Morgan Spurlock: The greatest TED Talk ever sold

779,614 views ・ 2011-04-06

TED


请双击下面的英文字幕来播放视频。

翻译人员: Lili Liang 校对人员: Felix Chen
00:15
I have spent the past few years
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在过去几年里
00:18
putting myself into situations
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我让自己处于
00:20
that are usually very difficult
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既艰苦
00:22
and at the same time somewhat dangerous.
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又有些危险的境地。
00:26
I went to prison --
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我去了监狱 --
00:28
difficult.
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艰苦
00:30
I worked in a coal mine --
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我在一个煤矿工作过 --
00:33
dangerous.
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危险。
00:35
I filmed in war zones --
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我在战争地区拍摄影片 --
00:37
difficult and dangerous.
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既艰苦又危险。
00:39
And I spent 30 days eating nothing but this --
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我曾经在30十天里只吃这一种食品 --
00:43
fun in the beginning,
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一开始很有意思
00:45
little difficult in the middle, very dangerous in the end.
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到了中间,有一点艰苦,而最后,相当危险。
00:49
In fact, most of my career,
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实际上,我职业生涯的大部分时间里
00:51
I've been immersing myself
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我一直让自己
00:53
into seemingly horrible situations
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身处于恶劣的情况之中
00:56
for the whole goal of trying
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目的在于
00:58
to examine societal issues
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通过更吸引人,更有趣的方式
01:00
in a way that make them engaging, that make them interesting,
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来研究社会问题
01:03
that hopefully break them down in a way
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希望能把这些问题
01:05
that make them entertaining and accessible to an audience.
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以娱乐节目的形式呈现在观众面前。
01:08
So when I knew I was coming here
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于是,当我得知自己将来到这里
01:10
to do a TED Talk that was going to look at the world of branding and sponsorship,
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做关于品牌和赞助的TED演讲
01:13
I knew I would want to do something a little different.
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我意识到我想要玩点新花样
01:15
So as some of you may or may not have heard,
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大家可能有人听说过
01:18
a couple weeks ago, I took out an ad on eBay.
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几周以前,我在Ebay上登了个广告
01:21
I sent out some Facebook messages,
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又在Facebook
01:24
some Twitter messages,
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和Twitter上发了一些信息
01:26
and I gave people the opportunity to buy the naming rights
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我让人们有机会购买
01:28
to my 2011 TED Talk.
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我2011年TED演讲的冠名权
01:30
(Laughter)
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(笑声)
01:32
That's right, some lucky individual, corporation,
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没错,某个幸运的个人或公司
01:35
for-profit or non-profit,
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盈利性或非盈利性
01:37
was going to get the once-in-a-lifetime opportunity --
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将会得到此生唯一的机会 --
01:39
because I'm sure Chris Anderson will never let it happen again --
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因为我敢肯定克里斯·安德森决不会允许这样的事发生第二次 --
01:41
(Laughter)
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(笑声)
01:43
to buy the naming rights
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来购买你正观看的
01:45
to the talk you're watching right now,
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这场演讲的冠名权
01:47
that at the time didn't have a title, didn't really have a lot of content
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那时候,这场演讲还没有确定标题,也没有多少内容
01:50
and didn't really give much hint
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也没有给出
01:52
as to what the subject matter would actually be.
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任何与主题相关的提示
01:55
So what you were getting was this:
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所以你所得到的是:
01:57
Your name here presents:
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你的大名在这里:
01:59
My TED Talk that you have no idea what the subject is
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您对我的TED演讲主题一无所知
02:02
and, depending on the content, could ultimately blow up in your face,
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而,其内容决定了我最终是否会把它搞砸
02:05
especially if I make you or your company look stupid for doing it.
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假如我让您和贵公司丢人了,那可能性就大了
02:08
But that being said,
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但话说回来
02:10
it's a very good media opportunity.
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这可是打广告的绝佳机会。
02:12
(Laughter)
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(笑声)
02:18
You know how many people watch these TED Talks?
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你知道有多少人在看TED演讲吗?
02:21
It's a lot.
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人可多了
02:24
That's just a working title, by the way.
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顺便说一句,这只是演讲的暂定标题。
02:26
(Laughter)
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(笑声)
02:28
So even with that caveat,
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尽管做出了这样的申明
02:31
I knew that someone would buy the naming rights.
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我还是相信有人会买下冠名权
02:33
Now if you'd have asked me that a year ago,
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如果一年以前你问我
02:35
I wouldn't have been able to tell you that with any certainty.
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我可不会像现在这么理直气壮
02:37
But in the new project that I'm working on, my new film,
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但是,在我正在筹备的新项目,也就是我新的影片中
02:39
we examine the world of marketing, advertising.
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我们要对营销界,广告界一探究竟
02:42
And as I said earlier,
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正如我之前所说的
02:44
I put myself in some pretty horrible situations over the years,
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这几年里,我总让自己陷入可怕的处境之中
02:47
but nothing could prepare me, nothing could ready me,
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但与此相比,最让我受到磨练
02:50
for anything as difficult
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最让我尝尽苦头
02:53
or as dangerous
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也是最为危险的经历
02:55
as going into the rooms with these guys.
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莫过于与这些人共处一室了
02:59
(Laughter)
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(笑声)
03:02
You see, I had this idea for a movie.
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你们看,我有这样一个电影创意
03:05
(Video) Morgan Spurlock: What I want to do is make a film
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(视频)摩根·斯普尔洛克:我想拍摄这样一部影片
03:07
all about product placement, marketing and advertising,
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讲述广告植入,市场营销,和广告宣传
03:10
where the entire film is funded
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而影片的赞助
03:12
by product placement, marketing and advertising.
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就来自广告植入,市场营销,和广告宣传
03:14
So the movie will be called "The Greatest Movie Ever Sold."
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这部电影的名称将定为“史上最卖座电影”
03:17
So what happens in "The Greatest Movie Ever Sold,"
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“史上最卖座电影”
03:19
is that everything from top to bottom, from start to finish,
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从上到下,从头到尾
03:22
is branded from beginning to end --
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都布满了品牌 --
03:24
from the above-the-title sponsor that you'll see in the movie,
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从放在影片名称前的赞助商
03:26
which is brand X.
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是品牌X。
03:28
Now this brand, the Qualcomm Stadium,
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这个品牌,Qualcomm Stadium
03:30
the Staples Center ...
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史泰普中心...
03:32
these people will be married to the film in perpetuity -- forever.
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这些人的生活与这部电影恒久地结合在了一起--永远
03:35
And so the film explores this whole idea -- (Michael Kassan: It's redundant.)
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这部电影探索的是这样一个观念 -- 迈克尔·坎森:这有些重复)
03:37
It's what? (MK: It's redundant.) In perpetuity, forever?
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有些什么?(迈克尔·坎森:这有些重复)恒久,永远?
03:40
I'm a redundant person. (MK: I'm just saying.)
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我说话常常意思重复(迈克尔·坎森:我就是随口说说)
03:42
That was more for emphasis.
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这是为了强调
03:44
It was, "In perpetuity. Forever."
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它是“恒久。永远。”
03:46
But not only are we going to have the brand X title sponsor,
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但我们不仅会标出某某品牌赞助商
03:48
but we're going to make sure we sell out every category we can in the film.
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还要在影片中将该品牌的每一系列产品都推销出去
03:50
So maybe we sell a shoe and it becomes the greatest shoe you ever wore ...
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这样,我们卖出一双鞋,这双鞋就成为史上最合脚的鞋...
03:53
the greatest car you ever drove from "The Greatest Movie Ever Sold,"
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“史上最卖座电影”中的车是史上最好开的车
03:56
the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."
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史上最好喝的饮料,进而使影片成为“史上最卖座电影”
03:59
Xavier Kochhar: So the idea is,
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泽维尔·柯查尔:那么就是说,
04:01
beyond just showing that brands are a part of your life,
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不仅仅只是展示品牌是人们生活的一部分
04:03
but actually get them to finance the film? (MS: Get them to finance the film.)
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而是让这些品牌赞助这部电影?(斯普尔洛克:让这些品牌赞助这部电影)
04:06
MS: And actually we show the whole process of how does it work.
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斯普尔洛克:实际上,我们会展现营销的全过程
04:08
The goal of this whole film is transparency.
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这部影片的拍摄目的在于透明度
04:10
You're going to see the whole thing take place in this movie.
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在影片中,你将见证品牌营销的全过程
04:12
So that's the whole concept,
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这就是整部电影的理念
04:14
the whole film, start to finish.
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从头至尾,贯穿影片
04:16
And I would love for CEG to help make it happen.
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希望CEG能够助我一臂之力
04:18
Robert Friedman: You know it's funny,
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罗伯特. 弗里德曼:有意思的是
04:20
because when I first hear it,
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最初听到这样想法时
04:22
it is the ultimate respect
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我认为这是在对观众
04:24
for an audience.
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表示最崇高的敬意
04:26
Guy: I don't know how receptive
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但我不知道
04:28
people are going to be to it, though.
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人们能不能接受
04:30
XK: Do you have a perspective --
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泽维尔·柯查尔:对此你有没有一个预期 --
04:32
I don't want to use "angle" because that has a negative connotation --
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我不想用“立场”这个词,因为它带有消极色彩--
04:34
but do you know how this is going to play out? (MS: No idea.)
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你觉得这部影片产生来什么样的结果?(斯普尔洛克:不知道)
04:37
David Cohn: How much money does it take to do this?
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大卫. 柯恩:拍摄这部影片需要多少钱?
04:40
MS: 1.5 million. (DC: Okay.)
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一百五十万 (大卫·柯恩:好)
04:43
John Kamen: I think that you're going to have a hard time meeting with them,
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约翰·卡门:我认为想要与这些品牌打交道会非常困难
04:45
but I think it's certainly worth pursuing
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但是,寻求这些大品牌的支持
04:47
a couple big, really obvious brands.
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肯定值得一试
04:50
XK: Who knows, maybe by the time your film comes out,
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泽维尔·柯查尔:谁知道啊,你的电影拍出来之后
04:52
we look like a bunch of blithering idiots.
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我们可能成了一群胡吹海侃的白痴
04:54
MS: What do you think the response is going to be?
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斯普尔洛克:你觉得他们会做出什么回答?
04:57
Stuart Ruderfer: The responses mostly will be "no."
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斯图尔特. 鲁德尔弗:他们大部分会拒绝
04:59
MS: But is it a tough sell because of the film
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斯普尔洛克:他们拒绝的原因是电影本身
05:01
or a tough sell because of me?
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还是因为我本人?
05:03
JK: Both.
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约翰·卡门:都有
05:05
MS: ... Meaning not so optimistic.
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斯普尔洛克:情况不容乐观啊
05:08
So, sir, can you help me? I need help.
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先生们,你们能帮我吗?我需要帮助。
05:10
MK: I can help you.
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迈克尔·坎森:我可以帮你
05:12
MS: Okay. (MK: Good.)
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斯普尔洛克:太好了。(迈克尔·坎森:很好。)
05:14
Awesome.
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太棒了
05:16
MK: We've gotta figure out which brands.
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迈克尔·坎森:我们必须锁定品牌
05:18
MS: Yeah. (MK: That's the challenge.)
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斯普尔洛克:没错。(迈克尔·坎森:这很困难。)
05:21
When you look at the people you deal with ..
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你将要与之打交道的那些人......
05:23
MK: We've got some places we can go. (MS: Okay.)
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迈克尔·坎森:我们有一些人脉。(斯普尔洛克: 好的。)
05:25
Turn the camera off.
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把摄像机关掉
05:27
MS: I thought "Turn the camera off"
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斯普尔洛克:我以为,“把摄像机关掉”
05:29
meant, "Let's have an off-the-record conversation."
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意思是进行私下讨论
05:31
Turns out it really means,
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结果,它的意思是
05:33
"We want nothing to do with your movie."
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“我们不想和你的电影扯上任何关系。”
05:36
MS: And just like that, one by one,
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斯普尔洛克:就这样,这些公司
05:39
all of these companies suddenly disappeared.
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一个接着一个,统统消失了
05:42
None of them wanted anything to do with this movie.
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没有一个人愿意为这部电影出力
05:44
I was amazed.
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我非常吃惊
05:46
They wanted absolutely nothing to do with this project.
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他们对这个项目居然没有任何兴趣
05:48
And I was blown away, because I thought the whole concept, the idea of advertising,
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我大吃一惊,我以为,打广告的理念与实质
05:50
was to get your product out in front of as many people as possible,
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就是把你的产品摆在尽可能多人的面前
05:53
to get as many people to see it as possible.
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让尽可能多的人见识到你的产品
05:55
Especially in today's world,
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尤其在现今世界
05:57
this intersection of new media and old media
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新老媒介纵横交错
05:59
and the fractured media landscape,
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在支离破碎的媒体天下
06:01
isn't the idea to get
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难道不应该
06:03
that new buzz-worthy delivery vehicle
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采用这样一种新式的传送方式
06:06
that's going to get that message to the masses?
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把信息传递给广大民众吗。
06:08
No, that's what I thought.
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不,这只是我个人的想法
06:11
But the problem was, you see,
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问题在于,你们看
06:13
my idea had one fatal flaw,
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我的想法有一个致命的错误
06:16
and that flaw was this.
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这个错误在这里。
06:20
Actually no, that was not the flaw whatsoever.
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实际上不,这可一点错都没有
06:22
That wouldn't have been a problem at all.
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这不是问题所在
06:24
This would have been fine.
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这是可以接受的
06:26
But what this image represents was the problem.
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但是,这幅图代表了其中的问题
06:28
See, when you do a Google image search for transparency,
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你瞧,如果你在谷歌图片中搜索“transparency(透明化)”
06:30
this is ---
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这就是 --
06:32
(Laughter)
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(笑声)
06:34
(Applause)
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(掌声)
06:37
This is one of the first images that comes up.
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这就是排在搜索结果前列的图片之一
06:40
So I like the way you roll, Sergey Brin. No.
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我喜欢你的作风,谢尔盖·布林(谷歌创始人之一)
06:43
(Laughter)
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(笑声)
06:47
This is was the problem: transparency --
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这就是问题所在:透明化 --
06:50
free from pretense or deceit;
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决不弄虚作假
06:52
easily detected or seen through;
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透明公开
06:54
readily understood;
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简单易懂
06:56
characterized by visibility or accessibility of information,
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具有信息可见、易于获取的特性
06:59
especially concerning business practices --
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与商业运作息息相关--
07:01
that last line being probably the biggest problem.
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最后一项可能是最大的问题
07:04
You see, we hear a lot about transparency these days.
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你们看,最近我们经常听到透明化这个词
07:07
Our politicians say it, our president says it,
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我们的政治家们,我们的总统
07:09
even our CEO's say it.
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甚至首席执行官们都在使用这个词
07:11
But suddenly when it comes down to becoming a reality,
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然而,轮到付诸实践的时候
07:13
something suddenly changes.
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情况陡然发生了变化
07:15
But why? Well, transparency is scary --
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为什么?透明化是洪水猛兽 --
07:18
(Roar)
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(熊吼)
07:20
like that odd, still-screaming bear.
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就像这只被定格但还在吼叫的熊
07:23
(Laughter)
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(众人笑)
07:25
It's unpredictable --
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它令人捉摸不透--
07:27
(Music)
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(音乐)
07:29
(Laughter)
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(笑声)
07:31
like this odd country road.
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正如这条奇怪的乡间小路
07:34
And it's also very risky.
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看起来凶险异常
07:38
(Laughter)
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(笑声)
07:41
What else is risky?
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那么还有什么是凶险的?
07:43
Eating an entire bowl of Cool Whip.
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吃掉整整一大碗Cool Whip冰淇淋
07:46
(Laughter)
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(笑声)
07:51
That's very risky.
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相当凶险
07:55
Now when I started talking to companies
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当我开始与公司进行对话
07:57
and telling them that we wanted to tell this story,
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告诉他们我们想要讲述这样一个故事
07:59
and they said, "No, we want you to tell a story.
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他们说:“哦,我们当然想让你们讲故事啦
08:01
We want you to tell a story,
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我们希望你们讲故事,
08:03
but we just want to tell our story."
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我们只是希望你们讲我们的故事。”
08:06
See, when I was a kid
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当我还是个孩子
08:08
and my father would catch me in some sort of a lie --
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我的父亲有时候会发现我在扯谎--
08:10
and there he is giving me the look he often gave me --
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他在用他一贯的方式盯着我看--
08:13
he would say, "Son, there's three sides to every story.
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他会说:“儿子,每一个故事都有三个面。
08:17
There's your story,
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这里有你的故事,
08:20
there's my story
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有我的故事,
08:22
and there's the real story."
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还有真实的故事。”
08:24
Now you see, with this film, we wanted to tell the real story.
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你们看,我们希望通过这部电影来讲述真实的故事
08:27
But with only one company, one agency willing to help me --
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而只有一家公司愿意帮助我--
08:29
and that's only because I knew John Bond and Richard Kirshenbaum for years --
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因为我与约翰·邦德和理查德·科尔申波姆有多年的交情--
08:33
I realized that I would have to go on my own,
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我意识到,求人不如求己
08:35
I'd have to cut out the middleman
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我必须跳过中间环节
08:37
and go to the companies myself with all of my team.
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带着我的团队直接与那些公司交涉
08:40
So what you suddenly started to realize --
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你突然间开始意识到--
08:42
or what I started to realize --
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或当我开始意识到--
08:44
is that when you started having conversations with these companies,
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你开始与这些公司对话时
08:46
the idea of understanding your brand is a universal problem.
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对你自身品牌的理解是一个普遍问题
08:49
(Video) MS: I have friends who make great big, giant Hollywood films,
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(视频)斯普尔洛克:我有两位朋友是拍摄好莱坞大电影的
08:51
and I have friends who make little independent films like I make.
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我还认识像我一样制作小成本独立电影的朋友
08:54
And the friends of mine who make big, giant Hollywood movies
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而我那些拍摄好莱坞电影的朋友
08:56
say the reason their films are so successful
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告诉我,他们的电影之所以成功
08:58
is because of the brand partners that they have.
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得益于他们的品牌赞助商
09:00
And then my friends who make small independent films
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而我那些制作小成本独立电影的朋友说:
09:02
say, "Well, how are we supposed to compete
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“我们怎么样才能完成
09:04
with these big, giant Hollywood movies?"
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这些好莱坞大电影的制作呢?”
09:06
And the movie is called
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而这样一部电影就叫做
09:08
"The Greatest Movie Ever Sold."
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“史上最卖座电影”
09:10
So how specifically will we see Ban in the film?
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那么在影片中我们将如何看待Ban这个品牌呢?
09:13
Any time I'm ready to go, any time I open up my medicine cabinet,
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每当我准备出门,每当我打开橱柜
09:16
you will see Ban deodorant.
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你们都会看到Ban香体液
09:18
While anytime I do an interview with someone,
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每当我与某人进行会谈
09:21
I can say, "Are you fresh enough for this interview?
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我会说:“今天会谈,你足够清新了吗?
09:24
Are you ready? You look a little nervous.
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你准备好了吗?你看起来有点紧张。
09:26
I want to help you calm down.
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我来帮你放松一下。
09:28
So maybe you should put some one before the interview."
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或许你可以在会谈之前使用一些。”
09:30
So we'll offer one of these fabulous scents.
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我们就把这些怡人的香体液摆出来
09:32
Whether it's a "Floral Fusion" or a "Paradise Winds,"
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不管是“四溢花香”或是“天堂风韵”
09:34
they'll have their chance.
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总有一款适合您
09:36
We will have them geared for both male or female --
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我们会同时面向男士女士们推出这些产品--
09:39
solid, roll-on or stick, whatever it may be.
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固体型,走珠型,或膏状,各种香体液一应俱全
09:42
That's the two-cent tour.
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这就是大致情况
09:44
So now I can answer any of your questions
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现在我会回答你们的任何问题
09:46
and give you the five-cent tour.
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好让你们进一步了解情况
09:48
Karen Frank: We are a smaller brand.
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凯伦·弗兰克:我们是一个知名度较小的品牌
09:50
Much like you talked about being a smaller movie,
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就像你说到的小成本电影一样
09:52
we're very much a challenger brand.
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我们是一个刚起步的品牌
09:54
So we don't have the budgets that other brands have.
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我们不像其它大品牌那样财大气粗
09:56
So doing things like this -- you know,
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而进行这样的宣传--你知道
09:58
remind people about Ban --
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能够引起人们对Ban的关注--
10:00
is kind of why were interested in it.
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这是吸引我们的地方
10:02
MS: What are the words that you would use to describe Ban?
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斯普尔洛克:你们会用哪些词来形容Ban这个品牌?
10:04
Ban is blank.
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Ban非常怎么样
10:07
KF: That's a great question.
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凯伦·弗兰克:问得好
10:10
(Laughter)
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(众人笑)
10:15
Woman: Superior technology.
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女人:尖端科技
10:17
MS: Technology's not the way you want to describe something
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斯普尔洛克:科技不是最好的描述方式
10:19
somebody's putting in their armpit.
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香体液是人们擦于腋下的产品
10:21
Man: We talk about bold, fresh.
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男人:我们谈到了大胆,清新
10:23
I think "fresh" is a great word that really spins this category into the positive,
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我想“清新”是这一系列产品的积极写照
10:26
versus "fights odor and wetness."
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与“抑制体味,干爽舒适”相对应
10:28
It keeps you fresh.
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它让你感觉清新
10:30
How do we keep you fresher longer -- better freshness,
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你如何让身体持久清新--更加清新
10:32
more freshness, three times fresher.
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三倍清新
10:34
Things like that that are more of that positive benefit.
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这些都能产生积极效果
10:38
MS: And that's a multi-million dollar corporation.
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那可是个身家几百万的企业集团啊
10:41
What about me? What about a regular guy?
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那我呢?一个普通人怎么想?
10:43
I need to go talk to the man on the street,
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我有必要问问大街上的人们
10:45
the people who are like me, the regular Joes.
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他们像我一样,是路人甲乙丙丁
10:47
They need to tell me about my brand.
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他们需要告诉他们自己的品牌
10:49
(Video) MS: How would you guys describe your brand?
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(视频)斯普尔洛克:你们会怎样描述你们的品牌?
10:53
Man: Um, my brand?
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男人:我的品牌?
10:56
I don't know.
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我不知道
10:58
I like really nice clothes.
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我喜欢非常好的服装
11:00
Woman: 80's revival
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八十年代复古风
11:02
meets skater-punk,
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结合滑板朋克风格
11:04
unless it's laundry day.
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除非今天是洗衣日
11:06
MS: All right, what is brand Gerry?
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斯普尔洛克:好,格里 ,什么是品牌?
11:08
Gerry: Unique. (MS: Unique.)
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格里:与众不同 (斯普尔洛克:与众不同)
11:10
Man: I guess what kind of genre, style I am
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男人:我认为是我所特有的风格
11:12
would be like dark glamor.
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应该是“暗色迷情”
11:15
I like a lot of black colors,
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我喜欢黑色
11:17
a lot of grays and stuff like that.
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灰色之类的事物
11:19
But usually I have an accessory,
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我通常会戴一个配件
11:21
like sunglasses,
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比如太阳眼镜
11:23
or I like crystal and things like that too.
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我还喜欢水晶配件
11:25
Woman: If Dan were a brand,
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女人:如果丹是一个品牌
11:27
he might be a classic convertible
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那他可能会是一款经典的敞篷车
11:31
Mercedes Benz.
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就像梅塞德斯. 奔驰
11:33
Man 2: The brand that I am
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男人2:我的品牌
11:35
is, I would call it casual fly.
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我会叫它“不拘一格”
11:37
Woman 2: Part hippie, part yogi,
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女人2:有点嬉皮,有点瑜伽
11:39
part Brooklyn girl -- I don't know.
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有点布鲁克林女孩的味道--我不知道
11:41
Man 3: I'm the pet guy.
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男人3:我喜欢养宠物
11:43
I sell pet toys all over the country, all over the world.
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我的宠物玩具销往全国,甚至全世界
11:45
So I guess that's my brand.
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我想这就是我的品牌
11:47
In my warped little industry, that's my brand.
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在这个扭曲的小行业里,这就是我的品牌
11:50
Man 4: My brand is FedEx because I deliver the goods.
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男人4:我的品牌是“联邦快递”,我是送货的
11:53
Man 5: Failed writer-alcoholic brand.
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男人5:“落破酗酒作家”牌
11:55
Is that something?
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这算吗?
11:57
Lawyer: I'm a lawyer brand.
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律师:我的品牌是律师
12:03
Tom: I'm Tom.
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汤姆:我是“汤姆牌”
12:06
MS: Well we can't all be brand Tom, but I do often find myself
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斯普尔洛克:可我们不能都成为“汤姆牌”,但我经常发现自己
12:09
at the intersection of dark glamor and casual fly.
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是“暗色迷情”和“不拘一格”的结合体
12:12
(Laughter)
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(笑声)
12:14
And what I realized is I needed an expert.
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我意识到,我需要的是一位专家
12:16
I needed somebody who could get inside my head,
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我系一位能够读懂我内心所想、
12:18
somebody who could really help me understand
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一位能够真正帮助我
12:20
what they call your "brand personality."
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了解何为“品牌个性”的人
12:22
And so I found a company called Olson Zaltman in Pittsburg.
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于是我在匹兹堡找到了一家名为Olson Zaltman的公司
12:24
They've helped companies like Nestle, Febreze, Hallmark
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他们帮助过雀巢,宝洁公司的Febreze,贺曼(Hallmark)等品牌
12:27
discover that brand personality.
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发现他们的品牌个性
12:29
If they could do it for them, surely they could do it for me.
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如果他们能够帮助那些品牌,那么他们肯定能够帮助我
12:32
(Video) Abigail: You brought your pictures, right?
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(视频)艾比加尔:你把图片都带来了对吗?
12:34
MS: I did. The very first picture
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斯普尔洛克:我带了。第一张图片
12:36
is a picture of my family.
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是我的全家福
12:38
A: So tell me a little bit how it relates to your thoughts and feelings about who you are.
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艾比加尔:请告诉我这张照片跟你对自己感想有什么联系
12:41
MS: These are the people who shape the way I look at the world.
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斯普尔洛克:这些人帮助我形成了对世界的看法
12:43
A: Tell me about this world.
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艾比加尔:这是个什么样的世界
12:45
MS: This world? I think your world is the world that you live in --
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斯普尔洛克:这个世界?我认为你的世界就是你生活的世界--
12:48
like people who are around you, your friends, your family,
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你身边的所有人,你的朋友,家人
12:51
the way you live your life, the job you do.
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你的生活方式,你的工作
12:53
All those things stemmed and started from one place,
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这一切都有一个生根发芽发芽的地方
12:55
and for me they stemmed and started with my family in West Virginia.
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而对于我这个地方就是我在西弗吉尼亚州的家
12:58
A: What's the next one you want to talk about?
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艾比加尔:下一张图呢?
13:00
MS: The next one: This was the best day ever.
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斯普尔洛克:下一张:这是我最开心的一天
13:02
A: How does this relate to your thoughts and feelings about who you are?
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艾比加尔:这与你对自己的看法有什么联系呢?
13:04
MS: It's like, who do I want to be?
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斯普尔洛克:这与我想要成为什么样的人有关
13:06
I like things that are different.
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我喜欢新奇的事物
13:08
I like things that are weird. I like weird things.
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我喜欢奇怪的事物
13:10
A: Tell me about the "why" phase -- what does that do for us?
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艾比加尔:告诉我“为什么”--这对我们有什么帮助?
13:12
What is the machete? What pupa stage are you in now?
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那把弯刀代表什么?你现在出于哪个孕育阶段?
13:14
Why is it important to reboot? What does the red represent?
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重整旗鼓为什么那么重要?红色代表什么?
13:17
Tell me a little bit about that part.
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请解释一下这个部分
13:19
... A little more about you that is not who you are.
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说一下哪些不符合你的风格
13:22
What are some other metamorphoses that you've had?
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你经过哪些蜕变?
13:24
... Doesn't have to be fear. What kind of roller coaster are you on?
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不一定是恐惧。你所坐的是什么样的过山车?
13:26
MS: EEEEEE! (A: Thank you.) No, thank you.
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斯普尔洛克:呀......! (艾比加尔:谢谢。)不,我谢谢你
13:28
A: Thanks for you patience. (MS: Great job.)
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艾比加尔:感谢你的耐心合作。(斯普尔洛克:你干得很好。)
13:30
A: Yeah. (MS: Thanks a lot.) All right.
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艾比加尔:是吗。(斯普尔洛克:非常感谢。)好的
13:32
MS: Yeah, I don't know what's going to come of this.
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唉,我不知道最后的结果如何
13:34
There was a whole lot of crazy going on in there.
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这其中有太多复杂繁琐的事情了
13:37
Lindsay Zaltman: The first thing we saw was this idea
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林赛·左特曼:这个想法的第一印象
13:39
that you had two distinct, but complementary
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你的品牌个性中有两个迥然不同
13:41
sides to your brand personality --
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却相辅相成的两面--
13:44
the Morgan Spurlock brand is a mindful/play brand.
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摩根·斯普尔洛克品牌是一个既有思想又玩世不恭的品牌
13:47
Those are juxtaposed very nicely together.
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这两种很好地结合在一起
13:49
And I think there's almost a paradox with those.
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这两者几乎形成一个矛盾体
13:51
And I think some companies
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我认为一些公司
13:53
will just focus on one of their strengths or the other
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往往只偏重其优势的其中一项
13:56
instead of focusing on both.
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而不会两者兼顾
13:58
Most companies tend to -- and it's human nature --
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大多数公司偏向于--这也是人之常情--
14:01
to avoid things that they're not sure of,
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回避他们把握不准的事情
14:03
avoid fear, those elements,
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回避恐惧等等
14:05
and you really embrace those,
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而你却正好相反
14:07
and you actually turn them into positives for you, and it's a neat thing to see.
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你实际上把这些都转变成了积极因素,这是很好的
14:10
What other brands are like that?
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那么类似的品牌有哪些呢?
14:12
The first on here is the classic, Apple.
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第一个就是最经典的,苹果公司
14:14
And you can see here too, Target, Wii,
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另外还有Target,Wii
14:17
Mini from the Mini Coopers, and JetBlue.
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Mini Coopers中的Mini,还有JetBlue
14:20
Now there's playful brands and mindful brands,
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有些品牌是“玩世不恭”的,有些品牌是有思想深度的
14:22
those things that have come and gone,
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而这些品牌都不长久
14:24
but a playful, mindful brand is a pretty powerful thing.
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但一个既有思想深度,又有些玩世不恭的品牌,是非常有力量的
14:27
MS: A playful, mindful brand. What is your brand?
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斯普尔洛克:一个玩世不恭,又有思想的品牌。那么你的品牌呢?
14:29
If somebody asked you to describe your brand identity, your brand personality,
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如果有人让你描述自己的品牌定位,你的品牌个性
14:32
what would you be?
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你会如何描述?
14:34
Are you an up attribute? Are you something that gets the blood flowing?
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你是否高调?你会让人心潮澎湃吗?
14:37
Or are you more of a down attribute?
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或者是低调品牌?
14:39
Are you something that's a little more calm, reserved, conservative?
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你的品牌是否较为沉稳,矜持,保守?
14:42
Up attributes are things like being playful,
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高调品牌一般较为玩世不恭
14:45
being fresh like the Fresh Prince,
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就像Fresh Prince那样新奇
14:48
contemporary, adventurous,
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时尚,冒险
14:50
edgy or daring like Errol Flynn,
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像埃罗尔·弗林那样前卫,大胆
14:52
nimble or agile, profane, domineering,
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敏捷,灵活,世俗,霸气
14:55
magical or mystical like Gandalf.
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像甘道夫那样神奇又神秘
14:57
Or are you more of a down attribute?
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或者你的品牌较为低调?
14:59
Are you mindful, sophisticated like 007?
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你像007那样深思熟虑,世故老道?
15:01
Are you established, traditional, nurturing, protective,
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你是否名声显赫,传统,孜孜不倦,保守
15:04
empathetic like the Oprah?
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像奥普拉那样煽情?
15:06
Are you reliable, stable, familiar,
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你是否值得信赖,稳重,熟悉
15:08
safe, secure, sacred,
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安全,可靠,神圣
15:10
contemplative or wise
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充满思想与智慧
15:12
like the Dalai Lama or Yoda?
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就像达赖喇嘛或尤达大师(星战人物)那样?
15:14
Over the course of this film,
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从这部影片中
15:17
we had 500-plus companies
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我们发现了超过五百家
15:19
who were up and down companies
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高调或低调品牌的公司
15:21
saying, "no," they didn't want any part of this project.
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他们说:“不”,他们不愿意与这部影片扯上任何关系
15:23
They wanted nothing to do with this film, mainly because they would have no control,
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他们不愿意与影片扯上关系,主要是因为他们没有控制权
15:26
they would have no control over the final product.
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他们无法控制最终成品
15:28
But we did get 17 brand partners
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但我们最终还是得到了17家合作公司
15:30
who were willing to relinquish that control,
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他们愿意交出控制权
15:32
who wanted to be in business
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他们愿意和像我这样
15:34
with someone as mindful and as playful as myself
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既有思想又玩世不恭的人合作
15:37
and who ultimately empowered us to tell stories
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他们把讲述故事的权力完全交给了我们
15:39
that normally we wouldn't be able to tell --
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讲述那些鲜为人知的故事--
15:42
stories that an advertiser would normally never get behind.
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那些广告商从未深入发掘的故事
15:45
They enabled us to tell the story about neuromarketing,
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他们让我们讲述关于神经营销学的故事
15:48
as we got into telling the story in this film
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我们在电影中
15:50
about how now they're using MRI's
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介绍他们如何先通过核磁共振成像技术
15:52
to target the desire centers of your brain
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找到你大脑中控制欲求的区域
15:54
for both commercials as well as movie marketing.
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再来做广告,拍摄营销式电影
15:57
We went to San Paulo where they have banned outdoor advertising.
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我们去到禁止户外广告圣保罗
16:00
In the entire city for the past five years,
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这个城市在过去整整五年里
16:02
there's no billboards, there's no posters, there's no flyers, nothing.
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没有设任何广告牌,张贴任何海报,没有发过任何宣传单,什么都没有
16:05
(Applause)
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(掌声)
16:07
And we went to school districts
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我们去到学校区
16:09
where now companies are making their way
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在这里,各个公司试图把广告打入
16:11
into cash-strapped schools all across America.
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全美所有财政紧张的学校
16:14
What's incredible for me is the projects that I've gotten the most feedback out of,
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让我意想不到的是,让我得到最多反馈
16:17
or I've had the most success in,
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或者让我取得最大收获的
16:19
are ones where I've interacted with things directly.
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竟然是我亲自去处理的那些事情
16:21
And that's what these brands did.
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这些品牌就是怎么做的
16:23
They cut out the middleman, they cut out their agencies
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他们跳过中间人,跳过中介
16:25
and said, "Maybe these agencies
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认为,这些中介
16:27
don't have my best interest in mind.
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可能并没有把我的利益放在首位
16:29
I'm going to deal directly with the artist.
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我将直接与艺术家交涉
16:31
I'm going to work with him to create something different,
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我将和他一起创造出一部不同凡响的影片
16:33
something that's going to get people thinking,
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让人们从中有所领悟
16:35
that's going to challenge the way we look at the world."
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这将颠覆我们对世界的看法
16:37
And how has that been for them? Has it been successful?
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这对人们产生了什么影响?这么做成功了吗?
16:39
Well, since the film premiered at the Sundance Film Festival, let's take a look.
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这部电影在圣丹斯电影节上首度上映,我们来看看
16:42
According to Burrelles, the movie premiered in January,
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根据Burrelles 的数据,电影自一月份首度上映以来
16:45
and since then -- and this isn't even the whole thing --
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-- 这还不是整部电影 --
16:47
we've had 900 million media impressions for this film.
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我们就得到了媒体对该电影的9亿次报道
16:50
That's literally covering just like a two and a half-week period.
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全部报道加起来时长为两周半
16:52
That's only online -- no print, no TV.
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这还只是网络上的情况--不包括报纸杂志,或电视
16:54
The film hasn't even been distributed yet.
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这部电影甚至还没有发行
16:56
It's not even online. It's not even streaming.
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网络上没有 不能在线观看
16:58
It's not even been out into other foreign countries yet.
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也没有在其它国家上映
17:01
So ultimately,
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最后
17:03
this film has already started to gain a lot of momentum.
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这部电影已经收到了广泛的关注
17:06
And not bad for a project that almost every ad agency we talked to
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对于这样一部影片而已,这是个不错的成绩
17:09
advised their clients not to take part.
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我们当时找的广告公司都建议客户不要参与
17:11
What I always believe
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我始终相信
17:13
is that if you take chances, if you take risks,
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如果你敢于尝试,敢于冒险
17:15
that in those risks will come opportunity.
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这些风险就会成为机遇
17:18
I believe that when you push people away from that,
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我相信当你不让人们冒险
17:20
you're pushing them more towards failure.
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你就是在把他们推向失败
17:22
I believe that when you train your employees to be risk averse,
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我相信,当你教育你的员工不去冒险
17:25
then you're preparing your whole company
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那么你就是在将整个公司的利益
17:27
to be reward challenged.
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置于危险之中
17:29
I feel like that what has to happen moving forward
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我认为想要取得进步
17:31
is we need to encourage people to take risks.
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我们就必须鼓励人们敢于冒险
17:34
We need to encourage people to not be afraid
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我们必须鼓励人们
17:36
of opportunities that may scare them.
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不要害怕看似危险的机遇
17:38
Ultimately, moving forward,
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最终,勇往直前
17:40
I think we have to embrace fear.
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我认为我们必须直面恐惧
17:42
We've got to put that bear in a cage.
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必须把那只熊关进笼子里
17:44
(Laughter)
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(笑声)
17:51
Embrace fear. Embrace risk.
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直面恐惧 直面风险
17:54
One big spoonful at a time, we have to embrace risk.
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一口接一口,直面风险
17:57
And ultimately, we have to embrace transparency.
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最终,我们必须拥抱透明化
18:01
Today, more than ever,
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现在,比以往任何时候
18:03
a little honesty is going to go a long way.
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一点点诚信就能产生很强的生命力
18:05
And that being said, through honesty and transparency,
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我说过:通过诚信与透明
18:08
my entire talk, "Embrace Transparency,"
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我的整个演讲“拥抱透明化”
18:11
has been brought to you
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由我在EMC的好友们
18:13
by my good friends at EMC,
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赞助播出
18:16
who for $7,100
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他们以7100美元
18:18
bought the naming rights on eBay.
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在Ebay网上买下了演讲冠名权
18:20
(Applause)
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(掌声)
18:29
EMC: Turning big data
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EMC: 变庞大数据
18:32
into big opportunity
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为巨大机遇
18:34
for organizations all over the world.
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造福全球企业
18:36
EMC presents: "Embrace Transparency."
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EMC为您呈现“拥抱透明化”
18:39
Thank you very much, guys.
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非常感谢各位
18:41
(Applause)
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(掌声)
18:54
June Cohen: So, Morgan,
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琼·柯翰:那么,摩根
18:57
in the name of transparency,
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为贯彻透明化的宗旨
18:59
what exactly happened to that $7,100?
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那7100美元被弄到哪儿去啦?
19:01
MS: That is a fantastic question.
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斯普尔洛克:这个问题问得太好了
19:04
I have in my pocket a check
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我口袋里有一张支票
19:07
made out to the parent organization to the TED organization,
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是TED的母公司
19:09
the Sapling Foundation --
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种子基金会(Sapling Foundation)
19:11
a check for $7,100
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开的一张7100美元支票
19:13
to be applied toward my attendance for next year's TED.
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作为我明年TED的出场费
19:16
(Laughter)
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(笑声)
19:18
(Applause)
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(掌声)
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