What If Advertising Was Honest? | Sylvester Chauke | TED

翻译人员: Fanglin ren 校对人员: suya f.

I've spent the last 25 years as a brand architect,

在过去的 25 年里， 我一直是品牌架构师，

helping brands rise, thrive and conquer.

帮助品牌崛起、繁荣和征服。

Yet it struck me like a lightning bolt the other day

但是前几天，当我意识到 一个让我感到不安的事实

when I had a realization that left me feeling uneasy.

它像闪电一样击中了我。

Have I been helping brands destroy the world?

我一直在帮助品牌摧毁世界吗？

Don't get me wrong, I've had the privilege to craft

别误会我的意思， 我有幸精心制作

and see the power of creativity shape minds and win hearts.

并看到创造力的力量 去塑造思维和赢得人心。

It's an exciting job.

这是一项令人兴奋的工作。

But looking at the state of the world today,

但是，纵观当今的世界状况，

could the influence industry of advertising and PR be harming people,

广告和公关这一影响力 行业是否会伤害人们，

influencing wrong behaviors,

影响错误的行为，

encouraging a world of excessive consumerism

鼓励一个过度消费的世界，

which as a result has led to overconsumption,

从而导致过度消费、

environmental degradation,

环境退化、

deaths and a shallow fixation on material possessions?

死亡和对物质财产的浅薄依赖？

The thing about advertising and PR is that it can be sneaky.

广告和公关的问题 在于它可能是偷偷摸摸的。

You know, it's like that one friend

你知道，就像那个朋友 把巧克力纸杯蛋糕

who brings both chocolate cupcakes

and kale salad to the party.

和羽衣甘蓝沙拉带到派对上。

One minute, we charm consumers with catchy jingles

有一分钟，我们用朗朗上口的广告

and hilarious commercials,

和搞笑的广告来吸引消费者，

and the next, we're bombarding them with messages for things they don't need.

下一分钟，我们将用他们不需要 的东西的消息轰炸他们。

It's impossible not to notice an advertising and PR industry

我们不可能不注意到广告和公关行业

that is directly and indirectly nudging the world

正在直接或间接地推动世界

toward ecological collapse.

走向生态崩溃。

And I must say, even just saying that feels like a punch in the gut

我必须说，对一个沉浸在广告 和公关世界里的人来说，

for someone immersed in the world of advertising and PR.

也感觉像是被重重打了一拳。

So I can imagine my fellow industry peers looking at me right now thinking,

所以我可以想象 我的同行现在看着我时在想

"Dude, what the hell?"

“伙计，到底怎么了？”

But we must admit,

但我们必须承认，

the world is going through a spectacle of epic proportions.

世界正在经历一场史诗般的景象。

You know, from energy supply crisis

你知道，从能源供应危机

to food supply crisis, rising inflation, etc. etc.

到粮食供应危机、 通货膨胀上升等等。

It's like the headlines of a blockbuster movie,

这就像一部大片的头条新闻，

only this time it's real life, and it's happening in my own life.

只是这次是现实生活， 而且发生在我自己的生活中。

I live in Johannesburg,

我住在约翰内斯堡，

where our electricity supply gets cut off due to load shedding,

这里的电力供应因负荷分配而被切断，

you know, resulting in hours and hours of daily power cuts.

你知道的，每天会有好几个小时的停电。

When load shedding was initially introduced,

当最初引入减负时，

it shocked everyone.

它震惊了所有人。

Just the idea of facing such a severe power shortage

仅仅是面对如此严重的电力短缺

and its profound impact on our lives was completely unimaginable.

及其对我们生活的深远影响这一想法， 都是完全不可想象的。

Something that we never thought would happen is actually happening.

我们从未想过会发生 的事情实际上正在发生。

Climate change is no joke,

气候变化不是开玩笑，

and you know things are getting real when you see snow in Johannesburg.

当你在约翰内斯堡看到大雪时， 你就会知道事情正在变得真实。

You know, it's like Mother Nature is playing a prank on us.

你知道，就像大自然在恶作剧一样。

I live and work in the most unequal country on the planet,

我在地球上最不平等的国家生活和工作，

with acute inequality being our reality.

严重的不平等是我们的现实。

So you can only imagine then,

因此，你只能想象，

how critical the messages that we put out in advertising and PR

在这种背景下，我们在广告 和公关中发布的信息有多重要。

can be within this context.

So this is kind of personal for me.

所以这对我来说有点个人化。

And to be honest,

说实话，

these issues are not only happening in Johannesburg, South Africa.

这些问题不仅发生在南非的约翰内斯堡。

We are seeing these issues happen everywhere else around the world.

我们看到这些问题 发生在世界其他任何地方。

But here's the tension.

但是问题就在这

To tackle overconsumption,

为了解决过度消费问题，

we seriously have to reduce what we consume

我们必须认真减少消费方式和消费量。

and how much we consume.

And of course, the irony for me

当然，讽刺的是对我和 我的 3,910 亿美元行业来说，

and my 391-billion-dollar industry

is that our day-to-day jobs require us to impel everyone

我们的日常工作要求我们强迫所有人

to buy, buy, buy and buy.

购买、购买、购买、再购买。

So as a result,

因此，

we have created a "mess-terpiece," you know, a mess,

我们利用我们的影响力 来推动过度的消费主义

using our influence to drive excessive consumerism.

造成了一个“混乱局面”， 你知道，一团糟。

So how then, do we, as an advertising and PR industry,

那么，作为广告和公关行业，

atone for our missteps?

我们如何弥补自己的失误呢？

I wish there was a pill we could take

真希望有一颗药能让我们一吃下去，

and then -- poof -- problem solved.

然后问题就迎刃而解。

But this is not going to be the easiest thing to do.

但这不是最容易做的事情。

How do we tell our clients that we need to sell less

我们如何告诉客户我们需要减少销量

when all they want from us is to move tons and tons of products off the shelves?

当他们想要的只是 将成千上万的产品下架时？

Should we reconsider or consider not advertising ever?

我们应该重新考虑 还是考虑永远不要做广告？

I mean, this sounds a little bit bonkers, right?

我的意思是，这听起来有点疯狂，对吧？

But it is indeed a massive undertaking.

但这确实是一项艰巨的任务。

But the gift of creativity is our tool for change.

但是创造力的天赋是我们变革的工具。

We can use this tool to fight excessive consumerism

我们可以使用这个工具 来对抗过度的消费主义，

and make a huge difference.

并发挥巨大的作用。

And it all starts with the Honesty Squad.

而这一切都始于诚实小队。

The thing is, if we can convince people to buy more,

事实是，如果我们能 说服人们购买更多商品，

we can convince people to buy less,

我们就能说服人们减少购买，

to buy differently or to buy responsibly.

以不同的方式购买或负责任地购买。

So imagine every advertising and PR agency struts its stuff

因此，想象一下，每家广告和公关机构

都在 Honesty Squad 中大放异彩,

with the Honesty Squad,

meticulously scrutinizing campaigns

不仅从创意角度或 战略角度来仔细审查活动

not only from a creative perspective or from a, I suppose,

strategic perspective,

我想，也要从环境角度来仔细审查活动。

but also from an environmental perspective.

So the Honesty Squad presents a paradigm shift

因此，Honesty Squad 特别 强调制止过度消费主义，

in how we operate as an industry

从而为我们的行业 运营方式带来了模式转变。

by placing particular emphasis on stopping excessive consumerism.

So imagine what the possibilities could be with this.

因此，想象一下这可能带来什么可能性。

An industry that is all about making people think twice before they buy.

这个行业的宗旨是 让人们在购买前三思而后行。

An industry making stuff that doesn't trash the planet.

一个制造不会破坏地球的东西的行业。

An industry saying no to throwaway culture.

一个对一次性文化说不的行业。

We're talking about changing how individuals shop.

我们正在谈论改变个人的购物方式。

Getting governments to make better rules and getting industries to be eco-friendly.

让政府制定更好的规则， 让行业变得环保。

So to be an industry with the superpower of conscious.

因此，要成为一个具有超能力的行业。

So what will the Honesty Squad do exactly?

那么，Honesty Squad 到底会做什么？

On a glaringly obvious level,

在显而易见的层面上，

we would stop advocating and sanitizing for oil companies.

我们将停止为石油公司进行宣传和消毒。

True.

没错。

(Applause)

（掌声）

According to Adweek, nearly 300 agencies

据《广告周刊》报道，目前有近300家

and six major holding companies

are currently servicing fossil fuel clients,

机构和六家主要控股公司 正在为化石燃料客户提供服务，

and it's hard to ignore that the situation seems quite irrational, right,

鉴于我们今天目睹的 严重的气候变化影响，

这种情况显得非常不合理，

in light of the severe climate change impacts that we're witnessing today.

这是不容忽视的。

But anyway, my team and I decided to kind of have a bit of fun.

但无论如何，我和我的团队 决定玩得开心。

And so we put together some ad samples, some examples,

因此，我们整理了一些 广告样本，一些例子，

just to showcase how the Honesty Squad could tackle

只是为了展示 Honesty Squad 如何应对

some of the challenges that we have to face.

我们必须面对的一些挑战。

So look at this example.

所以看看这个例子。

"Of course, we want you to eat our burger ...

“当然，我们想让你吃我们的汉堡...

But try our plant-based option.

但是试试我们的植物性选择。

It's yummy."

太好吃了。”

Here's the thing.

事情就是这样的，

Excessive meat consumption harms the planet,

过量食用肉类会危害地球，

and that's because many people are unaware of this fact.

这是因为许多人没有意识到这一事实。

And as an advertising and PR industry,

作为广告和公关行业，

we haven't done enough to showcase alternatives which are better

我们在展示对地球更

for the planet.

有利的替代方案方面做得还不够。

And we definitely need to just change that.

而且我们肯定需要改变这种状况。

Simple, right?

很简单，对吧？

Look at this next example.

看看下一个例子。

"If you make these jeans your new BFF, your old pair gets a new home.

“如果你把这些牛仔裤当作你的新朋友， 你的旧牛仔裤就会有新家。

Deal?"

成交不？”

This is really all about making sure that we encourage people to give away stuff

这实际上是为了确保我们鼓励人们赠送

they don't use,

他们不使用的东西，

because we cannot be sending stuff to landfills

因为我们不能一次又一次地 将垃圾丢弃在生态环境里。

time and time again.

Are you with me?

你和我一起吗加入吗？

Right.

对。

"Keeping up with the Joneses again?"

“又跟上琼斯的步伐了吗？”

This is the next example.

这是下一个例子。

"Stop it already."

“已经停下来了。”

We seriously have to challenge this culture

我们必须认真挑战这种文化，

where people are constantly being encouraged

在这种文化中，人们不断被

to consume stuff and to buy stuff

鼓励消费和购买东西，

in order for them to look successful or to look happy.

以使他们看起来成功或看起来很开心。

And this intense pressure we put on consumers

而我们向消费者施加的这种巨大压力， 要求他们跟上琼斯的步伐，

to keep up with the Joneses

and live lives they don't afford

过上他们负担不起的生活，

is really, really not necessary.

确实没有必要。

We've got to just stop that.

我们必须停止这种情况。

The next example,

下一个例子，

"We could tell you that this drink will make you look cool and stuff,

“我们可以告诉你， 这种饮料会让你看起来很酷，

but we would be lying.

但我们是在撒谎。

It just tastes good, you know, full stop."

简而言之，味道不错。”

So many people consume stuff

这么多人为了

in order to showcase a certain image on social media.

在社交媒体上展示某张照片而消费东西。

I mean, we really, definitely need to just change that, right?

我的意思是，我们确实 需要改变这种状况，对吧？

The last example, "Three for two sounds good,

最后一个例子， “三换二听起来不错，

but do you really need 50 tubs of hand lotion all at once?"

但是你真的需要一次性 使用 50 桶润手液吗？”

Like, come on, right?

比如，来吧，对吧？

So you could imagine the Honesty Squad then

因此，你可以 想象 Honesty Squad

as your kind of personal wingman, you know,

就像你那种私人边锋，你知道，可以

helping you, you know, stay away from unnecessary shopping.

帮助你远离不必要的购物。

And I think many of us would definitely benefit from that, right?

而且我认为我们中的许多人 肯定会从中受益，对吧？

So you can see that there are a lot of opportunities,

因此，你可以看到，

from a creative perspective,

从创新的角度来看，

for us to do some really good work and change that.

我们有很多机会可以做一些 非常好的工作并改变这种状况。

But the other thing that excites me about my industry,

但是，我的行业令我兴奋的另一件事是，

and we know this very well,

我相信大家对此也非常了解，

is that we appreciate a fabulous pat on the back.

那就是我们很欣赏一拍背部的精彩瞬间。

And creative awards actually do that, you know?

而创意奖实际上是这样做的，你知道吗？

So let's celebrate then campaigns that reduce waste,

因此，让我们庆祝减少浪费的活动，

you know, campaigns that encourage mindful shopping,

你知道，鼓励正念购物的活动，

you know, campaigns that reduce or rather,

比如减少或更确切地说，

you know, recycle old products for reuse,

回收旧产品以供重复使用的活动，

like this exciting campaign by Ikea.

比如宜家的这项激动人心的活动。

In Norway alone,

仅在挪威，每年就有

over three million pieces of furniture are thrown away each year.

超过三百万件家具被丢弃。

Three million.

三百万。

And for Ikea to deal with this problem,

为了让宜家解决这个问题，

they decided to collect all old Ikea furniture

他们决定收集所有宜家的旧家具

and actually sell it,

并实际出售，

utilizing the reasons why they were no longer needed.

理由是不再需要这些家具。

So reasons like breakups, divorce, you know, etc.

因此，诸如分手、离婚等原因。

So what Ikea did was effectively take the old furniture

因此，宜家所做的实际上是拿走旧家具，

and resell it to new customers in their stores.

然后在商店里将其转售给新顾客。

How cool is that?

这多酷呀？

This is exactly how the Honesty Squad rolls,

这正是 Honesty Squad 的运作方式，

and I think we need to be doing a lot more of that as an industry.

我认为作为一个行业， 我们需要做更多的事情。

So it is loud and clear everywhere around the world

因此，世界各地都清楚地表明，

that we cannot continue going the way we've been going.

我们无法继续沿着过去的道路前进。

And as an industry,

作为一个行业，在一个 渴望焕然一新的世界里，

we cannot be tone deaf in a world that is screaming for a refresh.

我们不能充耳不闻。

And of course, all those negative ninjas out there will say,

当然，所有那些负面忍者 都会说：“这永远行不通。

"This will never work.

This can never happen."

这永远不可能发生。”

But can you imagine if it did?

但是你能想象是不是真的吗？

Think about it.

想一想。

Not so long ago,

不久前，

we used to advertise cigarettes unashamedly.

我们曾经毫不掩饰地为香烟做广告。

Now we don't.

现在我们不这样做了。

So these changes could seriously change the way we live.

因此，这些变化可能会 严重改变我们的生活方式。

But what excites me more about all of this

但是，所有这一切更让我兴奋

is that creativity can really solve these problems,

的是，创造力可以真正解决这些问题，

and do so on a large scale.

而且可以大规模地解决这些问题。

So let's leverage our core strengths of creativity and influence

因此，让我们利用我们的创造力 和影响力等核心优势

to tackle some of the challenges that we are facing

来应对我们

as a global community.

作为全球社区所面临的一些挑战。

But to do that,

但是要做到这一点，

we'd have to be really honest about the impacts

我们必须诚实地对待我们的广告

that our advertising and PR is having on our planet and on our people.

和公关对我们的星球 和我们的人民的影响。

I believe it's not impossible,

我相信这并非不可能，

even though I may have had an utterly horrifying realization about what I do

尽管我可能对自己

as an agency owner and as a brand architect,

作为代理机构所有者和品牌架构师 的所作所为有了非常可怕的认识，

I do see the immediate opportunity

但我确实看到了我们立即有机会 将行业的这种创造力天赋转化

for us to channel this gift of creativity of our industry into a powerful ally.

成为强大的盟友。

Because, you know, as consumerism reaches unprecedented levels

因为，你知道，随着消费主义 达到前所未有的水平

and the climate crisis intensifies,

和气候危机的加剧，

our role as the advertising and PR industry

我们作为广告和公关行业的作用

can be that pivotal intervention that the world needs right now.

可能是当今世界需要的关键干预。

So let's embrace this responsibility, my friends,

因此，朋友们， 让我们承担起这一责任，

which is really all about making right for the brands that we represent,

这实际上就是要为我们所代表 的品牌做正确的事，同时

but also doing right for the planet and for its people.

也要为地球及其人民做正确的事。

Let's do that.

让我们一块儿这样做吧。

Thank you.

谢谢。

(Cheers and applause)

（欢呼和掌声）