Life lessons from an ad man | Rory Sutherland

451,054 views ・ 2009-10-14

TED


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翻译人员: Bo Wang 校对人员: Coco Shen
00:15
This is my first time at TED. Normally, as an advertising man,
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这是我第一次来到TED。通常,作为一个广告人,
00:18
I actually speak at TED Evil, which is TED's secret sister
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我在TED Evil(邪恶TED)演讲,这是TED的秘密姐妹组织--
00:21
that pays all the bills.
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为所有费用买单。
00:24
It's held every two years in Burma.
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TED Evil每两年在缅甸举行一次。
00:27
And I particularly remember a really good speech
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有一场非常精彩的演讲尤其令我印象深刻。
00:30
by Kim Jong Il on how to get teens smoking again.
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金正日(Kim Jong II)谈论如何能让青少年再度吸烟。
00:33
(Laughter)
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(笑)
00:35
But, actually, it's suddenly come to me after years working in the business,
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但实际上,在广告界工作多年后,我突然发现,
00:37
that what we create in advertising,
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我们在广告中创造的是,
00:40
which is intangible value -- you might call it perceived value,
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无形价值--也可以叫作感知价值,
00:42
you might call it badge value, subjective value,
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或者标识价值,主观价值,
00:45
intangible value of some kind --
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某种形式的无形价值--
00:47
gets rather a bad rap.
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时常得到负面评价。
00:49
If you think about it, if you want to live in a world in the future
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设想一下,如果将来你想生活在
00:51
where there are fewer material goods, you basically have two choices.
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物质相对缺乏的世界,基本上你有两个选择。
00:55
You can either live in a world which is poorer,
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你可以生活在相对贫穷的世界,
00:57
which people in general don't like.
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一般人都不喜欢这个选择。
00:59
Or you can live in a world where actually intangible value
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或者,你可以生活在无形价值构成
01:02
constitutes a greater part of overall value,
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总体价值很大比重的世界,
01:06
that actually intangible value, in many ways
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事实上,无形价值在很多方面
01:08
is a very, very fine substitute
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能很好地替代
01:10
for using up labor or limited resources
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有限的人力或资源
01:13
in the creation of things.
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用来创造产品。
01:15
Here is one example. This is a train which goes from London to Paris.
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这里有个例子。这是一辆从伦敦开往巴黎的火车。
01:18
The question was given to a bunch of engineers,
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15年前,工程师们遇到一个问题,
01:20
about 15 years ago, "How do we make the journey to Paris better?"
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“如何能改善伦敦至巴黎之旅”
01:24
And they came up with a very good engineering solution,
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他们想出了一个非常好的工程解决方案,
01:26
which was to spend six billion pounds
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即花费60亿英镑
01:28
building completely new tracks
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在伦敦和蔚蓝海岸之间
01:30
from London to the coast,
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建造全新的轨道,
01:32
and knocking about 40 minutes off a three-and-half-hour journey time.
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使三个半小时的旅程减少40分钟。
01:36
Now, call me Mister Picky. I'm just an ad man ...
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现在,大家可以叫我挑剔先生。我只是个广告人...
01:38
... but it strikes me as a slightly unimaginative way of improving a train journey
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但依我看,作为改善火车之旅的方法,这不免有些缺乏想象力
01:42
merely to make it shorter.
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如果仅仅是缩短行程的话。
01:44
Now what is the hedonic opportunity cost
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那么花费60亿建造铁轨的
01:47
on spending six billion pounds on those railway tracks?
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快乐机会成本是多少呢?
01:49
Here is my naive advertising man's suggestion.
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作为一个天真的广告人,我的建议是:
01:52
What you should in fact do is employ all of the world's top male
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实际上应该把所有世界顶级的男模,
01:54
and female supermodels,
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和女模请来,
01:56
pay them to walk the length of the train, handing out free Chateau Petrus
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在旅途的全程走秀,免费发放波得路堡红葡萄酒
02:00
for the entire duration of the journey.
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直到旅程结束。
02:02
(Laughter)
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(笑)
02:04
(Applause)
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(掌声)
02:05
Now, you'll still have about three billion pounds left in change,
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这样的话,还能省下三十亿英镑左右,
02:09
and people will ask for the trains to be slowed down.
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而且人们反而还会要求火车开的慢点。
02:12
(Laughter)
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(笑)
02:13
Now, here is another naive advertising man's question again.
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现在,我这个天真的广告人又要提一个问题了。
02:17
And this shows that engineers,
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刚才的例子说明,工程师、
02:19
medical people, scientific people,
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医生和科学家,
02:21
have an obsession with solving the problems of reality,
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都执迷于解决现实问题,
02:24
when actually most problems, once you reach a basic level of wealth
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而实际上,当人们在社会中达到了一定的财富水平,
02:27
in society, most problems are actually problems of perception.
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大多数问题其实是感知上的问题。
02:30
So I'll ask you another question.
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所以,我要再问你们一个问题。
02:32
What on earth is wrong with placebos?
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安慰剂到底有什么不妥?
02:34
They seem fantastic to me. They cost very little to develop.
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我觉得这个主意太棒了。不仅研制成本很低,
02:36
They work extraordinarily well.
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而且效果非常好,
02:39
They have no side effects,
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还无副作用,
02:41
or if they do, they're imaginary, so you can safely ignore them.
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如果有的话,也只存在于想象之中,完全可以忽略它。
02:43
(Laughter)
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(笑)
02:45
So I was discussing this. And I actually went to the Marginal Revolution blog
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所以我开始与人讨论这个问题。我还到泰勒·考恩(Tyler Cowen)名为边际革命的博客上留言。
02:47
by Tyler Cowen. I don't know if anybody knows it.
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我不知道是否有人知道。
02:49
Someone was actually suggesting that you can take this concept further,
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实际上,有人建议把这一概念带到更深的层面,
02:52
and actually produce placebo education.
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发展安慰教育。
02:54
The point is that education doesn't actually work by teaching you things.
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这一观点认为,教育的作用并不是通过教授知识而产生的。
02:58
It actually works by giving you the impression
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而是通过让人们产生其已接受良好教育的印象而产生的。
03:00
that you've had a very good education, which gives you an insane sense
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这种印象给人们不切实际的
03:02
of unwarranted self-confidence,
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强烈信心
03:04
which then makes you very, very successful in later life.
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并使他们在今后的生活中非常成功。
03:07
So, welcome to Oxford, ladies and gentlemen.
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所以,女士们先生们,欢迎来到牛津大学。
03:10
(Laughter)
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(笑)
03:12
(Applause)
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(掌声)
03:13
But, actually, the point of placebo education is interesting.
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但实际上,安慰教育背后的观点很有趣。
03:16
How many problems of life can be solved
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生活中有多少问题
03:18
actually by tinkering with perception,
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能通过改变感知来解决,
03:20
rather than that tedious, hardworking and messy business
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而不是通过既乏味又辛苦的努力
03:22
of actually trying to change reality?
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改变现实?
03:25
Here's a great example from history. I've heard this attributed to several other kings,
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历史上有个很好的例子。我听说有人把这件事被归功于其他几个国王,
03:28
but doing a bit of historical research,
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但我做了一些历史研究,
03:30
it seems to be Fredrick the Great.
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应该发生在弗雷德里克大帝身上。
03:32
Fredrick the Great of Prussia was very, very keen
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普鲁士的弗雷德里克大帝一度非常希望
03:34
for the Germans to adopt the potato and to eat it,
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德国人接受土豆,食用土豆。
03:37
because he realized that if you had two sources of carbohydrate,
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因为他认为,如果有小麦和土豆这两种碳水化合物的来源,
03:39
wheat and potatoes, you get less price volatility in bread.
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可以减少面包价格的动荡。
03:43
And you get a far lower risk of famine,
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同时,也可以大大降低发生饥荒的风险,
03:45
because you actually had two crops to fall back on, not one.
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因为有两种作物可以依靠,而不是一种。
03:47
The only problem is: potatoes, if you think about it, look pretty disgusting.
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唯一的问题是:土豆,如果大家想一想,看上去相当丑。
03:50
And also, 18th century Prussians ate very, very few vegetables --
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而且,18世纪的普鲁士人吃非常非常少的蔬菜--
03:54
rather like contemporary Scottish people.
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很像现在的苏格兰人。
03:56
(Laughter)
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(笑)
03:58
So, actually, he tried making it compulsory.
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于是,他最后采取了强制的措施。
04:01
The Prussian peasantry said,
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普鲁士的农民们说:
04:03
"We can't even get the dogs to eat these damn things.
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“我们甚至没办法让狗吃这些恶心的东西。
04:05
They are absolutely disgusting and they're good for nothing."
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这些土豆令人作呕,而且毫无用处。”
04:07
There are even records of people being executed
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甚至有许许多多的人由于拒绝种植土豆
04:09
for refusing to grow potatoes.
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而被处死。
04:11
So he tried plan B.
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于是,他又想了另一个办法。
04:13
He tried the marketing solution, which is he declared the potato
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他采取了营销的手段,宣布土豆是宫廷御用蔬菜。
04:15
as a royal vegetable, and none but the royal family could consume it.
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只有皇室家族成员才能享用。
04:18
And he planted it in a royal potato patch,
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他在一片皇家土豆地中种植土豆,
04:20
with guards who had instructions
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并派侍卫
04:22
to guard over it, night and day,
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日夜加以看守,
04:24
but with secret instructions not to guard it very well.
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但却密令他们无需太过认真。
04:27
(Laughter)
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(笑)
04:28
Now, 18th century peasants know that there is one
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18世纪的农民们懂得一个生活常识,
04:30
pretty safe rule in life, which is if something is worth guarding,
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那就是值得看守的东西,
04:32
it's worth stealing.
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也值得偷。
04:34
Before long, there was a massive underground
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不久,德国就出现了规模宏大的
04:36
potato-growing operation in Germany.
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地下土豆种植。
04:38
What he'd effectively done is he'd re-branded the potato.
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他非常成功的重塑了土豆的品牌形象。
04:42
It was an absolute masterpiece.
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这绝对是一个经典。
04:44
I told this story and a gentleman from Turkey came up to me and said,
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我讲述了这个故事然后一位来自土耳其的先生过来找我说,
04:46
"Very, very good marketer, Fredrick the Great. But not a patch on Ataturk."
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“非常非常好的营销,Fredrick太伟大了。不过和Ataturk比起来还差早了。”
04:50
Ataturk, rather like Nicolas Sarkozy,
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Ataturk,和Nicolas Sarkozy(法国总统)很像。
04:52
was very keen to discourage the wearing of a veil,
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非常渴望抛弃土耳其社会戴面纱的习惯,
04:54
in Turkey, to modernize it.
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使其具有现代气息。
04:56
Now, boring people would have just simply banned the veil.
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那么,没创意的人可能就会简单的禁止佩戴面纱。
04:59
But that would have ended up with a lot of awful kickback
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但是那会以强烈的负面反响而告终
05:01
and a hell of a lot of resistance.
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以及铺天盖地的抵制。
05:03
Ataturk was a lateral thinker.
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Ataturk运用横向思维进行思考。
05:05
He made it compulsory for prostitutes to wear the veil.
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他规定妓女必须佩戴面纱。
05:08
(Laughter)
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(笑)
05:13
(Applause)
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(掌声)
05:15
I can't verify that fully, but it does not matter.
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我并不能完全证实这个的真实性。不过这并没关系。
05:17
There is your environmental problem solved, by the way, guys:
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(关键是)社会环境问题解决了,顺便提一句,各位:
05:19
All convicted child molesters
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所有被判刑的猥亵儿童者
05:21
have to drive a Porsche Cayenne.
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必须驾驶保时捷卡宴。
05:23
(Laughter)
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(笑)
05:28
What Ataturk realized actually is two very fundamental things.
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Ataturk揭示的实际是两个基本事实。
05:31
Which is that, actually, first one,
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其中,实际上,第一个是,
05:33
all value is actually relative.
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所有的价值都是相对价值。
05:36
All value is perceived value.
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所有的价值都是感知价值。
05:38
For those of you who don't speak Spanish, jugo de naranja -- it's actually the Spanish for "orange juice."
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对于不会西班牙语的人,jugo de naranja--实际上就是西班牙语中“橘子汁”的意思。
05:40
Because actually it's not the dollar. It's actually the peso
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因为实际上那不是美元,而是比索
05:42
in Buenos Aires. Very clever Buenos Aires street vendors
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在布宜诺斯艾利斯,非常聪明的街头售货商
05:45
decided to practice price discrimination
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决定实践一下这种价格歧视
05:47
to the detriment of any passing gringo tourists.
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用来占任何一个路过的美国佬的便宜。
05:50
As an advertising man, I have to admire that.
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作为一个广告人,我不能不对此表示钦佩。
05:52
But the first thing is that all value is subjective.
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不过这一切都说明了第一个道理,也就是所有的价值都是主观的。
05:56
Second point is that persuasion is often better than compulsion.
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第二点是说服往往要比强制更有效。
05:59
These funny signs that flash your speed at you,
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这些有趣的标志在你瞬间路过的时候显示出即时速度,
06:01
some of the new ones, on the bottom right,
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有一些新的标志,右下方,
06:03
now actually show a smiley face or a frowny face,
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实际上显示的是笑脸或者皱眉脸,
06:06
to act as an emotional trigger.
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实际上在情绪层面触发共鸣。
06:08
What's fascinating about these signs is they cost about 10 percent
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这些标志的了不起的地方在于,它们仅仅花费了传统超速相机
06:10
of the running cost of a conventional speed camera,
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十分之一的成本。
06:13
but they prevent twice as many accidents.
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却阻止了两倍数量的事故的发生。
06:15
So, the bizarre thing, which is baffling
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所以,这种奇怪的事情困扰着
06:17
to conventional, classically trained economists,
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传统的,古典主义经济学家,
06:19
is that a weird little smiley face
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也就是一个奇怪的微笑着的小头像
06:21
has a better effect on changing your behavior
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在改变个人行为上的作用
06:23
than the threat of a £60 fine and three penalty points.
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比60英镑的罚款和给予3个点数的罚分还要有效。
06:28
Tiny little behavioral economics detail:
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一个很小的行为经济学的细节:
06:30
in Italy, penalty points go backwards.
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在意大利,罚分制度恰恰相反。
06:33
You start with 12 and they take them away.
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从12分起,逐渐减少。
06:35
Because they found that loss aversion
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因为人们发现厌恶因素的减少
06:37
is a more powerful influence on people's behavior.
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在影响人们行为上具有更大的作用。
06:39
In Britain we tend to feel, "Whoa! Got another three!"
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在英国我们往往会想,“哇哦,又吃了3分!”
06:42
Not so in Italy.
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但是在意大利却不是这样。
06:44
Another fantastic case of creating intangible value
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还有一个讲述创造无形价值来代替物质价值的
06:47
to replace actual or material value, which remember, is what,
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极好例子,就是,
06:50
after all, the environmental movement needs to be about:
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终究,环保运动会触及的问题:
06:52
This again is from Prussia, from, I think, about 1812, 1813.
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这个,同样,还是来自普鲁士,我想,大概1812或1813年左右。
06:55
The wealthy Prussians, to help in the war against the French,
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富裕的普鲁士人,为了在普法战争中取得优势,
06:58
were encouraged to give in all their jewelry.
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被鼓励捐出他们的全部珠宝。
07:00
And it was replaced with replica jewelry
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然后用以生铁铸造的珠宝的
07:03
made of cast iron.
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复制品代替。
07:05
Here's one: "Gold gab ich für Eisen, 1813."
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瞧这个:“Gold gab ich für Eisen,1813年。”
07:09
The interesting thing is that for 50 years hence,
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有趣的事情是从这之后的50年,
07:11
the highest status jewelry you could wear in Prussia
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普鲁士社会最高等级的珠宝
07:13
wasn't made of gold or diamonds.
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不是金制或钻石制。
07:15
It was made of cast iron.
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而是生铁制。
07:17
Because actually, never mind the actual intrinsic value
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因为事实上,不考虑实际的内在价值
07:19
of having gold jewelry. This actually
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比如金珠宝。这件珠宝
07:21
had symbolic value, badge value.
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具有象征价值,标记价值。
07:23
It said that your family had made a great sacrifice in the past.
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它象征着你的家庭在过去做出过很大的贡献。
07:26
So, the modern equivalent would of course be this.
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所以,在现代社会等价的东西应该类似这种。
07:28
(Laughter)
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(笑)
07:29
But, actually, there is a thing, just as there are Veblen goods,
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不过,事实上,有一种商品,正如一种叫做Veblen商品的东西,
07:32
where the value of the good depends on it being expensive and rare --
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它的价值取决于本身的昂贵和稀有--
07:35
there are opposite kind of things
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而它们是恰恰相反的一类东西
07:37
where actually the value in them depends on them being
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其价值恰恰在于它们本身的
07:39
ubiquitous, classless and minimalistic.
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普通性,大众化和简单性。
07:42
If you think about it, Shakerism was a proto-environmental movement.
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如果你想一想的话,震颤派宗教仪式是一种原始的环保运动。
07:45
Adam Smith talks about 18th century America,
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Adam Smith谈论到18世纪的美国
07:47
where the prohibition against visible displays of wealth was so great,
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当时抵制物质上的可视财富的运动如火如荼,
07:51
it was almost a block in the economy in New England,
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几乎对新英格兰的经济发展造成了阻碍,
07:53
because even wealthy farmers could find nothing to spend their money on
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因为即使是富裕的农民也不知道该把钱花在哪,
07:56
without incurring the displeasure of their neighbors.
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除非招致邻居的鄙夷。
07:59
It's perfectly possible to create these social pressures
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创造一种有利于社会平等的舆论压力
08:01
which lead to more egalitarian societies.
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是完全可能的。
08:04
What's also interesting, if you look at products
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同样有趣的是,如果你仔细观察
08:06
that have a high component
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高科技部件组成的产品
08:08
of what you might call messaging value,
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或许你们会叫做信息价值,
08:10
a high component of intangible value, versus their intrinsic value:
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这类组件高度集成了无形价值,而不是内在价值:
08:13
They are often quite egalitarian.
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它们经常很好的诠释了平等主义。
08:16
In terms of dress, denim is perhaps the perfect example of something
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就服装而言,牛仔布或许是诠释象征价值(而不是物质价值)
08:19
which replaces material value with symbolic value.
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的最好的例子了。
08:23
Coca-Cola. A bunch of you may be a load of pinkos,
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可口可乐。也许你们中的某些人是倾左派的,
08:25
and you may not like the Coca-Cola company,
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或许你并不喜欢可口可乐公司。
08:27
but it's worth remembering Andy Warhol's point about Coke.
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不过Andy Warhol对于它的评价却十分耐人寻味。
08:29
What Warhol said about Coke is, he said,
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他说,
08:31
"What I really like about Coca-Cola is the president of the United States
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“我之所以爱可口可乐是因为即使是美国总统喝的可乐
08:33
can't get a better Coke than the bum on the corner of the street."
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也和街边流浪汉手中的可乐别无二样。”
08:37
Now, that is, actually, when you think about it -- we take it for granted --
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实际上如果你仔细想想的话,我们都把它当做理所当然了--
08:39
it's actually a remarkable achievement,
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但实际上是很了不起的成就,
08:41
to produce something that's that democratic.
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如此民主的一种产品。
08:44
Now, we basically have to change our views slightly.
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那么,我们需要把自己的看法稍微转变一下。
08:47
There is a basic view that real value involves making things,
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基本的看法是(产品的)实际价值包括制作的过程,
08:50
involves labor. It involves engineering.
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包括劳动力。如工程设计。
08:53
It involves limited raw materials.
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包括有限的原材料。
08:56
And that what we add on top is kind of false. It's a fake version.
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现在我们要加上一种好像虚化的东西。好像是不真实的。
08:59
And there is a reason for some suspicion and uncertainly about it.
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当然许多的怀疑和不确定是有原因的。
09:02
It patently veers toward propaganda.
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显然这个因素就是宣传作用。
09:05
However, what we do have now
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然而,我们现在拥有的
09:07
is a much more variegated media ecosystem
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是一个更加多样化的媒介环境
09:10
in which to kind of create this kind of value, and it's much fairer.
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在其中我们创造这种价值。这样就合理多了。
09:13
When I grew up, this was basically the media environment of my childhood
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当我长大了,我小时候的媒体环境差不多是这样的
09:15
as translated into food.
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可以理解为食物。
09:17
You had a monopoly supplier. On the left,
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左边这个,是唯一的提供者。
09:19
you have Rupert Murdoch, or the BBC.
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当时还有Rupert Murdoch,或者BBC。
09:21
(Laughter)
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(笑)
09:22
And on your right you have a dependent public
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右边是依赖性很强的大众
09:24
which is pathetically grateful for anything you give it.
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可怜的是,无论你提供什么,他都会心存感激。
09:27
(Laughter)
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(笑)
09:29
Nowadays, the user is actually involved.
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现如今,用户都已经进化了。
09:32
This is actually what's called, in the digital world, "user-generated content."
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这个在数码世界里,实际上叫做“用户为中心的实体。”
09:35
Although it's called agriculture in the world of food.
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尽管叫做农业,在食物这个角度看。
09:37
(Laughter)
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(笑)
09:38
This is actually called a mash-up,
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这个实际上叫做“糅合”,
09:40
where you take content that someone else has produced
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也就是你以其他人的生产结果为起点
09:42
and you do something new with it.
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创造出新的东西。
09:44
In the world of food we call it cooking.
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在食物的角度来看我们叫它烹饪。
09:47
This is food 2.0,
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这个叫食物2.0版本,
09:49
which is food you produce for the purpose of sharing it with other people.
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也就是以与其他人分享为目的而生产食物。
09:52
This is mobile food. British are very good at that.
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这叫移动食物。英国人很擅长。
09:55
Fish and chips in newspaper, the Cornish Pasty,
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把鱼和薯条夹在报纸里,Cornish Pastie,
09:57
the pie, the sandwich.
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派,三明治。
09:59
We invented the whole lot of them.
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全是我们发明的。
10:01
We're not very good at food in general. Italians do great food,
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总体上来讲我们做东西并不好吃。意大利人这方面很棒,
10:03
but it's not very portable, generally.
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不过便携性就差了点,总的来说。
10:05
(Laughter)
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(笑)
10:10
I only learned this the other day. The Earl of Sandwich didn't invent the sandwich.
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直到有一天我才知道这点。三明治伯爵并未发明三明治。
10:12
He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name.
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实际上他发明的是烤面包。不过那时,如果叫烤面包伯爵就太荒唐了。
10:15
(Laughter)
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(笑)
10:16
Finally, we have contextual communication.
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最后,还有内容关联式沟通。
10:18
Now, the reason I show you Pernod -- it's only one example.
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那么,我之所以要展示潘诺酒--这只是一个例子。
10:20
Every country has a contextual alcoholic drink. In France it's Pernod.
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每个国家都有与其背景关联的酒品。在法国就是潘诺酒。
10:24
It tastes great within the borders of that country,
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在这个国家境内品尝的话,美味无比。
10:26
but absolute shite if you take it anywhere else.
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不过如果你带出去尝尝的话,简直糟透了。
10:29
(Laughter)
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(笑)
10:31
Unicum in Hungary, for example.
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还有,比如说匈牙利的Unicum。
10:33
The Greeks have actually managed to produce something called Retsina,
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希腊人实际上生产了一种叫做Retsina的酒,
10:35
which even tastes shite when you're in Greece.
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不过即使在希腊品尝也很难喝。
10:37
(Laughter)
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(笑)
10:39
But so much communication now is contextual
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但是如此多的交流实际上已经关联化了
10:41
that the capacity for actually nudging people,
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这种强迫人们的能力,
10:43
for giving them better information -- B.J. Fogg,
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为了更好的说明--来自Stanford大学的,
10:45
at the University of Stanford, makes the point
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B.J.Fogg,认为
10:47
that actually the mobile phone is --
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手机实际上是--
10:49
He's invented the phrase, "persuasive technologies."
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他发明了一个短语,叫做“说服性科技。”
10:51
He believes the mobile phone, by being location-specific,
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他认为手机,因为地点特有性,
10:54
contextual, timely and immediate,
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背景关联性,即时性和直接性,
10:56
is simply the greatest persuasive technology device ever invented.
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是最直接和最伟大的说服性科技产品的代表。
10:59
Now, if we have all these tools at our disposal,
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那么,如果我们拥有了所有的这些工具,
11:01
we simply have to ask the question,
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我们仅仅需要问这样一个,
11:03
and Thaler and Sunstein have, of how we can use these more intelligently.
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Thaler和Sunstein曾经问过的问题,也就是如何更聪明的使用它们。
11:06
I'll give you one example.
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我再举一个例子。
11:09
If you had a large red button of this kind, on the wall of your home,
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如果在你家中的墙上有这样一个大大的,红色的按钮,
11:11
and every time you pressed it, it saved 50 dollars for you,
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每次你只要按它一下,就可以节省50美元,
11:14
put 50 dollars into your pension,
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使你的津贴增加50美元,
11:16
you would save a lot more.
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你节省下来的远远不止这么一些。
11:18
The reason is that the interface fundamentally determines
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原因是界面从根本上决定了
11:20
the behavior. Okay?
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行为。明白了吗?
11:22
Now, marketing has done a very, very good job of creating
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那么,营销在鼓动即兴购买这一方面
11:25
opportunities for impulse buying.
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做的非常好。
11:27
Yet we've never created the opportunity for impulse saving.
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我们永远不会鼓动消费者即兴省钱。
11:31
If you did this, more people would save more.
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如果这样的话,更多的人会节省过多。
11:34
It's simply a question of changing the interface
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这实际上就是一个改变影响人们做出决定
11:36
by which people make decisions,
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的界面的问题。
11:38
and the very nature of the decisions changes.
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也就是改变决定的本质的问题。
11:40
Obviously, I don't want people to do this,
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很显然,我并不想要人们这样做,
11:42
because as an advertising man I tend to regard saving as just
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因为作为一个广告人我更愿意把节省看做
11:44
consumerism needlessly postponed.
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不必要的延缓的消费者主义。
11:46
(Laughter)
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(笑)
11:47
But if anybody did want to do that,
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不过如果有人真的想那样做的话,
11:50
that's the kind of thing we need to be thinking about, actually:
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实际上我们需要认真加以斟酌:
11:53
fundamental opportunities to change human behavior.
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改变人类行为的基本机会。
11:55
Now, I've got an example here from Canada.
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现在我要举出一个加拿大的例子。
11:58
There was a young intern at Ogilvy Canada
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有一个在Ogilvy加拿大实习的年轻人
12:01
called Hunter Somerville,
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他的名字叫Hunter Somerville,
12:03
who was working in improv in Toronto,
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在多伦多做即兴表演,
12:05
and got a part-time job in advertising,
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同时兼职做广告的工作,
12:07
and was given the job of advertising Shreddies.
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他为一个叫Shreddies的商品做广告。
12:10
Now this is the most perfect case of creating
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这是一个关于创造无形附加价值的
12:12
intangible, added value,
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绝好例子,
12:14
without changing the product in the slightest.
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不需要对产品本身的分量做出一点改变。
12:17
Shreddies is a strange, square, whole-grain cereal,
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Shreddies是一种奇怪的,正方形的全麦麦片,
12:20
only available in New Zealand, Canada and Britain.
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只有在新西兰,加拿大和英国才可以见到。
12:24
It's Kraft's peculiar way of rewarding loyalty to the crown.
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这是牛皮纸对于王权忠诚的独特嘉奖方式。
12:27
(Laughter)
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(笑)
12:30
In working out how you could re-launch Shreddies,
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在策划如何使Shreddies重新上市的过程中,
12:33
he came up with this.
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他想到了这个主意。
12:42
Video: (Buzzer)
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视频:(嗡嗡响)
12:48
Man: Shreddies is supposed to be square.
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男工:Shreddies应该是方形的啊。
12:51
(Laughter)
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(笑)
12:52
Woman: Have any of these diamond shapes gone out?
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女士:这些钻石形状的应该都没有泄露出去吧?
12:55
(Laughter)
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(笑)
12:57
Voiceover: New Diamond Shreddies cereal.
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画外音:新型钻石状的Shreddies麦片。
12:59
Same 100 percent whole-grain wheat in a delicious diamond shape.
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钻石形状新品:同样百分百全麦,更加美味。
13:02
(Applause)
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(掌声)
13:06
Rory Sutherland: I'm not sure this isn't the most perfect example
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Rory Sutherland:我认为这是最完美的一个例子
13:08
of intangible value creation. All it requires is
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关于诠释创造无形价值。我们只需要
13:10
photons, neurons, and a great idea to create this thing.
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光子,神经细胞,以及极具创造力的点子。
13:13
I would say it's a work of genius.
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我不得不说这是天才之作。
13:15
But, naturally, you can't do this kind of thing without a little bit of market research.
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但是,自然地,在做这样的事情前要做一点市场调研。
13:18
Man: So, Shreddies is actually producing a new product,
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男士:那么,Shreddies事实上在生产一种新产品,
13:21
which is something very exciting for them.
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对他们来说这是十分令人兴奋的事情。
13:24
So they are introducing new Diamond Shreddies.
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这是他们在介绍新的钻石Shreddies。
13:27
(Laughter)
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(笑)
13:32
So I just want to get your first impressions when you see that,
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现在我希望能够知道到你们看到它的第一印象,
13:34
when you see the Diamond Shreddies box there.
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当你看到这个钻石Shreddies的盒子的时候。
13:37
(Laughter)
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(笑)
13:38
Woman: Weren't they square?
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女士:它们不是方形的吗?
13:40
Woman #2: I'm a little bit confused. Woman #3: They look like the squares to me.
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女士2:我有点搞不清了。女士3:我认为它们看起来就是方形的。
13:42
Man: They -- Yeah, it's all in the appearance.
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男士:它们--是的,全都写在外表里了。
13:44
But it's kind of like flipping a six or a nine. Like a six,
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不过这有点像掷骰子中的6或者9.
13:48
if you flip it over it looks like a nine.
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如果你倒过来看它就像9.
13:50
But a six is very different from a nine.
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但是6和9是不同的。
13:52
Woman # 3: Or an "M" and a "W". Man: An "M" and a "W", exactly.
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女士3:或者“M”和“W”。男士:“M”和“W”,没错。
13:54
Man #2: [unclear]
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男士2:[疑惑]
13:56
You just looked like you turned it on its end. But when you see it like that
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看起来就好像转了一个角度。不过当你那样看的时候
13:59
it's more interesting looking.
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它看起来更有趣。
14:01
Man: Just try both of them.
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男士:两种都试试。
14:03
Take a square one there, first.
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先尝一下方形的这个。
14:06
(Laughter)
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(笑)
14:18
Man: Which one did you prefer? Man #2: The first one.
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男士:你更喜欢哪个?男士2:第一个。
14:20
Man: The first one?
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男士:第一个?
14:22
(Laughter)
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(笑)
14:24
Rory Sutherland: Now, naturally, a debate raged.
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Rory Sutherland:现在,很自然的,一场激烈的辩论。
14:28
There were conservative elements in Canada, unsurprisingly,
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不出意料,加拿大人骨子里也是有保守思想的,
14:31
who actually resented this intrusion.
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他实际上并不喜欢这种改变。
14:33
So, eventually, the manufacturers actually
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所以,最后的结果是,制造商
14:35
arrived at a compromise, which was the combo pack.
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达成了一个折中的方案,也就是组合包。
14:38
(Laughter)
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(笑)
14:40
(Applause)
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(掌声)
14:49
(Laughter)
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(大笑)
14:54
If you think it's funny, bear in mind there is an organization called
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如果你觉得这很有趣的话,请记住有一个叫做
14:57
the American Institute of Wine Economics,
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“美国酒经济协会”的组织,
15:00
which actually does extensive research into perception of things,
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他们实地做了很多关于事物认知的深度的调查,
15:02
and discovers that except for among
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发现除了
15:04
perhaps five or ten percent of the most knowledgeable people,
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百分之五或者百分之十那一部分最有见地的人以外,
15:07
there is no correlation between quality and enjoyment
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品质和产品体验之间没有关联
15:09
in wine,
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就酒类来说,
15:11
except when you tell the people how expensive it is,
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除非你告诉人们这个东西有多贵,
15:13
in which case they tend to enjoy the more expensive stuff more.
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在这种情况下他们倾向于更享受贵的东西。
15:16
So drink your wine blind in the future.
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所以以后喝酒就别看价钱了。
15:19
But this is both hysterically funny --
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不过这两者都非常有趣--
15:21
but I think an important philosophical point,
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但是我思考了一个很重要的哲学观点,
15:23
which is, going forward, we need more of this kind of value.
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就是,向前探索,我们需要更多这种的价值。
15:26
We need to spend more time appreciating what already exists,
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我们需要更多的时间品味已经存在的事物,
15:29
and less time agonizing over what else we can do.
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而少花一点时间去为难自己搞新的花样。
15:31
Two quotations to more or less end with.
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差不多引用这两句作为结尾吧。
15:33
One of them is, "Poetry is when you make new things
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一个是,“诗歌就是使新事物亲切近人并且
15:35
familiar and familiar things new."
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使熟悉的事物衍生出新意。”
15:37
Which isn't a bad definition of what our job is,
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这不失为一个对我们工作的好定义,
15:40
to help people appreciate what is unfamiliar, but also
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去帮助人们欣赏不熟悉的东西,同时也
15:42
to gain a greater appreciation, and place a far higher value on
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对已经存在的东西更加珍惜,或者
15:46
those things which are already existing.
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提升它们的价值。
15:48
There is some evidence, by the way, that things like social networking help do that.
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顺便说一下,有证据表明,像社交网络这种东西会对此有帮助。
15:51
Because they help people share news.
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因为这有助于人们分享信息。
15:53
They give badge value to everyday little trivial activities.
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它们将每天的琐碎活动赋予标记价值。
15:57
So they actually reduce the need for actually spending great money on display,
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所以事实上它减少了用于公开展示的花销,
16:00
and increase the kind of third-party
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而且增加了类似于这种第三方的
16:02
enjoyment you can get from the smallest, simplest things in life. Which is magic.
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的乐趣,这些你可以从最小的,最简单的生活事物中获得的乐趣。这真是太神奇了。
16:06
The second one is the second G.K. Chesterton quote of this session,
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第二个是这场演讲中第二次对G.K.Chesterton的引用,
16:09
which is, "We are perishing for want of wonder, not for want of wonders,"
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也就是,“使我们灭亡的,是对一个奇迹的渴望,而不是对众多奇迹的渴望,”
16:12
which I think for anybody involved in technology, is perfectly true.
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这个我认为对于科技业的有关人士,应该感触尤为深刻。
16:15
And a final thing: When you place a value on things like health,
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最后一点:当你把价值附加于像健康,
16:17
love, sex and other things,
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爱情,性和其他的这种事情时,
16:19
and learn to place a material value
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同时学会去把物质价值附加在
16:21
on what you've previously discounted
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你之前所不重视的事物上
16:23
for being merely intangible, a thing not seen,
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不要仅仅是因为它们无形,或者太过渺小,
16:26
you realize you're much, much wealthier than you ever imagined.
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你会发现你会比你所能想象的更加富有。
16:29
Thank you very much indeed.
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非常非常感谢大家。
16:31
(Applause)
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(掌声)
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