Julian Treasure: The 4 ways sound affects us

翻译人员: Ruokan He 校对人员: Yvonne Fu

在接下来的5分钟里

Over the next five minutes,

my intention is to transform your relationship with sound.

我想把你们与声音的关系作个转变

Let me start with the observation

首先，请允许我以这样的观察开始，我发现大多数围绕我们的声音是偶然性的。

that most of the sound around us is accidental;

并且许多声音也是不愉悦的。（交通的噪音）

much of it is unpleasant. (Traffic noise)

我们站在街巷的角落，像这样盖过噪音来说话，

We stand on street corners, shouting over noise like this,

就当那噪音不存在一样。

pretending it doesn't exist.

This habit of suppressing sound has meant

好，这样一种压制其他声音的习惯意味着我们

that our relationship with sound has become largely unconscious.

与声音的关系变得更无意识了

There are four major ways sound is affecting you all the time,

声音通过这样4种主要的方式一直影响着你们

and I'd like to raise them in your consciousness today.

而今天我想唤起你们对于声音的知觉。

The first is physiological.

首先声音是生理的。（闹铃声）

(Alarm clocks ring)

Sorry about that.

（对刚才突然的声音表示）抱歉。我刚给了你们一记皮质醇（荷尔蒙)你们的的冲击，

I just gave you a shot of cortisol, your fight-flight hormone.

这样的声音一直影响着你们的荷尔蒙分泌物，

Sounds are affecting your hormone secretions all the time,

but also your breathing, heart rate -- which I just also did --

但同时你们的呼吸，你们的心跳频率，就像我刚才那样

还有你们的脑电波

and your brainwaves.

It's not just unpleasant sounds like that that do it.

对它们而言这声音不仅仅是不愉悦。

这是拍岸浪花的声音（大海的波）

This is surf. (Ocean waves)

It has the frequency of roughly 12 cycles per minute.

它有着大约每分钟12转的频率

许多人觉得那声音非常抚慰人心的，

Most people find that very soothing,

and, interestingly, 12 cycles per minute is roughly the frequency

而，有趣的是，12转每分钟的频率

恰巧是一个沉睡着的人的呼吸频率,

of the breathing of a sleeping human,

so there is a deep resonance with being at rest.

从而形成了这样一种与人类休息时的共鸣。

我们也将此与其他的状态联系起来：比如没有压力的时候，

We also associate it with being stress-free and on holiday.

又如放假之时。

The second way in which sound affects you is psychological.

第二种声音影响你们方式是心理上的。

Music is the most powerful form of sound that we know

音乐是我们所知道的最能

that affects our emotional state. (Albinoni's Adagio)

影响着我们情绪的一种声音表现形式。（悠缓小提琴）

This is guaranteed to make most of you feel pretty sad if I leave it on.

这样的声音一定会让你们都感到有些伤感

如果我一直放下去。

Music is not the only kind of sound, however, which affects your emotions.

然而，音乐并不是唯一的一种影响着你们情绪的声音形式。

Natural sound can do that, too.

自然之音亦有此效。

Birdsong, for example, is a sound which most people find reassuring.

比如鸟鸣，这种声音对于大多数人而言

都是一种安慰。（鸟鸣）

There's a reason: over hundreds of thousands of years

这正是在经历了成百上千年

we've learned that when the birds are singing, things are safe.

我们认识到鸟的歌声是安全的表现的原因。

It's when they stop you need to be worried.

而当它们停下也就是你们需要担心的时候了。

The third way in which sound affects you is cognitively.

第三种声音影响着你们的方式是认知性的。

You can't understand two people talking at once (Voice-over)

你不会同时理解两个人在同时说话（“如果你在听这个版本”）

（“的我你就在错误的音轨上了”）或者在这种情况下一个人说话两次。

or in this case, one person talking twice.

尝试听另一个人（“你们要决定你们到底听哪一个”）

You have to choose which me you're going to listen to.

We have a very small amount of bandwidth for processing auditory input,

我们大脑只有很小一部分可以带宽可以用来处理声像的输入

这正是为什么如（办公室里）这样的闹声

which is why noise like this ...

(Office noise)

对于生产力有着如此巨大的破坏力

is extremely damaging for productivity.

If you have to work in an open-plan office like this,

如果你要在这样一个公开的办公室里工作，

your productivity is greatly reduced.

你的效率就大打折扣了。

And whatever number you're thinking of, it probably isn't as bad as this.

并且无论你在想着怎样的数字，也许并不会像这样糟糕。

[Open-plan offices productivity down 66%]

(有预示作用的音乐）

You are one-third as productive in open-plan offices as in quiet rooms.

你在一个开放式的办公室里面的效率是安静的房间内的三分之一。

I have a tip for you:

那让我给你个小建议吧。如果你需要在那样的开放环境下工作，

if you work in spaces like that, carry headphones with you,

带上你的耳机，和如鸟鸣般和谐的音乐。

with a soothing sound like birdsong.

Put them on, and your productivity goes back up to triple what it would be.

在你工作的时候带上耳机，你的效率变会恢复三倍变为它本来的样子。

第四种声音影响你的方式是通过行为的

The fourth way in which sound affects us is behaviorally.

With all that other stuff going on,

当周围有声音的时候，如果我们的行为完全不变，

it would be amazing if our behavior didn't change.

那将会是一件令人惊讶的事情了。

(Techno music)

（♫在车里的枯燥的声音）所以，问问你自己吧：这人是不是准备就

So ask yourself: Is this person ever going to drive

一直用28英里每小时的速度开下去？我不这么认为。

at a steady 28 miles per hour?

I don't think so.

At the simplest, you move away from unpleasant sound

用最简单的方式说，你会离开不舒服的声音

and towards pleasant sounds.

并前往和谐的声音。

So if I were to play this ...

所以如果我们播放这个声音-（手提钻）-

(Jackhammer)

for more than a few seconds, you'd feel uncomfortable;

过不了几秒，你们觉得不舒服了吧；

for more than a few minutes, you'd be leaving the room in droves.

过不了几分钟，你们会成群结队离开这里。

For people who can't get away from noise like that,

因为人们不能摆脱这样的噪声，

对于他们的身体也是极大的伤害。

it's extremely damaging for their health.

而且那并不是噪音唯一破坏的

And that's not the only thing that bad sound damages.

Most retail sound is inappropriate and accidental, even hostile,

大多数零售商发出的声音是不正确的，随意性的，甚至是带有敌意的。

and it has a dramatic effect on sales.

并且对于销量也有着巨大的影响作用。

For you retailers, you may want to look away before I show this slide.

对于你们其中这些零售商，在我展示这些画面前，

你们或许不想再看。

[Inappropriate retail soundscapes sales down 28%]

They're losing up to 30 percent of their business

这些声音使得生意少去了百分之三十

人们加快步伐离开商店，或者只是在门口望一望。

with people leaving shops faster, or just turning around at the door.

我们都做过这样的事情，离开那片地域

We've all done it, left the area,

只因为那里的声音太令人不快乐。

because the sound in there is so dreadful.

I want to spend just a moment talking about the model we've developed,

我想只花一点点时间来谈论

我们所发展而来的那个模型，那个允许我们从高处开始的模型

which allows us to start at the top and look at the drivers of sound,

看一下那司机的声音，分析下声音的范围，

analyze the soundscape

and then predict the four outcomes I just talked about.

然后预测一下我刚才所说的四种结果。

或者按下按钮，

Or start at the bottom and say what outcomes we want,

并说说我们希望怎样的结果，

and then design a soundscape to have a desired effect.

然后设计一个产生效果的声音范围

最终我们得到了我们可以应用的一些科学。

At last we've got some science we can apply.

我们在设计声音范围的一场生意中。

And we're in the business of designing soundscapes.

Just a word on music.

关于音乐就说一句。音乐是最有威力的一种声音

Music is the most powerful sound there is, often inappropriately deployed.

但它经常被错误地利用。

It's powerful for two reasons:

因为有两个原因使其强大。首先你很快认出了它

you recognize it fast, and you associate it very powerfully.

然后你展开了疯狂的联想。

I'll give you two examples.

我来给你两个例子（甲壳虫的音乐“A HARD DAY'S NIGHT”的第一个和弦）

(First chord of "A Hard Day's Night")

Most of you recognize that immediately.

你们中大多数的人马上就认出了这调

The younger, maybe not.

年轻人，也许没有认出吧（笑）

(Laughter)

(First notes of "Jaws" theme)

（"Jaws"主题的前两个音符）大多数人会联系到什么吧！

Most of you associate that with something!

Now, those are one-second samples of music.

现在，这些都是一秒的音乐的样品。

Music is very powerful,

音乐很强大。但是不幸的是

and unfortunately, it's veneering commercial spaces, often inappropriately.

音乐总是为一些用来装饰那些不适合的商业场合。

I hope that's going to change over the next few years.

我希望在未来几年有些变化

Let me talk about brands for a moment, since some of you run brands.

让我们先谈论一会儿商标品牌，

因为你们中有些事经营品牌企业的。所有的品牌如今

Every brand is out there making sound right now.

都要有自己的主题音乐。

There are eight expressions of a brand in sound; they're all important.

在品牌声音中有8种表现方式。

他们都很重要。并且所有的品牌都需要把自己的准则放在中心地位。

And every brand needs to have guidelines at the center.

我很高兴地表示现在这一切就要发生了。

I'm glad to say that is starting to happen now.

（因特尔广告的叮当声）

(Intel ad jingle)

You all recognize that one.

你们都认得出那个声音。（诺基亚铃声）这个是

(Nokia ringtone)

This is the most-played tune in the world today --

如今世界上被播放最多的调子了。

这个铃声每天被播放18亿次。

1.8 billion times a day, that tune is played.

(Laughter)

And it cost Nokia absolutely nothing.

并且对于诺基亚而言他们什么也没花什么钱。

I'll leave you with four golden rules, for those of you who run businesses,

这就给你们这些经商的人留下了四条黄金法则，

关于商业音调。

for commercial sound.

First, make it congruent,

首先，有一致性，

pointing in the same direction as your visual communication.

和你们的视觉画面要达到相同方向的沟通效果

这大概能增加百分之1100的影响力。

That increases impact by over 1,100 percent.

如果你那声音和画面不一致，指向相反方向，

If your sound is pointing the opposite direction, incongruent,

you reduce impact by 86 percent.

你会减少百分之86的魅力

That's an order of magnitude, up or down.

那是上下数量级的差别啊

This is important.

这非常重要

Secondly, make it appropriate to the situation.

其二 ，将其变得适合场景

Thirdly, make it valuable.

第三，使其有用。给人们一些除了声音之外的东西

Give people something with the sound, don't just bombard them with stuff.

不要仅仅用声音来砌合事物

最后，反复反复的测试

Finally, test and test it again.

Sound is complex; there are many countervailing influences.

声音很复杂。有许多抵消的作用。

就如一大碗通心粉：

It can be a bit like a bowl of spaghetti:

有时候你得吃了它才知道会发生什么。

sometimes you just have to eat it and see what happens.

So I hope this talk has raised sound in your consciousness.

所以我希望这个关于声音的演讲可以提升你的意识

If you're listening consciously,

如果你用心听，

you can take control of the sound around you.

你可以控制自己周围的声音

It's good for your health and for your productivity.

这对你的身体有好处。这对你的效率也有好处。

如果我们都那么做，我们就进入了

If we all do that, we move to a state

一个在世上听上去存在的境界

that I like to think will be sound living in the world.

I'll leave you with more birdsong. (Birds chirping)

我会给你们留下更多的一些些鸟鸣之歌。（鸟鸣叫）

我推荐你们每天至少听5分钟，但是没有上限

I recommend at least five minutes a day, but there's no maximum dose.

谢谢你们今天借给了我你们的耳朵。

Thank you for lending me your ears today.

（掌声）

(Applause)