作者介绍：魏鸿，亚马逊翻译大神
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卖家们应该对亚马逊上到处可见的五星好评持谨慎态度。亚马逊上的评价有着水分的情况，已经存在不是一天两天了，甚至还起诉过提供假评价的团体，尽管如此，这场战争也永远不会停止。在这种情况下，卖家们自己能对假评价作出理性的判断分析就很重要了。我们通过暗访一些曾经的职业评价写手，而他们也慷慨的分享了一些分辨假评价的技巧。
首先是“讲故事”风格的评价。
这样的评价一般风格相似，使用着相似的关键词，主观意见的铺叙和堆叠多于对具体使用的描述。这些都是无法避免的，为了让其他消费者看到他们想看的东西，这些评价的写手会专门把关键内容特别的写出来。一个商品的关键词就那么多，多个评价中都在重复的话，那么这些评价都有问题的可能性就很大了。至于主观描述则更好理解了。人作为感性的个体，往往会对主观性较强的文字产生共鸣，而且，写评价的人很可能连产品都没摸过，他也写不出有条有理的实际分析。如果评价中大量出现的都是形容词和夸张的行为词，这样的评价也是不可靠的。不过刷评的技巧也是在不断进步的，近来虚假评价中出现讲故事或者强感情词的也越来越少，不过这并不会影响我们做判断时将这些特点作为一个依据。
说到日新月异的刷评界，最近就连VP评价都可能是假造的了。
看起来新的模式变成了，刷评者确实的购买产品，然后留下更有说服力的VP评价。这种新模式使得VP评价的可信度也变得不那么令人乐观。
总的来说，在参考5星好评的时候，我们需要花一定的精力去仔细甄别哪些是真的，哪些是假的，然后才能真实的对我们的选品和经验有指导价值。为此，在当前的环境下，我们也可以看看3星，4星的评价。如果这个产品有3,4星评价的话，至少说明这个产品的确是有销量的，并且这种评价往往真实性更高，原因只要稍微想想就明白了。如果是卖家自己刷好评，那么要的一定是5星，如果是对手的恶意陷害刷差评，那么给的一定是1星，所以3,4星就变成了最安全的区域。
文章最后，我们出了一些考题来检验各位的学习成果，或者说，直觉。我们写了三条评价，请大家来判断，哪些是假的呢？正确答案请关注公众号后向我们索要。
1.I want to make this review in order to comment on the excellent service that my mother and I received on the Serenade of the Seas, a cruise line for Royal Caribbean. There was a lot of things to do in the morning and afternoon portion for the 7 days that we were on the ship. We went to 6 different islands and saw some amazing sites! It was definitely worth the effort of planning beforehand. The dinner service was 5 star for sure. One of our main waiters, Muhammad was one of the nicest people I have ever met. However, I am not one for clubbing, drinking, or gambling, so the nights were pretty slow for me because there was not much else to do. Either than that, I recommend the Serenade to anyone who is looking for excellent service, excellent food, and a week full of amazing day-activities!
2.This movie starring big names - Tom Hanks, Sandra Bullock, Viola Davis, and John Goodman - is one of the most emotionally endearing films of 2012. While some might argue that this film was "too Hollywood" and others might see the film solely because of the cast, it is Thomas Horn's performance as young Oskar that is deserving of awards. The story is about a 9-year-old boy on a journey to make sense of his father's tragic death in the 9/11 attacks on the World Trade Center. Oskar is a bright and nervous adventurer calmed only by the rattle of a tambourine in his ear. "I got tested once to see if I had Asperger's disease," the boy offers in explain of his odd behavior. "The tests weren't definitive." One year after the tragedy, Oskar finds a key in his father's closest and thus begins a quest to find the missing lock. Oskar's battle to control his emotional anxiety and form and mend relationships proves difficult, even with his mother. "If the sun were to explode, you wouldn't even know about it for eight minutes," Oskar narrates. "For eight minutes, the world would still be bright and it would still feel warm." Those fleeting eight minutes Oskar has left of his father make for two hours and nine minutes of Extremely Emotional and Incredibly Inspiring film. Leaving the theatre, emotionally drained, it is a wonder where a movie like this has been. We saw Fahrenheit 9/11 and United 93, but finally here is the story of a New York family's struggle to understand why on "the worst day" innocent people would die. I highly recommend this movie as a must see.
3.High Points: Guacamole burger was quite tall; clam chowder was tasty. The decor was pretty good, but not worth the downsides. Low Points: Noisy, noisy, noisy. The appetizers weren't very good at all. And the service kind of lagged. A cross between Las Vegas and Disney world, but on the cheesy side. This Cafe is a place where you eat inside a plastic rain forest. The walls are lined with fake trees, plants, and wildlife, including animatronic animals. A flowing waterfall makes sure that you won't hear the conversations of your neighbors without yelling. I could see it being fun for a child's birthday party (there were several that occurred during our meal), but not a place to go if you're looking for a good meal.
