Molly Crockett: Beware neuro-bunk

147,949 views ・ 2012-12-18

TED


μ•„λž˜ μ˜λ¬Έμžλ§‰μ„ λ”λΈ”ν΄λ¦­ν•˜μ‹œλ©΄ μ˜μƒμ΄ μž¬μƒλ©λ‹ˆλ‹€.

00:00
Translator: Joseph Geni Reviewer: Morton Bast
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λ²ˆμ—­: Seung-Soo Kim κ²€ν† : Han Jungran
00:16
I'm a neuroscientist, and I study decision-making.
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μ €λŠ” μ‹ κ²½κ³Όν•™μžμ΄κ³ , μ˜μ‚¬ 결정에 κ΄€ν•΄ μ—°κ΅¬μ€‘μž…λ‹ˆλ‹€.
00:19
I do experiments to test how different chemicals
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μ €λŠ” μ‹€ν—˜μ„ 톡해 μ–΄λ–»κ²Œ ν™”ν•™λ¬Όμ§ˆλ“€μ΄
00:22
in the brain influence the choices we make.
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μ˜μ‚¬ 결정에 영ν–₯을 λ―ΈμΉ˜λŠ”μ§€ μ‹€ν—˜ν•˜κ³  μžˆμŠ΅λ‹ˆλ‹€.
00:25
I'm here to tell you the secret to successful decision-making:
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μ œκ°€ 였늘 성곡적인 μ˜μ‚¬ κ²°μ •μ˜ 비밀을 λ§μ”€λ“œλ¦¬κ² μŠ΅λ‹ˆλ‹€.
00:32
a cheese sandwich.
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치즈 μƒŒλ“œμœ„μΉ˜μž…λ‹ˆλ‹€.
00:34
That's right. According to scientists, a cheese sandwich
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κ·Έλ ‡μŠ΅λ‹ˆλ‹€. κ³Όν•™μžλ“€μ— λ”°λ₯΄λ©΄, 치즈 μƒŒλ“œμœ„μΉ˜κ°€
00:38
is the solution to all your tough decisions.
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μ—¬λŸ¬λΆ„μ΄ κ²°μ •ν•˜κΈ° νž˜λ“  상황에 해닡을 μ€€λ‹΅λ‹ˆλ‹€.
00:42
How do I know? I'm the scientist who did the study.
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μ–΄λ–»κ²Œ μ•„λƒκ΅¬μš”? μ œκ°€ λ°”λ‘œ κ·Έ 연ꡬλ₯Ό ν•œ κ³Όν•™μžκ±°λ“ μš”.
00:47
A few years ago, my colleagues and I were interested
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λͺ‡ λ…„ 전에, 제 λ™λ£Œλ“€κ³Ό μ €λŠ”
00:49
in how a brain chemical called serotonin
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μ„ΈλΌν† λ‹Œμ΄λΌ λΆˆλ¦¬λŠ” λ‡ŒλΆ„λΉ„ 물질이
00:51
would influence people's decisions in social situations.
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μ‚¬λžŒλ“€μ˜ μ˜μ‚¬ 결정에 μ–΄λ–€ 영ν–₯을 λ―ΈμΉ˜λŠ”μ§€μ— 관심을 κ°€μ‘ŒμŠ΅λ‹ˆλ‹€.
00:55
Specifically, we wanted to know how serotonin would affect
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κ·Έ 쀑에도, μ‚¬λžŒλ“€μ΄ λΆˆκ³΅ν‰ν•œ λŒ€μš°λ₯Ό λ°›μ•˜μ„ λ•Œ
00:58
the way people react when they're treated unfairly.
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μ„ΈλΌν† λ‹Œμ΄ μ–΄λ–»κ²Œ λ°˜μ‘ν•˜κ²Œ λ§Œλ“œλŠ”μ§€ μ•Œκ³  μ‹Άμ—ˆμŠ΅λ‹ˆλ‹€.
01:01
So we did an experiment.
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κ·Έλž˜μ„œ μ‹€ν—˜μ„ ν–ˆμ£ .
01:03
We manipulated people's serotonin levels by giving them
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μ‚¬λžŒλ“€μ˜ μ„ΈλΌν† λ‹Œμ˜ 양을 μ‘°μ ˆν–ˆμŠ΅λ‹ˆλ‹€.
01:06
this really disgusting-tasting artificial lemon-flavored drink
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λ°”λ‘œ 이 μ—­ν•œ 인쑰 맛이 λ‚˜λŠ” 레λͺ¬ν–₯ 음료λ₯Ό μ€˜μ„œ
01:11
that works by taking away the raw ingredient for serotonin
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λ‡Œμ—μ„œ μ„ΈλΌν† λ‹Œμ΄ ν•©μ„±λ˜λŠ”λ° ν•„μš”ν•œ μ›μž¬λ£Œλ₯Ό
01:14
in the brain.
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μ œκ±°ν–ˆμŠ΅λ‹ˆλ‹€.
01:16
This is the amino acid tryptophan.
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λ°”λ‘œ μ•„λ―Έλ…Έμ‚°μ˜ 일쒅인 νŠΈλ¦½ν† νŒμ„ 말이죠.
01:19
So what we found was, when tryptophan was low,
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κ·Έλž˜μ„œ 저희가 μ°Ύμ•„λ‚Έκ²Œ λ­λƒν•˜λ©΄, νŠΈλ¦½ν† νŒμ˜ 양이 적으면
01:21
people were more likely to take revenge
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μ‚¬λžŒλ“€μ€ μ’€ 더 보볡적이 λœλ‹€λŠ” κ²λ‹ˆλ‹€.
01:23
when they're treated unfairly.
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λΆˆκ³΅ν‰ν•œ λŒ€μš°λ₯Ό λ°›μ•˜μ„ λ•Œ 말이죠.
01:27
That's the study we did, and here are some of the headlines
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그게 μ €ν¬μ˜ μ—°κ΅¬κ²°κ³Όμ˜€κ³ , κ·Έ λ‹€μŒμœΌλ‘œ 기사듀이
01:31
that came out afterwards.
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λ°œν‘œλ©λ‹ˆλ‹€.
01:33
("A cheese sandwich is all you need for strong decision-making")
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("치즈 μƒŒλ“œμœ„μΉ˜κ°€ μ—¬λŸ¬λΆ„μ˜ κ°•λ‹¨μžˆλŠ” 결정에 ν•„μš”ν•œ λͺ¨λ“  것이닀.")
01:36
("What a friend we have in cheeses")
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("μš°λ¦¬κ°€ κ°–κ³  μžˆλŠ” 치즈의 긍정적인 것.")
01:38
("Eating Cheese and Meat May Boost Self-Control") At this point, you might be wondering, did I miss something?
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("μΉ˜μ¦ˆμ™€ κ³ κΈ°λ₯Ό λ¨ΉλŠ”κ²ƒμ΄ 자제λ ₯을 κΈΈλŸ¬μ€€λ‹€.") μ—¬κΈ°μ„œ μ œκ°€ 뭘 λ†“μ³€λŠ”μ§€ κΆκΈˆν•˜μ‹€μ§€λ„ λͺ¨λ₯΄κ² κ΅°μš”.
01:41
("Official! Chocolate stops you being grumpy") Cheese? Chocolate? Where did that come from?
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("κ³΅μ‹μ μœΌλ‘œ! 초콜릿이 μ§œμ¦μ„ λ©ˆμΆ”κ²Œ ν•œλ‹€.") 치즈? 초콜릿? 이게 μ–΄λ””μ„œ λ‚˜μ™”μ£ ?
01:47
And I thought the same thing myself when these came out,
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이런 말듀이 λ‚˜μ™”μ„ λ•Œ 저도 이런 생각을 ν–ˆμŠ΅λ‹ˆλ‹€.
01:49
because our study had nothing to do with cheese or chocolate.
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μ™œλƒν•˜λ©΄ 저희 연ꡬ가 치즈, μ΄ˆμ½œλ¦Ώκ³ΌλŠ” 아무 연관이 μ—†κ±°λ“ μš”.
01:53
We gave people this horrible-tasting drink
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μ €ν¬λŠ” μ‚¬λžŒλ“€ν•œν…Œ λ§›μ—†λŠ” 음료λ₯Ό 쀬고
01:55
that affected their tryptophan levels.
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그게 νŠΈλ¦½ν† νŒμ˜ 양을 μ‘°μ ˆν–ˆμ„ λΏμž…λ‹ˆλ‹€.
01:59
But it turns out that tryptophan also happens to be found
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그런데 κ·Έ νŠΈλ¦½ν† νŒμ΄ μΉ˜μ¦ˆμ™€ μ΄ˆμ½œλ¦Ώμ—μ„œ
02:02
in cheese and chocolate.
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발견된 κ²λ‹ˆλ‹€.
02:05
And of course when science says cheese and chocolate
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그리고 λ‹Ήμ—°νžˆ κ³Όν•™μ μœΌλ‘œ μΉ˜μ¦ˆμ™€ 초콜릿이
02:07
help you make better decisions, well, that's sure to grab people's attention.
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μ—¬λŸ¬λΆ„μ—κ²Œ 더 λ‚˜μ€ 결정을 λ‚΄λ¦¬κ²Œ ν•œλ‹€λ©΄, 음, 그건 μΆ©λΆ„νžˆ 이λͺ©μ„ λŒλ§Œν•©λ‹ˆλ‹€.
02:11
So there you have it:
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μ•„κΉŒλ„ 보셨듯이,
02:13
the evolution of a headline.
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제λͺ©μ΄ 점점 μ§„ν™”ν•œ κ²ƒμž…λ‹ˆλ‹€.
02:17
When this happened, a part of me thought, well,
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이런 일이 일어났을 λ•Œ, 제 μž…μž₯에선,
02:19
what's the big deal?
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뭐가 λ¬Έμ œκ² μ–΄μš”?
02:21
So the media oversimplified a few things, but in the end,
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λ―Έλ””μ–΄κ°€ λͺ‡ 가지λ₯Ό μ‹¬ν•˜κ²Œ κ°„λž΅ν™” ν–ˆμ§€λ§Œ, κ²°κ΅­μ—λŠ”,
02:25
it's just a news story.
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단지 λ‰΄μŠ€ 기사일 뿐인 κ²λ‹ˆλ‹€.
02:27
And I think a lot of scientists have this attitude.
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제 생각에 λ§Žμ€ κ³Όν•™μžλ“€μ΄ 이런 μžμ„Έλ₯Ό κ°–κ³  μžˆμŠ΅λ‹ˆλ‹€.
02:31
But the problem is that this kind of thing happens all the time,
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그런데 이런 일이 항상 μΌμ–΄λ‚˜κ³ ,
02:34
and it affects not just the stories you read in the news
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그게 μ—¬λŸ¬λΆ„μ΄ μ½λŠ” λ‰΄μŠ€ 뿐만 μ•„λ‹ˆλΌ
02:38
but also the products you see on the shelves.
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μ—¬λŸ¬λΆ„λ“€μ΄ λ³΄λŠ”, μ„ λ°˜ μœ„μ˜ TV에도 영ν–₯을 λ―ΈμΉœλ‹€λ©΄ λ¬Έμ œκ°€ λ©λ‹ˆλ‹€.
02:40
When the headlines rolled, what happened was,
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κ·Έ 제λͺ©μ΄ λ‚˜κ°€κ³  λ‚œ λ’€, μ–΄λ–€ 일이 μΌμ–΄λ‚¬λƒν•˜λ©΄,
02:43
the marketers came calling.
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λ§ˆμΌ€νŒ… λ‹΄λ‹Ήμžλ“€μ΄ μ „ν™”λ₯Ό ν–ˆμŠ΅λ‹ˆλ‹€.
02:46
Would I be willing to provide a scientific endorsement
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기뢄을 μ’‹κ²Œ ν•΄μ€€λ‹€λŠ” 병에 λ“  물에 λŒ€ν•΄
02:49
of a mood-boosting bottled water?
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μ œκ°€ κ³Όν•™μœΌλ‘œ 지지해쀄 μš©μ˜κ°€ μžˆλŠ”μ§€,
02:52
Or would I go on television to demonstrate,
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μ•„λ‹ˆλ©΄ 직접 청쀑듀 μ•žμ—μ„œ
02:54
in front of a live audience,
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κ·Έ μŒμ‹λ“€μ΄ 정말 기뢄을 μ’‹κ²Œ ν•˜λŠ”μ§€λ₯Ό
02:56
that comfort foods really do make you feel better?
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TV에 λ‚˜κ°€ μ‹œμ—°ν•΄ 쀄 수 μžˆλŠ”μ§€ λ§μž…λ‹ˆλ‹€.
02:59
I think these folks meant well, but had I taken them up on their offers,
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이듀은 쒋은 의미둜 μ œμ•ˆν–ˆκ² μ§€λ§Œ, μ €μ—κ²Œ κ·Έ μ œμ•ˆλ“€μ΄ μ˜λ―Έν•˜λŠ” λ°”λŠ”,
03:03
I would have been going beyond the science,
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μ œκ°€ 과학을 λ„˜μ–΄μ„  것듀을 ν•΄μ•Όν•œλ‹€λŠ” 것이고,
03:05
and good scientists are careful not to do this.
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μ˜¬λ°”λ₯Έ κ³Όν•™μžλ“€μ€ 그런 κ±Έ ν•˜μ§€ μ•Šλ„λ‘ μ‘°μ‹¬ν•©λ‹ˆλ‹€.
03:09
But nevertheless, neuroscience is turning up more and more in marketing.
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ν•˜μ§€λ§Œ κ·ΈλŸΌμ—λ„ λΆˆκ΅¬ν•˜κ³ , 신경과학은 점점 더 λ§ˆμΌ€νŒ…μ— μ΄μš©λ‹Ήν•˜κ³  μžˆμŠ΅λ‹ˆλ‹€.
03:13
Here's one example: Neuro drinks,
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μ—¬κΈ° ν•œ μ˜ˆκ°€ μžˆμŠ΅λ‹ˆλ‹€. μ‹ κ²½ μžκ·Ήμ„± μŒλ£Œλ“€μž…λ‹ˆλ‹€.
03:16
a line of products, including Nuero Bliss here,
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μ—¬κΈ° "λ‰΄λ‘œ λΈ”λ¦¬μŠ€(Neuro Bliss)"λ₯Ό ν¬ν•¨ν•œ 일련의 μ œν’ˆλ“€μ΄ μžˆμŠ΅λ‹ˆλ‹€.
03:19
which according to its label helps reduce stress,
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라벨에 μ“°μ—¬μžˆκΈΈ 슀트레슀λ₯Ό 쀄여주고,
03:22
enhances mood, provides focused concentration,
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기뢄을 μ’‹κ²Œ ν•΄μ£Όλ©°, 집쀑λ ₯을 ν–₯μƒμ‹œμΌœμ£Όκ³ ,
03:25
and promotes a positive outlook.
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긍정적인 생각을 κ°–κ²Œ ν•΄μ€€λ‹€κ³  μ ν˜€ μžˆμŠ΅λ‹ˆλ‹€.
03:28
I have to say, this sounds awesome. (Laughter)
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이건 정말 μ—„μ²­λ‚˜λ‹€κ³  말할 수 밖에 μ—†λ„€μš”. (μ›ƒμŒ)
03:33
I could totally have used this 10 minutes ago.
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저도 10λΆ„ μ „μ―€ 이걸 λ³‘μ§Έλ‘œ λ‹€ λ§ˆμ…¨μœΌλ©΄ μ’‹μ•˜κ² μ£ .
03:36
So when this came up in my local shop, naturally I was
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이게 λ§ˆνŠΈμ—μ„œ 보이기 μ‹œμž‘ν–ˆμ„ λ•Œ, μ €λŠ” μžμ—°μŠ€λŸ½κ²Œ
03:40
curious about some of the research backing these claims.
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μ–΄λ–€ μ‹€ν—˜κ²°κ³Όκ°€ 이런 μ£Όμž₯을 λ’·λ°›μΉ¨ν•˜λŠ”μ§€μ— λŒ€ν•œ ꢁ금증이 μƒκ²ΌμŠ΅λ‹ˆλ‹€.
03:43
So I went to the company's website looking to find
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κ·Έλž˜μ„œ μ €λŠ” νšŒμ‚¬ μ›Ήμ‚¬μ΄νŠΈμ— λ“€μ–΄κ°€μ„œ
03:46
some controlled trials of their products.
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κ·Έ μ œν’ˆλ“€μ— λŒ€ν•œ μž„μƒμ‹€ν—˜ κ²°κ³Όλ₯Ό μ°Ύμ•„λ΄€μŠ΅λ‹ˆλ‹€.
03:50
But I didn't find any.
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그런데 아무 것도 μ—†λ”κ΅°μš”.
03:51
Trial or no trial, these claims are front and center
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μ‹€ν—˜μ„ ν–ˆκ±΄ μ•ˆν–ˆκ±΄, 이런 μ£Όμž₯듀은
03:55
on their label right next to a picture of a brain.
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λ‡Œ κ·Έλ¦Ό λ°”λ‘œ μ˜† 라벨에 μ ν˜€μžˆμŠ΅λ‹ˆλ‹€.
03:59
And it turns out that pictures of brains have special properties.
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이런 λ‡Œ 그림은 νŠΉλ³„ν•œ νž˜μ„ 가지고 μžˆμŠ΅λ‹ˆλ‹€.
04:05
A couple of researchers asked a few hundred people
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두 λͺ…μ˜ κ³Όν•™μžκ°€ λͺ‡ λ°±λͺ…을 λŒ€μƒμœΌλ‘œ
04:07
to read a scientific article.
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κ³Όν•™ 기사λ₯Ό 읽게 ν–ˆμŠ΅λ‹ˆλ‹€.
04:10
For half the people, the article included a brain image,
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반으둜 λ‚˜λˆ μ„œ μ ˆλ°˜μ—κ²ŒλŠ” λ‡Œκ·Έλ¦Όμ΄ ν¬ν•¨λœ 기사λ₯Ό μ½κ²Œν•˜κ³ ,
04:13
and for the other half, it was the same article
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λ‹€λ₯Έ μ ˆλ°˜μ—κ²ŒλŠ” 같은 기사λ₯Ό 읽게 ν•˜λŠ”λ°
04:15
but it didn't have a brain image.
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λ‡Œκ·Έλ¦Όμ΄ μ—†λŠ” 것을 μ€¬μŠ΅λ‹ˆλ‹€.
04:18
At the end β€” you see where this is going β€”
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그리고 λ‚˜μ„œ μ–΄λ–»κ²Œ ν–ˆλƒν•˜λ©΄,
04:19
people were asked whether they agreed
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μ‚¬λžŒλ“€μ—κ²Œ κ·Έ κΈ°μ‚¬μ˜ 결둠에 λŒ€ν•΄
04:22
with the conclusions of the article.
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λ™μ˜ν•˜λŠ”μ§€ μ—¬λΆ€λ₯Ό λ¬Όμ–΄λ΄€μŠ΅λ‹ˆλ‹€.
04:25
So this is how much people agree with the conclusions
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이건 그림이 μ—†λŠ” κΈ°μ‚¬μ˜ 결둠에 λ™μ˜ν•˜λŠ” μ‚¬λžŒμ΄
04:27
with no image.
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μ–Όλ§ˆλ‚˜ λ˜λŠ”μ§€ λ³΄μ—¬μ€λ‹ˆλ‹€.
04:29
And this is how much they agree with the same article
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그리고 이건 그림이 ν¬ν•¨λœ 같은 κΈ°μ‚¬μ˜ 결둠에
04:33
that did include a brain image.
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λ™μ˜ν•˜λŠ” μΈμ›μˆ˜ μž…λ‹ˆλ‹€.
04:36
So the take-home message here is,
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κ·ΈλŸ¬λ‹ˆκΉŒ 이 κ²°κ³Όκ°€ λ§ν•΄μ£ΌλŠ” 것은,
04:37
do you want to sell it? Put a brain on it.
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κ·Έ μ œν’ˆμ„ νŒ”κ³  μ‹ΆμœΌλ©΄, 거기에 λ‡Œκ·Έλ¦Ό λ„£μ–΄μ•Ό ν•œλ‹€λŠ” κ±°μ£ .
04:42
Now let me pause here and take a moment to say that
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이건 μ—¬κΈ°μ„œ λ©ˆμΆ”κ³  λ‹€λ₯Έ μ–˜κΈ°λ₯Ό 잠깐 ν•˜κ² μŠ΅λ‹ˆλ‹€.
04:44
neuroscience has advanced a lot in the last few decades,
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신경과학은 μ§€λ‚œ 수 μ‹­λ…„κ°„ λ§Žμ€ λ°œμ „μ„ ν•΄μ™”κ³ ,
04:48
and we're constantly discovering amazing things
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μ €ν¬λŠ” μ§€μ†μ μœΌλ‘œ λ‡Œμ— 관에 λ†€λΌμš΄ 것듀을
04:51
about the brain.
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λ°œκ²¬ν•΄μ™”μŠ΅λ‹ˆλ‹€.
04:52
Like, just a couple of weeks ago, neuroscientists at MIT
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예λ₯Ό λ“€λ©΄, λͺ‡ μ£Ό 전에, MIT의 μ‹ κ²½κ³Όν•™μžλ“€μ΄
04:55
figured out how to break habits in rats
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μ₯μ˜ μŠ΅μ„±μ„ λ°”κΎΈλŠ” 방법을 μ•Œμ•„λƒˆμŠ΅λ‹ˆλ‹€.
04:58
just by controlling neural activity in a specific part of their brain.
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단지 λ‡Œμ˜ νŠΉμ •ν•œ 뢀뢄에 μ‹ κ²½ν™œμ„±μ„ μ‘°μ ˆν•˜λ©΄ λœλ‹€λŠ” κ²ƒμž…λ‹ˆλ‹€.
05:02
Really cool stuff.
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정말 멋진 μΌμž…λ‹ˆλ‹€.
05:03
But the promise of neuroscience has led to some really
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그런데 신경과학은 높은 κΈ°λŒ€μ™€
05:07
high expectations and some overblown, unproven claims.
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뢀풀렀지고 증λͺ…λ˜μ§€ λͺ»ν•œ μ£Όμž₯에 이끌렀 μ™”μŠ΅λ‹ˆλ‹€.
05:12
So what I'm going to do is show you how to spot
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λ•Œλ¬Έμ— μ œκ°€ μ§€κΈˆ μ—¬λŸ¬λΆ„μ—κ²Œ λ³΄μ—¬λ“œλ¦΄ λ‚΄μš©μ€
05:15
a couple of classic moves, dead giveaways, really,
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μ™„μ „νžˆ 잘 λͺ» μ•Œλ €μ§„ 두 가지 사싀듀이며,
05:19
for what's variously been called neuro-bunk,
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이것듀은 λ‹€μŒκ³Ό 같이 λ‹€μ–‘ν•˜κ²Œ λΆˆλ¦¬λŠ”λ°, μ‹ κ²½ν—ˆν’(neuro-bunk)
05:21
neuro-bollocks, or, my personal favorite, neuro-flapdoodle.
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신경농담(neuro-bollocks), λ˜λŠ” μ œκ°€ 개인적으둜 μ’‹μ•„ν•˜λŠ” 신경엉터리(neuro-flapdoodle) μž…λ‹ˆλ‹€.
05:27
So the first unproven claim is that you can use brain scans
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첫 번째 증λͺ…λ˜μ§€ μ•Šμ€ μ£Όμž₯은 λ‡ŒμŠ€μΊ”μ„ μ΄μš©ν•˜μ—¬
05:31
to read people's thoughts and emotions.
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μ‚¬λžŒλ“€μ˜ 생각과 감정을 읽어낼 수 μžˆλ‹€λŠ” μ£Όμž₯μž…λ‹ˆλ‹€.
05:35
Here's a study published by a team of researchers
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μ—¬κΈ° ν•œ 연ꡬ결과가 μžˆμŠ΅λ‹ˆλ‹€.
05:38
as an op-ed in The New York Times.
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λ‰΄μš•νƒ€μž„μ¦ˆ μ‚¬μ„€λž€μ— μ‹€λ Έμ£ .
05:41
The headline? "You Love Your iPhone. Literally."
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제λͺ©μ΄, "당신은 λ‹Ήμ‹ μ˜ 아이폰을 μ‚¬λž‘ν•©λ‹ˆλ‹€. μ •λ§λ‘œ."κ΅°μš”.
05:45
It quickly became the most emailed article on the site.
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이 논평은 λ‹¨μ‹œκ°„μ— κ°€μž₯ λ§Žμ€ 이메일을 받은 기사가 λ˜μ—ˆμŠ΅λ‹ˆλ‹€.
05:50
So how'd they figure this out?
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이건 μ–΄λ–»κ²Œ μ—°κ΅¬ν•œκ±ΈκΉŒμš”?
05:52
They put 16 people inside a brain scanner
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16λͺ…을 λ‡ŒμŠ€μΊλ„ˆ μ•ˆμ— λ„£μ–΄μ„œ
05:55
and showed them videos of ringing iPhones.
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아이폰이 μšΈλ¦¬λŠ” μ˜μƒμ„ λ³΄μ—¬μ€¬μŠ΅λ‹ˆλ‹€.
05:58
The brain scans showed activation in a part of the brain
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κ·Έ λ‡ŒμŠ€μΊλ„ˆλŠ” λ‡Œμ˜ ν™œμ„±ν™”λœ 뢀뢄을 λ³΄μ—¬μ£ΌλŠ”λ°μš”,
06:02
called the insula, a region they say
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κ·Έ 뢀뢄을 인슐라(insula)라고 λΆ€λ₯΄κ³ ,
06:04
is linked to feelings of love and compassion.
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μ‚¬λž‘κ³Ό 연민을 λŠλΌλŠ” 뢀뢄이라고 ν•©λ‹ˆλ‹€.
06:08
So they concluded that because they saw activation in the insula,
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κ·Έλ¦¬κ³ λŠ” μΈμŠλΌκ°€ ν™œμ„±ν™”λœ 것을 κ΄€μ°°ν–ˆμœΌλ‹ˆ,
06:12
this meant the subjects loved their iPhones.
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ν”Όμ‹€ν—˜μžλ“€μ΄ 아이폰과 μ‚¬λž‘μ— λΉ μ‘Œλ‹€κ³  결둠지은 κ²λ‹ˆλ‹€.
06:16
Now there's just one problem with this line of reasoning,
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μ΄λ“€μ˜ μΆ”λ‘ μ—λŠ” ν•œκ°€μ§€ 문제점이 μžˆμŠ΅λ‹ˆλ‹€.
06:18
and that's that the insula does a lot.
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λ°”λ‘œ μΈμŠλΌλŠ” μ—„μ²­ λ§Žμ€ 일을 ν•œλ‹€λŠ” κ²λ‹ˆλ‹€.
06:22
Sure, it is involved in positive emotions
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λ¬Όλ‘ , μ‚¬λž‘μ΄λ‚˜ μ—°λ―Όκ³Ό 같은 긍정적인 감정에
06:24
like love and compassion,
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κ΄€μ—¬ν•˜λŠ” 것은 λ§žμ§€λ§Œ,
06:26
but it's also involved in tons of other processes,
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λ˜ν•œ κΈ°μ–΅μ΄λ‚˜ μ–Έμ–΄, 주의λ ₯κ³Ό 같은
06:29
like memory, language, attention,
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λ‹€λ₯Έ 수 λ§Žμ€ 것에도 κ΄€μ—¬ν•©λ‹ˆλ‹€.
06:32
even anger, disgust and pain.
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심지어 ν™”λ₯Ό λ‚΄κ±°λ‚˜ λΆˆμΎŒν•¨, 고톡 같은 것에도 κ°„μ—¬λ©λ‹ˆλ‹€
06:36
So based on the same logic, I could equally conclude
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같은 λ…Όλ¦¬λ‘œ, μ œκ°€ κ²°λ‘  λ‚΄λ¦°λ‹€λ©΄
06:41
you hate your iPhone.
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μ—¬λŸ¬λΆ„λ“€μ€ 아이폰을 μ‹«μ–΄ν•œλ‹€λŠ” κ²λ‹ˆλ‹€.
06:43
The point here is, when you see activation in the insula,
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μ—¬κΈ°μ„œ μ œκ°€ λ§ν•˜κ³ μž ν•˜λŠ” λ°”λŠ”, μΈμŠλΌκ°€ ν™œμ„±ν™”λœ 것을 κ΄€μ°°ν–ˆλ‹€λ©΄,
06:46
you can't just pick and choose your favorite explanation
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λ§ν•˜κ³  싢은 κ²ƒλ§Œ μ§‘μ–΄λ‚΄κ±°λ‚˜ μ„ νƒν•΄μ„œλŠ” μ•ˆλœλ‹€λŠ” κ²λ‹ˆλ‹€.
06:49
from off this list, and it's a really long list.
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μ—¬κΈ° 이 λ¦¬μŠ€νŠΈμ—μ„œμš”, 정말 κΈ΄ 리슀트죠.
06:54
My colleagues Tal Yarkoni and Russ Poldrack
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제 λ™λ£Œλ“€μΈ νƒˆ μ•Όμ½”λ‹ˆ(Tal Yarkoni)와 러슀 ν΄λ“œλ½(Russ Poldrack)은
06:56
have shown that the insula pops up in almost a third
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μ§€κΈˆκΉŒμ§€ 좜판된 λ‡Œμ˜μƒ 연ꡬ μ€‘μ—μ„œ
06:59
of all brain imaging studies that have ever been published.
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μΈμŠλΌκ°€ 거의 1/3μ΄λ‚˜ μ–ΈκΈ‰λœ 것을 μ°Ύμ•„λƒˆμŠ΅λ‹ˆλ‹€.
07:04
So chances are really, really good
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λ”°λΌμ„œ μΈμŠλΌκ°€ μ§€κΈˆ ν™œμ„±ν™”λ˜μ–΄ μžˆμ„
07:05
that your insula is going off right now,
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ν™•λ₯ μ€ 정말 정말 λ†’μŠ΅λ‹ˆλ‹€.
07:09
but I won't kid myself
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ν•˜μ§€λ§Œ μ €λŠ” 속지 μ•Šκ² μŠ΅λ‹ˆλ‹€.
07:10
to think this means you love me.
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이게 μ—¬λŸ¬λΆ„μ΄ μ €λ₯Ό μ‚¬λž‘ν•œλ‹€λŠ” μ˜λ―Έκ°€ 될 μˆ˜λ„ μžˆλ‹€λŠ” κ±Έμš”.
07:14
So speaking of love and the brain,
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κ·Έλž˜μ„œ μ‚¬λž‘κ³Ό λ‡Œλ₯Ό μ—°κ΄€μ§“λŠ”λ‹€λ©΄,
07:17
there's a researcher, known to some as Dr. Love,
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μ‚¬λž‘ λ°•μ‚¬λ‘œ μ•Œλ €μ§„ 연ꡬ원이 μ €κΈ° μžˆλ‹€κ³  μΉ©μ‹œλ‹€.
07:21
who claims that scientists have found the glue
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그리고 κ·Έμ‚¬λžŒμ€ κ³Όν•™μžλ“€μ΄ μ‚¬νšŒλ₯Ό ν•˜λ‚˜λ‘œ 묢을 방법을
07:24
that holds society together,
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μ°Ύμ•„λƒˆλ‹€κ³  μ£Όμž₯ν•©λ‹ˆλ‹€.
07:27
the source of love and prosperity.
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그건 μ‚¬λž‘κ³Ό 번영의 밑거름이 되겠죠.
07:31
This time it's not a cheese sandwich.
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μ΄λ²ˆμ—” μΉ˜μ¦ˆμƒŒλ“œμœ„μΉ˜κ°€ μ•„λ‹™λ‹ˆλ‹€.
07:33
No, it's a hormone called oxytocin.
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λ„€, μ΄λ²ˆμ—” μ˜₯μ‹œν† μ‹ μ΄λΌλŠ” 호λ₯΄λͺ¬μž…λ‹ˆλ‹€.
07:37
You've probably heard of it.
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μ—¬λŸ¬λΆ„λ„ μ•„λ§ˆ 듀어보셨을 κ²λ‹ˆλ‹€.
07:38
So, Dr. Love bases his argument on studies showing
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κ·Έλž˜μ„œ μ‚¬λž‘ λ°•μ‚¬λŠ” 자기 μ£Όμž₯에 λŒ€ν•œ 근거둜 μ—¬λŸ¬ 연ꡬ κ²°κ³Όλ₯Ό λ³΄μ—¬μ€λ‹ˆλ‹€.
07:41
that when you boost people's oxytocin,
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μ—¬λŸ¬λΆ„λ“€μ΄ μ‚¬λžŒλ“€μ˜ μ˜₯μ‹œν† μ‹ μ„ λΆ„λΉ„μ‹œν‚€λ©΄,
07:44
this increases their trust, empathy and cooperation.
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κ·Έλ“€μ˜ μ‹ λ’°, μ—°μ • 그리고 ν˜‘λ ₯을 μ΄λŒμ–΄λ‚Ό 수 μžˆλ‹€λŠ” κ±°μ£ .
07:48
So he's calling oxytocin "the moral molecule."
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κ·Έλž˜μ„œ κ·ΈλŠ” μ˜₯μ‹œν† μ‹ μ„ "도덕 물질"이라고 λΆ€λ¦…λ‹ˆλ‹€.
07:53
Now these studies are scientifically valid,
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이제 이런 연ꡬ듀이 κ³Όν•™μ μœΌλ‘œ 증λͺ…λ˜κ³ ,
07:55
and they've been replicated, but they're not the whole story.
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λ°˜λ³΅λ©λ‹ˆλ‹€. 그런데 이게 μ „λΆ€κ°€ μ•„λ‹™λ‹ˆλ‹€.
08:00
Other studies have shown that boosting oxytocin
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λ‹€λ₯Έ μ—°κ΅¬μ—μ„œλŠ” μ˜₯μ‹œν† μ‹ μ˜ λΆ„λΉ„κ°€
08:02
increases envy. It increases gloating.
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μ§ˆνˆ¬μ‹¬μ„ μœ λ°œν•œλ‹€κ³  ν•©λ‹ˆλ‹€. κ³ μ†Œν•΄ ν•˜λŠ”κ±°μ£ .
08:07
Oxytocin can bias people to favor their own group
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μ˜₯μ‹œν† μ‹ μ€ μ‚¬λžŒλ“€μ—κ²Œ μžκΈ°κ°€ μ†ν•œ 그룹에 호의λ₯Ό λ³΄μ΄λŠ” λŒ€μ‹ 
08:10
at the expense of other groups.
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λ‹€λ₯Έ κ·Έλ£Ήμ—λŠ” 그에 λ°˜ν•˜λŠ” 역할을 ν•˜λŠ” κ±°μ£ .
08:13
And in some cases, oxytocin can even decrease cooperation.
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그리고 λͺ‡λͺ‡ κ²°κ³Όμ—μ„œλŠ”, μ˜₯μ‹œν† μ‹ μ΄ ν˜‘λ ₯심을 λ–¨μ–΄λœ¨λ¦¬κΈ°λ„ ν•œλ‹€κ³  ν•©λ‹ˆλ‹€.
08:18
So based on these studies, I could say oxytocin
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κ·Έλž˜μ„œ 이런 결과듀에 λ”°λ₯΄λ©΄, μ €λŠ” μ˜₯μ‹œν† μ‹ μ΄
08:21
is an immoral molecule, and call myself Dr. Strangelove.
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λΉ„λ„λ•λ¬Όμ§ˆμ΄λ©° μ „μŸ 유발자라고 λΆ€λ₯΄κ³  μ‹ΆμŠ΅λ‹ˆλ‹€. (Dr. Strangelove; μ „λ©΄ ν•΅μ „μŸ μΆ”μ§„λ‘ μž, μ—­μžμ£Ό)
08:26
(Laughter)
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(μ›ƒμŒ)
08:30
So we've seen neuro-flapdoodle all over the headlines.
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μš°λ¦¬λŠ” μ§€κΈˆκΉŒμ§€ 기사 제λͺ©μ—μ„œ μ‹ κ²½ν—ˆν’λ“€μ„ λ΄μ™”μŠ΅λ‹ˆλ‹€.
08:34
We see it in supermarkets, on book covers.
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μˆ˜νΌλ§ˆμΌ“μ˜ μ±… ν‘œμ§€μ—μ„œλ„ λ³Ό 수 μžˆμŠ΅λ‹ˆλ‹€.
08:36
What about the clinic?
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병원은 μ–΄λ–¨κΉŒμš”?
08:39
SPECT imaging is a brain-scanning technology
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SPECT 이미징은 λ‡ŒμŠ€μΊ”μ— κ΄€ν•œ κΈ°μˆ μž…λ‹ˆλ‹€.
08:43
that uses a radioactive tracer
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방사성 μΆ”μ μžλ₯Ό μ΄μš©ν•΄μ„œ
08:45
to track blood flow in the brain.
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λ‡Œμ˜ 혈λ₯˜λ₯Ό 따라 κ°‘λ‹ˆλ‹€.
08:48
For the bargain price of a few thousand dollars,
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겨우 λͺ‡ 천 λ‹¬λŸ¬λ§Œ 듀이면 μ €λ ΄ν•˜κ²Œ ,
08:51
there are clinics in the U.S. that will give you
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미ꡭ의 λ³‘μ›μ—μ„œ 이런 SPECT μŠ€μΊ”μ„ μ΄μš©ν•΄μ„œ
08:55
one of these SPECT scans and use the image
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μ—¬λŸ¬λΆ„μ—κ²Œμ„œ 이미지λ₯Ό μ–»μ–΄λ‚Έ λ’€,
08:58
to help diagnose your problems.
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μ—¬λŸ¬λΆ„μ΄ κ°–κ³  μžˆλŠ” 문제λ₯Ό 진단할 수 μžˆμŠ΅λ‹ˆλ‹€.
09:01
These scans, the clinics say, can help
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λ³‘μ›μ—μ„œ λ§ν•˜κΈΈ, 이런 μŠ€μΊ”μ„ μ΄μš©ν•˜λ©΄
09:03
prevent Alzheimer's disease,
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μ•ŒμΈ ν•˜μ΄λ¨Έλ³‘μ„ μ˜ˆλ°©ν•  수 있고
09:06
solve weight and addiction issues,
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λͺΈλ¬΄κ²Œμ™€ 쀑독과 κ΄€λ ¨λœ 것듀을 ν•΄κ²°ν•΄μ„œ
09:09
overcome marital conflicts,
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κ²°ν˜Όμƒν™œμ˜ κ°ˆλ“±μ„ κ·Ήλ³΅ν•˜λ©°,
09:12
and treat, of course, a variety of mental illnesses
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λ‹Ήμ—°νžˆ, μš°μšΈμ¦μ—μ„œ λΆˆμ•ˆμ¦, ADHD을 μ•„μš°λ₯΄λŠ”
09:15
ranging from depression to anxiety to ADHD.
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λ‹€μ–‘ν•œ μ •μ‹ μ§ˆν™˜λ“€λ„ μΉ˜λ£Œν•  수 μžˆλ‹€κ³  ν•©λ‹ˆλ‹€.
09:18
This sounds great. A lot of people agree.
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정말 멋지죠. λ‹€λ“€ λ™μ˜ ν•˜μ‹€κ²λ‹ˆλ‹€.
09:21
Some of these clinics are pulling in tens of millions
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이듀 쀑 λͺ‡λͺ‡ 병원듀은 일년에 수 천만 λ‹¬λŸ¬λ₯Ό
09:23
of dollars a year in business.
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λ²Œμ–΄λ“€μ΄κ³  있죠.
09:26
There's just one problem.
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κ±°κΈ°μ—” 문제점이 λ”± ν•˜λ‚˜ μžˆμŠ΅λ‹ˆλ‹€.
09:28
The broad consensus in neuroscience
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μ‹ κ²½ κ³Όν•™μ—μ„œ κ³΅κ°ν•˜κ³  μžˆλŠ” 것인데,
09:31
is that we can't yet diagnose mental illness
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μš°λ¦¬λŠ” 아직 μ •μ‹ μ§ˆν™˜μ„ 진단할 수 μ—†λ‹€λŠ” κ²λ‹ˆλ‹€.
09:34
from a single brain scan.
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λ‡ŒμŠ€μΊ” ν•œ λ²ˆμœΌλ‘œλŠ”μš”.
09:37
But these clinics have treated
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그런데 이런 병원듀은
09:39
tens of thousands of patients to date,
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μ§€κΈˆκΉŒμ§€ 수 만λͺ…μ˜ ν™˜μžλ“€μ„ λŒ€μƒμœΌλ‘œ,
09:42
many of them children,
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κ·Έλ“€ 쀑 λŒ€λΆ€λΆ„μ΄ 아이듀인데,
09:43
and SPECT imaging involves a radioactive injection,
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방사성 μ›μ†Œλ₯Ό μ“°λŠ” SPECT 이미징을 μ‚¬μš©ν•©λ‹ˆλ‹€.
09:47
so exposing people to radiation, potentially harmful.
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λ‹Ήμ—°νžˆ μ‚¬λžŒλ“€μ—κ²Œ μœ„ν—˜ν•  수 μžˆλŠ” 방사λŠ₯에 λ…ΈμΆœμ‹œν‚¨κ²λ‹ˆλ‹€.
09:53
I am more excited than most people, as a neuroscientist,
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μ €λŠ” μ‹ κ²½κ³Όν•™μžλ‘œμ„œ λ‹€λ₯Έ 이듀보닀 더
09:56
about the potential for neuroscience to treat mental illness
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μ •μ‹  μ§ˆν™˜ μΉ˜λ£Œμ— λŒ€ν•œ μ‹ κ²½ κ³Όν•™μ˜ μž μž¬μ„±μ„ κΈ°λŒ€ν•©λ‹ˆλ‹€.
10:00
and even maybe to make us better and smarter.
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그리고 심지어 우리λ₯Ό λ”μš± ν˜„λͺ…ν•˜κ²Œ ν•΄μ£ΌκΈ°λ₯Ό κΈ°λŒ€ν•©λ‹ˆλ‹€.
10:05
And if one day we can say that cheese and chocolate
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μ–Έμ  κ°€ μš°λ¦¬κ°€ μΉ˜μ¦ˆμ™€ 초콜릿이 더 λ‚˜μ€ μ˜μ‚¬κ²°μ •μ—
10:08
help us make better decisions, count me in.
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도움을 μ€€λ‹€κ³  말할 수 μžˆλ‹€λ©΄, 저도 κΈ°μ–΅ν•΄ μ£Όμ„Έμš”.
10:12
But we're not there yet.
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ν•˜μ§€λ§Œ 아직은 μ•„λ‹™λ‹ˆλ‹€.
10:15
We haven't found a "buy" button inside the brain,
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μš°λ¦¬κ°€ 아직 "ꡬ맀" λ²„νŠΌμ„ λ‡Œ μ†μ—μ„œ 찾지 λͺ»ν–ˆκ³ ,
10:18
we can't tell whether someone is lying or in love
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λˆ„κ΅°κ°€μ˜ λ‡ŒμŠ€μΊ”μ„ ν†΅ν•΄μ„œ
10:22
just by looking at their brain scans,
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그게 거짓말인지, μ‚¬λž‘μΈμ§€λ₯Ό ν™•μ‹ ν•  수 μ—†μœΌλ©°,
10:25
and we can't turn sinners into saints with hormones.
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호λ₯΄λͺ¬μœΌλ‘œ 죄인을 μ„±μΈκ΅°μžλ‘œ 바꾸지 λͺ»ν•©λ‹ˆλ‹€.
10:30
Maybe someday we will, but until then,
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μ•„λ§ˆλ„ μ–Έμ  κ°€λŠ” κ°€λŠ₯ν•˜κ² μ£ , ν•˜μ§€λ§Œ κ·Έ λ•ŒκΉŒμ§€λŠ”,
10:32
we have to be careful that we don't let overblown claims
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사싀을 λ„˜μ–΄μ„  μ£Όμž₯에 μ‘°μ‹¬ν•΄μ•Όν•©λ‹ˆλ‹€.
10:35
detract resources and attention away from the real science
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μ§„μ •ν•œ κ³Όν•™μ—μ„œ λ‚˜μ˜€λŠ” 사싀과 관심을 κΌ¬μ•„λ²„λ¦¬λŠ” 것은
10:38
that's playing a much longer game.
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맀우 κΈ΄ κ²Œμž„μ„ ν•˜λŠ” 것과 κ°™μŠ΅λ‹ˆλ‹€.
10:42
So here's where you come in.
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λ•Œλ¬Έμ— μ—¬κΈ° μ—¬λŸ¬λΆ„μ΄ μ˜€μ‹ κ²λ‹ˆλ‹€.
10:44
If someone tries to sell you something with a brain on it,
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λˆ„κ΅°κ°€ λ‡Œμ™€ κ΄€λ ¨λœ μ–΄λ–€ 것을 μ—¬λŸ¬λΆ„μ—κ²Œ νŒ”λ €κ³  ν•œλ‹€λ©΄,
10:47
don't just take them at their word.
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그듀이 ν•˜λŠ” 말을 κ·ΈλŒ€λ‘œ 믿지 λ§ˆμ„Έμš”.
10:50
Ask the tough questions. Ask to see the evidence.
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κΉŒλ‹€λ‘œμš΄ μ§ˆλ¬Έμ„ ν•˜μ„Έμš”. 증거λ₯Ό μš”κ΅¬ν•˜μ„Έμš”.
10:54
Ask for the part of the story that's not being told.
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λ§ν•˜μ§€ μ•Šκ³  μˆ¨κΈ°λ €λŠ” 사싀듀을 λ¬Όμ–΄λ³΄μ„Έμš”.
10:58
The answers shouldn't be simple, because the brain isn't simple.
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닡은 κ°„λ‹¨μΉ˜ μ•Šκ² μ§€λ§Œ, 그건 λ‡Œκ°€ κ°„λ‹¨μΉ˜ μ•ŠκΈ° λ•Œλ¬Έμž…λ‹ˆλ‹€.
11:03
But that's not stopping us from trying to figure it out anyway.
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ν•˜μ§€λ§Œ 그게 μš°λ¦¬κ°€ μ•Œμ•„λ‚΄λ €λŠ” κ±Έ κ°€λ‘œλ§‰μ§€λŠ” λͺ»ν•  κ²λ‹ˆλ‹€.
11:07
Thank you. (Applause)
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κ°μ‚¬ν•©λ‹ˆλ‹€. (λ°•μˆ˜)

Original video on YouTube.com
이 μ›Ήμ‚¬μ΄νŠΈ 정보

이 μ‚¬μ΄νŠΈλŠ” μ˜μ–΄ ν•™μŠ΅μ— μœ μš©ν•œ YouTube λ™μ˜μƒμ„ μ†Œκ°œν•©λ‹ˆλ‹€. μ „ 세계 졜고의 μ„ μƒλ‹˜λ“€μ΄ κ°€λ₯΄μΉ˜λŠ” μ˜μ–΄ μˆ˜μ—…μ„ 보게 될 κ²ƒμž…λ‹ˆλ‹€. 각 λ™μ˜μƒ νŽ˜μ΄μ§€μ— ν‘œμ‹œλ˜λŠ” μ˜μ–΄ μžλ§‰μ„ 더블 ν΄λ¦­ν•˜λ©΄ κ·Έκ³³μ—μ„œ λ™μ˜μƒμ΄ μž¬μƒλ©λ‹ˆλ‹€. λΉ„λ””μ˜€ μž¬μƒμ— 맞좰 μžλ§‰μ΄ μŠ€ν¬λ‘€λ©λ‹ˆλ‹€. μ˜κ²¬μ΄λ‚˜ μš”μ²­μ΄ μžˆλŠ” 경우 이 문의 양식을 μ‚¬μš©ν•˜μ—¬ λ¬Έμ˜ν•˜μ‹­μ‹œμ˜€.

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