The key to media's hidden codes - Ben Beaton

媒體中隱藏符碼的關鍵 - Ben Beaton

Transcriber: Ido Dekkers Reviewer: Emma Gon

(Music)

譯者: Geoff Chen 審譯者: Marssi Draw

（音樂）

Every movie you've ever seen,

你看過的每一部電影、

every TV show, every magazine,

每一個電視節目、每一本雜誌

every time you surf the Internet,

以及，每次你上網

you're absorbing information,

你都在吸收資訊

a bit like a sponge absorbs water.

這有點像海綿一樣吸收水分

The words on the screen, the images,

在螢幕上的圖像、文字、

the colors, the sounds, the angle of the camera,

顏色、 聲音、 攝影機的角度

every detail is designed to make you think,

每個細節都是設計來為了使你

act or feel a certain way.

以某種方式思考、行動或感覺

Your brain is subconsciously decoding images and sounds,

你的大腦下意識地解譯圖像、 聲音

and just by being alive today,

使它們就為了存活於當下

by interacting with and reading all these different types of media,

透過接觸和閱讀 所有這些不同類型的媒體

you're already an expert

你已經成為了

at decoding and understanding these hidden messages.

解譯和理解 這些隱藏訊息的專家了

A set of codes and conventions that work together

符碼與慣例 一塊兒發揮功效

to make you feel happy, angry, afraid, excited.

它們使你快樂、 生氣、 害怕、興奮

To make you want to buy a particular product --

它們讓你想要 購買某種特定的產品

a refreshing drink, a new phone.

比如一罐提神飲料 或一支新手機

To style your hair a certain way.

它們讓你想要擁有某種髮型

To cheer for the hero or boo the villain.

也讓你想要為英雄歡呼 或朝著惡棍喝倒彩

Welcome to the family tree of technical codes.

歡迎來到技術符碼的家庭樹

So what constitutes a code?

那麼，符碼是由什麼所構成的呢？

First of all, it has to be recognized by all who read it.

首先，它必須可以被 所有閱讀它的人所辨識

Imagine a busy city where motorists don't know how to read the traffic signals.

想像一個繁忙的城市，在那兒 駕駛人看不懂交通信號

We all have to know red equals stop,

我們都必須知道紅燈意謂停止

green means go, for the system to work.

綠色代表可以行走 這讓系統得以正常運作

Otherwise it would be chaos.

否則，一切就會大亂

Secondly, codes are made meaningful by their context.

第二，符碼根據其脈絡而變得有意義

We can't fully interpret or decipher a code

在我們還沒有看到它 如何與其它符號、標誌相互關聯之前

until we see how it relates to other signs and symbols.

我們不能完整地解讀或解譯符碼

Look at these two intersecting lines.

看看這些兩個相交線

Without any context, things around the code to help you understand or make meaning from it,

在缺乏任何上下文脈絡 來幫助你理解或解讀它時

it's hard to know exactly what these lines represent.

你很難知道這些線代表什麼意思

They could be a cross, symbolizing religion,

它們可能是一個十字架，象徵宗教

an add sign, symbolizing a mathematical concept,

可能是一個數學加號 象徵一個數學概念

the letter T from the alphabet,

可能是英文字母 T

or they could just be two lines intersecting.

或者，它們可能就只是 兩條相交的線罷了

If we add a crescent moon shape,

如果我們添加一個月牙形狀

and a circle with a line on it in front,

並加個圓和前面的一條線

the two lines now have a context,

這兩條線現在就有了脈絡了

a relationship to their surroundings,

它們周圍的關係

and are magically revealed as the letter T.

神奇地指出這是字母 T

By adding additional information around the code,

藉由符碼的周圍所添加的資訊

we've changed its context, and therefore given it a concrete meaning.

我們改變了它的脈絡 於是也給與了它具體含義

Let's meet the family.

讓我們和這個家庭見見面

Technical Codes, Senior has three sons:

老的技術符碼有三個兒子：

Symbolic Codes, Written Codes and Technical Codes, Junior.

象徵符碼、文字符碼， 以及小的技術符碼

Symbolic Codes has three sons:

象徵符碼有三個兒子：

Symbolic Color, Symbolic Objects

象徵顏色、 象徵物，

and Symbolic Animals.

以及象徵動物

This branch of the family is all about representation.

這一家庭的分支 皆與表現形式有關

Red represents hot

紅色代表熱

or stop or danger, depending on its context.

或停止、或危險，根據其脈絡而定

So if you see a red light above a yellow and a green light

所以如果你看到紅色 在黃色和綠色燈光之上

on a pole above the road,

而它們被懸掛在路邊杆子上

you know by this context that the light represents stop.

你便知道，在這種情況下 這光代表停止

Written Codes has three sons:

書寫符碼有三個兒子：

You and Only You, Buzzwords and Catchphrase.

你和你自己、流行語和口號

These guys are all about saying a lot with a little,

這些傢伙就是要 用精簡的語詞表達許多意思

or planting a word in your subconscious

或者試圖在你潛意識中植入一個字

that triggers a response whenever you hear or read it.

它會在每當你聽到或讀到它時，觸發回應

Have you noticed how many times I've said the word "you?"

你注意到我說了多少次「你」嗎？

You should feel like it's directed specifically at you, and only you,

你應該會感覺到，它是 特別針對你的，並且只有針對你

that it's addressing your needs and desire to learn about your world.

它解決你的需要和欲望 並渴望瞭解你的世界

If I tell you that all the cool, fresh and hip people are buying

如果我告訴你所有很酷的、 新潮的和時髦的人正在購買

a new drink or wearing a particular brand,

一種新的飲料，或穿戴一種特定的品牌時

the buzzwords "new," "fresh" or "free"

「新」、「新潮」或「自由」等流行語

make the product seem more interesting and appealing.

便使產品看來更有趣、更具誘惑性

If I wrap that product or idea in a simple phrase

如果我把產品或想法 濃縮為一個簡單短語

that's easy to remember and becomes part of your everyday speech,

濃縮為一個容易記憶的短語 變成你日常語彙的一部分

then every time you hear or say those few words,

然後每次你聽到，或說這幾句話時

your brain connects them to the product.

你的大腦就會 將它們連結到該產品

So Just Do It, Think Different,

所以「放手去做」(Just Do It) 「不同凡想」(Think Different)

and Enjoy the power of the catchphrase.

「享受」 (Enjoy) 口頭禪的力量

And Technical Codes, Junior has three sons:

小的技術符碼有三個兒子：

Camera Angles, Framing and Lighting.

拍攝角度、 景框和照明

For these boys, it's all about how the camera is placed,

這些男孩，它和所有 放置攝影機的方法有關

how objects, people and places are shot,

攝影物件、 人物和場景 是如何被拍攝的

and what we see on screen -- or just as importantly, what we don't see.

我們在螢幕上見到什麼—— 或更重要的是，我們沒見到的什麼

When the camera is placed high above the subject,

當攝影機放置於被攝物上方時

it makes you look small, insignificant and powerless.

它讓你看起來小，微不足道，無能為力

And the reverse is also true, when the camera is below.

反之亦然，當攝影機被安置於下方時

So is this video trying to manipulate you to buy something?

所以這段影片試圖操縱你 誘使你購買什麼東西嗎？

Yes, an idea.

是的，一個想法

The idea that understanding the relationship between technical codes

瞭解技術符碼之間的關係 的這一個想法

and the role they play in shaping your understanding of the world around us

與它們如何透過我們所消費的媒體

through the media we consume is fun and interesting.

來塑造你對於我們周遭世界 去了解這個想法，你會發現很有趣

Is it trying to make you feel a certain way?

它試著讓你以某種方式感知嗎？

Absolutely.

絕對是的

Every image, every word,

每個圖像、每個字

has been carefully crafted to work together

早已精心地被打造在一起

to make you feel positive about the idea

就是為了要讓你 對這個想法感到正面

that you need to be educated to engage with what you read,

這個想法使你覺得

watch and listen to in movies,

你需要在你所觀賞的電影、

TV shows, magazines

所閱讀的書本、所觀看的電視節目

and on the Internet.

和所瀏覽的網路內容 產生積極聯繫

By understanding these codes,

藉著瞭解這些符碼

and how they work together to subconsciously change the way you think,

如何下意識地改變你的思維方式

feel and act towards products and ideas,

和積極地推廣其產品和理念時

you'll be aware of these techniques

你會意識到這些技術

and able to identify their impact on you.

並能夠辨別它們對你的影響

One of the most powerful advertising mediums in the world

世上最強大的廣告媒介之一

is word of mouth.

是口碑

If you've ever recommended a product or movie, a service, or even a video online,

如果你建議過一種產品或電影、 一種服務或甚至線上影片

then you've played your part in passing the message.

你就成了傳遞訊息的角色

So soak all this information up.

吸收所有此類資訊

Recognize how the family tree of technical codes

請試著認識這個家族樹的技術符碼

works on you, and those around you, to make an impact

看它如何對你和你周圍的人產生影響

Find excellent examples,

尋找優秀的例子

and spread the word.

並將它傳播到世界各地去