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RorySutherland_2009G-_广告人谈人生启示_
This is my first time at TED. Normally , as an advertising man, 这是我第一次来到TED。通常,作为一个广告人,
Normally:adv.正常地;通常地,一般地; advertising:n.做广告;广告业;广告活动;v.做广告;(advertise的现在分词)
I actually speak at TED Evil , which is TED's secret sister organization -- the one that pays all the bills. 我在TED Evil（邪恶TED）演讲,这是TED的秘密姐妹组织-- 为所有费用买单。
Evil:adj.邪恶的;不幸的;有害的;讨厌的;n.罪恶,邪恶;不幸; organization:n.组织;机构;体制;团体;
It's held every two years in Burma . TED Evil每两年在缅甸举行一次。
Burma:n.缅甸(东南亚国家);
And I particularly remember a really good speech by Kim Jong Il on how to get teens smoking again. 有一场非常精彩的演讲尤其令我印象深刻。 金正日(Kim Jong II)谈论如何能让青少年再度吸烟。
particularly:adv.特别地,独特地;详细地,具体地;明确地,细致地; Jong:n.小伙子;(旧时的)青年男奴; teens:n.十多岁,十几岁;青少年;
(Laughter) （笑）
But, actually, it's suddenly come to me after years working in the business, that what we create in advertising, which is intangible value -- you might call it perceived value, you might call it badge value, subjective value, intangible value of some kind -- gets rather a bad rap . 但实际上,在广告界工作多年后,我突然发现, 我们在广告中创造的是, 无形价值--也可以叫作感知价值, 或者标识价值,主观价值, 某种形式的无形价值-- 时常得到负面评价。
intangible:adj.无形的,触摸不到的;难以理解的; perceived:v.注意到;意识到;将…视为;认为;(perceive的过去式和过去分词) badge:n.徽章;证章;标记;v.授给…徽章; subjective:adj.主观的;个人的;自觉的; rap:n.说唱;说唱音乐;罪责;不公正的判决;v.击打;突然大声说出;严厉批评;
If you think about it, if you want to live in a world in the future where there are fewer material goods, you basically have two choices. 设想一下,如果将来你想生活在 物质相对缺乏的世界,基本上你有两个选择。
basically:adv.主要地,基本上;
You can either live in a world which is poorer, which people in general don't like. 你可以生活在相对贫穷的世界, 一般人都不喜欢这个选择。
in general:总之,通常;一般而言;
Or you can live in a world where actually intangible value constitutes a greater part of overall value, that actually intangible value, in many ways is a very, very fine substitute for using up labor or limited resources in the creation of things. 或者,你可以生活在无形价值构成 总体价值很大比重的世界, 事实上,无形价值在很多方面 能很好地替代 有限的人力或资源 用来创造产品。
constitutes:v.被算作;组成;构成;(合法或正式地)成立,设立;(constitute的第三人称单数) overall:v.全部; n.外套; adj.全面的; substitute:v.取代;(以…)代替;n.代用品;代替物;代替者;替补(运动员); limited:adj.有限的; n.高级快车; v.限制; (limit的过去分词和过去式) resources:n.[计][环境]资源; v.向…提供资金(resource的第三人称单数); creation:n.创造,创作;创作物,产物;
Here is one example. This is a train which goes from London to Paris. 这里有个例子。这是一辆从伦敦开往巴黎的火车。
The question was given to a bunch of engineers, about 15 years ago, "How do we make the journey to Paris better?" 15年前,工程师们遇到一个问题, “如何能改善伦敦至巴黎之旅”
a bunch of:一群;一束;一堆; journey:n.旅行;行程;vi.旅行;
And they came up with a very good engineering solution , which was to spend six billion pounds building completely new tracks from London to the coast, and knocking about 40 minutes off a three-and-half-hour journey time. 他们想出了一个非常好的工程解决方案, 即花费60亿英镑 在伦敦和蔚蓝海岸之间 建造全新的轨道, 使三个半小时的旅程减少40分钟。
engineering:n.工程;工程学;v.密谋策划;设计制造;改变…的基因;(engineer的现在分词) solution:n.解决方案;溶液;溶解;解答; tracks:n.小道;足迹;车辙;轨道;v.追踪;跟踪;(track的第三人称单数和复数)
Now, call me Mister Picky . I'm just an ad man ... 现在,大家可以叫我挑剔先生。我只是个广告人...
Picky:adj.挑剔的;吹毛求疵的;过分讲究的;
... but it strikes me as a slightly unimaginative way of improving a train journey merely to make it shorter. 但依我看,作为改善火车之旅的方法,这不免有些缺乏想象力 如果仅仅是缩短行程的话。
slightly:adv.些微地,轻微地;纤细地; unimaginative:adj.缺乏想象力的;无趣的; improving:v.改进;改善;(improve的现在分词) merely:adv.仅仅,只不过;只是;
Now what is the hedonic opportunity cost on spending six billion pounds on those railway tracks? 那么花费60亿建造铁轨的 快乐机会成本是多少呢？
hedonic:adj.享乐的;享乐主义的;
Here is my naive advertising man's suggestion. 作为一个天真的广告人,我的建议是:
naive:adj.天真的,幼稚的;
What you should in fact do is employ all of the world's top male and female supermodels , pay them to walk the length of the train, handing out free Chateau Petrus for the entire duration of the journey. 实际上应该把所有世界顶级的男模, 和女模请来, 在旅途的全程走秀,免费发放波得路堡红葡萄酒 直到旅程结束。
employ:vt.使用,采用;雇用;使忙于,使从事于;n.使用;雇用; female:adj.女性的;雌性的;柔弱的,柔和的;n.女人;[动]雌性动物; supermodels:n.超级名模;(supermodel的复数) Chateau:n.(法国封建时代的)城堡;(尤指法国的)别墅; duration:n.持续时间;期间;
(Laughter) （笑）
(Applause) （掌声）
Now, you'll still have about three billion pounds left in change, and people will ask for the trains to be slowed down. 这样的话,还能省下三十亿英镑左右, 而且人们反而还会要求火车开的慢点。
(Laughter) （笑）
Now, here is another naive advertising man's question again. 现在,我这个天真的广告人又要提一个问题了。
And this shows that engineers, medical people, scientific people, have an obsession with solving the problems of reality, when actually most problems, once you reach a basic level of wealth in society, most problems are actually problems of perception . 刚才的例子说明,工程师、 医生和科学家, 都执迷于解决现实问题, 而实际上,当人们在社会中达到了一定的财富水平, 大多数问题其实是感知上的问题。
scientific:adj.科学的,系统的; obsession:n.痴迷;困扰;[内科][心理]强迫观念; wealth:n.财富;大量;富有; perception:n.感知;知觉;看法;洞察力;
So I'll ask you another question. 所以,我要再问你们一个问题。
What on earth is wrong with placebos ? 安慰剂到底有什么不妥？
placebos:n.安慰剂(placebo的复数);
The seem fantastic to me. They cost very little to develop. 我觉得这个主意太棒了。不仅研制成本很低,
fantastic:奇异的,空想的
They work extraordinarily well. 而且效果非常好,
extraordinarily:adv.非常;格外地;非凡地;
They have no side effects, or if they do, they're imaginary , so you can safely ignore them. 还无副作用, 如果有的话,也只存在于想象之中,完全可以忽略它。
imaginary:adj.虚构的,假想的;想像的;虚数的; ignore:v.驳回诉讼;忽视;不理睬;
(Laughter) （笑）
So I was discussing this. And I actually went to the Marginal Revolution blog by Tyler Cowen. I don't know if anybody knows it. 所以我开始与人讨论这个问题。我还到泰勒·考恩(Tyler Cowen)名为边际革命的博客上留言。 我不知道是否有人知道。
Marginal:adj.边缘的;临界的;末端的; Revolution:n.革命;旋转;运行;循环; blog:n.博客;部落格;网络日志;
Someone was actually suggesting that you can take this concept further, and actually produce placebo education. 实际上,有人建议把这一概念带到更深的层面, 发展安慰教育。
The point is that education doesn't actually work by teaching you things. 这一观点认为,教育的作用并不是通过教授知识而产生的。
It actually works by giving you the impression that you've had a very good education, which gives you an insane sense of unwarranted self confidence , which then makes you very, very successful in later life. 而是通过让人们产生其已接受良好教育的印象而产生的。 这种印象给人们不切实际的 强烈信心 并使他们在今后的生活中非常成功。
impression:n.印象;影响;效果;感想; insane:adj.疯狂的;精神病的;极愚蠢的; unwarranted:adj.无根据的;无保证的; confidence:n.信心;信任;秘密;adj.(美)诈骗的;骗得信任的;
So, welcome to Oxford, ladies and gentlemen. 所以,女士们先生们,欢迎来到牛津大学。
(Laughter) （笑）
(Applause) （掌声）
But, actually, the point of placebo education is interesting. 但实际上,安慰教育背后的观点很有趣。
How many problems of life can be solved actually by tinkering with perception, rather than that tedious , hardworking and messy business of actually trying to change reality? 生活中有多少问题 能通过改变感知来解决, 而不是通过既乏味又辛苦的努力 改变现实？
tinkering:v.(尤指不起作用地)小修补,小修理;(tinker的现在分词) tedious:adj.沉闷的;冗长乏味的; messy:adj.肮脏的;凌乱的;不整洁的;
Here's a great example from history. I've heard this attributed to several other kings, but doing a bit of historical research it seems to be Fredrick the Great. 历史上有个很好的例子。我听说有人把这件事被归功于其他几个国王, 但我做了一些历史研究, 应该发生在弗雷德里克大帝身上。
attributed:v.归于(attribute的过去式,过去分词);属性化; historical:adj.历史的;史学的;基于史实的;
Fredrick the Great of Prussia was very very keen for the Germans to adopt the potato, and to eat it. 普鲁士的弗雷德里克大帝一度非常希望 德国人接受土豆,食用土豆。
keen:adj.敏锐的,敏捷的;渴望的;强烈的;热心的;锐利的;n.痛哭,挽歌; adopt:v.采取;接受;收养;正式通过;
Because he realized that if you had two sources of carbohydrate , wheat and potatoes, you get less price volatility in bread. 因为他认为,如果有小麦和土豆这两种碳水化合物的来源, 可以减少面包价格的动荡。
carbohydrate:n.[有化]碳水化合物;[有化]糖类; volatility:n.[化学]挥发性;易变;活泼;
And you get a far lower risk of famine , because you actually had two crops to fall back on , not one. 同时,也可以大大降低发生饥荒的风险, 因为有两种作物可以依靠,而不是一种。
famine:n.饥荒; fall back on:转而依靠;求助于;
The only problem is: potatoes, if you think about it, look pretty disgusting . 唯一的问题是:土豆,如果大家想一想,看上去相当丑。
disgusting:adj.令人不快的;令人厌恶的;v.使作呕;使厌恶;使反感;(disgust的现在分词)
And also, 18th century Prussians ate very, very few vegetables -- rather like contemporary Scottish people. 而且,18世纪的普鲁士人吃非常非常少的蔬菜-- 很像现在的苏格兰人。
contemporary:n.同时代的人;同时期的东西;adj.当代的;同时代的;属于同一时期的;
(Laughter) （笑）
So, actually, he tried making it compulsory . 于是,他最后采取了强制的措施。
compulsory:adj.义务的;必修的;被强制的;n.(花样滑冰、竞技体操等的)规定动作;
The Prussian peasantry said, "We can't even get the dogs to eat these damn things. 普鲁士的农民们说: “我们甚至没办法让狗吃这些恶心的东西。
Prussian:adj.普鲁士的;普鲁士语的;n.普鲁士人;普鲁士语; peasantry:n.农民(总称);农民身分; damn:v.谴责;该死;n.诅咒;adj.可恶的;
They are absolutely disgusting and they're good for nothing ." 这些土豆令人作呕,而且毫无用处。”
absolutely:adv.绝对地;完全地; good for nothing:没出息;毫无用处;
There are even records of people being executed for refusing to grow potatoes. 甚至有许许多多的人由于拒绝种植土豆 而被处死。
executed:v.(尤指依法)处决,处死;实行;执行;实施;(execute的过去分词和过去式)
So he tried plan B. 于是,他又想了另一个办法。
He tried the marketing solution, which is he declared the potato as a royal vegetable. And none but the royal family could consume it. 他采取了营销的手段,宣布土豆是宫廷御用蔬菜。 只有皇室家族成员才能享用。
royal:adj.国王的;女王的;皇家的;n.王室成员; consume:v.消耗;吃;毁灭;烧毁;
And he planted it in a royal potato patch , with guards who had instructions to guard over it, night and day, but with secret instructions not to guard it very well. 他在一片皇家土豆地中种植土豆, 并派侍卫 日夜加以看守, 但却密令他们无需太过认真。
patch:n.补丁;小片;眼罩;色斑;v.修补;打补丁;缝补;
(Laughter) （笑）
Now 18th century peasants know that there is one pretty safe rule in life, which is if something is worth guarding, it's worth stealing. 18世纪的农民们懂得一个生活常识, 那就是值得看守的东西, 也值得偷。
Before long , there was a massive underground potato-growing operation in Germany. 不久,德国就出现了规模宏大的 地下土豆种植。
Before long:不久以后; massive:adj.大量的;巨大的,厚重的;魁伟的;
What he'd effectively done is he'd re-branded the potato. 他非常成功的重塑了土豆的品牌形象。
It was an absolute masterpiece . 这绝对是一个经典。
masterpiece:n.杰作;名著;代表作
I told this story and a gentleman from Turkey came up to me and said, "Very, very good marketer , Fredrick the Great. But not a patch on Ataturk." 我讲述了这个故事然后一位来自土耳其的先生过来找我说, “非常非常好的营销,Fredrick太伟大了。不过和Ataturk比起来还差早了。”
marketer:n.[贸易]市场商人;市场营销人员;
Ataturk, rather like Nicolas Sarkozy , was very keen to discourage the wearing of a veil , in Turkey, to modernize it. Ataturk,和Nicolas Sarkozy（法国总统）很像。 非常渴望抛弃土耳其社会戴面纱的习惯, 使其具有现代气息。
Sarkozy:n.萨科齐(法国总统); discourage:v.阻止;劝阻;阻拦;使灰心; veil:n.面纱;面罩;遮蔽物;托词;v.遮蔽;掩饰;以面纱遮掩;用帷幕分隔; modernize:vt.使…现代化;vi.现代化;
Now, boring people would have just simply banned the veil. 那么,没创意的人可能就会简单的禁止佩戴面纱。
boring:adj.无聊的;令人厌烦的;n.钻孔;v.使厌烦;钻孔;(bore的现在分词) banned:v.明令禁止;取缔;禁止(某人)做某事;(ban的过去分词和过去式)
But that would have ended up with a lot of awful kickback and a hell of a lot of resistance . 但是那会以强烈的负面反响而告终 以及铺天盖地的抵制。
kickback:n.回扣,佣金;强烈反应;退回赃物; resistance:n.电阻;抵抗;阻力;抗力;
Ataturk was a lateral thinker. Ataturk运用横向思维进行思考。
lateral:adj.侧面的,横向的;n.侧部;[语]边音;vt.横向传球;
He made it compulsory for prostitutes to wear the veil. 他规定妓女必须佩戴面纱。
prostitutes:n.卖淫者;妓女v.滥用才能;出卖肉体(prostitute的第三人称单数和复数)
(Laughter) （笑）
(Applause) （掌声）
I can't verify that fully. But it does not matter. 我并不能完全证实这个的真实性。不过这并没关系。
verify:vt.核实;查证;
There is your environmental problem solved, by the way , guys: （关键是）社会环境问题解决了,顺便提一句,各位:
by the way:顺便说一下;
All convicted child molesters have to drive a Porsche Cayenne . 所有被判刑的猥亵儿童者 必须驾驶保时捷卡宴。
convicted:v.定罪;宣判…有罪;(convict的过去式和过去分词) molesters:n.猥亵者;性骚扰者; Porsche:n.保时捷(德国知名汽车厂商或其出产的轿车品牌名); Cayenne:n.辣椒;
(Laughter) （笑）
What Ataturk realized actually is two very fundamental things. Ataturk揭示的实际是两个基本事实。
fundamental:n.基础; adj.十分重大的;
Which is that, actually, first one, all value is actually relative . 其中,实际上,第一个是, 所有的价值都是相对价值。
relative:adj.相对的;有关系的;成比例的;n.亲戚;相关物;[语]关系词;亲缘植物;
All value is perceived value. 所有的价值都是感知价值。
For those of you who don't speak Spanish, jugo de naranja -- it's actually the Spanish for " orange juice ." 对于不会西班牙语的人,jugo de naranja--实际上就是西班牙语中“橘子汁”的意思。
orange juice:橘子汁;
Because actually it's not the dollar. It's actually the peso in Buenos Aires. Very clever Buenos Aires street vendors decided to practice price discrimination to the detriment to any passing gringo tourists. 因为实际上那不是美元,而是比索 在布宜诺斯艾利斯,非常聪明的街头售货商 决定实践一下这种价格歧视 用来占任何一个路过的美国佬的便宜。
peso:n.比索(拉丁美洲一些国家和菲律宾的货币单位);美元; vendors:n.供应商,销售商(vendor的复数); discrimination:n.歧视;区别,辨别;识别力; detriment:n.损害;伤害;损害物; gringo:n.外国佬(敌意或轻蔑用语);
As an advertising man, I have to admire that. 作为一个广告人,我不能不对此表示钦佩。
But the first thing this all shows is that all value is subjective. 不过这一切都说明了第一个道理,也就是所有的价值都是主观的。
Second point is that persuasion is often better than compulsion . 第二点是说服往往要比强制更有效。
persuasion:n.说服;说服力;信念;派别; compulsion:n.强制;强迫;强制力;
These funny signs that flash your speed at you, some of the new ones, on the bottom right, now actually show a smiley face or a frowny face, to act as an emotional trigger . 这些有趣的标志在你瞬间路过的时候显示出即时速度, 有一些新的标志,右下方, 实际上显示的是笑脸或者皱眉脸, 实际上在情绪层面触发共鸣。
flash:n.闪光; v.闪光; adj.庞大的; smiley:n.微笑符(等于smily);adj.微笑的;引起微笑的; emotional:adj.情绪的;易激动的;感动人的; trigger:n.触发器; v.触发;
What's fascinating about these signs is they cost about 10 percent of the running cost of a conventional speed camera . 这些标志的了不起的地方在于,它们仅仅花费了传统超速相机 十分之一的成本。
fascinating:adj.极有吸引力的;迷人的;v.深深吸引;迷住;(fascinate的现在分词) conventional:adj.符合习俗的,传统的;常见的;惯例的; speed camera:n.(拍摄超速车辆的)超速监控摄像机;
But they prevent twice as many accidents. 却阻止了两倍数量的事故的发生。
So, the bizarre thing which is baffling to conventional, classically trained economists, is that a weird little smiley face has a better effect on changing your behavior than the threat of a ㏒60 fine and three penalty points. 所以,这种奇怪的事情困扰着 传统的,古典主义经济学家, 也就是一个奇怪的微笑着的小头像 在改变个人行为上的作用 比60英镑的罚款和给予3个点数的罚分还要有效。
bizarre:adj.奇异的(指态度,容貌,款式等); baffling:adj.令人困惑的; v.使困惑; classically:adv.拟古地;古典主义地; weird:adj.奇怪的;奇异的;离奇的;n.命运;宿命;命运女神; penalty:n.罚款,罚金;处罚;
Tiny little behavioral economics detail: in Italy, penalty points go backwards. 一个很小的行为经济学的细节: 在意大利,罚分制度恰恰相反。
behavioral:adj.行为的;
You start with 12 and they take them away. 从12分起,逐渐减少。
Because the found that loss aversion is a more powerful influence on people's behavior. 因为人们发现厌恶因素的减少 在影响人们行为上具有更大的作用。
aversion:n.厌恶;讨厌的人; influence:n.影响;势力;感化;有影响的人或事;v.影响;改变;
In Britain we tend to feel, "Whoa! Got another three!" 在英国我们往往会想,“哇哦,又吃了3分！”
Not so in Italy. 但是在意大利却不是这样。
Another fantastic case of creating intangible value to replace actual or material value, which remember, is what, after all, the environmental movement needs to be about: 还有一个讲述创造无形价值来代替物质价值的 极好例子,就是, 终究,环保运动会触及的问题:
This, again, is from Prussia, from, I think, about 1812, 1813. 这个,同样,还是来自普鲁士,我想,大概1812或1813年左右。
The wealthy Prussians, to help in war against the French, were encouraged to give in all their jewelry. 富裕的普鲁士人,为了在普法战争中取得优势, 被鼓励捐出他们的全部珠宝。
And it was replaced with replica jewelry made of cast iron. 然后用以生铁铸造的珠宝的 复制品代替。
replica:n.复制品,复制物;
The interesting thing is that for 50 years hence , the highest status jewelry you could wear in Prussia wasn't made of gold or diamonds. 有趣的事情是从这之后的50年, 普鲁士社会最高等级的珠宝 不是金制或钻石制。
hence:adv.因此;今后; status:n.地位;状态;情形;重要身份;
It was made of cast iron. 而是生铁制。
Because actually, never mind the actual intrinsic value of having gold jewelry. This actually had symbolic value, badge value. 因为事实上,不考虑实际的内在价值 比如金珠宝。这件珠宝 具有象征价值,标记价值。
never mind:没关系; intrinsic:adj.本质的,固有的; symbolic:adj.象征的;符号的;使用符号的;
It said that your family had made a great sacrifice in the past. 它象征着你的家庭在过去做出过很大的贡献。
sacrifice:n.牺牲;舍弃;祭献;祭祀;祭品;v.牺牲;献出;作祭献
So, the modern equivalent would of course be this. 所以,在现代社会等价的东西应该类似这种。
equivalent:adj.等价的,相等的;同意义的;n.等价物,相等物;
(Laughter) （笑）
But, actually, there is a thing, just as there are Veblen goods, where the value of the good depends on it being expensive and rare -- there are opposite kind of things 不过,事实上,有一种商品,正如一种叫做Veblen商品的东西, 它的价值取决于本身的昂贵和稀有-- 而它们是恰恰相反的一类东西
where actually the value in them depends on them being ubiquitous , classless and minimalistic. 其价值恰恰在于它们本身的 普通性,大众化和简单性。
ubiquitous:adj.普遍存在的;无所不在的; classless:adj.无阶级的;不属于任何阶级的;
If you think about it, Shakerism was a proto-environmental movement. 如果你想一想的话,震颤派宗教仪式是一种原始的环保运动。
Adam Smith talks about 18th century America where the prohibition against visible displays of wealth was so great, it was almost a block in the economy in New England, Adam Smith谈论到18世纪的美国 当时抵制物质上的可视财富的运动如火如荼, 几乎对新英格兰的经济发展造成了阻碍,
prohibition:n.禁止;禁令;禁酒;诉讼中止令; visible:adj.明显的;看得见的;现有的;可得到的;n.可见物;进出口贸易中的有形项目; displays:v.陈列; n.陈列; economy:n.经济;节约;理财;
because even wealthy farmers could find nothing to spend their money on, without incurring the displeasure of their neighbors. 因为即使是富裕的农民也不知道该把钱花在哪, 除非招致邻居的鄙夷。
incurring:n.招致(遭受); displeasure:n.不愉快;不满意;悲伤;
It's perfectly possible to create these social pressures which lead to more egalitarian societies. 创造一种有利于社会平等的舆论压力 是完全可能的。
egalitarian:adj.平等主义的;n.平等主义;平等主义者;
What's also interesting, if you look at products that have a high component of what you might call messaging value, a high component of intangible value, versus their intrinsic value: 同样有趣的是,如果你仔细观察 高科技部件组成的产品 或许你们会叫做信息价值, 这类组件高度集成了无形价值,而不是内在价值:
component:n.成分;部件;组成部分;adj.构成的; versus:prep.对;与...相对;对抗;
They are often quite egalitarian. 它们经常很好的诠释了平等主义。
In terms of dress, denim is perhaps the perfect example of something which replaces material value with symbolic value. 就服装而言,牛仔布或许是诠释象征价值（而不是物质价值） 的最好的例子了。
denim:n.斜纹粗棉布,丁尼布;劳动布;
Coca-Cola . A bunch of you may be a load of pinkos , and you may not like the Coca-Cola company. 可口可乐。也许你们中的某些人是倾左派的, 或许你并不喜欢可口可乐公司。
Coca-Cola:n.可口可乐(美国饮料公司); pinkos:n.左倾分子;政治观点有点左倾的人(pinko的变形);
But it's worth remembering Andy Warhol's point about Coke. 不过Andy Warhol对于它的评价却十分耐人寻味。
What Warhol said about Coke is, he said, "What I really like about Coca-Cola is the president of the United States can't get a better Coke than the bum on the corner of the street." 他说, “我之所以爱可口可乐是因为即使是美国总统喝的可乐 也和街边流浪汉手中的可乐别无二样。”
United:adj.联合的; v.联合,团结; (unite的过去分词和过去式) bum:n.屁股; vt.乞讨; adj.劣质的;
Now, that is, actually, when you think about it, we take it for granted -- it's actually a remarkable achievement, to produce something that's so democratic . 实际上如果你仔细想想的话,我们都把它当做理所当然了-- 但实际上是很了不起的成就, 如此民主的一种产品。
take it for granted:认为理所当然;想当然; remarkable:adj.卓越的;非凡的;值得注意的; democratic:adj.民主的;民主政治的;大众的;
Now, we basically have to change our views slightly. 那么,我们需要把自己的看法稍微转变一下。
There is a basic view that real value involves making things, involves labor. It involves engineering. 基本的看法是（产品的）实际价值包括制作的过程, 包括劳动力。如工程设计。
involves:v.包含;需要;牵涉;牵连;影响;(使)参加,加入(involve的第三人称单数)
It involves limited raw materials. 包括有限的原材料。
And that what we add on top is kind of false. It's a fake version. 现在我们要加上一种好像虚化的东西。好像是不真实的。
fake:n.假货;骗子;假动作;v.捏造;假装…的样子;adj.伪造的;
And there is a reason for some suspicion and uncertainly about it. 当然许多的怀疑和不确定是有原因的。
suspicion:n.怀疑;嫌疑;疑心;一点儿;v.怀疑; uncertainly:adv.不确定地;没把握地;犹豫地;
It patently veers toward propaganda . 显然这个因素就是宣传作用。
patently:adv.明显地;公然地;明白地; veers:n.方向的改变(veer的复数);v.转向(veer的第三人称单数); propaganda:n.宣传;传道总会;
However, what we do have now is a much more variegated media ecosystem in which to kind of create this kind of value. And it's much fairer. 然而,我们现在拥有的 是一个更加多样化的媒介环境 在其中我们创造这种价值。这样就合理多了。
variegated:adj.杂色的;斑驳的;富于变化的;v.成为杂色(variegate的过去式); media:n.媒体;媒质(medium的复数);血管中层;浊塞音;中脉; ecosystem:n.生态系统;
When I grew up, this was basically the media environment of my childhood as translated into food. 当我长大了,我小时候的媒体环境差不多是这样的 可以理解为食物。
childhood:n.童年;幼年;孩童时期
You had a monopoly supplier. On the left, you have Rupert Murdoch, or the BBC. 左边这个,是唯一的提供者。 当时还有Rupert Murdoch,或者BBC。
monopoly:n.垄断;垄断者;专卖权;
(Laughter) （笑）
And on your right you have a dependent public which is pathetically grateful for anything you give it. 右边是依赖性很强的大众 可怜的是,无论你提供什么,他都会心存感激。
dependent:adj.取决于;依靠的;依赖的;有瘾的;n.受赡养者;扈从;依存[从属]物; pathetically:adv.可怜地;感伤地;悲哀地;情绪上地;
(Laughter) （笑）
Nowadays, the user is actually involved . 现如今,用户都已经进化了。
involved:adj.有关的; v.涉及; (involve的过去式和过去分词)
This is actually what's called, in the digital world, "user-generated content ." 这个在数码世界里,实际上叫做“用户为中心的实体。”
digital:adj.数字的;手指的;n.数字;键; content:n.内容,目录;满足;容量;adj.满意的;vt.使满足;
Although it's called agriculture, in the world of food. 尽管叫做农业,在食物这个角度看。
(Laughter) （笑）
This is actually called a mash-up , where you take content that someone else has produced and you do something new with it. 这个实际上叫做“糅合”, 也就是你以其他人的生产结果为起点 创造出新的东西。
mash-up:混聚;
In the world of food we call it cooking. 在食物的角度来看我们叫它烹饪。
This is food 2.0, which is food you produce for the purpose of sharing it with other people. 这个叫食物2.0版本, 也就是以与其他人分享为目的而生产食物。
for the purpose of:为了…目的;
This is mobile food. British are very good at that. 这叫移动食物。英国人很擅长。
mobile:n.手机;汽车;移动电话;adj.活跃的;可动的;
Fish and chips in newspaper, the Cornish Pastie , the pie, the sandwich . 把鱼和薯条夹在报纸里,Cornish Pastie, 派,三明治。
Fish and chips:n.炸鱼加土豆条;炸鱼薯条; Pastie:n.馅饼;肉馅饼(等于pasty); sandwich:n.三明治;夹心面包片;
We invented the whole lot of them. 全是我们发明的。
We're not very good at food in general. Italians do great food, but it's not very portable , generally . 总体上来讲我们做东西并不好吃。意大利人这方面很棒, 不过便携性就差了点,总的来说。
Italians:n.意大利人(Italian的复数形式); portable:adj.便携式的;手提的;轻便的;n.便携机;(尤指)手提电脑; generally:adv.通常;普遍地,一般地;
(Laughter) （笑）
I only learned this the other day . The Earl of Sandwich didn't invent the sandwich. 直到有一天我才知道这点。三明治伯爵并未发明三明治。
the other day:不久前某一天;几天以前;
He actually invented the toasty . But then, the Earl of Toasty would be a ridiculous name. 实际上他发明的是烤面包。不过那时,如果叫烤面包伯爵就太荒唐了。
toasty:adj.似烤面包片的;暖和舒适的;祝酒的; ridiculous:adj.可笑的;荒谬的;
(Laughter) （笑）
Finally , we have contextual communication. 最后,还有内容关联式沟通。
Finally:adv.终于;最终;(用于列举)最后;彻底地; contextual:adj.上下文的;前后关系的;
Now, the reason I show you Pernod -- it's only one example. 那么,我之所以要展示潘诺酒--这只是一个例子。
Every country has a contextual alcoholic drink. In France it's Pernod. 每个国家都有与其背景关联的酒品。在法国就是潘诺酒。
alcoholic:adj.酒精的,含酒精的;n.酒鬼,酗酒者;
It tastes great within the borders of that country. 在这个国家境内品尝的话,美味无比。
But absolute shite if you take it anywhere else. 不过如果你带出去尝尝的话,简直糟透了。
shite:n.屎;粪便;int.狗屁！;
(Laughter) （笑）
Unicum in Hungary, for example. 还有,比如说匈牙利的Unicum。
Unicum:个别;单体;
The Greeks have actually managed to produce something called Retsina, which even tastes shite when you're in Greece. 希腊人实际上生产了一种叫做Retsina的酒, 不过即使在希腊品尝也很难喝。
(Laughter) （笑）
But so much communication now is contextual that the capacity for actually nudging people, for giving them better information -- B.J. Fogg, at the University of Stanford, makes the point that actually the mobile phone is -- 但是如此多的交流实际上已经关联化了 这种强迫人们的能力, 为了更好的说明--来自Stanford大学的, B.J.Fogg,认为 手机实际上是--
capacity:n.能力;容量;资格,地位;生产力; nudging:v.(用肘)轻推,轻触;(朝某方向)轻推,渐渐推动;(nudge的现在分词) mobile phone:移动电话
He's invented the phrase, " persuasive technologies ." 他发明了一个短语,叫做“说服性科技。”
persuasive:adj.有说服力的;劝诱的,劝说的; technologies:n.技术;科技(technology的复数);
He believes the mobile phone, by being location-specific, contextual, timely and immediate, is simply the greatest persuasive technology device ever invented. 他认为手机,因为地点特有性, 背景关联性,即时性和直接性, 是最直接和最伟大的说服性科技产品的代表。
timely:adj.及时的;适时的;adv.及时地;早; technology:n.技术;工艺;术语; device:n.装置;策略;图案;
Now, if we have all these tools at our disposal , we simply have to ask the question, and Thaler and Sunstein have, of how we can use these more intelligently . 那么,如果我们拥有了所有的这些工具, 我们仅仅需要问这样一个, Thaler和Sunstein曾经问过的问题,也就是如何更聪明的使用它们。
disposal:n.处理;清除;去掉;(企业、财产等的)变卖; Thaler:n.泰勒(德国的旧银币名); intelligently:adv.聪明地,明智地;
I'll give you one example. 我再举一个例子。
If you had a large red button of this kind, on the wall of your home, and every time you pressed it it saved 50 dollars for you, put 50 dollars into your pension , you would save a lot more. 如果在你家中的墙上有这样一个大大的,红色的按钮, 每次你只要按它一下,就可以节省50美元, 使你的津贴增加50美元, 你节省下来的远远不止这么一些。
pension:n.养老金;退休金;抚恤金;adj.有关退休金的;v.给…养老金[恤金,津贴等];
The reason is that the interface fundamentally determines the behavior. Okay? 原因是界面从根本上决定了 行为。明白了吗？
interface:n.接口;人机界面;连接电路;v.连接; fundamentally:adv.从根本上;基础地;重要地 determines:v.查明;测定;准确算出;决定;裁决;安排;(determine的第三人称单数)
Now, marketing has done a very very good job of creating opportunities for impulse buying . 那么,营销在鼓动即兴购买这一方面 做的非常好。
impulse buying:n.即兴购买;
Yet we've never created the opportunity for impulse saving. 我们永远不会鼓动消费者即兴省钱。
If you did this, more people would save more. 如果这样的话,更多的人会节省过多。
It's simply a question of changing the interface by which people make decisions. 这实际上就是一个改变影响人们做出决定 的界面的问题。
And the very nature of the decisions changes. 也就是改变决定的本质的问题。
Obviously, I don't want people to do this, because as an advertising man I tend to regard saving as just consumerism needlessly postponed . 很显然,我并不想要人们这样做, 因为作为一个广告人我更愿意把节省看做 不必要的延缓的消费者主义。
consumerism:n.保护消费者利益运动;用户至上主义; needlessly:adv.不必要地;无用地; postponed:v.延迟;延期;展缓;(postpone的过去式和过去分词)
(Laughter) （笑）
But if anybody did want to do that, that's the kind of thing we need to be thinking about, actually: fundamental opportunities to change human behavior. 不过如果有人真的想那样做的话, 实际上我们需要认真加以斟酌: 改变人类行为的基本机会。
Now, I've got an example here from Canada. 现在我要举出一个加拿大的例子。
There was a young intern at Ogilvy Canada called Hunter Somerville, who was working in improv in Toronto , and got a part-time job in advertising, and was given the job of advertising Shreddies. 有一个在Ogilvy加拿大实习的年轻人 他的名字叫Hunter Somerville, 在多伦多做即兴表演, 同时兼职做广告的工作, 他为一个叫Shreddies的商品做广告。
intern:n.实习医生; v.(战争期间或由于政治原因未经审讯)拘留; Toronto:n.多伦多(加拿大城市);
Now this is the most perfect case of creating intangible added value , without changing the product in the slightest . 这是一个关于创造无形附加价值的 绝好例子, 不需要对产品本身的分量做出一点改变。
added value:附加值; slightest:adj.极不重要的,最少的;
Shreddies is a strange, square, whole-grain cereal , only available in New Zealand , Canada and Britain. Shreddies是一种奇怪的,正方形的全麦麦片, 只有在新西兰,加拿大和英国才可以见到。
cereal:n.谷物;谷类植物;adj.谷类制成的; Zealand:西兰岛(丹麦最大的岛)
It's Kraft's peculiar way of rewarding loyalty to the crown . 这是牛皮纸对于王权忠诚的独特嘉奖方式。
peculiar:adj.特殊的;独特的;奇怪的;罕见的;n.特权;特有财产; rewarding:adj.有益的;值得做的;报酬高的;v.奖励;奖赏;给以报酬;(reward的现在分词) loyalty:n.忠诚;忠心;忠实;忠于…感情; crown:王冠
(Laughter) （笑）
In working out how you could relaunch Shreddies, he came up with this. 在策划如何使Shreddies重新上市的过程中, 他想到了这个主意。
relaunch:vi.重新发射;重新发动;vt.重新发射;重新发动;n.重新开张;重新上市;
Video: (Buzzer) 视频:（嗡嗡响）
Man: Shreddies is supposed to be square. 男工:Shreddies应该是方形的啊。
supposed:adj.误信的;所谓的;v.认为;假设;设想;(suppose的过去分词和过去式)
(Laughter) （笑）
Woman: Have any of these diamond shapes gone out? 女士:这些钻石形状的应该都没有泄露出去吧？
(Laughter) （笑）
Voiceover : New Diamond Shreddies cereal. 画外音:新型钻石状的Shreddies麦片。
Voiceover:n.画外音,解说者的声音;
Same 100 percent whole-grain wheat in a delicious diamond shape. 钻石形状新品:同样百分百全麦,更加美味。
(Applause) （掌声）
Rory Sutherland: I'm not sure this isn't the most perfect example of intangible value creation. All it requires is photons , neurons, and a great idea to create this thing. Rory Sutherland:我认为这是最完美的一个例子 关于诠释创造无形价值。我们只需要 光子,神经细胞,以及极具创造力的点子。
photons:n.[物]光子;[量子]光量子(photon的复数);
I would say it's a work of genius . 我不得不说这是天才之作。
genius:n.天才;天资;才能,本领;
But, naturally , you can't do this kind of thing without a little bit of market research . 但是,自然地,在做这样的事情前要做一点市场调研。
naturally:adv.自然地;自然而然地;轻而易举;天生地;大方地; market research:n.市场调研;市场调查;
Man: So, Shreddies is actually producing a new product, which is something very exciting for them. 男士:那么,Shreddies事实上在生产一种新产品, 对他们来说这是十分令人兴奋的事情。
So they are introducing new Diamond Shreddies. 这是他们在介绍新的钻石Shreddies。
(Laughter) （笑）
So I just want to get your first impressions when you see that, when you see the Diamond Shreddies box there. 现在我希望能够知道到你们看到它的第一印象, 当你看到这个钻石Shreddies的盒子的时候。
impressions:n.印象;观感;(impression的复数)
(Laughter) （笑）
Woman: Weren't they square? 女士:它们不是方形的吗？
Woman #2: I'm a little bit confused . Woman #3: They look like the squares to me. 女士2:我有点搞不清了。女士3:我认为它们看起来就是方形的。
confused:adj.困惑的; v.使糊涂; (confuse的过去分词和过去式)
Man: They -- Yeah, it's all in the appearance . 男士:它们--是的,全都写在外表里了。
appearance:n.外貌;外观;外表;
But it's kind of like flipping a six or a nine like a six. 不过这有点像掷骰子中的6或者9.
flipping:v.该死; v.(使)快速翻转; (flip的现在分词)
If you flip it over it looks like a nine. 如果你倒过来看它就像9.
But a six is very different from a nine. 但是6和9是不同的。
Woman # 3: Or an "M" and a "W". Man: An "M" and a "W", exactly. 女士3:或者“M”和“W”。男士:“M”和“W”,没错。
Man #2: [unclear] 男士2:[疑惑]
You just looked like you turned it on its end. But when you see it like that it's more interesting looking. 看起来就好像转了一个角度。不过当你那样看的时候 它看起来更有趣。
Man: Just try both of them. 男士:两种都试试。
Take a square one there, first. 先尝一下方形的这个。
(Laughter) （笑）
Man: Which one did you prefer ? Man #2: The first one. 男士:你更喜欢哪个？男士2:第一个。
prefer:v.更喜欢;宁愿;提出;提升;
Man: The first one? 男士:第一个？
(Laughter) （笑）
Rory Sutherland: Now, naturally, a debate raged . Rory Sutherland:现在,很自然的,一场激烈的辩论。
debate:n.辩论;争论;考虑;v.辩论;争论;考虑; raged:v.发怒;狂暴;狂欢(rage的过去分词);
There were conservative elements in Canada, unsurprisingly , who actually resented this intrusion . 不出意料,加拿大人骨子里也是有保守思想的, 他实际上并不喜欢这种改变。
conservative:adj.保守的;n.保守派,守旧者; elements:n.要素;基本部分;少量;一群;(element的复数) unsurprisingly:adv.不出所料的;不出奇的;意料中的; resented:v.愤恨;感到气愤;愤愤不平;(resent的过去分词和过去式) intrusion:n.侵入;闯入;
So, eventually , the manufacturers actually arrived at a compromise , which was the combo pack. 所以,最后的结果是,制造商 达成了一个折中的方案,也就是组合包。
eventually:adv.最后,终于; manufacturers:n.生产者;制造者;生产商;(manufacturer的复数) compromise:n.妥协;折中;互让;和解;v.妥协;违背(原则);达不到(标准);使陷入危险; combo:n.联合体;结合物;小型爵士乐团;
(Laughter) （笑）
(Applause) （掌声）
(Laughter) （大笑）
If you think it's funny, bear in mind there is an organization called the American Institute of Wine Economics, which actually does extensive research into perception of things, and discovers that except for among 如果你觉得这很有趣的话,请记住有一个叫做 “美国酒经济协会”的组织, 他们实地做了很多关于事物认知的深度的调查, 发现除了
bear in mind:vi.记住;考虑到; Institute:v.开始(调查);制定;创立;提起(诉讼);n.学会,协会;学院; extensive:adj.广泛的;大量的;广阔的;
perhaps five or ten percent of the most knowledgeable people, there is no correlation between quality and enjoyment in wine, except when you tell the people how expensive it is, in which case they tend to enjoy the more expensive stuff more. 百分之五或者百分之十那一部分最有见地的人以外, 品质和产品体验之间没有关联 就酒类来说, 除非你告诉人们这个东西有多贵, 在这种情况下他们倾向于更享受贵的东西。
knowledgeable:adj.知识渊博的,有知识的;有见识的;聪明的; correlation:n.[数]相关,关联;相互关系; enjoyment:n.享受;乐趣;享有; stuff:n.东西:物品:基本特征:v.填满:装满:标本:
So drink your wine blind in the future. 所以以后喝酒就别看价钱了。
But this is both hysterically funny -- but I think an important philosophical point, which is, going forward, we need more of this kind of value. 不过这两者都非常有趣-- 但是我思考了一个很重要的哲学观点, 就是,向前探索,我们需要更多这种的价值。
hysterically:adv.歇斯底里地; philosophical:adj.哲学的(等于philosophic);冷静的;
We need to spend more time appreciating what already exists, and less time agonizing over what else we can do. 我们需要更多的时间品味已经存在的事物, 而少花一点时间去为难自己搞新的花样。
appreciating:v.欣赏;感激;感谢;理解(appreciate的现在分词) agonizing:adj.痛苦的;令人焦虑不安的;v.苦苦思索;焦虑不已;(agonize的现在分词)
Two quotations to more or less end with. 差不多引用这两句作为结尾吧。
quotations:n.价目,估价单;行情(quotation复数形式); more or less:或多或少;
One of them is, " Poetry is when you make new things familiar and familiar things new." 一个是,“诗歌就是使新事物亲切近人并且 使熟悉的事物衍生出新意。”
Poetry:n.诗;诗意,诗情;诗歌艺术; familiar:adj.熟悉的;常见的;亲近的;n.常客;密友;
Which isn't a bad definition of what our job is, to help people appreciate what is unfamiliar , but also to gain a greater appreciation , and place a far higher value on those things which are already existing. 这不失为一个对我们工作的好定义, 去帮助人们欣赏不熟悉的东西,同时也 对已经存在的东西更加珍惜,或者 提升它们的价值。
definition:n.定义;清晰度;(尤指词典里的词或短语的)释义;解释; appreciate:v.欣赏;感激;感谢;理解; unfamiliar:adj.不熟悉的;不常见的;没有经验的; appreciation:n.升值;欣赏;感谢;增值;
There is some evidence , by the way, that things like social networking help do that. 顺便说一下,有证据表明,像社交网络这种东西会对此有帮助。
evidence:n.证据,证明;迹象;明显;v.证明;
Because they help people share news. 因为这有助于人们分享信息。
They give badge value to everyday little trivial activities. 它们将每天的琐碎活动赋予标记价值。
trivial:adj.不重要的,琐碎的;琐细的;
So they actually reduce the need for actually spending great money on display , and increase the kind of third-party enjoyment you can get from the smallest, simplest things in life. Which is magic. 所以事实上它减少了用于公开展示的花销, 而且增加了类似于这种第三方的 的乐趣,这些你可以从最小的,最简单的生活事物中获得的乐趣。这真是太神奇了。
on display:展览,公开展出; third-party:adj.第三方,第三方的;
The second one is the second G.K. Chesterton quote of this session, which is, "We are perishing for want of wonder, not for want of wonders," 第二个是这场演讲中第二次对G.K.Chesterton的引用, 也就是,“使我们灭亡的,是对一个奇迹的渴望,而不是对众多奇迹的渴望,”
quote:v.引用;报价;举例说明;开价;为(企业的股份)上市;n.引用; perishing:adj.讨厌的;严寒的;糟糕的;v.死亡(perish的ing形式);毁灭;使麻木;
which I think for anybody involved in technology, is perfectly true. 这个我认为对于科技业的有关人士,应该感触尤为深刻。
And a final thing: When you place a value on things like health, love, sex and other things, and learn to place a material value on what you've previously discounted for being merely intangible, a thing not seen, you realize you're much much wealthier than you ever imagined. 最后一点:当你把价值附加于像健康, 爱情,性和其他的这种事情时, 同时学会去把物质价值附加在 你之前所不重视的事物上 不要仅仅是因为它们无形,或者太过渺小, 你会发现你会比你所能想象的更加富有。
previously:adv.先前;以前; discounted:adj.已贴现的;已折扣的;v.打折扣(discount的过去分词);不重视;
Thank you very much indeed. 非常非常感谢大家。
(Applause) （掌声）