Meet China's latest Internet buzzword

李星玥

If you want to express something so unbelievable that it must have been a special effect, you have a new word to add to your vocabulary.
现在，如果你想要表达某物“仿佛带了特效”一般难以置信，你又有一个新词可以用了。

It`s "Duang", an onomatopoetic word which doesn`t correlate with any particular Chinese character and refers to special effects.
没错，就是Duang，这个找不到对应汉字的拟声拼音，它现在有了“特效”的意思。

A video parody adapted from a shampoo commercial featuring Hong Kong actor Jackie Chan went viral online, leading Internet users to coin the word.
这个词出自一段恶搞香港男演员成龙代言洗发水广告的视频。该视频迅速走红，其中的Duang更是被网友们赋予新意。。

The video begins with Chan flashing his black, sleek hair, which would have been flawless except that it was not his real hair, to the tune of online hit, "My Skating Shoes", known for its coarse melody and the singer`s strong southern Mandarin dialect.
视频伊始，成龙甩着乌黑、顺滑的头发，一切似乎堪称“完美”，只是（如视频所言）这是一头假发；随后，就响起了网红神曲《我的滑板鞋》的粗糙旋律，以及庞麦郎操着浓重口音的歌声。

Next, a smug Chan confesses, to the repetitive, rhythmical sounds of "Duang", "I refused to endorse this product when they first came to me because of my thin hair, but the director insisted, saying special effects could be used to make my hair look healthy on the screen. Now you see. It`s all special effects. It`s not real."
紧接着，就是成龙那段洋洋得意的“自白”，伴随着不断重复的“Duang”，他说：“当我第一次知道要拍洗发水广告的时候，其实我是，是拒绝的，我跟导演讲，我拒绝，因为，其实我，根本没有头发。导演跟我讲，拍完加特技，头发很黑很亮很柔。我现在呢……头发乌黑浓密，因为我，加特技……”

The original advertisement became the target of regulators` crackdown for overhyping the effects of the shampoo after it was broadcast in 2004.
原广告片在2004年播出之后，因为过度宣传其防脱发功效而曾遭到工商部打假。

"Duang" has now become one of the hottest hashtags on Sina Weibo, a Twitter-like Chinese social networking site amid a frenzy of posts imitating Jackie Chan`s speech in different scenarios.
如今，#Duang#已经成为新浪微博热门话题，而恶搞视频中“成龙”的台词，也被网友们大肆模仿，用于各种场合。

The actor`s Weibo account was flooded with comments containing the word in this sweeping online trend.
与此同时，成龙的微博也被带着Duang的评论淹没。

The video came at a time when the renowned movie star has been under public scrutiny after trying to salvage the drug scandal-tainted image of his son, Jaycee Chan, who was released from prison this week.
视频发出之时，正值因涉毒案入狱的成龙之子房祖名出狱。

Data from Baidu also proved the phrase`s popularity as it has been searched more than 586,000 times as of Thursday on the major Chinese search engine.
这个词到底有多火？百度的数据即可见一二：截止到上周四，Duang在百度上的搜索量就超过了586,000次。

It`s not the first time that online slang has invaded the regular lexicon in China.
网络用语成为中国的普通词汇，Duang并非首例。

The word of geili`s sudden rise in 2010 caught the attention of international media when it coined the word`s official translation – geilivable – to describe something cool or awesome.
2010年，“给力”一词迅速走红，其“官方”翻译geilivable（出色的或了不起的）曾一度引起国际媒体的关注。

李星玥

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李星玥

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