Amy Lockwood: Selling condoms in the Congo

58,407 views ・ 2011-09-21

TED


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

λ²ˆμ—­: Tae Han Yoon κ²€ν† : Bianca Lee
00:15
I am a reformed marketer,
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μ €λŠ” 개혁된 λ§ˆμΌ€ν„°μž…λ‹ˆλ‹€.
00:17
and I now work in international development.
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ν˜„μž¬ ꡭ제 κ°œλ°œμ— κ΄€λ ¨λœ 일을 ν•˜κ³  μžˆμ§€μš”.
00:20
In October, I spent some time in the Democratic Republic of Congo,
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10월경에, μ½©κ³ λ―Όμ£Όκ³΅ν™”κ΅­μ—μ„œ μž μ‹œ 지낸 적이 μžˆμ—ˆμŠ΅λ‹ˆλ‹€.
00:23
which is the [second] largest country in Africa.
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μ•„ν”„λ¦¬μΉ΄μ—μ„œ [λ‘˜μ§Έλ‘œ] 큰 κ΅­κ°€μ΄μ§€μš”.
00:25
In fact, it's as large as Western Europe,
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심지어 μ„œμœ λŸ½μ— λ§žλ¨ΉλŠ” ν¬κΈ°μž…λ‹ˆλ‹€.
00:28
but it only has 300 miles of paved roads.
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ν•˜μ§€λ§Œ 포μž₯λ„λ‘œλŠ” 단 300λ§ˆμΌλ°–μ— λ˜μ§€ μ•ŠμŠ΅λ‹ˆλ‹€.
00:32
The DRC is a dangerous place.
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μ½©κ³ λŠ” μœ„ν—˜ν•œ κ³³μž…λ‹ˆλ‹€.
00:34
In the past 10 years, five million people have died
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μ§€λ‚œ 10λ…„ λ™μ•ˆ, 500만 λͺ…μ˜ μ‚¬λžŒμ΄
00:37
due to a war in the east.
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λ™λΆ€μ—μ„œμ˜ μ „μŸ λ•Œλ¬Έμ— μ‚¬λ§ν•˜μ˜€μŠ΅λ‹ˆλ‹€.
00:39
But war isn't the only reason
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ν•˜μ§€λ§Œ μ½©κ³ μ—μ„œμ˜ νž˜λ“  μ‚Άμ˜ 원인이
00:41
that life is difficult in the DRC.
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λ‹¨μ μœΌλ‘œ μ „μŸμ—λ§Œ μžˆμ§€λŠ” μ•Šμ§€μš”.
00:43
There are many health issues as well.
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보건 λ¬Έμ œλ„ 큰 영ν–₯을 미치고 μžˆμŠ΅λ‹ˆλ‹€.
00:45
In fact, the HIV prevalence rate
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μ„±μΈμ˜ HIV 감염λ₯ μ€
00:47
is 1.3 percent among adults.
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무렀 1.3%λ‚˜ λ©λ‹ˆλ‹€.
00:50
This might not sound like a large number,
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κ·Έλ‹₯ 큰 숫자둜 λŠκ»΄μ§€μ§€ μ•Šμ„ 수 μžˆκ² μ§€λ§Œ,
00:52
but in a country with 76 million people,
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μΈκ΅¬μˆ˜κ°€ 7600만 λͺ…이 λœλ‹€λŠ” 것을 κ³ λ €ν•˜λ©΄
00:55
it means there are 930,000 that are infected.
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930,000λͺ…μ΄λ‚˜ κ°μ—Όλ˜μ—ˆλ‹€λŠ” μ†Œλ¦¬κ°€ λ©λ‹ˆλ‹€.
00:59
And due to the poor infrastructure,
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거기에 μΈν”„λΌμ˜ λΆ€μ‘± 탓에
01:01
only 25 percent of those
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단 25%만이
01:03
are receiving the life-saving drugs that they need.
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μ˜λ£Œν’ˆμ„ 곡급받고 μžˆμ§€μš”.
01:06
Which is why, in part,
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곡여기관듀이
01:08
donor agencies provide condoms
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μ½˜λ”μ„ μ €κ°€, ν˜Ήμ€ μ•„μ˜ˆ 무료둜
01:10
at low or no cost.
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μ œκ³΅ν•˜λŠ” μ΄μœ μž…λ‹ˆλ‹€.
01:12
And so while I was in the DRC,
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콩고에 μžˆμ—ˆλ˜ λ™μ•ˆ
01:14
I spent a lot of time talking to people about condoms,
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μ—¬λŸ¬ μ‚¬λžŒκ³Ό μ½˜λ”μ— κ΄€ν•œ 이야기λ₯Ό ν•˜κ³  λ‹€λ…”μŠ΅λ‹ˆλ‹€.
01:16
including Damien.
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λ°λ―Έμ•ˆλ„ 그쀑 ν•œ λͺ…μ΄μ—ˆμ§€μš”.
01:18
Damien runs a hotel outside of Kinshasa.
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κ·ΈλŠ” 킨샀사 μ™Έκ³½μ—μ„œ ν˜Έν…”μ„ κ²½μ˜ν•˜κ³  μžˆμŠ΅λ‹ˆλ‹€.
01:21
It's a hotel that's only open until midnight,
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μžμ •κΉŒμ§€ 밖에 μ˜μ—…ν•˜μ§€ μ•ŠκΈ°μ—
01:23
so it's not a place that you stay.
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μˆ™λ°•ν•˜κΈ°μ—” μ ν•©ν•˜μ§€ μ•ŠμŠ΅λ‹ˆλ‹€.
01:25
But it is a place where sex workers and their clients come.
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λŒ€μ‹ , μ„± 맀맀업 μ’…μ‚¬μžλ“€μ΄ μ˜€λŠ” κ³³μ΄μ§€μš”.
01:29
Now Damien knows all about condoms,
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λ°λ―Έμ•ˆμ€ μ½˜λ”μ— λŒ€ν•΄ μ•„μ£Ό 잘 μ•Œκ³  μžˆμŠ΅λ‹ˆλ‹€.
01:31
but he doesn't sell them.
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ν•˜μ§€λ§Œ νŒ”μ§€λŠ” μ•Šμ§€μš”.
01:33
He said there's just not in demand.
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그의 말에 μ˜ν•˜λ©΄ μˆ˜μš”κ°€ μ—†λ‹€κ³  ν•©λ‹ˆλ‹€.
01:35
It's not surprising,
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사싀 λ†€λΌμš΄ 것도 μ•„λ‹ˆμ—μš”.
01:37
because only three percent of people in the DRC
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콩고 인ꡬ의 단 3%만이
01:39
use condoms.
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μ½˜λ”μ„ μ΄μš©ν•˜λ‹ˆκΉŒμš”.
01:41
Joseph and Christine,
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μš”μ…‰κ³Ό ν¬λ¦¬μŠ€ν‹΄μ€
01:43
who run a pharmacy where they sell a number of these condoms,
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약ꡭ을 ν•˜κ³  있으며, λͺ‡ μ’…μ˜ μ½˜λ”λ„ 갖좰두고 μžˆμŠ΅λ‹ˆλ‹€.
01:45
said despite the fact that donor agencies provide them at low or no cost,
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증언에 μ˜ν•˜λ©΄ 곡여기관듀이 아무리 μ½˜λ”μ„ μ €κ°€ ν˜Ήμ€ 무료둜 μ œκ³΅ν•˜κ³ ,
01:49
and they have marketing campaigns that go along with them,
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캠페인 λ“±μ˜ μ˜¨κ°– 방법을 동원해도
01:52
their customers don't buy the branded versions.
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μ†ŒλΉ„μžλ“€μ€ λΈŒλžœλ“œ μ œν’ˆμ„ κ΅¬λ§€ν•˜μ§€ μ•ŠλŠ”λ‹€κ³  ν•˜λ”κ΅°μš”.
01:55
They like the generics.
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였히렀 무λͺ…μ œν’ˆμ„ μ„ ν˜Έν•©λ‹ˆλ‹€.
01:57
And as a marketer, I found that curious.
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μ œκ°€ λ§ˆμΌ€ν„°μΈ 이상 μ•„λ¬΄λž˜λ„ κΆκΈˆμ¦μ„ κ°€μ§ˆ μˆ˜λ°–μ— μ—†μ—ˆμ§€μš”.
02:00
And so I started to look at what the marketing looked like.
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κ·Έλž˜μ„œ μ–΄λ–€ μ‹μœΌλ‘œ λ§ˆμΌ€νŒ…μ΄ 되고 μžˆλŠ”μ§€ μžμ„Ένžˆ μ‚΄νŽ΄λ³΄μ•˜μŠ΅λ‹ˆλ‹€.
02:03
And it turns out that there are three main messages
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ν™•μΈν•œ κ²°κ³Ό, 곡여기관듀이 총 μ„Έ κ°€μ§€μ˜
02:06
used by the donor agencies for these condoms:
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λ©”μ‹œμ§€λ₯Ό μ „λ‹¬ν•˜λ € ν•œλ‹€λŠ” 것을 μ•Œ 수 μžˆμ—ˆμŠ΅λ‹ˆλ‹€:
02:10
fear, financing and fidelity.
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곡포, 투자 그리고 μ‹ μ˜μ˜€μ§€μš”.
02:14
They name the condoms things like Vive, "to live"
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μ½˜λ” 이름을 "μ‚΄κΈ° μœ„ν•œ λ§Œμ„Έ", "믿음"
02:18
or Trust.
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이런 μ‹μœΌλ‘œ μ§“λ”λΌκ³ μš”.
02:20
They package it with the red ribbon
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포μž₯에 λΉ¨κ°„ 리본을 λ„£μŒμœΌλ‘œμ¨
02:22
that reminds us of HIV,
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HIVλ₯Ό λͺ…μ‹¬μ‹œμΌœμ£Όκ³ ,
02:24
put it in boxes that remind you who paid for them,
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λˆ„κ°€ μ§€μ›ν•˜μ˜€λŠ”μ§€λ₯Ό κ°•μ‘°ν•˜λŠ” 톡에 λ„£μœΌλ©°,
02:28
show pictures of your wife or husband
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μ•„λ‚΄λ‚˜ λ‚¨νŽΈμ˜ 사진을 보여주며
02:30
and tell you to protect them
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λ³΄ν˜Έν•˜λΌκ³  ν•œλ‹€λ“ κ°€,
02:32
or to act prudently.
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신쀑해지라고 μ–˜κΈ°ν•˜μ§€μš”.
02:35
Now these are not the kinds of things that someone is thinking about
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λ¬Έμ œλŠ”, κ³Όμ—° μ‚¬λžŒλ“€μ΄ μ½˜λ”μ„ 사기 전에
02:38
just before they go get a condom.
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이런 것듀을 κ³ λ €ν•˜κΈ°λ‚˜ ν• κΉŒμš”?
02:40
(Laughter)
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(μ›ƒμŒ)
02:44
What is it that you think about
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μ•„λ‹ˆ, μ†”μ§νžˆ λ§ν•΄μ„œ μ½˜λ”μ„
02:46
just before you get a condom?
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μ°ΎλŠ” μ΄μœ κ°€ λ­‘λ‹ˆκΉŒ?
02:48
Sex!
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μ„ΉμŠ€μž–μ•„μš”!
02:51
And the private companies that sell condoms in these places,
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이런 μ§€μ—­μ—μ„œ μ½˜λ”μ„ νŒλ§€ν•˜λŠ” 사기업듀은
02:54
they understand this.
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이 사싀을 μ•„μ£Ό 잘 μ•Œκ³  μžˆλŠ” 것 κ°™λ”κ΅°μš”.
02:56
Their marketing is slightly different.
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λ‹¨νŽΈμ μœΌλ‘œ, λ§ˆμΌ€νŒ… 기법이 μ•½κ°„ λ‹€λ¦…λ‹ˆλ‹€.
02:59
The name might not be much different,
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이름은 λ³„λ°˜ λ‹€λ₯΄μ§€ μ•Šμ§€λ§Œ,
03:01
but the imagery sure is.
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이미지 μ°¨μ΄λŠ” ν™•μ‹€ν•˜μ§€μš”.
03:03
Some brands are aspirational,
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λΈŒλžœλ“œλŠ” 열망 적이며,
03:06
and certainly the packaging is incredibly provocative.
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포μž₯은 맀우 μ„ μ •μ μž…λ‹ˆλ‹€.
03:10
And this made me think
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이것을 보며 ν•œ 가지λ₯Ό μƒκ°ν–ˆμŠ΅λ‹ˆλ‹€.
03:12
that perhaps the donor agencies had just missed out
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곡여기관듀이 μ€‘μš”ν•œ λ§ˆμΌ€νŒ… 기법 ν•œ 가지λ₯Ό
03:15
on a key aspect of marketing:
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μžŠμ€ 것 κ°™λ”κ΅°μš”:
03:17
understanding who's the audience.
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λ°”λ‘œ 고객이 λˆ„κ΅¬μΈμ§€ νŒŒμ•…ν•˜λŠ” μΌμ΄μ§€μš”.
03:20
And for donor agencies, unfortunately,
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λΆˆν–‰ν•˜κ²Œλ„, κ³΅μ—¬κΈ°κ΄€λ“€ν•œν…ŒλŠ”
03:23
the audience tends to be
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본인듀이 μΌν•˜κ³  μžˆλŠ” λ‚˜λΌμ—
03:25
people that aren't even in the country they're working [in].
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κ±°μ£Όν•˜μ§€λ„ μ•ŠλŠ” μ‚¬λžŒλ“€μ΄ λ°”λ‘œ κ³ κ°μž…λ‹ˆλ‹€.
03:27
It's people back home,
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λͺ¨κ΅­μ—μ„œ μ—΄μ‹¬νžˆ μ§€μ›ν•΄μ£ΌλŠ”
03:29
people that support their work,
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μ‚¬λžŒλ“€ λ§μ΄μ§€μš”.
03:31
people like these.
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예λ₯Ό λ“€λ©΄ 이런 μ‚¬λžŒλ“€μ΄μš”.
03:34
But if what we're really trying to do
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λ§Œμ•½ 저희가 μ •λ§λ‘œ
03:36
is stop the spread of HIV,
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HIV의 확산을 λ§‰μœΌλ € ν•œλ‹€λ©΄,
03:39
we need to think about the customer,
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일단 고객을 νŒŒμ•…ν•˜λŠ” 것이 μ€‘μš”ν•©λ‹ˆλ‹€.
03:41
the people whose behavior needs to change --
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μ •λ§λ‘œ λ³€ν™”κ°€ ν•„μš”ν•œ μ‚¬λžŒλ“€ λ§μ΄μ§€μš” --
03:44
the couples,
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λΆ€λΆ€λ“€,
03:46
the young women, the young men --
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아가씨듀, μ²­λ…„λ“€ --
03:48
whose lives depend on it.
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μ •λ§λ‘œ λͺ©μˆ¨μ΄ κ±Έλ¦° μ‚¬λžŒλ“€ λ§μž…λ‹ˆλ‹€.
03:51
And so the lesson is this:
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μ—¬κΈ°μ—μ„œμ˜ κ΅ν›ˆμ€ λ°”λ‘œ:
03:53
it doesn't really matter what you're selling;
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λ§ˆμΌ€νŒ…μ—μ„œ μ •λ§λ‘œ μ€‘μš”ν•œ 것은
03:56
you just have to think about who is your customer,
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무엇을 νŒŒλŠλƒκ°€ μ•„λ‹ˆλΌ
03:59
and what are the messages
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λˆ„κ΅¬μ—κ²Œ νŒŒλŠλƒλ₯Ό κ³ λ €ν•˜λŠ” κ²ƒμž…λ‹ˆλ‹€.
04:01
that are going to get them to change their behavior.
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κ·Έλ“€μ˜ 행동에 λ³€ν™”λ₯Ό 쀄 λ©”μ‹œμ§€λ₯Ό μƒκ°ν•΄μ•Όν•˜μ§€μš”.
04:03
It might just save their lives.
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μ–΄μ©Œλ©΄ μ •λ§λ‘œ 생λͺ…을 ꡬ할 수 μžˆμ„μ§€ λˆ„κ°€ μ•Œκ² μŠ΅λ‹ˆκΉŒ.
04:05
Thank you.
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κ°μ‚¬ν•©λ‹ˆλ‹€.
04:07
(Applause)
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(λ°•μˆ˜)
이 μ›Ήμ‚¬μ΄νŠΈ 정보

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