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JulianTreasure_2009G-_4种声音影响我们的方式_
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| Over the next five minutes, my intention is to transform your relationship with sound. |
在接下来的5分钟里 我想把你们与声音的关系作个转变 |
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intention:n.意图;目的;意向;愈合; transform:v.使改变;使改观;使转换;n.[数]变换式;[化]反式;
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| Let me start with the observation that most of the sound around us is accidental . |
首先,请允许我以这样的观察开始,我发现大多数围绕我们的声音是偶然性的。 |
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observation:n.观察;观测;监视;(尤指据所见、所闻、所读而作的)评论; accidental:n.偶然;[乐]临时符;adj.不测的;非本质的;
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| And much of it is unpleasant . (Traffic noise) |
并且许多声音也是不愉悦的。（交通的噪音） |
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unpleasant:adj.令人不快的;不舒服的;不客气的
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| We stand on street corners, shouting over noise like this, and pretending that it doesn't exist. |
我们站在街巷的角落,像这样盖过噪音来说话, 就当那噪音不存在一样。 |
| Well, this habit of suppressing sound has meant that our relationship with sound has become largely unconscious . |
好,这样一种压制其他声音的习惯意味着我们 与声音的关系变得更无意识了 |
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suppressing:adj.制止的;v.镇压;禁止(suppress的现在分词); largely:adv.主要地;大部分;大量地; unconscious:adj.无意识的;失去知觉的;未发觉的;
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| There are four major ways sound is affecting you all the time, and I'd like to raise them in your consciousness today. |
声音通过这样4种主要的方式一直影响着你们 而今天我想唤起你们对于声音的知觉。 |
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consciousness:n.意识;知觉;觉悟;感觉;
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| First is physiological . (Loud alarm clocks) |
首先声音是生理的。（闹铃声） |
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physiological:adj.生理学的,生理的;
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| Sorry about that. I've just given you a shot of cortisol , your fight/flight hormone . |
（对刚才突然的声音表示）抱歉。我刚给了你们一记皮质醇（荷尔蒙)你们的的冲击, |
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cortisol:n.[生化]皮质醇;考的索;[药]氢化可的松; hormone:n.[生理]激素,荷尔蒙;
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| Sounds are affecting your hormone secretions all the time, but also your breathing, your heart rate, which I just also did, and your brainwaves . |
这样的声音一直影响着你们的荷尔蒙分泌物, 但同时你们的呼吸,你们的心跳频率,就像我刚才那样 还有你们的脑电波 |
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secretions:n.分泌物(secretion的复数); brainwaves:n.灵感;妙计;脑电波;(brainwave的复数)
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| It's not just unpleasant sounds like that that do it. |
对它们而言这声音不仅仅是不愉悦。 |
| This is surf . (Ocean waves) |
这是拍岸浪花的声音（大海的波） |
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surf:v.冲浪;进行冲浪运动;(互联网上)浏览;n.激浪;拍岸浪花;
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| It has the frequency of roughly 12 cycles per minute. |
它有着大约每分钟12转的频率 |
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frequency:n.频率;发生率;重复率;频繁; roughly:adv.粗糙地;概略地;
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| Most people find that very soothing , and, interestingly , 12 cycles per minute is roughly the frequency of the breathing of a sleeping human. |
许多人觉得那声音非常抚慰人心的, 而,有趣的是,12转每分钟的频率 恰巧是一个沉睡着的人的呼吸频率, |
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soothing:adj.抚慰的;使人宽心的;v.安慰;减轻痛苦;(soothe的现在分词) interestingly:adv.有趣地;
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| There is a deep resonance with being at rest. |
从而形成了这样一种与人类休息时的共鸣。 |
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resonance:n.[力]共振;共鸣;反响;
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| We also associate it with being stress-free , and on holiday. |
我们也将此与其他的状态联系起来:比如没有压力的时候, 又如放假之时。 |
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associate:v.联合:联想:交往:adj.非正式的:副的:联合的:n.伙伴:同事: stress-free:adj.无压力的;无应力;
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| The second way in which sound affects you is psychological . |
第二种声音影响你们方式是心理上的。 |
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psychological:adj.心理的;心理学的;精神上的;
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| Music is the most powerful form of sound that we know that effects our emotional state. (Albinoni's Adagio) |
音乐是我们所知道的最能 影响着我们情绪的一种声音表现形式。（悠缓小提琴） |
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emotional:adj.情绪的;易激动的;感动人的;
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| This is guaranteed to make most of you feel pretty sad if I leave it on. |
这样的声音一定会让你们都感到有些伤感 如果我一直放下去。 |
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guaranteed:adj.必然的; v.保证;
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| Music is not the only kind of sound, however, which affects your emotions . |
然而,音乐并不是唯一的一种影响着你们情绪的声音形式。 |
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emotions:n.强烈的感情;激情;情感;(emotion的复数)
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| Natural sound can do that too. |
自然之音亦有此效。 |
| Birdsong , for example, is a sound which most people find reassuring . (Birds chirping) |
比如鸟鸣,这种声音对于大多数人而言 都是一种安慰。（鸟鸣） |
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Birdsong:n.鸟鸣声; reassuring:adj.安心的;可靠的;鼓气的;v.使放心(reassure的现在分词);
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| There is a reason for that. Over hundreds of thousands of years we've learned that when the birds are singing, things are safe. |
这正是在经历了成百上千年 我们认识到鸟的歌声是安全的表现的原因。 |
| It's when they stop you need to be worried. |
而当它们停下也就是你们需要担心的时候了。 |
| The third way in which sound affects you is cognitively . |
第三种声音影响着你们的方式是认知性的。 |
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third way:n.第三条道路(介乎两种极端立场之间的行动方案或政策); cognitively:adv.认知地;
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| You can't understand two people talking at once ("If you're listening to this version of") |
你不会同时理解两个人在同时说话（“如果你在听这个版本”） |
| ("me you're on the wrong track .") or in this case one person talking twice. |
（“的我你就在错误的音轨上了”）或者在这种情况下一个人说话两次。 |
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track:n.小道;足迹;车辙;轨道;v.追踪;跟踪;
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| Try and listen to the other one. ("You have to chose which me you're going to listen to.") |
尝试听另一个人（“你们要决定你们到底听哪一个”） |
| We have a very small amount of bandwidth for processing auditory input , which is why noise like this -- (Office noise) -- is extremely damaging for productivity . |
我们大脑只有很小一部分可以带宽可以用来处理声像的输入 这正是为什么如（办公室里）这样的闹声 对于生产力有着如此巨大的破坏力 |
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bandwidth:n.[电子][物]带宽;[通信]频带宽度; processing:v.加工;处理;审核;数据处理;v.列队行进;缓缓前进;(process的现在分词) auditory:n.听众;礼堂;adj.听觉的;耳朵的; input:n.投入; v.把(数据等)输入计算机; extremely:adv.非常,极其;极端地; productivity:n.生产力;生产率;生产能力;
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| If you have to work in an open-plan office like this, your productivity is greatly reduced. |
如果你要在这样一个公开的办公室里工作, 你的效率就大打折扣了。 |
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greatly:adv.很,大大地;非常;
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| And whatever number you're thinking of, it probably isn't as bad as this. |
并且无论你在想着怎样的数字,也许并不会像这样糟糕。 |
| (Ominous music) |
(有预示作用的音乐） |
| You are one third as productive in open-plan offices as in quiet rooms. |
你在一个开放式的办公室里面的效率是安静的房间内的三分之一。 |
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productive:adj.能生产的;生产的,生产性的;多产的;富有成效的;
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| And I have a tip for you. If you have to work in spaces like that, carry headphones with you, with a soothing sound like birdsong. |
那让我给你个小建议吧。如果你需要在那样的开放环境下工作, 带上你的耳机,和如鸟鸣般和谐的音乐。 |
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tip:n.小窍门,小费;v.给…小费;使倾斜; headphones:n.[电讯]耳机;听筒;[电子]头戴式受话器;(headphone的复数)
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| Put them on and your productivity goes back up to triple what it would be. |
在你工作的时候带上耳机,你的效率变会恢复三倍变为它本来的样子。 |
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triple:adj.三部分的; n.三倍的数[量]; v.成为三倍;
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| The fourth way in which sound affects us is behaviorally . |
第四种声音影响你的方式是通过行为的 |
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behaviorally:adv.行为;举止;
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| With all that other stuff going on, it would be amazing if our behavior didn't change. |
当周围有声音的时候,如果我们的行为完全不变, 那将会是一件令人惊讶的事情了。 |
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stuff:n.东西:物品:基本特征:v.填满:装满:标本:
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| (Techno music inside a car) So, ask yourself: Is this person ever going to drive at a steady 28 miles per hour? I don't think so. |
（?在车里的枯燥的声音）所以,问问你自己吧:这人是不是准备就 一直用28英里每小时的速度开下去？我不这么认为。 |
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steady:adj.稳定的; v.使稳定; v.稳定地; n.关系固定的情侣;
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| At the simplest, you move away from unpleasant sound and towards pleasant sounds. |
用最简单的方式说,你会离开不舒服的声音 并前往和谐的声音。 |
| So if I were to play this -- (Jackhammer) -- for more than a few seconds, you'd feel uncomfortable; for more than a few minutes, you'd be leaving the room in droves. |
所以如果我们播放这个声音-（手提钻）- 过不了几秒,你们觉得不舒服了吧; 过不了几分钟,你们会成群结队离开这里。 |
| For people who can't get away from noise like that, it's extremely damaging for their health. |
因为人们不能摆脱这样的噪声, 对于他们的身体也是极大的伤害。 |
| And that's not the only thing that bad sound damages. |
而且那并不是噪音唯一破坏的 |
| Most retail sound is inappropriate and accidental, and even hostile , and it has a dramatic effect on sales. |
大多数零售商发出的声音是不正确的,随意性的,甚至是带有敌意的。 并且对于销量也有着巨大的影响作用。 |
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retail:vt.零售;转述;vi.零售;n.零售;adv.以零售方式;adj.零售的; inappropriate:adj.不适当的;不相称的; hostile:adj.敌意的; n.敌对分子; dramatic:adj.突然的;巨大的;令人吃惊的;激动人心的;
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| For those of you who are retailers , you may want to look away before I show this slide. |
对于你们其中这些零售商,在我展示这些画面前, 你们或许不想再看。 |
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retailers:n.零售商;零售店;(retailer的复数)
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| They are losing up to 30 percent of their business with people leaving shops faster, or just turning around on the door. |
这些声音使得生意少去了百分之三十 人们加快步伐离开商店,或者只是在门口望一望。 |
| We all have done it, leaving the area because the sound in there is so dreadful . |
我们都做过这样的事情,离开那片地域 只因为那里的声音太令人不快乐。 |
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dreadful:adj.可怕的;糟透的,令人不快的;
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| I want to spend just a moment talking about the model that we've developed, which allows us to start at the top and look at the drivers of sound, analyze the soundscape , and then predict the four outcomes I've just talked about. |
我想只花一点点时间来谈论 我们所发展而来的那个模型,那个允许我们从高处开始的模型 看一下那司机的声音,分析下声音的范围, 然后预测一下我刚才所说的四种结果。 |
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analyze:v.对…进行分析,分解(等于analyse); soundscape:n.音景;音响范围; predict:v.预报;预言;预告; outcomes:n.结果;成果;后果;出路;(outcome的复数)
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| Or start at the bottom, and say what outcomes do we want, and then design a soundscape to have a desired effect. |
或者按下按钮, 并说说我们希望怎样的结果, 然后设计一个产生效果的声音范围 |
| At last we've got some science we can apply . |
最终我们得到了我们可以应用的一些科学。 |
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apply:v.申请;涂,敷;应用;适用;请求;
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| And we're in the business of designing soundscapes . |
我们在设计声音范围的一场生意中。 |
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soundscapes:音画;声景;音声环境;
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| Just a word on music. Music is the most powerful sound there is, often inappropriately deployed . |
关于音乐就说一句。音乐是最有威力的一种声音 但它经常被错误地利用。 |
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inappropriately:adv.不适当地; deployed:v.部署(deploy的过去式);展开;
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| It's powerful for two reasons. You recognize it fast. |
因为有两个原因使其强大。首先你很快认出了它 |
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recognize:v.认识;认出;辨别出;承认;意识到;
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| And you associate it very powerfully . |
然后你展开了疯狂的联想。 |
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powerfully:adv.强大地;强烈地;非常;
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| I'll give you two examples. (First chord of The Beatles' "A Hard Day's Night") |
我来给你两个例子（甲壳虫的音乐“A HARD DAY*S NIGHT”的第一个和弦） |
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chord:n.弦;和弦;
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| Most of you recognize that immediately. |
你们中大多数的人马上就认出了这调 |
| The younger, maybe not. (Laughter) |
年轻人,也许没有认出吧（笑） |
| (First two notes of "Jaws" theme) And most of you associate that with something! |
（ Jaws 主题的前两个音符）大多数人会联系到什么吧！ |
| Now, those are one-second samples of music. |
现在,这些都是一秒的音乐的样品。 |
| Music is very powerful. And unfortunately it's veneering commercial spaces, often inappropriately. |
音乐很强大。但是不幸的是 音乐总是为一些用来装饰那些不适合的商业场合。 |
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unfortunately:adv.不幸地; commercial:adj.贸易的;商业的;赢利的;以获利为目的的;n.(电台或电视播放的)广告;
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| I hope that's going to change over the next few years. |
我希望在未来几年有些变化 |
| Let me just talk about brands for a moment, because some of you run brands. Every brand is out there making sound right now. |
让我们先谈论一会儿商标品牌, 因为你们中有些事经营品牌企业的。所有的品牌如今 都要有自己的主题音乐。 |
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brands:n.品牌;烙印(brand的复数);v.加商标于;铭刻于(brand的第三人称单数);
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| There are eight expressions of a brand in sound. |
在品牌声音中有8种表现方式。 |
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expressions:表达,表情(expression的复数)
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| They are all important. And every brand needs to have guidelines at the center. |
他们都很重要。并且所有的品牌都需要把自己的准则放在中心地位。 |
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guidelines:n.指导方针;参考;
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| I'm glad to say that is starting to happen now. |
我很高兴地表示现在这一切就要发生了。 |
| (Intel ad jingle) |
（因特尔广告的叮当声） |
| You all recognize that one. (Nokia ringtone) This is the most-played tune in the world today. |
你们都认得出那个声音。（诺基亚铃声）这个是 如今世界上被播放最多的调子了。 |
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tune:n.曲调;和谐;心情;v.调整;使一致;为…调音;调谐;
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| 1.8 billion times a day, that tune is played. |
这个铃声每天被播放18亿次。 |
| And it cost Nokia absolutely nothing. |
并且对于诺基亚而言他们什么也没花什么钱。 |
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absolutely:adv.绝对地;完全地;
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| Just leave you with four golden rules, for those of you who run businesses, for commercial sound. |
这就给你们这些经商的人留下了四条黄金法则, 关于商业音调。 |
| First, make it congruent , pointing in the same direction as your visual communication. |
首先,有一致性, 和你们的视觉画面要达到相同方向的沟通效果 |
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congruent:adj.适合的,一致的;全等的;合谐的; visual:adj.视觉的,视力的;栩栩如生的;
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| That increases impact by over 1,100 percent. |
这大概能增加百分之1100的影响力。 |
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impact:n.影响;效果;碰撞;冲击力;v.挤入,压紧;撞击;对…产生影响;
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| If your sound is pointing the opposite direction, incongruent , you reduce impact by 86 percent. |
如果你那声音和画面不一致,指向相反方向, 你会减少百分之86的魅力 |
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incongruent:adj.不一致的;
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| That's an order of magnitude , up or down. |
那是上下数量级的差别啊 |
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order of magnitude:n.数量级(量度物理量大小的标准,用以10为底的指数表达);
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| This is important. |
这非常重要 |
| Secondly, make it appropriate to the situation. |
其二 ,将其变得适合场景 |
| Thirdly, make it valuable . Give people something with the sound. |
第三,使其有用。给人们一些除了声音之外的东西 |
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valuable:adj.有价值的;贵重的;可估价的;n.贵重物品;
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| Don't just bombard them with stuff. |
不要仅仅用声音来砌合事物 |
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bombard:vt.轰炸;炮击;n.射石炮;
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| And, finally , test and test it again. |
最后,反复反复的测试 |
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finally:adv.终于;最终;(用于列举)最后;彻底地;
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| Sound is complex . There are many countervailing influences . |
声音很复杂。有许多抵消的作用。 |
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complex:adj.复杂的;合成的;n.复合体;综合设施; countervailing:adj.抵消的;对抗性的;v.补偿;抵消(countervail的ing形式);对抗; influences:n.影响; v.影响;
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| It can be a bit like a bowl of spaghetti : sometimes you just have to eat it and see what happens. |
就如一大碗通心粉: 有时候你得吃了它才知道会发生什么。 |
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spaghetti:n.意大利式细面条;
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| So I hope this talk has raised sound in your consciousness. |
所以我希望这个关于声音的演讲可以提升你的意识 |
| If you're listening consciously , you can take control of the sound around you. |
如果你用心听, 你可以控制自己周围的声音 |
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consciously:adv.自觉地;有意识地;
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| It's good for your health. It's good for your productivity. |
这对你的身体有好处。这对你的效率也有好处。 |
| If we all do that we move to a state that I like to think will be sound living in the world. |
如果我们都那么做,我们就进入了 一个在世上听上去存在的境界 |
| I'm going to leave you with a little bit more birdsong. (Birds chirping) |
我会给你们留下更多的一些些鸟鸣之歌。（鸟鸣叫） |
| I recommend at least five minutes a day, but there is no maximum dose . |
我推荐你们每天至少听5分钟,但是没有上限 |
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recommend:v.推荐;介绍;劝告;建议;使受欢迎; maximum:n.最大限度;最大量;最高限度;adj.最高的;最多的;最大极限的; dose:n.剂量;一剂,一服;v.服药;给药;给…服药;
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| Thank you for lending me your ears today. |
谢谢你们今天借给了我你们的耳朵。 |
| (Applause) |
（掌声） |