Paul Bloom: The origins of pleasure

197,186 views ใƒป 2011-07-27

TED


์•„๋ž˜ ์˜๋ฌธ์ž๋ง‰์„ ๋”๋ธ”ํด๋ฆญํ•˜์‹œ๋ฉด ์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค.

๋ฒˆ์—ญ: JaeHoon Lee ๊ฒ€ํ† : Bianca Lee
00:15
I'm going to talk today
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์ €๋Š” ์˜ค๋Š˜ ์—ฌ๋Ÿฌ๋ถ„๊ป˜
00:17
about the pleasures of everyday life.
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๋งค์ผ ๋งค์ผ์˜ ์ผ์ƒ์—์„œ์˜ ํ–‰๋ณต์— ๋Œ€ํ•ด์„œ ๋ง์”€๋“œ๋ฆด๊ฒ๋‹ˆ๋‹ค
00:19
But I want to begin with a story
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์ €๋Š” ๋จผ์ € ๋…ํŠนํ•˜๊ณ  ๋”์ฐํ•œ ๋‚จ์ž์˜
00:21
of an unusual and terrible man.
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์ด์•ผ๊ธฐ๋กœ ์‹œ์ž‘ํ•˜๊ณ ์ž ํ•ฉ๋‹ˆ๋‹ค
00:23
This is Hermann Goering.
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์ด ์‚ฌ๋žŒ์€ ํ—ค๋ฅด๋งŒ ๊ดด๋ง ์ž…๋‹ˆ๋‹ค
00:25
Goering was Hitler's second in command in World War II,
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ํ—ค๋ฅด๋งŒ ๊ดด๋ง์€ ํžˆํ‹€๋Ÿฌ์˜ ์ด์ธ์ž๋กœ์„œ ์„ธ๊ณ„2์ฐจ๋Œ€์ „์„ ์ง€ํœ˜ํ–ˆ๊ณ 
00:28
his designated successor.
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๊ทธ์˜ ํ›„๊ณ„์ž๋กœ ์ง€๋ชฉ๋˜์—ˆ์Šต๋‹ˆ๋‹ค
00:30
And like Hitler,
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๊ทธ๋ฆฌ๊ณ  ํžˆํ‹€๋Ÿฌ์™€ ๋งˆ์ฐฌ๊ฐ€์ง€๋กœ
00:32
Goering fancied himself a collector of art.
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๊ดด๋ง์€ ๋ฏธ์ˆ ํ’ˆ ์ˆ˜์ง‘๊ฐ€๋กœ์„œ์˜ ์ž์‹ ์„ ๋งŒ์กฑ์Šค๋Ÿฌ์›Œ ํ–ˆ์Šต๋‹ˆ๋‹ค
00:34
He went through Europe, through World War II,
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๊ทธ๋Š” ์„ธ๊ณ„2์ฐจ๋Œ€์ „ ๋™์•ˆ ์œ ๋Ÿฝ์„ ๋Œ์•„๋‹ค๋‹ˆ๋ฉฐ
00:36
stealing, extorting and occasionally buying
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๊ทธ์˜ ์ˆ˜์ง‘ํ’ˆ์„ ์œ„ํ•œ ์ง„๊ท€ํ•œ ๋ฏธ์ˆ ํ’ˆ๋“ค์„
00:39
various paintings for his collection.
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ํ›”์น˜๊ฑฐ๋‚˜ ๊ฐˆ์ทจํ•˜๊ณ , ๋•Œ๋•Œ๋กœ ์‚ฌ๊ธฐ๋„ ์ณค์Šต๋‹ˆ๋‹ค.
00:41
And what he really wanted was something by Vermeer.
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๊ทธ๊ฐ€ ์ •๋ง ๊ฐ€์ง€๊ณ  ์‹ถ์–ดํ–ˆ๋˜๊ฒƒ์€ ๋ฒ ๋ฅด๋ฉ”๋ฅด์˜ ๊ฒƒ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
00:44
Hitler had two of them, and he didn't have any.
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ํžˆํ‹€๋Ÿฌ๋Š” 2์ ์ด๋‚˜ ๊ฐ€์ง€๊ณ  ์žˆ์—ˆ์ง€๋งŒ ๊ทธ๋Š” ํ•˜๋‚˜๋„ ์—†์—ˆ์ง€์š”
00:47
So he finally found an art dealer,
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๋งˆ์นจ๋‚ด ๊ทธ๋Š” ์•„ํŠธ ๋”œ๋Ÿฌ๋ฅผ ๋งŒ๋‚ฌ์Šต๋‹ˆ๋‹ค.
00:49
a Dutch art dealer named Han van Meegeren,
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๊ทธ์˜ ์ด๋ฆ„์€ ํ•œ ๋ฐ˜ ๋ฉ”์ดํ—ค๋Ÿฐ ์œผ๋กœ
00:52
who sold him a wonderful Vermeer
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ํ›Œ๋ฅญํ•œ ๋ฒ ๋ฅด๋ฉ”๋ฅด์˜ ์ž‘ํ’ˆ์„
00:54
for the cost of what would now be 10 million dollars.
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์ฒœ๋งŒ๋‹ฌ๋Ÿฌ์— ํŒ”๊ณ  ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค.
00:57
And it was his favorite artwork ever.
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๊ฒƒ์€ ๊ทธ์˜ ์ผ์ƒ์˜ ๋ฏธ์ˆ ํ’ˆ๋“ค์ค‘ ์ตœ๊ณ ์˜€์Šต๋‹ˆ๋‹ค.
01:00
World War II came to an end,
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์„ธ๊ณ„2์ฐจ๋Œ€์ „์ด ๋๋‚˜๊ณ 
01:02
and Goering was captured, tried at Nuremberg
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๊ดด๋ง์€ ์žกํ˜”๊ณ , ๋‰˜๋ฅธ๋ฒ ๋ฅด๊ทธ ์žฌํŒ์ด ์žˆ์—ˆ์Šต๋‹ˆ๋‹ค
01:05
and ultimately sentenced to death.
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๊ทธ๋ฆฌ๊ณ  ๊ฒฐ๊ตญ ์‚ฌํ˜•์„ ์„ ๊ณ  ๋ฐ›์•˜์Šต๋‹ˆ๋‹ค.
01:08
Then the Allied forces went through his collections
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๊ทธํ›„ ์—ฐํ•ฉ๊ตฐ์€ ๊ทธ์˜ ์ˆ˜์ง‘ํ’ˆ๋“ค๋กœ ๊ฐ”๊ณ 
01:10
and found the paintings
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๋ฏธ์ˆ ํ’ˆ๋“ค์„ ๋ฐœ๊ฒฌํ–ˆ์Šต๋‹ˆ๋‹ค.
01:12
and went after the people who sold it to him.
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์‚ฌ๋žŒ๋“ค์€ ๋ˆ„๊ฐ€ ๊ทธ๊ฒƒ๋“ค์„ ๊ดด๋ง์—๊ฒŒ ํŒ”์•˜๋Š”์ง€ ์ฐพ๊ธฐ ์‹œ์ž‘ํ–ˆ์Šต๋‹ˆ๋‹ค
01:14
And at some point the Dutch police came into Amsterdam
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๋„ค๋œ๋ž€๋“œ์˜ ๊ฒฝ์ฐฐ์€ ์•”์Šคํ…Œ๋ฅด๋‹ด์— ๊ฐ”๊ณ 
01:17
and arrested Van Meegeren.
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๋ฐ˜ ๋ฉ”์ดํ—ค๋Ÿฐ์„ ์ฒดํฌํ–ˆ์Šต๋‹ˆ๋‹ค
01:19
Van Meegeren was charged with the crime of treason,
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๋ฐ˜ ๋ฉ”์ดํ—ค๋Ÿฐ์€ ์‚ฌํ˜•์œผ๋กœ ์ฒ˜๋ฒŒ๋ฐ›์„
01:22
which is itself punishable by death.
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๋ฐ˜์—ญ์ฃ„๋กœ ๊ธฐ์†Œ๋ฌ์Šต๋‹ˆ๋‹ค.
01:25
Six weeks into his prison sentence,
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๊ทธ์˜ 6์ฃผ๊ฐ„์˜ ์ง•์—ญ์‚ด์ด๋™์•ˆ
01:27
van Meegeren confessed.
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๋ฐ˜ ๋ฉ”์ดํ—ค๋Ÿฐ์€ ์ž๋ฐฑํ–ˆ์Šต๋‹ˆ๋‹ค.
01:29
But he didn't confess to treason.
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๊ทธ๋Ÿฌ๋‚˜ ๋ฐ˜์—ญ์— ๋Œ€ํ•ด์„œ๋Š” ์ธ์ •ํ•˜์ง€ ์•Š์•˜์Šต๋‹ˆ๋‹ค.
01:31
He said, "I did not sell a great masterpiece
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๊ทธ๋Š” "๋‚˜๋Š” ์ ˆ๋Œ€๋กœ ๋‚˜์น˜์—๊ฒŒ ์œ„๋Œ€ํ•œ ๊ฑธ์ž‘์„ ํŒ”์ง€ ์•Š์•˜์Šต๋‹ˆ๋‹ค"
01:34
to that Nazi.
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๋ผ๊ณ  ๋งํ–ˆ์Šต๋‹ˆ๋‹ค.
01:36
I painted it myself; I'm a forger."
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"๋‚˜๋Š” ๊ทธ๊ฒƒ์„ ์Šค์Šค๋กœ ๊ทธ๋ ธ์Šต๋‹ˆ๋‹ค, ๋‚˜๋Š” ์œ„์กฐ์ž ์ด์ง€์š”"
01:39
Now nobody believed him.
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์•„๋ฌด๋„ ๊ทธ๊ฒƒ์„ ๋ฏฟ์ง€ ์•Š์•˜์Šต๋‹ˆ๋‹ค
01:42
And he said, "I'll prove it.
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๊ฐ€ ๋งํ–ˆ์Šต๋‹ˆ๋‹ค "๋‚ด๊ฐ€ ์ฆ๋ช…ํ•ด ๋ณด์ด์ฃ 
01:44
Bring me a canvas and some paint,
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๋‚˜์—๊ฒŒ ์บ”๋ฒ„์Šคํ•˜๊ณ  ๋ฌผ๊ฐ์ข€ ๊ฐ€์ ธ๋‹ค ์ฃผ์‹ญ์‹œ์˜ค
01:46
and I will paint a Vermeer much better
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๊ทธ๋ฆฌ๊ณ  ์ œ๊ฐ€ ๋ฒ ๋ฅด๋ฉ”๋ฅด๋ฅผ ๋” ์ž˜ ๊ทธ๋ ค ๋ณด์ด๊ฒ ์Šต๋‹ˆ๋‹ค
01:48
than I sold that disgusting Nazi.
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๊ทธํ›„์— ์—ญ๊ฒจ์šด ๋‚˜์น˜์—๊ฒŒ ํŒ”์•„๋ฒ„๋ฆฌ์ฃ .
01:50
I also need alcohol and morphine, because it's the only way I can work."
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์•„, ๊ทธ๋ฆฌ๊ณ  ์ˆ ๊ณผ ๋งˆ์•ฝ์ข€ ๊ฐ€์ ธ๋‹ค ์ฃผ์‹ญ์‹œ์˜ค, ๊ทธ๊ฒƒ์ด ์žˆ์–ด์•ผ ์ผํ• ์ˆ˜ ์žˆ๊ฑฐ๋“ ์š”"
01:53
(Laughter)
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(์›ƒ์Œ)
01:55
So they brought him in.
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๊ทธ๋ž˜์„œ ๊ทธ์—๊ฒŒ ๊ฐ€์ ธ๋‹ค ์ฃผ์—ˆ์Šต๋‹ˆ๋‹ค.
01:57
He painted a beautiful Vermeer.
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๊ทธ๋Š” ์•„๋ฆ„๋‹ค์šด ๋ฒ ๋ฅด๋ฉ”๋ฅด๋ฅผ ๊ทธ๋ ธ์ง€์š”.
02:00
And then the charges of treason were dropped.
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๊ทธํ›„ ๊ทธ์˜ ๋ฐ˜์—ญ ํ˜์˜๋Š” ์—†์–ด์กŒ์Šต๋‹ˆ๋‹ค.
02:03
He had a lesser charge of forgery,
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๊ทธ๋Š” ๋ณด๋‹ค ๋” ์•ฝํ•œ ๋ชจ์กฐ ํ˜์˜๋ฅผ ๋ฐ›์•˜์Šต๋‹ˆ๋‹ค.
02:05
got a year sentence
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๊ฒƒ์€ ์ผ๋…„๊ฐ„ ๋ณต๋ฌดํ•  ๋ฟ์ด์—ˆ์ฃ .
02:07
and died a hero to the Dutch people.
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๊ทธ๋ฆฌ๊ณ  ๋„ค๋œ๋ž€๋“œ ์‚ฌ๋žŒ๋“ค์˜ ์˜์›…์œผ๋กœ์„œ ์ฃฝ์—ˆ์Šต๋‹ˆ๋‹ค.
02:11
There's a lot more to be said about van Meegeren,
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๋ฐ˜ ๋ฉ”์ดํ—ค๋Ÿฐ์— ๋Œ€ํ•œ ์ด์•ผ๊ธฐ๋Š” ๋” ๋งŽ์ด ์žˆ์Šต๋‹ˆ๋‹ค.
02:14
but I want to turn now to Goering,
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๊ทธ๋Ÿฌ๋‚˜ ๋‰˜๋ฅธ๋ฒ ๋ฅด๊ทธ์—์„œ ์ทจ์กฐ๋‹นํ•˜๊ณ  ์žˆ๋Š” ์‚ฌ์ง„์†์˜
02:16
who's pictured here being interrogated at Nuremberg.
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๊ดด๋ง์œผ๋กœ ๋‹ค์‹œ ๋Œ์•„๊ฐ€ ๋ณด๊ฒ ์Šต๋‹ˆ๋‹ค
02:19
Now Goering was, by all accounts, a terrible man.
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์ด์ œ ๊ดด๋ง์€ ๋ชจ๋“  ๋ณด๊ณ ์„œ์—์„œ ๋”์ฐํ•œ ๋‚จ์ž์ž…๋‹ˆ๋‹ค.
02:21
Even for a Nazi, he was a terrible man.
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์‹ฌ์ง€์–ด ๋‚˜์น˜์—๊ฒŒ๋„ ๊ทธ๋Š” ๋”์ฐํ•œ ๋‚จ์ž ์˜€์Šต๋‹ˆ๋‹ค.
02:24
His American interrogators described him
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๊ทธ์˜ ๋ฏธ๊ตญ์ธ ์‹ฌ๋ฌธ์ž๋“ค์€ ๊ทธ๋ฅผ
02:27
as an amicable psychopath.
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ํ‰ํ™”์ ์ธ ์‚ฌ์ด์ฝ”ํŒจ์Šค ๋ผ๊ณ  ๋ฌ˜์‚ฌํ–ˆ์Šต๋‹ˆ๋‹ค.
02:29
But you could feel sympathy
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๊ทธ๋Ÿฌ๋‚˜ ์—ฌ๋Ÿฌ๋ถ„์€ ๊ทธ๊ฐ€ ๊ฐ€์žฅ ์ข‹์•„ํ•˜๋Š” ๊ทธ๋ฆผ์ด
02:31
for the reaction he had
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์‚ฌ์‹ค ๋ชจ์กฐํ’ˆ์ด์—ˆ๋‹ค๋Š”
02:33
when he was told that his favorite painting
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์‚ฌ์‹ค์„ ๋“ค์—ˆ์„๋•Œ ๊ทธ์˜ ๋ฐ˜์‘์— ๋Œ€ํ•ด
02:35
was actually a forgery.
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๋™์ •์‹ฌ์„ ๊ฐ€์งˆ ์ˆ˜๋„ ์žˆ์Šต๋‹ˆ๋‹ค.
02:37
According to his biographer,
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๊ทธ์˜ ์ž์„œ์ „ ์ž‘๊ฐ€์— ๋”ฐ๋ฅด๋ฉด
02:39
"He looked as if for the first time
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"๊ทธ๋Š” ๋งˆ์น˜ ์ตœ์ดˆ๋กœ ์ด์„ธ์ƒ์—
02:41
he had discovered there was evil in the world."
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์‚ฌ์•…ํ•จ์ด๋ผ๋Š” ๊ฒƒ์ด ์žˆ๋‹ค๋Š”๊ฑธ ๊นจ๋‹ณ์€๊ฒƒ์ฒ˜๋Ÿผ ๋ณด์˜€์Šต๋‹ˆ๋‹ค
02:43
(Laughter)
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(์›ƒ์Œ)
02:46
And he killed himself soon afterwards.
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๋Š” ์–ผ๋งˆ ์ง€๋‚˜์ง€ ์•Š์•„ ์ž์‚ดํ–ˆ์Šต๋‹ˆ๋‹ค
02:49
He had discovered after all
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๊ทธ๋Š” ์•Œ๊ฒŒ๋œ๊ฒƒ์ด์—ˆ์ฃ 
02:51
that the painting he thought was this
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๊ทธ๊ฐ€ ์ด๊ฒƒ์ด๋ผ๊ณ  ์ƒ๊ฐํ•œ ๊ทธ๋ฆผ์ด ์‚ฌ์‹ค์€
02:53
was actually that.
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์ €๊ฒƒ์ด์—ˆ๋˜ ๊ฑฐ์ฃ 
02:56
It looked the same,
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๊ทธ ๋ฏธ์ˆ ํ’ˆ์€ ๋˜‘๊ฐ™์•„ ๋ณด์ž…๋‹ˆ๋‹ค
02:58
but it had a different origin, it was a different artwork.
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๊ทธ๋Ÿฌ๋‚˜ ๊ทธ๊ฒƒ์€ ๋‹ค๋ฅธ ๊ธฐ์›์„ ๊ฐ€์กŒ๊ณ  ๋‹ค๋ฅธ ๋ฏธ์ˆ ํ’ˆ ์ด์—ˆ์Šต๋‹ˆ๋‹ค
03:00
It wasn't just him who was in for a shock.
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๊ทธ๊ฐ€ ์ถฉ๊ฒฉ์„ ๋ฐ›์€ ๊ฒƒ์€ ๊ทธ๋ฟ๋งŒ์ด ์•„๋‹ˆ์—ˆ์ฃ 
03:02
Once van Meegeren was on trial, he couldn't stop talking.
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๋ฐ˜ ๋ฉ”์ดํ—ค๋Ÿฐ์ด ์žฌํŒ์„ ๋ฐ›์„ ๋•Œ ๊ทธ๋Š” ๋งํ•˜๋Š”๊ฑธ ๋ฉˆ์ถ”์ง€ ์•Š์•˜์Šต๋‹ˆ๋‹ค
03:05
And he boasted about all the great masterpieces
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๋Š” ๋‹ค๋ฅธ ๋ฏธ์ˆ ๊ฐ€๊ฐ€ ๊ทธ๋ฆฐ ์œ„๋Œ€ํ•œ ๊ฑธ์ž‘๋“ค ์ค‘
03:07
that he himself had painted
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์ž์‹ ์ด ๊ทธ๋ฆฐ ๊ฒƒ์— ๋Œ€ํ•ด์„œ
03:09
that were attributed to other artists.
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๋– ๋ฒŒ๋ฆฌ๊ณ  ๋‹ค๋…”์Šต๋‹ˆ๋‹ค
03:11
In particular, "The Supper at Emmaus"
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ํŠนํžˆ ๋ฒ ๋ฅด๋ฉ”๋ฅด์˜ ์ตœ๊ณ ์˜ ๊ฑธ์ž‘์œผ๋กœ
03:13
which was viewed as Vermeer's finest masterpiece, his best work --
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๋ณด์—ฌ์ง€๋ฉฐ, ์ „์„ธ๊ณ„์˜ ์‚ฌ๋žŒ๋“ค์ด ๊ด€๋žŒํ•˜๊ธฐ ์œ„ํ•ด์„œ ์ฐพ์•„์˜จ
03:16
people would come [from] all over the world to see it --
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"์— ๋งˆ์˜ค์˜ ์ €๋…์‹์‚ฌ"๋Š” ์‚ฌ์‹ค
03:19
was actually a forgery.
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๋ชจ์กฐํ’ˆ ์ด์—ˆ์Šต๋‹ˆ๋‹ค
03:21
It was not that painting, but that painting.
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์ด๊ฒƒ์€ ๊ทธ ๊ทธ๋ฆผ์€ ์•„๋‹ˆ์—ˆ์ง€๋งŒ, ๊ทธ ๊ทธ๋ฆผ์ด๊ธฐ๋„ ํ–ˆ์Šต๋‹ˆ๋‹ค.
03:23
And when that was discovered,
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๊ฒƒ์ด ๋ฐํ˜€ ์กŒ์„๋•Œ
03:25
it lost all its value and was taken away from the museum.
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๊ทธ๊ฒƒ์€ ๋ชจ๋“  ๊ฐ€์น˜๋ฅผ ์žƒ๊ณ  ๋ฐ•๋ฌผ๊ด€์—์„œ ํ‡ด์ถœ๋ฌ์Šต๋‹ˆ๋‹ค
03:28
Why does this matter?
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์™œ ์ด๊ฒƒ์ด ๋ฌธ์ œ๊ฐ€ ๋˜๋‚˜์š”?
03:30
I'm a psychologists -- why do origins matter so much?
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์‹ฌ๋ฆฌํ•™์ž ์—ฌ๋Ÿฌ๋ถ„ ์™œ ๊ทผ์›์ด ์ค‘์š”ํ•œ ๊ฒƒ์ผ๊นŒ์š”?
03:33
Why do we respond so much
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์šฐ๋ฆฌ๋Š” ๋ฌด์–ธ๊ฐ€๊ฐ€ ๋‚˜์˜จ๊ณณ์— ๋Œ€ํ•œ ์ง€์‹์—
03:35
to our knowledge of where something comes from?
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์™œ ์ดํ† ๋ก ๋ฐ˜์‘ํ•˜๋Š” ๊ฑธ๊นŒ์š”?
03:38
Well there's an answer that many people would give.
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์Œ, ๋งŽ์€ ์‚ฌ๋žŒ์ด ๋‚ธ ๋‹ต์ด ์žˆ์Šต๋‹ˆ๋‹ค
03:40
Many sociologists like Veblen and Wolfe
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๋งŽ์€ ์‚ฌํšŒํ•™์ž๋“ค์€, ์šฐ๋ฆฌ๊ฐ€ ์ดํ† ๋ก ์‹ฌ๊ฐํ•˜๊ฒŒ
03:43
would argue that the reason why we take origins so seriously
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์›๋ณธ์— ์ง‘์ฐฉํ•˜๋Š” ์ด์œ ๋ฅผ ์šฐ๋ฆฌ๊ฐ€ ์†๋ฌผ์ด๋ฉฐ, ์ง€์œ„์— ์ง‘์ฐฉํ•˜๊ธฐ ๋•Œ๋ฌธ์ด๋ผ
03:46
is because we're snobs, because we're focused on status.
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์ฃผ์žฅํ•˜๋Š” ๋ฒ ๋ธ”๋Ÿฐ๊ณผ ์šธํ”„๋ฅผ ์ข‹์•„ํ•ฉ๋‹ˆ๋‹ค.
03:49
Among other things,
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๋‹ค๋ฅธ๊ฒƒ๋“ค ์ค‘์—์„œ๋„
03:51
if you want to show off how rich you are, how powerful you are,
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๋งŒ์•ฝ ์—ฌ๋Ÿฌ๋ถ„์ด ์–ผ๋งˆ๋‚˜ ๋ถ€์œ ํ•œ๊ฐ€ ํ˜น์€ ์–ผ๋งˆ๋‚˜ ๊ฐ•๋ ฅํ•œ ๊ถŒ๋ ฅ์„ ์ง€๋‹ˆ๊ณ  ์žˆ๋Š”๊ฐ€๋ฅผ ๊ณผ์‹œํ• ๋ ค๊ณ  ํ• ๋•Œ
03:53
it's always better to own an original than a forgery
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๋ชจ์กฐํ’ˆ ๋ณด๋‹ค๋Š” ์ง„ํ’ˆ์„ ์†Œ์œ ํ•˜๋Š”๊ฒƒ์ด ๋” ์ข‹์„๊ฒƒ์ž…๋‹ˆ๋‹ค
03:55
because there's always going to be fewer originals than forgeries.
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์™œ๋ƒํ•˜๋ฉด ๋ชจ์กฐํ’ˆ ๋ณด๋‹ค ์ง„ํ’ˆ์˜ ์ˆซ์ž๊ฐ€ ๋” ์ ๊ธฐ ๋•Œ๋ฌธ์ฃ 
03:59
I don't doubt that that plays some role,
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์ €๋Š” ๊ทธ๊ฒƒ์ด ์–ด๋–ค ์—ญํ• ์„ ํ•œ๋‹ค๋Š” ๋ฐ๋Š” ์ด๊ฒฌ์ด ์—†์Šต๋‹ˆ๋‹ค
04:01
but what I want to convince you of today
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๊ทธ๋Ÿฌ๋‚˜ ์ €๋Š” ์˜ค๋Š˜ ์—ฌ๋Ÿฌ๋ถ„๊ป˜ ๋ฌด์–ธ๊ฐ€๊ฐ€ ์ผ์–ด๋‚˜๊ณ  ์žˆ๋‹ค๋Š” ๊ฒƒ์„
04:03
is that there's something else going on.
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๊นจ๋‹ณ๊ฒŒ ํ•ด๋“œ๋ฆฌ๊ณ  ์‹ถ์Šต๋‹ˆ๋‹ค.
04:05
I want to convince you
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์ €๋Š” ์—ฌ๋Ÿฌ๋ถ„์—๊ฒŒ ์ธ๊ฐ„์€ ์‚ฌ์‹ค
04:07
that humans are, to some extent, natural born essentialists.
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์ผ์ • ๋ฒ”์œ„์—์„œ ์„ ์ฒœ์ ์ธ ๋ณธ์งˆ์ฃผ์˜์ž ๋ผ๋Š” ๊ฒƒ์„ ํ™•์‹ ์‹œ์ผœ ๋“œ๋ฆฌ๊ณ  ์‹ถ์Šต๋‹ˆ๋‹ค.
04:10
What I mean by this
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์ œ๊ฐ€ ๋œปํ•˜๋Š” ๊ฒƒ์€
04:12
is we don't just respond to things as we see them,
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์šฐ๋ฆฌ๊ฐ€ ๋ณด๊ณ , ๋Š๋ผ๊ณ  ํ˜น์€ ๋“ฃ๋Š”๋Œ€๋กœ๋งŒ
04:14
or feel them, or hear them.
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๋ฐ˜์‘ํ•˜์ง€๋Š” ์•Š๋Š”๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค.
04:16
Rather, our response is conditioned on our beliefs,
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์˜คํžˆ๋ ค, ์šฐ๋ฆฌ์˜ ๋ฐ˜์‘์€ ์šฐ๋ฆฌ์˜ ๋ฏฟ์Œ์— ์ขŒ์šฐ๋ฉ๋‹ˆ๋‹ค.
04:19
about what they really are, what they came from,
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๊ทธ๊ฒƒ์ด ์‹ค์ œ๋กœ ๋ฌด์—‡์ธ์ง€, ๊ทธ๊ฒƒ์ด ์–ด๋””์„œ๋ถ€ํ„ฐ ์™”๋Š”์ง€
04:22
what they're made of, what their hidden nature is.
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๋ฌด์—‡์œผ๋กœ ๋งŒ๋“ค์–ด์กŒ๊ณ , ์ˆจ๊ฒจ์ง„ ๋ณธ์„ฑ์ด ๋ฌด์—‡์ธ์ง€ ๊ฐ™์€ ์ƒ๊ฐ๋“ค๋ณด๋‹ค ๋ง์ด์ฃ .
04:25
I want to suggest that this is true,
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์ €๋Š” ์šฐ๋ฆฌ๊ฐ€ ๋ฌผ์งˆ์— ๋Œ€ํ•ด ์–ด๋–ป๊ฒŒ ์ƒ๊ฐํ•˜๋ƒ ๋ฟ๋งŒ ์•„๋‹ˆ๋ผ
04:27
not just for how we think about things,
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๋ฌผ์งˆ์— ์–ด๋–ป๊ฒŒ ๋ฐ˜์‘ํ•˜๋Š”์ง€์— ๊ด€ํ•ด์„œ๋„
04:29
but how we react to things.
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๋˜‘๊ฐ™๋‹ค๊ณ  ์ œ์•ˆํ•˜๊ณ  ์‹ถ์Šต๋‹ˆ๋‹ค
04:31
So I want to suggest that pleasure is deep --
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์ œ๊ฐ€ ์ œ์•ˆํ•˜๊ณ  ์‹ถ์€ ๊ฒƒ์€ ๊ธฐ์จ์€ ๊นŠ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค
04:33
and that this isn't true
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๊ทธ๋ฆฌ๊ณ  ์˜ˆ์ˆ ๊ณผ ๊ฐ™์€
04:35
just for higher level pleasures like art,
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๋†’์€ ๋ ˆ๋ฒจ์˜ ๊ธฐ์จ๋งŒ์„ ์œ„ํ•œ๋‹ค๋Š” ๊ฒƒ์€ ๊ฑฐ์ง“์ž…๋‹ˆ๋‹ค
04:38
but even the most seemingly simple pleasures
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์‹ฌ์ง€์–ด ๊ฐ€์žฅ ๋‹จ์ˆœํ•ด ๋ณด์ด๋Š” ๊ธฐ์จ๋„
04:41
are affected by our beliefs about hidden essences.
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์ˆจ๊ฒจ์ง„ ๋ณธ์งˆ์— ๋Œ€ํ•œ ์šฐ๋ฆฌ์˜ ๋ฏฟ์Œ์— ์˜ํ–ฅ์„ ๋ฐ›์Šต๋‹ˆ๋‹ค
04:44
So take food.
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๊ทธ๋Ÿฌ๋ฉด ์Œ์‹์„ ๋จน์–ด๋ด…์‹œ๋‹ค
04:46
Would you eat this?
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์ด๊ฒƒ์„ ๋“œ์‹ค๊ฒƒ์ž…๋‹ˆ๊นŒ?
04:48
Well, a good answer is, "It depends. What is it?"
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์ข‹์€ ๋Œ€๋‹ต์€ "๋ฌด์—‡์ธ๊ฐ€์— ๋”ฐ๋ผ ๋‹ค๋ฆ…๋‹ˆ๋‹ค" ์ž…๋‹ˆ๋‹ค
04:51
Some of you would eat it if it's pork, but not beef.
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์—ฌ๋Ÿฌ๋ถ„์ค‘ ๋ช‡๋ช‡์€ ๋ผ์ง€๊ณ ๊ธฐ์ผ ๊ฒฝ์šฐ์—๋Š” ๋จน๊ฒ ์ง€๋งŒ ์†Œ๊ณ ๊ธฐ๋Š” ๋จน์ง€ ์•Š๊ฒ ์ฃ 
04:53
Some of you would eat it if it's beef, but not pork.
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์—ฌ๋Ÿฌ๋ถ„์ค‘ ๋ช‡๋ช‡์€ ์†Œ๊ณ ๊ธฐ์ผ ๊ฒฝ์šฐ์—๋Š” ๋จน๊ฒ ์ง€๋งŒ ๋ผ์ง€๊ณ ๊ธฐ๋Š” ๋จน์ง€ ์•Š๊ฒ ์ฃ 
04:56
Few of you would eat it if it's a rat
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์—ฌ๋Ÿฌ๋ถ„์ค‘ ๋ช‡๋ช‡์€ ๋จน์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค. ์„ค๋ น ๊ทธ๊ฒƒ์ด ์ฅ์ด๊ฑฐ๋‚˜
04:58
or a human.
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ํ˜น์€ ์‚ฌ๋žŒ ์ผ์ง€๋ผ๋„์š”
05:00
Some of you would eat it only if it's a strangely colored piece of tofu.
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์—ฌ๋Ÿฌ๋ถ„์ค‘ ๋ช‡๋ช‡์€ ์ด์ƒํ•œ ์ƒ‰๊น”์˜ ๋‘๋ถ€ ์กฐ๊ฐ์ด๋ผ๋„ ๋“œ์‹ค๊ฒ๋‹ˆ๋‹ค.
05:04
That's not so surprising.
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ํ•˜๋‚˜๋„ ์‹ ๊ธฐํ•  ๊ฒƒ์ด ์—†์Šต๋‹ˆ๋‹ค
05:06
But what's more interesting
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๊ทธ๋Ÿฌ๋‚˜ ๋” ์žฌ๋ฏธ์žˆ๋Š”๊ฒƒ์€
05:08
is how it tastes to you
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์–ด๋–ป๊ฒŒ ๋ง›์„ ๋Š๋ผ๋Š” ์ง€๋Š”
05:10
will depend critically on what you think you're eating.
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๋จน๋Š”๊ฒƒ์— ๋Œ€ํ•œ ์—ฌ๋Ÿฌ๋ถ„์˜ ์ƒ๊ฐ์— ๋‹ฌ๋ ค์žˆ์Šต๋‹ˆ๋‹ค
05:13
So one demonstration of this was done with young children.
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์ด๊ฒƒ์€ ์•„์ด๋“ค๊ณผ ํ•จ๊ป˜ ์ง„ํ–‰ํ•จ์œผ๋กœ ์ฆ๋ช…๋˜์—ˆ์—ˆ์Šต๋‹ˆ๋‹ค
05:16
How do you make children
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์–ด๋–ป๊ฒŒ ์•„์ด๋“ค์ด
05:18
not just be more likely to eat carrots and drink milk,
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๋‹น๊ทผ์ด๋‚˜ ์šฐ์œ ๋ฅผ ๋” ๋งŽ์ด ๋จน๊ฒŒ ํ• ๋ฟ๋งŒ ์•„๋‹ˆ๋ผ
05:21
but to get more pleasure from eating carrots and drinking milk --
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์•„์ด๋“ค์ด ๋” ๋ง›์žˆ๊ฒŒ ๋Š๋ผ๊ฒŒ ํ•ด ๊ทธ๊ฒƒ๋“ค์„ ๋จน์„๋•Œ
05:24
to think they taste better?
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๋” ํฐ ๊ธฐ์จ์„ ๋Š๋ผ๊ฒŒ ํ• ๊ฒƒ์ž…๋‹ˆ๊นŒ?
05:26
It's simple, you tell them they're from McDonald's.
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์•„์ฃผ ๊ฐ„๋‹จํ•ฉ๋‹ˆ๋‹ค. ๊ทธ๊ฒƒ๋“ค์ด ๋งฅ๋„๋‚ ๋“œ์—์„œ ๋‚˜์™”๋‹ค๊ณ  ํ•˜๋ฉด ๋ฉ๋‹ˆ๋‹ค
05:29
They believe McDonald's food is tastier,
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์•„์ด๋“ค์€ ๋งฅ๋„๋‚ ๋“œ์˜ ์Œ์‹์ด ๋” ๋ง›์žˆ๋‹ค๊ณ  ๋ฏฟ์Šต๋‹ˆ๋‹ค
05:31
and it leads them to experience it as tastier.
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๊ฒƒ์€ ์•„์ด๋“ค์„ ๋” ๋ง›์žˆ๋Š” ๊ฒฝํ—˜์œผ๋กœ ์ธ๋„ํ•ฉ๋‹ˆ๋‹ค
05:34
How do you get adults to really enjoy wine?
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์–ด๋–ป๊ฒŒ ์„ฑ์ธ๋“ค์ด ์™€์ธ์„ ์ •๋ง ์ฆ๊ธฐ๊ฒŒ ๋งŒ๋“ค๊ฒƒ์ž…๋‹ˆ๊นŒ?
05:36
It's very simple:
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๋งค์šฐ ๊ฐ„๋‹จํ•ฉ๋‹ˆ๋‹ค
05:38
pour it from an expensive bottle.
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์™€์ธ์„ ๊ฐ’๋น„์‹ผ ๋ณ‘์— ๋‹ด์œผ์‹ญ์‹œ์˜ค
05:40
There are now dozens, perhaps hundreds of studies showing
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์ˆ˜์‹ญ๊ฐœ์˜, ์•„๋งˆ๋„ ์ˆ˜๋ฐฑ๊ฐœ์˜ ์—ฐ๊ตฌ๋“ค์€
05:43
that if you believe you're drinking the expensive stuff,
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๋น„์‹ผ๊ฒƒ์„ ๋งˆ์‹ ๋‹ค๊ณ  ๋ฏฟ๋Š”๋‹ค๋ฉด,
05:45
it tastes better to you.
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๊ทธ๊ฒƒ์ด ๋” ๋ง›์žˆ๊ฒŒ ๋Š๊ปด์ง„๋‹ค๋Š” ๊ฒƒ์„ ์ฆ๋ช…ํ–ˆ์Šต๋‹ˆ๋‹ค
05:47
This was recently done with a neuroscientific twist.
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์ด๊ฒƒ์€ ์ตœ๊ทผ ์‹ ๊ฒฝํ•™์  ์‹คํ—˜์—์„œ ์ˆ˜ํ–‰๋˜์—ˆ์Šต๋‹ˆ๋‹ค
05:50
They get people into a fMRI scanner,
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๊ทธ๋“ค์€ ์‚ฌ๋žŒ๋“ค์„ dMRI ์Šค์ผ€๋„ˆ์— ๋„ฃ๊ณ 
05:52
and while they're lying there, through a tube,
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๊ทธ๊ณณ์— ๋ˆ„์›Œ์žˆ๋Š” ๋™์•ˆ ํŠœ๋ธŒ๋ฅผ ํ†ตํ•ด์„œ
05:54
they get to sip wine.
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์™€์ธ์„ ์กฐ๊ธˆ์”ฉ ๋งˆ์‹œ๊ฒŒ ํ–ˆ์Šต๋‹ˆ๋‹ค.
05:56
In front of them on a screen is information about the wine.
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๊ทธ๋“ค ์•ž์— ์žˆ๋Š” ์Šคํฌ๋ฆฐ์—๋Š” ์™€์ธ์— ๋Œ€ํ•œ ์ •๋ณด๋ฅผ ๋ณด์—ฌ์ฃผ์—ˆ์Šต๋‹ˆ๋‹ค
05:59
Everybody, of course,
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๋‹น์—ฐํžˆ ๋ชจ๋‘๋“ค
06:01
drinks exactly the same wine.
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ํ™•์‹คํžˆ ๊ฐ™์€ ์™€์ธ์„ ๋งˆ์…จ์Šต๋‹ˆ๋‹ค
06:03
But if you believe you're drinking expensive stuff,
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๊ทธ๋Ÿฌ๋‚˜ ๋งŒ์•ฝ ๋น„์‹ผ๊ฒƒ์„ ๋งˆ์‹œ๊ณ  ์žˆ๋‹ค๊ณ  ๋ฏฟ๋Š”๋‹ค๋ฉด
06:06
parts of the brain associated with pleasure and reward
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๊ธฐ์œ๊ณผ ๋ณด์ƒ์— ์—ฐ๊ด€๋œ ๋‡Œ์˜ ํ•œ๋ถ€๋ถ„์ด
06:09
light up like a Christmas tree.
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ํฌ๋ฆฌ์Šค๋งˆ์Šค ํŠธ๋ฆฌ์ฒ˜๋Ÿผ ํ™˜ํ•˜๊ฒŒ ์ผœ์ง‘๋‹ˆ๋‹ค.
06:11
It's not just that you say it's more pleasurable, you say you like it more,
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๊ทธ๊ฒƒ์ด ๋” ๊ธฐ์˜๋‹ค๋ผ๊ณ  ๋งํ•˜๋Š” ๊ฒƒ ๋ฟ๋งŒ ์•„๋‹ˆ๋ผ ๊ทธ๊ฒƒ์„ ๋” ์ข‹์•„ํ•œ๋‹ค๊ณ  ๋งํ•ฉ๋‹ˆ๋‹ค
06:14
you really experience it in a different way.
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์—ฌ๋Ÿฌ๋ถ„์€ ๊ทธ๊ฒƒ์„ ์™„์ „ํžˆ ๋‹ค๋ฅด๊ฒŒ ๊ฒฝํ—˜ํ•ฉ๋‹ˆ๋‹ค
06:17
Or take sex.
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ํ˜น์€ ์„ฑ์œผ๋กœ ๊ฐ€๋ด…์‹œ๋‹ค
06:20
These are stimuli I've used in some of my studies.
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์ œ๊ฐ€ ์—ฐ๊ตฌ์—์„œ ์‚ฌ์šฉํ•œ ์ž๊ทน์ œ๋“ค์ด ์žˆ์Šต๋‹ˆ๋‹ค
06:23
And if you simply show people these pictures,
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๋งŒ์•ฝ์— ์ด ์‚ฌ์ง„๋“ค์„ ๋‹ค๋ฅธ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ๋ณด์—ฌ์ค€๋‹ค๋ฉด
06:26
they'll say these are fairly attractive people.
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๊ทธ๋“ค์ด ๊ฝค ๋งค๋ ฅ์ ์ธ ์‚ฌ๋žŒ๋“ค์ด๋ผ๊ณ  ๋งํ• ๊ฒƒ์ž…๋‹ˆ๋‹ค
06:28
But how attractive you find them,
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๊ทธ๋Ÿฌ๋‚˜ ์—ฌ๋Ÿฌ๋ถ„์ด ์ด๋“ค์—๊ฒŒ ์–ผ๋งˆ๋‚˜ ๋งค๋ ฅ์„ ๋Š๋ผ๋Š”์ง€
06:31
how sexually or romantically moved you are by them,
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์„ฑ์  ํ˜น์€ ๋‚ญ๋งŒ์ ์œผ๋กœ ์–ผ๋งˆ๋‚˜ ๊ทธ๋“ค์—๊ฒŒ ๋Œ๋ฆฌ๋Š”์ง€๋Š”
06:34
rests critically on who you think you're looking at.
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๋ˆ„๊ตฌ๋ฅผ ๋ณด๊ณ  ์žˆ๋‹ค ์ƒ๊ฐํ•˜๋Š”์ง€์— ๋”ฐ๋ผ ๊ทน์ ์œผ๋กœ ๋ฐ”๋€๋‹ˆ๋‹ค
06:37
You probably think the picture on the left is male,
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์—ฌ๋Ÿฌ๋ถ„์€ ์™ผ์ชฝ์— ์žˆ๋Š” ์‚ฌ์ง„์ด ๋‚จ์ž
06:40
the one on the right is female.
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์˜ค๋ฅธ์ชฝ์— ์žˆ๋Š” ์‚ฌ์ง„์ด ์—ฌ์ž๋ผ๊ณ  ์ƒ๊ฐํ–ˆ์„๊ฒƒ์ž…๋‹ˆ๋‹ค
06:42
If that belief turns out to be mistaken, it will make a difference.
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๋งŒ์•ฝ์— ๋ฏฟ์Œ์ด ์‹ค์ˆ˜๋กœ ๋ฐํ˜€์ง„๋‹ค๋ฉด, ๊ทธ๊ฒƒ์€ ์ฐจ์ด๋ฅผ ๋งŒ๋“ค๊ฒƒ์ž…๋‹ˆ๋‹ค
06:45
(Laughter)
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(์›ƒ์Œ)
06:47
It will make a difference if they turn out to be
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๋งŒ์•ฝ์— ๊ทธ๋“ค์ด ์—ฌ๋Ÿฌ๋ถ„์ด ์ƒ๊ฐํ•˜๋Š”๊ฒƒ ๋ณด๋‹ค
06:49
much younger or much older than you think they are.
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๋” ์–ด๋ฆฌ๊ฑฐ๋‚˜ ๋” ๋Š™์—ˆ๋‹ค๋Š”๊ฒƒ์ด ๋ฐํ˜€์ง„๋‹ค๋ฉด
06:52
It will make a difference if you were to discover
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๊ทธ๊ฒƒ์€ ์ฐจ์ด๋ฅผ ๋งŒ๋“ค๊ฒƒ์ž…๋‹ˆ๋‹ค
06:54
that the person you're looking at with lust
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๋งŒ์•ฝ์— ์—ฌ๋Ÿฌ๋ถ„์ด ์ •์š•์— ์ฐจ ๋ฐ”๋ผ๋ณธ ์‚ฌ๋žŒ์ด
06:56
is actually a disguised version of your son or daughter,
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์‚ฌ์‹ค์€ ์—ฌ๋Ÿฌ๋ถ„์˜ ์•„๋“ค์ด๋‚˜ ๋”ธ์˜ ๋ณ€์žฅํ•œ ๋ชจ์Šต์ด๊ฑฐ๋‚˜
06:58
your mother or father.
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์–ด๋จธ๋‹ˆ๋‚˜ ์•„๋ฒ„์ง€๋ผ๋ฉด ๋ง์ž…๋‹ˆ๋‹ค
07:00
Knowing somebody's your kin typically kills the libido.
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๋ˆ„๊ตฐ๊ฐ€๊ฐ€ ์นœ์ฒ™์ด๋ผ๋Š” ๊ฒƒ์„ ์•„๋Š”๊ฒƒ์€ ์—ฌ๋Ÿฌ๋ถ„์˜ ์„ฑ์š•์„ ์—†์• ๋ฒ„๋ฆด๊ฒƒ์ž…๋‹ˆ๋‹ค
07:03
Maybe one of the most heartening findings
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์•„๋งˆ ํ–‰๋ณต์˜ ์‹ฌ๋ฆฌํ•™์—์„œ
07:05
from the psychology of pleasure
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ํฌ๋ง์„ ์ฃผ๋Š” ๋ฐœ๊ฒฌ ์ค‘ ํ•˜๋‚˜๋Š”
07:07
is there's more to looking good than your physical appearance.
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์—ฌ๋Ÿฌ๋ถ„์„ ์ข‹๊ฒŒ ๋ณด์ด๊ฒŒ ํ•˜๋Š”๊ฒƒ์—๋Š” ์™ธ๋ชจ๋ณด๋‹ค ๋ฌด์–ธ๊ฐ€๊ฐ€ ๋” ์žˆ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค
07:10
If you like somebody, they look better to you.
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๋งŒ์•ฝ ๋ˆ„๊ตฐ๊ฐ€๋ฅผ ์ข‹์•„ํ•œ๋‹ค๋ฉด, ๊ทธ ํ˜น์€ ๊ทธ๋…€๋Š” ๋” ๋‚˜์•„ ๋ณด์ž…๋‹ˆ๋‹ค
07:13
This is why spouses in happy marriages
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์ด๊ฒƒ์ด ํ–‰๋ณตํ•œ ๊ฒฐํ˜ผ์‹์—์„œ ์‹ ๋ž‘ ์‹ ๋ถ€๊ฐ€
07:16
tend to think that their husband or wife
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๊ทธ๋“ค์˜ ๋‚จํŽธ ํ˜น์€ ์•„๋‚ด๊ฐ€ ๊ทธ ๋ˆ„๊ตฌ๋ณด๋‹ค๋„
07:18
looks much better than anyone else thinks that they do.
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๋” ๊ดœ์ฐฎ์•„ ๋ณด์ธ๋‹ค๊ณ  ์ƒ๊ฐํ•˜๋Š” ์ด์œ  ์ž…๋‹ˆ๋‹ค
07:21
(Laughter)
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(์›ƒ์Œ)
07:23
A particularly dramatic example of this
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์ด๊ฒƒ์˜ ํŠนํžˆ ๊ทน์ ์ธ ์˜ˆ๋Š”
07:26
comes from a neurological disorder known as Capgras syndrome.
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์บก๊ทธ๋ž˜์Šค ์ค‘ํ›„๊ตฐ์ด๋ผ๊ณ  ์•Œ๋ ค์ง„ ์‹ ๊ฒฝํ•™์ ์ธ ์งˆ๋ณ‘ ์ž…๋‹ˆ๋‹ค (์—ญ์ฃผ : ๊ฐ€์กฑ์ด ๋ณธ์ธ๊ณผ ๋˜‘๊ฐ™์ด ์ƒ๊ฒผ๋‹ค๊ณ  ๋ฏฟ๋Š” ์ •์‹ ๋ณ‘ )
07:29
So Capgras syndrome is a disorder
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๊ทธ๋Ÿฌ๋‹ˆ๊นŒ ์บก๊ทธ๋ž˜์Šค ์ฆํ›„๊ตฐ์€
07:32
where you get a specific delusion.
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๋…ํŠนํ•œ ๋ง์ƒ์„ ๊ฐ€์ง€๋Š” ์งˆ๋ณ‘์ž…๋‹ˆ๋‹ค
07:34
Sufferers of Capgras syndrome
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์บก๊ทธ๋ž˜์Šค ์ฆํ›„๊ตฐ์„ ์•“๋Š” ํ™˜์ž๋Š”
07:36
believe that the people they love most in the world
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๊ทธ๋“ค์ด ์„ธ์ƒ์—์„œ ๊ฐ€์žฅ ์‚ฌ๋ž‘ํ•˜๋Š” ์‚ฌ๋žŒ๋“ค์ด
07:38
have been replaced by perfect duplicates.
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๋‹น์‹ ์˜ ๋ณต์ œํ’ˆ์œผ๋กœ ๋Œ€์ฒด๋˜์—ˆ๋‹ค๊ณ  ๋ฏฟ์Šต๋‹ˆ๋‹ค
07:40
Now often, a result of Capgras syndrome is tragic.
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ํ”ํ•˜๊ฒŒ, ์บก๊ทธ๋ž˜์Šค ์ฆํ›„๊ตฐ์˜ ๊ฒฐ๋ง์€ ๋น„๊ทน์ž…๋‹ˆ๋‹ค
07:43
People have murdered those that they loved,
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์‚ฌ๋žŒ๋“ค์€ ๊ทธ๋“ค์ด ์‚ฌ๊ธฐ๊พผ๋“ค์—๊ฒŒ ์‚ดํ•ด๋‹นํ–ˆ๋‹ค๊ณ  ๋ฏฟ๋Š”
07:45
believing that they were murdering an imposter.
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์‚ฌ๋ž‘ํ•˜๋Š” ์‚ฌ๋žŒ์—๊ฒŒ ์‚ดํ•ด ๋‹นํ•ฉ๋‹ˆ๋‹ค
07:48
But there's at least one case
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๊ทธ๋Ÿฌ๋‚˜ ์บก๊ทธ๋ž˜์Šค ์ฆํ›„๊ตฐ์ด
07:50
where Capgras syndrome had a happy ending.
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ํ•ดํ”ผ์—”๋”ฉ์œผ๋กœ ๋๋‚œ ์ผ€์ด์Šค๊ฐ€ ์ ์–ด๋„ ํ•˜๋‚˜๋Š” ์žˆ์Šต๋‹ˆ๋‹ค
07:52
This was recorded in 1931.
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๊ทธ๊ฒƒ์€ 1931๋…„์— ๋ณด๊ณ  ๋˜์—ˆ์Šต๋‹ˆ๋‹ค
07:54
"Research described a woman with Capgras syndrome
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๋ณด๊ณ ์„œ๋Š” ์ž์‹ ์˜ ๋ฌด์ฒ™ ๊ฐ€๋‚œ ํ•˜๊ณ  ์„ฑ์ ์œผ๋กœ๋„ ๋ถ€์กฑํ•œ ์—ฐ์ธ์— ๋Œ€ํ•ด์„œ
07:57
who complained about her poorly endowed and sexually inadequate lover."
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๋ถˆํ‰ํ•˜๋Š” ์บก๊ทธ๋ž˜์Šค ์ฆํ›„๊ตฐ์— ๊ฑธ๋ฆฐ ํ•œ ์—ฌ์ž๋ฅผ ๊ธฐ์ˆ ํ•ด ๋†“์•˜์Šต๋‹ˆ๋‹ค
08:00
But that was before she got Capgras syndrome.
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๊ทธ๋Ÿฌ๋‚˜ ๊ทธ๋•Œ๋Š” ๊ทธ๋…€๊ฐ€ ์บก๊ทธ๋ž˜์Šค ์ฆํ›„๊ตฐ์— ๊ฑธ๋ฆฌ๊ธฐ ์ „ ์ด์—ˆ์Šต๋‹ˆ๋‹ค
08:03
After she got it, "She was happy to report
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๊ทธ๋…€๊ฐ€ ์บก๊ทธ๋ž˜์Šค ์ฆํ›„๊ตฐ์— ๊ฑธ๋ฆฌ๊ณ  ๋‚œ ํ›„
08:05
that she has discovered that he possessed a double
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๊ทธ๋…€๋Š” ๊ทธ๋…€์™€ ๋˜‘๊ฐ™์ด ๋ถ€์œ ํ•˜๊ณ  ์ •๋ ฅ์ด ๋„˜์น˜๋ฉฐ ๋ฉ‹์ง„, ๊ทธ๋ฆฌ๊ณ  ๊ท€์กฑ์ ์œผ๋กœ ๋ณด์ด๋Š”
08:08
who was rich, virile, handsome and aristocratic."
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์Œ๋‘ฅ์ด๋ฅผ ๊ทธ๊ฐ€ ๊ฐ€์ง€๊ณ  ์žˆ์—ˆ๋‹ค ๋ผ๊ณ  ํ–‰๋ณตํ•˜๊ฒŒ ๋ณด๊ณ  ํ–ˆ์Šต๋‹ˆ๋‹ค
08:10
Of course, it was the same man,
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๋‹น์—ฐํžˆ ๊ทธ๋Š” ๋˜‘๊ฐ™์€ ๋‚จ์ž์˜€์Šต๋‹ˆ๋‹ค
08:12
but she was seeing him in different ways.
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๊ทธ๋Ÿฌ๋‚˜ ๊ทธ๋…€๋Š” ๊ทธ๋ฅผ ๋‹ค๋ฅด๊ฒŒ ๋ณด์•˜๋˜ ๊ฒƒ์ž…๋‹ˆ๋‹ค
08:14
As a third example,
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์„ธ๋ฒˆ์งธ ์˜ˆ๋Š”
08:16
consider consumer products.
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์†Œ๋น„์žฌ ์ž…๋‹ˆ๋‹ค
08:18
So one reason why you might like something is its utility.
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์–ด๋–ค๊ฒƒ์„ ์ข‹์•„ํ•˜๋Š” ํ•œ ์ด์œ ๋Š” ๊ทธ๊ฒƒ์˜ ์‹ค์šฉ์„ฑ ์ผ๊ฒƒ ์ž…๋‹ˆ๋‹ค
08:21
You can put shoes on your feet; you can play golf with golf clubs;
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์—ฌ๋Ÿฌ๋ถ„์€ ์‹ ๋ฐœ์„ ์‹ ์„์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค; ๊ณจํ”„ํด๋Ÿฝ์„ ๊ฐ€์ง€๊ณ  ๊ณจํ”„๋ฅผ ์น ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค
08:24
and chewed up bubble gum doesn't do anything at all for you.
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๊ทธ๋ฆฌ๊ณ  ์•„๋ฌด๊ฒƒ๋„ ํ•ด์ฃผ๋Š” ๊ฒƒ์€ ์—†์ง€๋งŒ ํ’์„ ๊ปŒ์„ ์”น์„ ์ˆ˜๋„ ์žˆ์Šต๋‹ˆ๋‹ค
08:27
But each of these three objects has value
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๊ทธ๋Ÿฌ๋‚˜ ์ด ์„ธ๊ฐ€์ง€ ๋ฌผ๊ฑด์€ ๊ทธ๊ฒƒ์˜ ์—ญ์‚ฌ์— ๊ธฐ์ดˆํ•ด์„œ
08:29
above and beyond what it can do for you
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๊ทธ๊ฒƒ์ด ํ•ด์ค„์ˆ˜ ์žˆ๋Š” ๊ฒƒ ์ด์ƒ์œผ๋กœ
08:31
based on its history.
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์—ฌ๋Ÿฌ๋ถ„์—๊ฒŒ ํ•ด์ค„์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค
08:33
The golf clubs were owned by John F. Kennedy
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์ € ๊ณจํ”„ ํด๋Ÿฝ์€ ์กด.F.์ผ€๋„ค๋”” ๋Œ€ํ†ต๋ น์˜ ๊ฒƒ์ด์—ˆ์Šต๋‹ˆ๋‹ค
08:36
and sold for three-quarters of a million dollars at auction.
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๊ทธ๋ฆฌ๊ณ  ๊ฒฝ๋งค์„œ 75๋งŒ ๋‹ฌ๋Ÿฌ์— ํŒ”๋ ธ์Šต๋‹ˆ๋‹ค
08:39
The bubble gum was chewed up by pop star Britney Spears
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ํ’์„ ๊ปŒ์€ ํŒ ์Šคํƒ€์ธ ๋ธŒ๋ฆฌํŠธ๋‹ˆ ์Šคํ”ผ์–ด์Šค๊ฐ€ ์”น์—ˆ๋˜ ๊ฒƒ์ž…๋‹ˆ๋‹ค
08:42
and sold for several hundreds of dollars.
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๊ทธ๋ฆฌ๊ณ  ์ˆ˜๋ฐฑ๋‹ฌ๋Ÿฌ์— ํŒ”๋ ธ์Šต๋‹ˆ๋‹ค
08:44
And in fact, there's a thriving market
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์‚ฌ์‹ค, ์ธ๊ธฐ์ธ๋“ค์ด ๋ถ€๋ถ„์ ์œผ๋กœ ๋จน์€ ์Œ์‹์„
08:46
in the partially eaten food of beloved people.
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๊ฑฐ๋ž˜ํ•˜๋Š” ๋ฒˆ์„ฑํ•œ ์‹œ์žฅ์ด ์žˆ์Šต๋‹ˆ๋‹ค
08:49
(Laughter)
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(์›ƒ์Œ)
08:51
The shoes are perhaps the most valuable of all.
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์ € ์‹ ๋ฐœ์€ ์•„๋งˆ ๊ฐ€์žฅ ๊ฐ€์น˜์žˆ๋Š” ๊ฒƒ์ผ๊ฒ๋‹ˆ๋‹ค
08:54
According to an unconfirmed report,
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ํ™•์ธ ๋˜์ง€ ์•Š์€ ๋ณด๊ณ ์— ๋”ฐ๋ฅด๋ฉด
08:56
a Saudi millionaire offered 10 million dollars
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์‚ฌ์šฐ๋””์˜ ๋ฐฑ๋งŒ์žฅ์ž๊ฐ€ ์ € ์‹ ๋ฐœ์—
08:58
for this pair of shoes.
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์ฒœ๋งŒ๋‹ฌ๋Ÿฌ๋ฅผ ์ง€๋ถˆํ–ˆ๋‹ค๊ณ  ํ•ฉ๋‹ˆ๋‹ค
09:00
They were the ones thrown at George Bush
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์ €๊ฒƒ์€ ์ˆ˜๋…„์ „ ์ด๋ผํฌ ๊ธฐ์ž ํšŒ๊ฒฌ์—์„œ
09:03
at an Iraqi press conference several years ago.
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์กฐ์ง€ ๋ถ€์‹œ ๋Œ€ํ†ต๋ น์—๊ฒŒ ๋˜์ ธ์ง„ ๊ฒƒ์ž…๋‹ˆ๋‹ค
09:05
(Applause)
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(๋ฐ•์ˆ˜ ๊ฐˆ์ฑ„)
09:07
Now this attraction to objects
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์ด๊ฐ™์€ ๋ฌผ๊ฑด์— ๋Œ€ํ•œ ๋งค๋ ฅ์€
09:09
doesn't just work for celebrity objects.
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์œ ๋ช…ํ•œ ๋ฌผ๊ฑด์— ๋Œ€ํ•ด์„œ๋งŒ ์ž‘์šฉํ•˜์ง€๋Š” ์•Š์Šต๋‹ˆ๋‹ค
09:11
Each one of us, most people,
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์šฐ๋ฆฌ๋“ค, ๊ทธ๋ฆฌ๊ณ  ๊ฑฐ์˜ ๋ชจ๋“  ์‚ฌ๋žŒ๋“ค์€ ๊ฐ์ž
09:13
have something in our life that's literally irreplaceable,
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์ธ์ƒ์—์„œ ๊ทธ๊ฒƒ์˜ ์—ญ์‚ฌ๋กœ ์ธํ•ด ๊ฐ€์ง€๋Š” ๊ฐ€์น˜ ๋•Œ๋ฌธ์—
09:16
in that it has value because of its history --
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์ ˆ๋Œ€๋กœ ๋Œ€์ฒด ๋ ์ˆ˜ ์—†๋Š” ๊ฒƒ๋“ค์„ ๊ฐ€์ง€๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค
09:19
maybe your wedding ring, maybe your child's baby shoes --
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๊ทธ๊ฒƒ์€ ๊ฒฐํ˜ผ ๋ฐ˜์ง€ ์ผ์ˆ˜๋„ ์žˆ๊ณ , ์•„์ด์˜ ์‹ ๋ฐœ ์ผ์ˆ˜๋„ ์žˆ์Šต๋‹ˆ๋‹ค
09:22
so that if it was lost, you couldn't get it back.
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๋งŒ์•ฝ์— ๊ทธ๊ฒƒ์„ ์žƒ์–ด๋ฒ„๋ฆฐ๋‹ค๋ฉด, ๊ทธ๊ฒƒ์„ ๋‹ค์‹œ ๋˜์ฐพ์ง€ ๋ชปํ•  ๊ฒƒ์ž…๋‹ˆ๋‹ค
09:25
You could get something that looked like it or felt like it,
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์—ฌ๋Ÿฌ๋ถ„์€ ๊ทธ๊ฒƒ์ฒ˜๋Ÿผ ๋ณด์ด๊ณ  ๋˜๋Š” ๊ทธ๊ฒƒ์ฒ˜๋Ÿผ ๋Š๊ปด์ง€๋Š” ๊ฒƒ์„ ์–ป์„์ˆ˜ ์žˆ์„๊ฒƒ์ž…๋‹ˆ๋‹ค
09:27
but you couldn't get the same object back.
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๊ทธ๋Ÿฌ๋‚˜ ์™„์ „ํžˆ ๋˜‘๊ฐ™์€ ๋ฌผ๊ฑด์„ ๋˜์ฐพ์„์ˆ˜ ์—†์„๊ฒƒ์ž…๋‹ˆ๋‹ค
09:30
With my colleagues George Newman and Gil Diesendruck,
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์ €์™€ ๋™๋ฃŒ George Newman ์™€ Gil Diesendruck๋Š”, ํ•จ๊ป˜
09:33
we've looked to see what sort of factors, what sort of history, matters
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์š”์†Œ๋“ค์˜ ์ข…๋ฅ˜, ์—ญ์‚ฌ๋“ค์˜ ์ข…๋ฅ˜ ๊ทธ๋ฆฌ๊ณ  ์‚ฌ๋žŒ๋“ค์ด ์ข‹์•„ํ•˜๋Š”
09:36
for the objects that people like.
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๋ฌผ๊ฑด๋“ค์˜ ์ƒํƒœ๋ฅผ ๋ณด๋Š”๊ฑธ ์ข‹์•„ํ•ฉ๋‹ˆ๋‹ค.
09:38
So in one of our experiments,
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์ €ํฌ์˜ ์‹คํ—˜ ์ค‘ ํ•˜๋‚˜์—์„œ
09:40
we asked people to name a famous person who they adored,
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์ €ํฌ๋Š” ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ๊ทธ๋“ค์ด ์ข‹์•„ํ•˜๋Š” ์‚ฌ๋žŒ์— ๋Œ€ํ•ด์„œ ๋ฌผ์–ด๋ณด์•˜์Šต๋‹ˆ๋‹ค
09:43
a living person they adored.
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์‚ด์•„์žˆ๋Š” ์‚ฌ๋žŒ๋“ค ์ค‘์— ๋ง์ด์ฃ 
09:45
So one answer was George Clooney.
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ํ•œ๊ฐ€์ง€ ๋‹ต๋ณ€์€ ์กฐ์ง€ ํด๋ฃจ๋‹ˆ ์˜€์Šต๋‹ˆ๋‹ค
09:47
Then we asked them,
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๊ทธ๋ž˜์„œ ์ €ํฌ๋Š” ๊ทธ๋“ค์—๊ฒŒ ๋ฌผ์–ด๋ณด์•˜์Šต๋‹ˆ๋‹ค
09:49
"How much would you pay for George Clooney's sweater?"
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"์กฐ์ง€ ํด๋ฃจ๋‹ˆ์˜ ์Šค์›จํ„ฐ๋ฅผ ์–ผ๋งˆ์— ์‚ฌ์‹ค ๊ฒ๋‹ˆ๊นŒ?"
09:51
And the answer is a fair amount --
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๋‹ต๋ณ€์€ ๊ดœ์ฐฎ์€ ๊ฐ€๊ฒฉ ์ด์—ˆ์Šต๋‹ˆ๋‹ค
09:53
more than you would pay for a brand new sweater
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์—ฌ๋Ÿฌ๋ถ„์˜ ์ƒˆ๋กœ์šด ์Šค์›จํ„ฐ์— ๊ฐ’์„ ์ง€๋ถˆ ํ•˜๋Š”๊ฒƒ
09:56
or a sweater owned by somebody who you didn't adore.
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ํ˜น์€ ์—ฌ๋Ÿฌ๋ถ„์ด ์ข‹์•„ํ•˜์ง€ ์•Š๋Š” ๋‹ค๋ฅธ์‚ฌ๋žŒ์˜ ๊ฒƒ๋ณด๋‹ค ๋” ๋น„์‹ผ ๊ฐ€๊ฒฉ์ด์—ˆ์ฃ 
09:59
Then we asked other groups of subjects --
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๊ทธํ›„ ์ €ํฌ๋Š” ๋‹ค๋ฅธ ๊ทธ๋ฃน์—๊ฒŒ ๋ฌผ์–ด๋ณด์•˜์Šต๋‹ˆ๋‹ค
10:01
we gave them different restrictions
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์ €ํฌ๋Š” ๊ทธ๋“ค์—๊ฒŒ ๋‹ค๋ฅธ ์ œ์•ฝ๊ณผ
10:03
and different conditions.
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๋‹ค๋ฅธ ํ™˜๊ฒฝ์„ ์ฃผ์—ˆ์ง€์š”.
10:05
So for instance, we told some people,
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์˜ˆ๋ฅผ ๋“ค์–ด์„œ ์ €ํฌ๋Š” ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์•„๋ž˜์™€ ๊ฐ™์ด ๋งํ–ˆ์Šต๋‹ˆ๋‹ค.
10:07
"Look, you can buy the sweater,
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๋‹น์‹ ์€ ์Šค์›จํ„ฐ๋ฅผ ์‚ด ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค
10:09
but you can't tell anybody you own it,
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๊ทธ๋Ÿฌ๋‚˜ ๋‹น์‹ ์€ ๋‹น์‹ ์ด ์Šค์›จํ„ฐ๋ฅผ ์†Œ์œ ํ•˜๊ณ  ์žˆ๋‹ค๊ณ  ์•„๋ฌด์—๊ฒŒ๋„ ๋งํ•˜๋ฉด ์•ˆ๋ฉ๋‹ˆ๋‹ค
10:11
and you can't resell it."
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๋˜ํ•œ ๋˜ํŒ”์ˆ˜๋„ ์—†์ง€์š”
10:13
That drops the value of it,
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๊ทธ๊ฒƒ์€ ์Šค์›จํ„ฐ์˜ ๊ฐ€์น˜๋ฅผ ๋–จ์–ด๋œจ๋ฆด ๊ฒƒ์ž…๋‹ˆ๋‹ค.
10:15
suggesting that that's one reason why we like it.
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๋˜ํ•œ ์œ„์˜ ์š”์†Œ๋“ค์ด ์šฐ๋ฆฌ๊ฐ€ ์ข‹์•„ํ•˜๋Š” ์ด์œ ์ค‘์— ํ•˜๋‚˜๋ผ๋Š” ๊ฒƒ์„ ์ œ์‹œํ•˜๊ธฐ๋„ ํ•ฉ๋‹ˆ๋‹ค
10:18
But what really causes an effect
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๊ทธ๋Ÿฌ๋‚˜ ์ •๋ง๋กœ ํšจ๊ณผ๋ฅผ ๋ณด์ด๋Š” ๊ฒƒ์€
10:20
is you tell people, "Look, you could resell it, you could boast about it,
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"๋‹น์‹ ์€ ์Šค์›จํ„ฐ๋ฅผ ๋˜ํŒ”๊ฑฐ๋‚˜ ๋‹ค๋ฅธ ์‚ฌ๋žŒ๋“ค์—๊ฒŒ ์ž๋ž‘ํ• ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค-
10:23
but before it gets to you,
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๊ทธ๋Ÿฌ๋‚˜ ๋‹น์‹ ์—๊ฒŒ ์Šค์›จํ„ฐ๋ฅผ ๋“œ๋ฆฌ๊ธฐ ์ „์—
10:25
it's thoroughly washed."
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๊ทธ๊ฒƒ์€ ์™„๋ฒฝํ•˜๊ฒŒ ์„ธํƒ๋ ๊ฒƒ์ž…๋‹ˆ๋‹ค" ๋ผ๊ณ  ๋งํ•˜๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค
10:27
That causes a huge drop in the value.
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์ด๊ฒƒ์€ ์—„์ฒญ๋‚œ ๊ฐ€์น˜์˜ ํ•˜๋ฝ์„ ์•ผ๊ธฐํ•  ๊ฒƒ์ž…๋‹ˆ๋‹ค.
10:30
As my wife put it, "You've washed away the Clooney cooties."
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์ œ ์•„๋‚ด๊ฐ€ "ํด๋ฃจ๋‹ˆ์˜ ์ด๋ฅผ ์™„์ „ํžˆ ์”ป์–ด ๋ฒ„๋ ธ๋„ค" ๋ผ๊ณ  ๋งํ•˜๋“ฏ์ด ๋ง์ž…๋‹ˆ๋‹ค
10:33
(Laughter)
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(์›ƒ์Œ)
10:35
So let's go back to art.
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์ž ๋‹ค์‹œ ๋ฏธ์ˆ ์ชฝ์œผ๋กœ ๊ฐ€๋ด…์‹œ๋‹ค
10:37
I would love a Chagall. I love the work of Chagall.
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์ €๋Š” ์ƒค๊ฐˆ์„ ์ข‹์•„ํ•ฉ๋‹ˆ๋‹ค. ์ €๋Š” ์‚ฌ๊ฑ€์˜ ์ž‘ํ’ˆ์„ ์ข‹์•„ํ•ฉ๋‹ˆ๋‹ค.
10:39
If people want to get me something at the end of the conference,
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๋งŒ์•ฝ์— ์—ฌ๋Ÿฌ๋ถ„์ด ์ด ํšŒ๊ฒฌ์˜ ๋์— ์ €์—๊ฒŒ์„œ ๋ญ”๊ฐ€๋ฅผ ์ฃผ๊ณ  ์‹ถ์œผ์‹œ๋‹ค๋ฉด
10:41
you could buy me a Chagall.
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์ €์—๊ฒŒ ์ƒค๊ฐˆ์˜ ์ž‘ํ’ˆ์„ ์‚ฌ์ฃผ์‹ค ์ˆ˜๋„ ์žˆ์Šต๋‹ˆ๋‹ค
10:43
But I don't want a duplicate,
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์„ค๋ น ์ œ๊ฐ€ ๊ทธ ์ฐจ์ด๋ฅผ ์•Œ์ง€ ๋ชปํ• ์ง€๋ผ๋„
10:45
even if I can't tell the difference.
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๋ชจ์กฐํ’ˆ์„ ์›ํ•˜์ง€๋Š” ์•Š์Šต๋‹ˆ๋‹ค
10:47
That's not because, or it's not simply because,
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๊ทธ๊ฒƒ์€ ๋‹จ์ง€ ์ œ๊ฐ€ ์†๋ฌผ์ด๊ณ 
10:49
I'm a snob and want to boast about having an original.
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๋˜ํ•œ ์ œ๊ฐ€ ์ง„ํ’ˆ์„ ๊ฐ€์ง€๊ณ  ์žˆ๋‹ค๋Š”๊ฒƒ์„ ์ž๋ž‘ํ•˜๊ณ  ์‹ถ์–ดํ•ด์„œ๋งŒ์€ ์•„๋‹™๋‹ˆ๋‹ค
10:52
Rather, it's because I want something that has a specific history.
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๊ทธ๋ณด๋‹ค๋„, ์ €๋Š” ํŠน์ •ํ•œ ์—ญ์‚ฌ๋ฅผ ๊ฐ€์ง„ ์–ด๋–ค๊ฒƒ์„ ์›ํ•˜๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค.
10:55
In the case of artwork,
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์˜ˆ์ˆ ํ’ˆ์˜ ๊ฒฝ์šฐ์—
10:57
the history is special indeed.
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์—ญ์‚ฌ๋Š” ์ •๋ง๋กœ ์ค‘์š”ํ•ฉ๋‹ˆ๋‹ค
10:59
The philosopher Denis Dutton
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์ฒ ํ•™์ž์ธ ๋ฐ๋‹ˆ์Šค ๋“€ํŠผ์€
11:01
in his wonderful book "The Art Instinct"
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๊ทธ์˜ ํ›Œ๋ฅญํ•œ ์ฑ…์ธ "์˜ˆ์ˆ ๋ณธ๋Šฅ"์—์„œ
11:03
makes the case that, "The value of an artwork
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๋ฏธ์ˆ ์ž‘ํ’ˆ์˜ ๊ฐ€์น˜๋Š”
11:05
is rooted in assumptions about the human performance underlying its creation."
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์ธ๊ฐ„ ์—…์  ๋ฐ‘์— ๊น”๋ฆฐ ์ฐฝ์ž‘์„ฑ์— ๊ฐ€์ •์„ ๋‘๊ณ  ๊ธฐ์ธํ•œ๋‹ค ๋ผ๊ณ  ๊ธฐ์ˆ ํ•˜์˜€์Šต๋‹ˆ๋‹ค
11:08
And that could explain the difference
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๊ทธ๋ฆฌ๊ณ  ์ด๊ฒƒ์€ ์ง„ํ’ˆ๊ณผ ์œ„์ž‘์‚ฌ์ด์˜
11:10
between an original and a forgery.
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์ฐจ์ด๋ฅผ ์„ค๋ช…ํ•  ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค
11:12
They may look alike, but they have a different history.
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๊ทธ๊ฒƒ๋“ค์€ ๋น„์Šทํ•ด ๋ณด์ผ ์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค. ๊ทธ๋Ÿฌ๋‚˜ ๊ฐ๊ฐ€ ๋‹ค๋ฅธ ์—ญ์‚ฌ๋ฅผ ์ง€๋‹ˆ๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค
11:14
The original is typically the product of a creative act,
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์ง„ํ’ˆ์€ ์ „ํ˜•์ ์œผ๋กœ ์ฐฝ์˜์ ์ธ ์˜ˆ์ˆ ์˜ ๋ฌผํ’ˆ์ž…๋‹ˆ๋‹ค
11:17
the forgery isn't.
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์œ„์ž‘์€ ๊ทธ๋ ‡์ง€ ์•Š์ง€์š”
11:19
I think this approach can explain differences
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์ €๋Š” ์ด์™€ ๊ฐ™์€ ์ ‘๊ทผ ๋ฐฉ์‹์ด ์˜ˆ์ˆ ์— ๋Œ€ํ•œ ์‚ฌ๋žŒ์˜ ์ทจํ–ฅ์— ๋”ฐ๋ผ
11:22
in people's taste in art.
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๋‹ฌ๋ฆฌ ์„ค๋ช… ๋ ๊ฒƒ์ด๋ผ๊ณ  ์ƒ๊ฐํ•ฉ๋‹ˆ๋‹ค
11:24
This is a work by Jackson Pollock.
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์ด๊ฒƒ์€ ์žญ์Šจ ํด๋ก์˜ ์ž‘ํ’ˆ ์ž…๋‹ˆ๋‹ค
11:26
Who here likes the work of Jackson Pollock?
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์žญ์Šจ ํด๋ก์˜ ์ž‘ํ’ˆ์„ ์ข‹์•„ํ•˜์‹œ๋Š” ๋ถ„ ๊ณ„์‹ญ๋‹ˆ๊นŒ?
11:30
Okay. Who here, it does nothing for them?
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์ข‹์•„์š” ๊ทธ๋Ÿฌ๋ฉด ์ด ์ž‘ํ’ˆ์ด ์•„๋ฌด๋ ‡์ง€๋„ ์•Š์€ ๋ถ„ ๊ณ„์‹ญ๋‹ˆ๊นŒ?
11:32
They just don't like it.
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๊ทธ๋ถ„๋“ค์€ ๊ทธ๋ƒฅ ์ข‹์•„ํ•˜์ง€ ์•Š๋Š”๊ฒ๋‹ˆ๋‹ค
11:35
I'm not going to make a claim about who's right,
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์ €๋Š” ๋ˆ„๊ฐ€ ์˜ณ์€์ง€์— ๋Œ€ํ•ด์„œ๋Š” ์ฃผ์žฅํ•˜์ง€ ์•Š๊ฒ ์Šต๋‹ˆ๋‹ค.
11:37
but I will make an empirical claim
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๊ทธ๋Ÿฌ๋‚˜ ์ €๋Š” ์‚ฌ๋žŒ์˜ ์ง๊ด€์— ๋Œ€ํ•œ
11:39
about people's intuitions,
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์‹คํ—˜์— ๊ทผ๊ฑฐ๋ฅผ ๋‘” ์ฃผ์žฅ์„ ํ•˜๊ฒ ์Šต๋‹ˆ๋‹ค
11:41
which is that, if you like the work of Jackson Pollock,
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๋งŒ์•ฝ์— ์—ฌ๋Ÿฌ๋ถ„์ด ์žญ์Šจ ํด๋ก์˜ ์ž‘ํ’ˆ์„ ์ข‹์•„ํ•œ๋‹ค๋ฉด
11:43
you'll tend more so than the people who don't like it
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์—ฌ๋Ÿฌ๋ถ„์€ ์ž‘ํ’ˆ์„ ์ข‹์•„ํ•˜์ง€ ์•Š๋Š” ์‚ฌ๋žŒ๋ณด๋‹ค
11:46
to believe that these works are difficult to create,
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๊ทธ ์ž‘ํ’ˆ๋“ค์ด ๋” ์ฐฝ์ž‘ํ•˜๊ธฐ ์–ด๋ ค์šฐ๋ฉฐ
11:49
that they require a lot of time and energy
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๊ทธ๊ฒƒ๋“ค์ด ๋” ๋งŽ์€ ์‹œ๊ฐ„๊ณผ ์—๋„ˆ์ง€ ๊ทธ๋ฆฌ๊ณ  ์ฐฝ์กฐ์ ์ธ ํž˜์„
11:51
and creative energy.
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ํ•„์š”๋กœ ํ•œ๋‹ค๊ณ  ๋ฏฟ์„ ๊ฒƒ์ž…๋‹ˆ๋‹ค
11:53
I use Jackson Pollock on purpose as an example
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์ €๋Š” ์žญ์Šจ ํด๋ก์˜ ์ž‘ํ’ˆ์„ ์˜ˆ์‹œ์˜ ๋ชฉ์ ์œผ๋กœ ์‚ฌ์šฉํ–ˆ์Šต๋‹ˆ๋‹ค
11:56
because there's a young American artist
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์™œ๋ƒํ•˜๋ฉด ์žญ์Šจ ํด๋ก์˜ ์Šคํƒ€์ผ๊ณผ ๋น„์Šทํ•œ ๊ทธ๋ฆผ์„ ๊ทธ๋ฆฌ๋Š”
11:58
who paints very much in the style of Jackson Pollock,
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์–ด๋ฆฐ ๋ฏธ๊ตญ์ธ ๋ฏธ์ˆ ๊ฐ€๊ฐ€ ์žˆ๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค
12:00
and her work was worth
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๋…€์˜ ๋ฏธ์ˆ ํ’ˆ์€
12:02
many tens of thousands of dollars --
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์ˆ˜๋งŒ๋‹ฌ๋Ÿฌ ์ •๋„์˜ ๊ฐ€์น˜๊ฐ€ ์žˆ์Šต๋‹ˆ๋‹ค
12:04
in large part because she's a very young artist.
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๊ทธ ๊ฐ€์น˜์˜ ๋Œ€๋ถ€๋ถ„์€ ๊ทธ๋…€๊ฐ€ ๋งค์šฐ ์–ด๋ฆฐ ๋ฏธ์ˆ ๊ฐ€ ์ด๊ธฐ ๋•Œ๋ฌธ์ด์ง€์š”
12:06
This is Marla Olmstead
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์ด ์•„์ด๋Š” ๋ง๋ผ ์˜ด์Šคํ…Œ๋“œ๋กœ
12:08
who did most of her work when she was three years old.
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๊ทธ๋…€์˜ ๋Œ€๋ถ€๋ถ„์˜ ์ž‘ํ’ˆ์ด ๊ทธ๋…€๊ฐ€ 3์‚ด๋•Œ ๋งŒ๋“ค์–ด์กŒ์Šต๋‹ˆ๋‹ค
12:10
The interesting thing about Marla Olmstead
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๋ง๋ผ ์˜ด์Šคํ…Œ๋“œ์— ๋Œ€ํ•œ ํฅ๋ฏธ์žˆ๋Š” ์‚ฌ์‹ค์€
12:12
is her family made the mistake
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๊ทธ๋…€์˜ ๊ฐ€์กฑ์ด ์‹ค์ˆ˜๋ฅผ ํ–ˆ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค
12:14
of inviting the television program 60 Minutes II into their house
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๊ทธ๊ฒƒ์€ 60๋ถ„ ์ด๋ผ๋Š” TV ํ”„๋กœ๊ทธ๋žจ์ด ๊ทธ๋…€์˜ ๊ทธ๋ฆผ๊ทธ๋ฆฌ๊ธฐ๋ฅผ ์ฐ๋„๋ก
12:18
to film her painting.
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๊ฐ€์กฑ์ด ์ง‘์— ์ดˆ๋Œ€ํ•œ ๊ฒƒ์ž…๋‹ˆ๋‹ค
12:20
And they then reported that her father was coaching her.
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ํ›„์— ๊ทธ๋“ค์€ ๊ทธ๋…€์˜ ์•„๋น ๊ฐ€ ๊ทธ๋…€๋ฅผ ์ฝ”์น˜ ํ–ˆ๋‹ค๊ณ  ๋งํ–ˆ์Šต๋‹ˆ๋‹ค
12:23
When this came out on television,
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์ด๊ฒƒ์ด TV์— ๋ฐฉ์†ก๋˜์—ˆ์„ ๋•Œ,
12:25
the value of her art dropped to nothing.
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๊ทธ๋…€์˜ ๋ฏธ์ˆ ํ’ˆ์˜ ๊ฐ€์น˜๋Š” ๋ฐ”๋‹ฅ๊นŒ์ง€ ๋–จ์–ด์กŒ์—ˆ์Šต๋‹ˆ๋‹ค
12:28
It was the same art, physically,
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์ด๊ฒƒ์€ ๋ฌผ๋ฆฌ์ ์œผ๋กœ ๊ฐ™์€ ์ž‘ํ’ˆ์ž…๋‹ˆ๋‹ค
12:30
but the history had changed.
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๊ทธ๋Ÿฌ๋‚˜ ์—ญ์‚ฌ๊ฐ€ ๋ฐ”๋€Œ์—ˆ์Šต๋‹ˆ๋‹ค
12:33
I've been focusing now on the visual arts,
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์ €๋Š” ์ด์ œ ์‹œ๊ฐ์˜ˆ์ˆ ์— ์ดˆ์ ์„ ๋งž์ถฐ๋ณด๊ณ ์ž ํ•ฉ๋‹ˆ๋‹ค
12:35
but I want to give two examples from music.
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๊ทธ๋Ÿฌ๋‚˜ ์ €๋Š” ์Œ์•…์—์„œ ๋‘๊ฐ€์ง€ ์˜ˆ์‹œ๋ฅผ ๋“œ๋ฆฌ๊ณ  ์‹ถ์Šต๋‹ˆ๋‹ค.
12:37
This is Joshua Bell, a very famous violinist.
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์ด ์‚ฌ๋žŒ์€ ์œ ๋ช…ํ•œ ๋ฐ”์ด์˜ฌ๋ฆฌ๋‹ˆ์ŠคํŠธ์ธ ์กฐ์Šˆ์•„ ๋ฒจ ์ž…๋‹ˆ๋‹ค.
12:39
And the Washington Post reporter Gene Weingarten
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์›Œ์‹ฑํ„ด ํฌ์ŠคํŠธ์˜ ๊ธฐ์ž์ธ ์ง„ ์™€์ธ๊ฐ€๋“ ์€
12:42
decided to enlist him for an audacious experiment.
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์ž๊ธฐ์ž์‹ ์„ ๋Œ€๋‹ดํ•œ ์‹คํ—˜์— ์ฐธ๊ฐ€์‹œํ‚ค๊ธฐ๋กœ ๊ฒฐ์‹ฌํ•ฉ๋‹ˆ๋‹ค
12:45
The question is: How much would people like Joshua Bell,
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์งˆ๋ฌธ์€, ๋งŒ์•ฝ์— ์ฒญ์ค‘์ด ๋“ฃ๋Š” ๊ฒƒ์ด ์กฐ์Šˆ์•„ ๋ฒจ์˜ ๊ฒƒ์ธ์ง€ ๋ชจ๋ฅธ๋‹ค๋ฉด,
12:47
the music of Joshua Bell,
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๊ทธ๋“ค์€ ์–ผ๋งˆ๋‚˜ ์กฐ์Šˆ์•„ ๋ฒจ๊ณผ
12:49
if they didn't know they were listening to Joshua Bell?
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๊ทธ์˜ ์Œ์•…์„ ์–ผ๋งˆ๋‚˜ ์ข‹์•„ํ• ๊นŒ? ์ด์—ˆ์Šต๋‹ˆ๋‹ค.
12:53
So he got Joshua Bell to take his million dollar violin
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๊ทธ๋ž˜์„œ ๊ทธ๋Š” ์กฐ์Šˆ์•„ ๋ฒจ๊ณผ ๊ทธ์˜ ๋ฐฑ๋งŒ๋‹ฌ๋Ÿฌ ์งœ๋ฆฌ ๋ฐ”์ด์˜ฌ๋ฆฐ์„
12:56
down to a Washington D.C. subway station
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์›Œ์‹ฑํ„ด DC ์ง€ํ•˜์ฒ  ์—ญ์— ๋‚ด๋ ค์คฌ์Šต๋‹ˆ๋‹ค
12:59
and stand in the corner and see how much money he would make.
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๊ทธ๋ฆฌ๊ณ  ์ฝ”๋„ˆ์— ์„œ์„œ ๊ทธ๊ฐ€ ์–ผ๋งˆ๋‚˜ ๋งŽ์€ ๋ˆ์„ ์–ป๋‚˜ ์‚ดํŽด๋ณด์•˜์Šต๋‹ˆ๋‹ค
13:02
And here's a brief clip of this.
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์ด๊ฒƒ์ด ๊ทธ ์‹คํ—˜์˜ ๊ฐ„๋žตํ•œ ์˜์ƒ์ž…๋‹ˆ๋‹ค
13:04
(Violin music)
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(๋ฐ”์ด์˜ฌ๋ฆฐ ์Œ์•…)
13:11
After being there for three-quarters of an hour,
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์•ฝ 45๋ถ„ ์ •๋„ ํ›„์—
13:13
he made 32 dollars.
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๊ทธ๋Š” 32๋‹ฌ๋Ÿฌ๋ฅผ ๋ฒŒ์—ˆ์Šต๋‹ˆ๋‹ค
13:16
Not bad. It's also not good.
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๋‚˜์˜์ง€ ์•Š์ง€๋งŒ, ์ข‹์ง€๋„ ์•Š์Šต๋‹ˆ๋‹ค
13:18
Apparently to really enjoy the music of Joshua Bell,
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๋“ฃ์žํ•˜๋‹ˆ ์กฐ์Šˆ์•„ ๋ฒจ์˜ ์Œ์•…์„ ์ •๋ง๋กœ ์ฆ๊ธฐ๊ธฐ ์œ„ํ•ด์„œ๋Š”
13:21
you have to know you're listening to Joshua Bell.
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์—ฌ๋Ÿฌ๋ถ„์ด ์กฐ์Šˆ์•„ ๋ฒจ์˜ ๊ฒƒ์„ ๋“ฃ๊ณ  ์žˆ๋‹ค๋Š”๊ฑธ ์•Œ์•„์•ผ ํ•ฉ๋‹ˆ๋‹ค
13:24
He actually made 20 dollars more than that,
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๊ทธ๋Š” ์‚ฌ์‹ค 20๋‹ฌ๋Ÿฌ๋ฅผ ๋” ๋ฒŒ์—ˆ์Šต๋‹ˆ๋‹ค
13:26
but he didn't count it.
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๊ทธ๋Ÿฌ๋‚˜ ์„ธ์ง€ ์•Š์•˜์ฃ 
13:28
Because this woman comes up --
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์™œ๋ƒํ•˜๋ฉด ์ € ์—ฌ์ž๊ฐ€ ๋‹ค๊ฐ€์™”๊ธฐ ๋•Œ๋ฌธ์ž…๋‹ˆ๋‹ค
13:30
you see at the end of the video -- she comes up.
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๋น„๋””์˜ค์˜ ๋ ๋ถ€๋ถ„์—์„œ ๋ณด์…จ์ฃ , ๊ทธ๋…€๊ฐ€ ๋‹ค๊ฐ€์™”์Šต๋‹ˆ๋‹ค
13:32
She had heard him at the Library of Congress a few weeks before
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๊ทธ๋…€๋Š” ๊ทธ๋ฅผ ๋ช‡์ฃผ์ „ ๊ตญํšŒ๋„์„œ๊ด€์—์„œ ์ง„ํ–‰๋ฌ๋˜
13:34
at this extravagant black-tie affair.
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์‚ฌ์น˜์Šค๋Ÿฌ์šด ํ”ผ๋กœ์—ฐ์—์„œ ๋ดค์—ˆ์Šต๋‹ˆ๋‹ค
13:37
So she's stunned that he's standing in a subway station.
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๊ทธ๋ž˜์„œ ๊ทธ๋…€๋Š” ๊ทธ๊ฐ€ ์ง€ํ•˜์ฒ  ์—ญ์— ์„œ์žˆ๋Š” ๊ฒƒ์— ๋Œ€ํ•ด ๋†€๋ž์Šต๋‹ˆ๋‹ค
13:40
So she's struck with pity.
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๊ทธ๋…€๋Š” ๋™์ •์— ๊ฐ€๋“ ์ฐผ์Šต๋‹ˆ๋‹ค
13:42
She reaches into her purse and hands him a 20.
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๊ทธ๋…€๋Š” ์ง€๊ฐ‘์„ ๊บผ๋‚ด ๊ทธ์—๊ฒŒ 20๋‹ฌ๋Ÿฌ๋ฅผ ๊ฑด๋‚ด์คฌ์Šต๋‹ˆ๋‹ค
13:44
(Laughter)
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(์›ƒ์Œ)
13:46
(Applause)
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(๋ฐ•์ˆ˜๊ฐˆ์ฑ„)
13:48
The second example from music
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์Œ์•…์— ๋Œ€ํ•œ ๋‘๋ฒˆ์งธ ์˜ˆ์‹œ๋Š”
13:50
is from John Cage's modernist composition,
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์กด ์ผ€์ด์ง€์˜ ํ˜„๋Œ€ ์Œ์•… ์ž‘ํ’ˆ์ธ
13:52
"4'33"."
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4๋ถ„ 33์ดˆ ์ž…๋‹ˆ๋‹ค
13:54
As many of you know,
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์—ฌ๋Ÿฌ๋ถ„ ์ค‘ ๋งŽ์€๋ถ„๋“ค์ด ์•„์‹œ๋‹ค์‹œํ”ผ
13:56
this is the composition where the pianist sits at a bench,
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์ด ์ž‘ํ’ˆ์—์„œ ํ”ผ์•„๋‹ˆ์ŠคํŠธ๋Š” ์˜์ž์— ์•‰๊ณ 
13:59
opens up the piano
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๊ฑด๋ฐ˜ ๋šœ๊ป‘์„ ์—ฐ ํ›„
14:01
and sits and does nothing for four minutes and 33 seconds --
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4๋ถ„ 33์ดˆ ๋™์•ˆ ์•‰์€ ์ฑ„๋กœ ์•„๋ฌด๊ฒƒ๋„ ํ•˜์ง€ ์•Š์Šต๋‹ˆ๋‹ค.
14:03
that period of silence.
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์นจ๋ฌต์˜ ์‹œ๊ฐ„์ด์ง€์š”
14:05
And people have different views on this.
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๊ทธ๋ฆฌ๊ณ  ์‚ฌ๋žŒ๋“ค์€ ์ด๊ฒƒ์— ๊ฐ๊ฐ ๋‹ค๋ฅธ ์‹œ๊ฐ์„ ๊ฐ€์ง€๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค
14:07
But what I want to point out
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๊ทธ๋Ÿฌ๋‚˜ ์ œ๊ฐ€ ์งš๊ณ  ์‹ถ์€ ์ ์€
14:09
is you can buy this from iTunes.
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์—ฌ๋Ÿฌ๋ถ„์ด ์ด๊ฒƒ์„ ์•„์ดํŠ ์ฆˆ์—์„œ ์‚ด ์ˆ˜ ์žˆ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค
14:11
(Laughter)
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(์›ƒ์Œ)
14:13
For a dollar 99,
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1.99๋‹ฌ๋Ÿฌ์— ์—ฌ๋Ÿฌ๋ถ„์€
14:15
you can listen to that silence,
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๋‹ค๋ฅธ ํ˜•ํƒœ์˜ ์นจ๋ฌต๊ณผ ๋‹ค๋ฅผ๊ฒŒ ์—†๋Š”
14:17
which is different than other forms of silence.
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์นจ๋ฌต์„ ๋“ฃ์„์ˆ˜ ์žˆ์Šต๋‹ˆ๋‹ค
14:20
(Laughter)
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(์›ƒ์Œ)
14:22
Now I've been talking so far about pleasure,
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์ด์ œ ์ €๋Š” ํ–‰๋ณต์—์„œ๋ถ€ํ„ฐ ๋„ˆ๋ฌด ๋ฉ€๋ฆฌ ๋ฒ—์–ด๋‚˜ ์ด์•ผ๊ธฐ๋ฅผ ํ•˜๊ณ  ์žˆ๊ตฐ์š”
14:25
but what I want to suggest
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๊ทธ๋Ÿฌ๋‚˜ ์ €๋Š” ์ œ๊ฐ€ ๋งํ•œ ๋ชจ๋“  ๊ฒƒ๋“ค์ด
14:27
is that everything I've said applies as well to pain.
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๊ณ ํ†ต์—๋„ ์ ์šฉ๋œ๋‹ค๋Š” ๊ฒƒ์„ ์ œ์•ˆํ•˜๊ณ  ์‹ถ์Šต๋‹ˆ๋‹ค
14:30
And how you think about what you're experiencing,
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์ž์‹ ์ด ์ฒดํ—˜ํ•˜๊ณ  ์žˆ๋Š” ๊ฒƒ์— ๊ด€ํ•ด ์–ด๋–ป๊ฒŒ ์ƒ๊ฐํ•˜๋Š”์ง€,
14:32
your beliefs about the essence of it,
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๋˜ ๊ทธ ๋ณธ์งˆ์— ๋Œ€ํ•œ ๋ฏฟ์Œ์€
14:34
affect how it hurts.
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์•„ํ””์„ ๋Š๋ผ๋Š” ๋ฐฉ๋ฒ•์— ์˜ํ–ฅ์„ ์ค๋‹ˆ๋‹ค
14:36
One lovely experiment
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ํ•œ ์ข‹์€ ์‹คํ—˜์ด
14:38
was done by Kurt Gray and Dan Wegner.
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์ปคํŠธ ๊ทธ๋ ˆ์ด์™€ ๋ด ์›จ๊ทธ๋„ˆ์— ์˜ํ•ด ์ˆ˜ํ–‰๋˜์—ˆ์Šต๋‹ˆ๋‹ค
14:40
What they did was they hooked up Harvard undergraduates
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๊ทธ๋“ค์ด ํ•œ๊ฒƒ์€ ํ•˜๋ฒ„๋“œ ๋Œ€ํ•™์ƒ๋“ค์„
14:42
to an electric shock machine.
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์ „๊ธฐ ์ถฉ๊ฒฉ์žฅ์น˜๋กœ ์œ ํ˜นํ•œ ๊ฒƒ์ž…๋‹ˆ๋‹ค
14:44
And they gave them a series of painful electric shocks.
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๋“ค์€ ๋Œ€ํ•™์ƒ๋“ค์—๊ฒŒ ์ผ๋ จ์˜ ๊ณ ํ†ต์Šค๋Ÿฌ์šด ์ „๊ธฐ ์ž๊ทน์„ ์ฃผ์—ˆ์Šต๋‹ˆ๋‹ค
14:47
So it was a series of five painful shocks.
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๊ทธ๊ฑด์€ 5ํšŒ์˜ ๊ณ ํ†ต์Šค๋Ÿฌ์šด ์ „๊ธฐ์ž๊ทน ์ด์—ˆ์Šต๋‹ˆ๋‹ค
14:50
Half of them are told that they're being given the shocks
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๊ทธ๋“ค ์ค‘ ๋ฐ˜์€ ๊ทธ๋“ค์ด ์ „๊ธฐ์ž๊ทน์„
14:52
by somebody in another room,
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๋‹ค๋ฅธ ๋ฐฉ์— ์žˆ๋Š” ๋ˆ„๊ตฐ๊ฐ€๋กœ๋ถ€ํ„ฐ ๋ฐ›๊ณ  ์žˆ์ง€๋งŒ
14:54
but the person in the other room doesn't know they're giving them shocks.
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๋‹ค๋ฅธ ๋ฐฉ์— ์žˆ๋Š” ์‚ฌ๋žŒ๋“ค์€ ๊ทธ๋“ค์ด ์ „๊ธฐ์ž๊ทน์„ ์ฃผ๊ณ ์žˆ๋Š”์ง€์— ๋Œ€ํ•ด์„œ๋Š” ๋ชจ๋ฅธ๋‹ค๊ณ  ๋“ค์—ˆ์Šต๋‹ˆ๋‹ค.
14:57
There's no malevolence, they're just pressing a button.
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์ ์˜์—†์ด ๊ทธ๋“ค์€ ๋ฒ„ํŠผ์„ ๋ˆŒ๋ €์„ ๋ฟ์ž…๋‹ˆ๋‹ค
14:59
The first shock is recorded as very painful.
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์ฒซ๋ฒˆ์งธ ์ „๊ธฐ์ž๊ทน์ด ๊ฐ€์žฅ ๊ณ ํ†ต์Šค๋Ÿฌ์› ๋‹ค๊ณ  ๊ธฐ๋ก๋˜์—ˆ์Šต๋‹ˆ๋‹ค
15:02
The second shock feels less painful, because you get a bit used to it.
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๋‘๋ฒˆ์งธ๋Š” ๋œ ์•„ํŒ ์Šต๋‹ˆ๋‹ค ์™œ๋ƒํ•˜๋ฉด ์กฐ๊ธˆ ์ต์ˆ™ํ•ด ์กŒ๊ธฐ ๋•Œ๋ฌธ์ด์—ˆ์Šต๋‹ˆ๋‹ค
15:05
The third drops, the fourth, the fifth.
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์„ธ๋ฒˆ์งธ๋Š” ๋” ๋–จ์–ด์กŒ๊ณ , ๋„ค๋ฒˆ์งธ, ๋‹ค์„ฏ๋ฒˆ์งธ
15:07
The pain gets less.
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๊ณ ํ†ต์€ ์ค„์–ด๊ฐ”์Šต๋‹ˆ๋‹ค
15:10
In the other condition,
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์ด์™€ ๋ฐ˜๋Œ€๋กœ
15:12
they're told that the person in the next room
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๊ทธ๋“ค์€ ์˜†๋ฐฉ์— ์žˆ๋Š” ์‚ฌ๋žŒ๋“ค์ด ์ „๊ธฐ์ž๊ทน์„ ์ฃผ๊ณ  ์žˆ๋‹ค๋Š” ๊ฒƒ์„
15:14
is shocking them on purpose -- knows they're shocking them.
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์•Œ๊ณ  ๊ทธ๋“ค์„ ์ž๊ทนํ•˜๊ณ  ์žˆ๋‹ค๊ณ  ์ „ํ•ด์ฃผ์—ˆ์Šต๋‹ˆ๋‹ค
15:17
The first shock hurts like hell.
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์ฒซ๋ฒˆ์งธ ์ž๊ทน์€ ๋งˆ์น˜ ์ง€์˜ฅ๊ฐ™์•˜์Šต๋‹ˆ๋‹ค
15:19
The second shock hurts just as much,
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๋‘๋ฒˆ์งธ ์ž๊ทน์€ ๋” ์•„ํŒŸ์Šต๋‹ˆ๋‹ค
15:21
and the third and the fourth and the fifth.
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์„ธ๋ฒˆ์งธ, ๋„ค๋ฒˆ์งธ, ๋‹ค์„ฏ๋ฒˆ์งธ๋„ ๋งˆ์ฐฌ๊ฐ€์ง€์˜€์Šต๋‹ˆ๋‹ค
15:23
It hurts more
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์—ฌ๋Ÿฌ๋ถ„์ด ๋ˆ„๊ตฐ๊ฐ€๊ฐ€
15:25
if you believe somebody is doing it to you on purpose.
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๋ชฉ์ ์„ ๊ฐ€์ง€๊ณ  ํ•œ๋‹ค ๋ฏฟ์„ ๋•Œ ๊ทธ๊ฒƒ์€ ๋” ์•„ํ”•๋‹ˆ๋‹ค
15:28
The most extreme example of this
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์ €๊ฒƒ์˜ ๊ฐ€์žฅ ๊ฐ•๋ ฌํ•œ ์˜ˆ์‹œ๋Š”
15:31
is that in some cases,
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๋ช‡๋ช‡ ์ƒํ™ฉ์—์„œ
15:33
pain under the right circumstances
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์˜ณ์€ ๋ฐฉ์‹์˜ ์ˆœํ™˜๋‚ด์˜ ๊ณ ํ†ต์€
15:35
can transform into pleasure.
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๊ธฐ์จ์œผ๋กœ ๋ฐ”๋€”์ˆ˜ ์žˆ๋‹ค๋Š” ๊ฒƒ์ž…๋‹ˆ๋‹ค
15:37
Humans have this extraordinarily interesting property
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์ธ๊ฐ„์€ ์ด๋Ÿฐ ๋น„์ƒํ•˜๊ณ  ์ฃผ์˜๋ฅผ ๋„๋Š” ํŠน์ง•์„ ๊ฐ€์ง€๊ณ  ์žˆ์Šต๋‹ˆ๋‹ค
15:40
that will often seek out low-level doses of pain
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ํ†ต์ œ๋œ ํ™˜๊ฒฝ์†์—์„œ ๋” ๋‚ฎ์€ ๋ ˆ๋ฒจ์˜
15:42
in controlled circumstances
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๊ณ ํ†ต์„ ์ฐพ๊ณ 
15:44
and take pleasure from it --
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๊ทธ๋ฆฌ๊ณ  ๊ทธ๊ฒƒ์œผ๋กœ๋ถ€ํ„ฐ
15:46
as in the eating of hot chili peppers
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๋งค์šด ๊ณ ์ถ”๋ฅผ ๋จน๊ฑฐ๋‚˜ ๋กค๋Ÿฌ์ฝ”์Šคํ„ฐ๋ฅผ ํƒ€๋Š” ๊ฒƒ ์ฒ˜๋Ÿผ
15:48
and roller coaster rides.
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์ฆ๊ฑฐ์›€์„ ์–ป๋Š” ๊ฒƒ์ด์ฃ 
15:51
The point was nicely summarized
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์ด๊ฒƒ์€ ์กด ๋ฐ€ํŠผ์˜ ์‹œ๋กœ
15:53
by the poet John Milton
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์ž˜ ์š”์•ฝ ๋ฉ๋‹ˆ๋‹ค
15:55
who wrote, "The mind is its own place,
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๊ทธ๋Š” "๋งˆ์Œ์€ ์šฐ๋ฆฌ ์ž์‹ ์˜ ๊ณต๊ฐ„์ด๋‹ค
15:57
and in itself can make a heaven of hell,
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๊ทธ๋ฆฌ๊ณ  ์šฐ๋ฆฌ ์Šค์Šค๋กœ ์ฒœ๊ตญ์˜ ์ง€์˜ฅ,
15:59
a hell of heaven."
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์ง€์˜ฅ์˜ ์ฒœ๊ตญ์„ ๋งŒ๋“ค์ˆ˜ ์žˆ๋‹ค" ๋ผ๊ณ  ์ป์Šต๋‹ˆ๋‹ค
16:01
And I'll end with that. Thank you.
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์ €๋Š” ์ด๊ฒƒ์œผ๋กœ ๋๋งˆ์น˜๊ฒ ์Šต๋‹ˆ๋‹ค. ๊ฐ์‚ฌํ•ฉ๋‹ˆ๋‹ค
16:03
(Applause)
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(๋ฐ•์ˆ˜๊ฐˆ์ฑ„)
์ด ์›น์‚ฌ์ดํŠธ ์ •๋ณด

์ด ์‚ฌ์ดํŠธ๋Š” ์˜์–ด ํ•™์Šต์— ์œ ์šฉํ•œ YouTube ๋™์˜์ƒ์„ ์†Œ๊ฐœํ•ฉ๋‹ˆ๋‹ค. ์ „ ์„ธ๊ณ„ ์ตœ๊ณ ์˜ ์„ ์ƒ๋‹˜๋“ค์ด ๊ฐ€๋ฅด์น˜๋Š” ์˜์–ด ์ˆ˜์—…์„ ๋ณด๊ฒŒ ๋  ๊ฒƒ์ž…๋‹ˆ๋‹ค. ๊ฐ ๋™์˜์ƒ ํŽ˜์ด์ง€์— ํ‘œ์‹œ๋˜๋Š” ์˜์–ด ์ž๋ง‰์„ ๋”๋ธ” ํด๋ฆญํ•˜๋ฉด ๊ทธ๊ณณ์—์„œ ๋™์˜์ƒ์ด ์žฌ์ƒ๋ฉ๋‹ˆ๋‹ค. ๋น„๋””์˜ค ์žฌ์ƒ์— ๋งž์ถฐ ์ž๋ง‰์ด ์Šคํฌ๋กค๋ฉ๋‹ˆ๋‹ค. ์˜๊ฒฌ์ด๋‚˜ ์š”์ฒญ์ด ์žˆ๋Š” ๊ฒฝ์šฐ ์ด ๋ฌธ์˜ ์–‘์‹์„ ์‚ฌ์šฉํ•˜์—ฌ ๋ฌธ์˜ํ•˜์‹ญ์‹œ์˜ค.

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