating a direct link between the celebrity's popularity and the brand's sales. This deep-seated trust places immense responsibility on the `代言人`. A scandal involving the celebrity can lead to immediate public backlash against the brand, and brands are quick to drop endorsers who fall from grace. Conversely, choosing the right `代言人` with a positive public image (`形象 xíngxiàng`) can catapult a brand to success. This system highlights the cultural importance of reputation, social proof, and the influence of key opinion leaders (KOLs) in modern China.

`代言` is a term you'll encounter constantly in media, advertising, and daily conversation about pop culture and business.

• Commercial Endorsements: This is the most common context. It refers to the official, paid partnership between a celebrity and a brand.
  • “Gong Li endorses L'Oréal.”
  • “They're looking for a new celebrity to endorse their skincare line.”
• As a Noun - 代言人 (dàiyánrén): The person who does the endorsing is the `代言人`, meaning “spokesperson,” “brand ambassador,” or “endorser.”
  • “He is the global brand ambassador for that luxury car brand.”
• Figurative “Spokesperson”: `代言` can be used figuratively to mean someone or something represents or “speaks for” a group, generation, or idea.
  • “This movie is the spokesperson for the anxieties of modern youth.”
  • “He sees himself as speaking for the common people.”
• Connotation: The term is generally neutral, referring to a professional activity. However, the context can make it positive (a prestigious endorsement) or negative (an endorsement of a poor-quality product, or a scandal leading to a contract termination).

• Example 1:
  • 听说那位有名的女演员代言了一款新的香水。
  • Pinyin: Tīngshuō nà wèi yǒumíng de nǚ yǎnyuán dàiyán le yī kuǎn xīn de xiāngshuǐ.
  • English: I heard that famous actress is endorsing a new perfume.
  • Analysis: A typical, straightforward use of `代言` as a verb in the context of celebrity endorsement.
• Example 2:
  • 易烊千玺是宝马的全球代言人。
  • Pinyin: Yì Yángqiānxǐ shì Bǎomǎ de quánqiú dàiyánrén.
  • English: Jackson Yee is the global spokesperson for BMW.
  • Analysis: Here, the noun form `代言人` is used to state someone's official role as a brand ambassador. Note the use of “是 (shì) … 的 (de)” structure.
• Example 3:
  • 一个好的代言人可以大大提升品牌形象。
  • Pinyin: Yī gè hǎo de dàiyánrén kěyǐ dàdà tíshēng pǐnpái xíngxiàng.
  • English: A good spokesperson can greatly enhance a brand's image.
  • Analysis: This sentence highlights the perceived effect and importance of having a `代言人`.
• Example 4:
  • 公司为什么选择他来代言我们的产品呢？
  • Pinyin: Gōngsī wèishénme xuǎnzé tā lái dàiyán wǒmen de chǎnpǐn ne?
  • English: Why did the company choose him to endorse our product?
  • Analysis: A common business question. The structure `来 (lái) + Verb` is often used to indicate purpose.
• Example 5:
  • 他不仅仅是在代言一个手机，更是在代言一种生活方式。
  • Pinyin: Tā bùjǐnjǐn shì zài dàiyán yī gè shǒujī, gèng shì zài dàiyán yī zhǒng shēnghuó fāngshì.
  • English: He's not just endorsing a phone; moreover, he's endorsing a lifestyle.
  • Analysis: This demonstrates the deeper, more abstract meaning of `代言`. The structure `不仅… 更…` means “not only… but also…”.
• Example 6:
  • 作为代言人，你必须对你代言的产品负责。
  • Pinyin: Zuòwéi dàiyánrén, nǐ bìxū duì nǐ dàiyán de chǎnpǐn fùzé.
  • English: As a spokesperson, you must be responsible for the products you endorse.
  • Analysis: This shows both the noun (`代言人`) and the verb (`代言`) in one sentence, emphasizing the responsibility associated with the role.
• Example 7:
  • 这位作家被认为是为沉默的大多数代言。
  • Pinyin: Zhè wèi zuòjiā bèi rènwéi shì wèi chénmò de dàduōshù dàiyán.
  • English: This author is considered to speak on behalf of the silent majority.
  • Analysis: An excellent example of the figurative, non-commercial use of `代言`. The structure `为 (wèi) … 代言` means “to speak for…” or “to endorse for…”.
• Example 8:
  • 明星出事后，品牌方通常会立刻终止代言合同。
  • Pinyin: Míngxīng chūshì hòu, pǐnpáifāng tōngcháng huì lìkè zhōngzhǐ dàiyán hétong.
  • English: After a celebrity gets into trouble, the brand side will usually terminate the endorsement contract immediately.
  • Analysis: This reflects the “scandal risk” culture in modern China. `代言合同 (dàiyán hétong)` means “endorsement contract.”
• Example 9:
  • 我买这个酸奶，纯粹是因为我喜欢的歌手代言了它。
  • Pinyin: Wǒ mǎi zhège suānnǎi, chúncuì shì yīnwèi wǒ xǐhuān de gēshǒu dàiyán le tā.
  • English: I bought this yogurt purely because the singer I like endorses it.
  • Analysis: This sentence perfectly illustrates the power of the “fan economy.”
• Example 10:
  • 在法庭上，律师将为他的客户代言。
  • Pinyin: Zài fǎtíng shàng, lǜshī jiāng wèi tā de kèhù dàiyán.
  • English: In court, the lawyer will speak on behalf of his client.
  • Analysis: This shows the original, formal, and non-commercial meaning of `代言`, which is less common in daily conversation but is the root of the word.

• 代言 (dàiyán) vs. 推荐 (tuījiàn) - “Endorse” vs. “Recommend”: This is the most common point of confusion for learners.
  • `代言` is a formal, official, and usually paid action of representing a brand. It implies a contract. A celebrity 代言s Coca-Cola.
  • `推荐 (tuījiàn)` means “to recommend.” It's informal and can be done by anyone. My friend 推荐 a good movie to me.
  • Common Mistake: Saying `我朋友给我代言这个饭馆` (My friend endorsed this restaurant for me) is incorrect. You should say: `我朋友给我推荐这个饭馆` (My friend recommended this restaurant to me). Use `代言` for official brand ambassadors, not for casual suggestions.
• 代言 (dàiyán) vs. 赞助 (zànzhù) - “Endorse” vs. “Sponsor”:
  • `代言` is about using a person's image and reputation to promote a brand. The person is the promotional tool.
  • `赞助 (zànzhù)` is “to sponsor,” which means providing financial or material support to an event, team, or person. The focus is on the financial contribution, often in exchange for brand visibility (e.g., a logo on a jersey). A company `赞助`s an event; a celebrity `代言`s a company.

• `代言人 (dàiyánrén)` - The noun form: spokesperson, brand ambassador, the person who `代言`s.
• `品牌 (pǐnpái)` - Brand; the entity that seeks out a `代言人`.
• `广告 (guǎnggào)` - Advertisement; the most common medium through which an endorsement is communicated.
• `明星 (míngxīng)` - Celebrity; the most common type of person to serve as a `代言人`.
• `推荐 (tuījiàn)` - To recommend; the informal, non-contractual counterpart to `代言`.
• `粉丝经济 (fěnsī jīngjì)` - Fan Economy; the economic system driven by fans' devotion, which gives `代言` its immense power in China.
• `KOL` or `关键意见领袖 (guānjiàn yìjiàn lǐngxiù)` - Key Opinion Leader; a broader term for influencers, including celebrities, who can drive trends and sales.
• `形象 (xíngxiàng)` - Image; a celebrity's public image is crucial for securing endorsement deals.
• `赞助 (zànzhù)` - To sponsor; a related but distinct marketing activity involving financial support rather than personal representation.
• `合同 (hétong)` - Contract; a `代言合同` is the legal agreement for an endorsement.