What Aristotle and Joshua Bell can teach us about persuasion - Conor Neill

关于说服，亚里斯多德及乔舒亚·贝尔可以教我们些什么 - Conor Neill

Transcriber: Andrea McDonough Reviewer: Bedirhan Cinar

翻译人员: Minji Seo 校对人员: Sherry Chen

9th of January, 2007

2007年的一月九日，

Joshua Bell, one of the greatest violinist in the world,

乔舒亚‧贝尔，一位堪称世界上最伟大的小提琴家，

played to a packed audience

在可容纳千人、

at Boston's stately Symphony Hall of 1,000 people

宏伟的波士顿音乐厅，对着爆满的听众席演奏，

where most seats went for more than $100.

大多位置的票价都高过一百元美金

He was used to full, sell-out shows.

他曾经习惯于座无虚席、票售一空的演出

He was at the peak of his abilities and fame.

那是他能力与名声的高峰

Three days later,

三天之后，

Joshua Bell played to an audience of

乔舒亚‧贝尔在没有观众的情况下

nobody!

演奏！

Well, maybe six people paused for a moment,

好吧，也许有六个人停下来注意了一小会儿，

and one child stopped for a while looking,

还有一个小孩停下来认真注视着，

as if he understood that something special was happening.

彷佛他了解这是一件极不寻常的事

Joshua said of the experience,

约夏谈到这段经历：

"It was a strange feeling that people were actually ignoring me."

“这是种奇怪的感觉，人们完全忽略我了。”

Joshua Bell was playing violin in a subway station.

乔舒亚‧贝尔是在一个地下铁车站 演奏小提琴。

"At a music hall, I'll get upset if someone coughs

“在音乐厅，如果有人咳嗽，

or if someone's cell phone goes off,

或是有人手机响了，我会很生气，

but here my expectations quickly diminished.

但在这儿我的期待很快地降低了

I was oddly grateful when somebody threw in a dollar."

当有人丢入一块钱，我就异常地感动。”

What changed?

什么改变了？

Same music,

同样的音乐、

on the same violin,

同样的小提琴，

played with the same passion

用同样的热情

and by the same man.

并由同一个人演奏

Why did people listen and then not listen?

为什么人们会愿意听？又为什么会不屑一顾？

Aristotle would be able to explain.

亚里士多德可以给出解释

What does it take to persuade people?

究竟是什么才可以说服人们？

2,300 years ago,

2300年前，

Aristotle wrote the single most important work on persuasion,

亚里士多德写下了关于“说服” 最为举足轻重的一篇著作

<i>Rhetoric</i>,

《修辞学》，

the 3 means of persuasion:

其中描述了说服别人的三种方法：

logos,

喻理、

ethos,

喻德、

and pathos.

以及喻情

Logos is that the idea makes sense from the audience's point of view.

喻理是指，这个想法可以让听众 用他们的观点去理解

This is usually different from the speaker's point of view,

他们的观点通常与演说者的观点不同，

so work needs to be done

所以演说内容必须和世界观点相结合，

to make the idea relevant to the world view,

所以演说内容必须和世界观点相结合，

the pains and the challenges of the listeners.

也包含了听众的自身面临的痛楚及挑战

A good argument is like good music.

好的说词就如同好的音乐

Good music follows some rules of composition;

好的音乐遵循着某些作曲的规则；

good arguments follow some rules of logic.

而好的论证则遵循着某些逻辑的规则

It makes sense to the audience.

这样才能让听众理解

Ethos is reputation, what are you known for;

喻德是指：名声──你是靠什么闻名于世的；

credibility, do you look and act professional;

可靠度──你的行为与外表看起来是否专业；

trustworthy, are your motives clear,

以及可信度──你的动机是否单纯，

do you show the listener that you care about them as much as yourself?

你是否让听众感到你在乎他们 跟在乎你自己一样？

Authority is confidence plus a concise message,

权威是自信再加简洁的句子、 以及一个简单且强烈的语气

a clear, strong voice.

权威是自信再加简洁的句子、 以及一个简单且强烈的语气

Pathos is the emotional connection.

喻情是指情感的联系

Stories are an effective human tool for creating an emotional connection.

故事是人们用于建立情感联系的一种有效工具

There are moments where an audience is not ready

有时候听众尚未准备好

to hear the message.

来听你想传递的讯息。

A speaker must create the right emotional environment for their message.

演说者必须为想表达的讯息 建立适当的情境

What changed?

是什么改变了？

Why did people travel for miles to hear him play one night,

为什么人们不远千里来听乔舒亚这一晚的演奏？

and not even pause for moment to listen the next morning?

而又为什么隔一天后 连一刻也不愿意停下来聆听？

The answer is that ethos and pathos were missing.

原因是喻德和喻情消失了

Ethos

喻德

The fact that the great concert hall hosts Joshua's concert

一个雄伟的音乐厅为乔舒亚举办了音乐会，

transfers its trust to Joshua.

这传递了对乔舒亚的信任

We trust the institution, we now trust Joshua.

我们相信音乐厅，所以我们相信乔舒亚

The subway does not have our trust for musical talent,

我们并不相信地下铁里会够有杰出的音乐，

we do not expect to find great art,

我们也不期待在此遇见极佳的艺术、

great music,

or great ideas,

极佳的音乐、

或是极佳的想法，

so it confers no trust to Joshua.

所以地下铁并没有为约夏传递信任感

Pathos

喻情

The concert hall is designed for an emotional bond

音乐厅是特别设计的，

between an audience and an artist,

好让听众及演出者的情感得到联结，

a subway platform is not.

但地下铁并不是

The hustle and movement and stress is just not conducive

匆忙、移动、及压力对于

to the emotional connection needed between performer and listener.

双方的情感链接是没有帮助的

Logos,

喻理、

ethos,

喻德、

pathos,

喻情，

the idea is nothing without the rest.

缺乏这些，一个想法就一文不值

This is what Joshua Bell learned

这就是乔舒亚‧贝尔在2007那个寒冷的一月里 所学到的

on that cold, January day in 2007.

这就是乔舒亚‧贝尔在2007那个寒冷的一月里 所学到的

If you have a great idea,

如果你有一个极佳的想法，

how do you build credibility and emotional connection?

你该如何建立可靠度和情度上的联系呢？