Morgan Spurlock: The greatest TED Talk ever sold

779,563 views ・ 2011-04-06

TED


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譯者: Joyce Chou 審譯者: Wang-Ju Tsai
00:15
I have spent the past few years
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我在過去的幾年裡
00:18
putting myself into situations
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讓自己處在
00:20
that are usually very difficult
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非常困難的的情況裡
00:22
and at the same time somewhat dangerous.
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同時也有點危險。
00:26
I went to prison --
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我被關在監獄 -
00:28
difficult.
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困難。
00:30
I worked in a coal mine --
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我在煤礦場工作 -
00:33
dangerous.
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危險。
00:35
I filmed in war zones --
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我在戰區拍片 -
00:37
difficult and dangerous.
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困難又危險。
00:39
And I spent 30 days eating nothing but this --
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我花了30天不吃其他東西,只吃這個 -
00:43
fun in the beginning,
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在開始時很好玩,
00:45
little difficult in the middle, very dangerous in the end.
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過程中有點困難,在結束時非常危險。
00:49
In fact, most of my career,
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事實上,大部分我職業生涯裏,
00:51
I've been immersing myself
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我一直讓自己
00:53
into seemingly horrible situations
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沉浸在看似可怕的情況裡
00:56
for the whole goal of trying
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為的是
00:58
to examine societal issues
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研究社會問題
01:00
in a way that make them engaging, that make them interesting,
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我用讓大家一同參與,使大家感興趣的方式,
01:03
that hopefully break them down in a way
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希望讓這些研究
01:05
that make them entertaining and accessible to an audience.
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變得有娛樂性和能讓觀眾觸及。
01:08
So when I knew I was coming here
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所以,當我知道我要來這裡
01:10
to do a TED Talk that was going to look at the world of branding and sponsorship,
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做一場TED演講,探討世界上的品牌和贊助,
01:13
I knew I would want to do something a little different.
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我知道我想要做一些不一樣的東西。
01:15
So as some of you may or may not have heard,
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你們有些人可能有也可能沒有聽過,
01:18
a couple weeks ago, I took out an ad on eBay.
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幾個星期前,我在Ebay貼出一則廣告。
01:21
I sent out some Facebook messages,
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我在Facebook發出了一些消息,
01:24
some Twitter messages,
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也在Twitter發出一些消息,
01:26
and I gave people the opportunity to buy the naming rights
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我讓大家有機會可以購買
01:28
to my 2011 TED Talk.
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我2011年TED演講名稱的命名權。
01:30
(Laughter)
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(笑聲)
01:32
That's right, some lucky individual, corporation,
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沒錯,一些幸運的人,公司行號,
01:35
for-profit or non-profit,
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營利或非營利的機構,
01:37
was going to get the once-in-a-lifetime opportunity --
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會得到一次千載難逢的機會 -
01:39
because I'm sure Chris Anderson will never let it happen again --
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因為我敢說,克里斯安德森(TED總監)將永遠不會讓這事再發生 -
01:41
(Laughter)
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(笑聲)
01:43
to buy the naming rights
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大家可以來購買
01:45
to the talk you're watching right now,
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你現在正在看的演講的命名權,
01:47
that at the time didn't have a title, didn't really have a lot of content
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在拍賣當時,沒有主題,也沒有內容說明
01:50
and didn't really give much hint
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更沒有提供任何
01:52
as to what the subject matter would actually be.
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關於實際上題材的線索。
01:55
So what you were getting was this:
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所以,買家得到的是:
01:57
Your name here presents:
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你的名字會刊登在這裡:
01:59
My TED Talk that you have no idea what the subject is
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你不知道我的TED演講的主題是什麼
02:02
and, depending on the content, could ultimately blow up in your face,
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且根據不同的內容,可能最後事情會完全搞砸,
02:05
especially if I make you or your company look stupid for doing it.
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尤其如果我做些讓你或你的公司看起來愚蠢的事。
02:08
But that being said,
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儘管如此,
02:10
it's a very good media opportunity.
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這是一個非常好的宣傳機會。
02:12
(Laughter)
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(笑聲)
02:18
You know how many people watch these TED Talks?
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你知道有多少人會觀看這些 TEDTalks?
02:21
It's a lot.
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很多人呢。
02:24
That's just a working title, by the way.
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順便提一下,這名稱只是暫定的。
02:26
(Laughter)
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(笑聲)
02:28
So even with that caveat,
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因此,即使有警告過了,
02:31
I knew that someone would buy the naming rights.
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我知道還是有人會買命名權。
02:33
Now if you'd have asked me that a year ago,
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如果你一年前問我
02:35
I wouldn't have been able to tell you that with any certainty.
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我不會有把握能夠告訴你。
02:37
But in the new project that I'm working on, my new film,
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但我現在正在努力的新計劃,就是我的新電影,
02:39
we examine the world of marketing, advertising.
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我們將探討行銷,也就是廣告。
02:42
And as I said earlier,
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正如我剛才所說,
02:44
I put myself in some pretty horrible situations over the years,
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多年來,我讓自己處在一些非常可怕的情況,
02:47
but nothing could prepare me, nothing could ready me,
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但我再怎麽準備,再怎麽作心理建設,
02:50
for anything as difficult
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也沒辦法來應付
02:53
or as dangerous
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以下這個危險的狀況
02:55
as going into the rooms with these guys.
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那就是:和這些傢伙(廣告公司)同在一間房裏。
02:59
(Laughter)
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(笑聲)
03:02
You see, I had this idea for a movie.
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你看,我有拍這種電影的想法。
03:05
(Video) Morgan Spurlock: What I want to do is make a film
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(影片)摩根‧斯珀洛克:我想做的就是拍部電影
03:07
all about product placement, marketing and advertising,
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是關於置入性行銷,產品行銷和廣告,
03:10
where the entire film is funded
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然後整齣電影的經費
03:12
by product placement, marketing and advertising.
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就來自產品的置入性行銷,行銷和廣告。
03:14
So the movie will be called "The Greatest Movie Ever Sold."
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所以,這部電影,會被稱為“最成功的電影販售”。
03:17
So what happens in "The Greatest Movie Ever Sold,"
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那麼,在“最成功的電影販售”講的是
03:19
is that everything from top to bottom, from start to finish,
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一切從上到下,從開始到結束,
03:22
is branded from beginning to end --
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完全的品牌化 -
03:24
from the above-the-title sponsor that you'll see in the movie,
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你會看到在電影中,看到冠名贊助商,
03:26
which is brand X.
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這是某某品牌。
03:28
Now this brand, the Qualcomm Stadium,
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現在這個品牌,高通球場(Qualcomm Stadium),
03:30
the Staples Center ...
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斯台普斯中心(Staples Center)...
03:32
these people will be married to the film in perpetuity -- forever.
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這些人將永久和電影連結在一起 - 直到永遠。
03:35
And so the film explores this whole idea -- (Michael Kassan: It's redundant.)
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整齣電影將探討這個想法 - (Michael Kassan:這是多餘的。)
03:37
It's what? (MK: It's redundant.) In perpetuity, forever?
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你說什麼? (MK:我說這是多餘的。)你是說永久永遠嗎?
03:40
I'm a redundant person. (MK: I'm just saying.)
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我是個多餘的人。 (MK:我只是這樣說。)
03:42
That was more for emphasis.
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這只是爲了強調
03:44
It was, "In perpetuity. Forever."
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說,“永久——直到永遠”。
03:46
But not only are we going to have the brand X title sponsor,
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不過,我們不僅擁有某某品牌冠名贊助商,
03:48
but we're going to make sure we sell out every category we can in the film.
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我們還將確保,我們把電影裡能賣的贊助部分都給賣出。
03:50
So maybe we sell a shoe and it becomes the greatest shoe you ever wore ...
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所以,也許贊助鞋的部分,讓它成為有史以來你穿過最好的鞋...
03:53
the greatest car you ever drove from "The Greatest Movie Ever Sold,"
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“最成功的電影販售”中,有史以來你開過最好的車,
03:56
the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."
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“最成功的電影販售”,由有史以來你喝過最好喝的飲料所贊助,
03:59
Xavier Kochhar: So the idea is,
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Xavier Kochhar:這樣的想法是,
04:01
beyond just showing that brands are a part of your life,
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不止要展示說品牌是你生活的一部分,
04:03
but actually get them to finance the film? (MS: Get them to finance the film.)
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而且還要由他們來資助電影嗎? (MS:讓他們出資來拍電影。)
04:06
MS: And actually we show the whole process of how does it work.
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MS:實際上,我們會完整呈現這部分的工作。
04:08
The goal of this whole film is transparency.
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我們的目標是要讓整齣電影的贊助透明化。
04:10
You're going to see the whole thing take place in this movie.
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你在這部電影裡可以看到所有的過程。
04:12
So that's the whole concept,
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這是整體概念,
04:14
the whole film, start to finish.
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整部影片,從開始到結束都是被贊助的。
04:16
And I would love for CEG to help make it happen.
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我非常希望有CEG的贊助,使拍片能成功。
04:18
Robert Friedman: You know it's funny,
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Robert Friedman:説來有趣,
04:20
because when I first hear it,
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因為當我第一次聽到這個主意時,
04:22
it is the ultimate respect
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我覺得這是
04:24
for an audience.
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對觀眾最極致的尊重
04:26
Guy: I don't know how receptive
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Guy:我不知道
04:28
people are going to be to it, though.
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人們對這一切的接受度有多高。
04:30
XK: Do you have a perspective --
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XK:你有想過嗎 -
04:32
I don't want to use "angle" because that has a negative connotation --
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我不想用“角度”這個字,因為有負面的涵義 -
04:34
but do you know how this is going to play out? (MS: No idea.)
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不過你知道電影要怎麼呈現嗎? (MS:我不知道。)
04:37
David Cohn: How much money does it take to do this?
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David Cohn:這樣做要花多少錢呢?
04:40
MS: 1.5 million. (DC: Okay.)
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MS:150萬美元。 (DC:好吧。)
04:43
John Kamen: I think that you're going to have a hard time meeting with them,
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John Kamen:我覺得你跟贊助商見面時,下場可能會蠻淒慘的,
04:45
but I think it's certainly worth pursuing
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但我覺得這還是值得試試看
04:47
a couple big, really obvious brands.
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找些知名的大品牌。
04:50
XK: Who knows, maybe by the time your film comes out,
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XK:誰知道,也許你電影拍出來的時候,
04:52
we look like a bunch of blithering idiots.
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我們看起來會像一群在胡扯的笨蛋。
04:54
MS: What do you think the response is going to be?
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MS:你認為這樣會得到什麼反應?
04:57
Stuart Ruderfer: The responses mostly will be "no."
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Stuart Ruderfer:大多數的反應應該會是“不要”。
04:59
MS: But is it a tough sell because of the film
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MS:這是因為是電影本身所以找不到贊助嗎?
05:01
or a tough sell because of me?
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還是因為我的關係?
05:03
JK: Both.
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JK:兩個都是。
05:05
MS: ... Meaning not so optimistic.
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MS:...意思是不太樂觀。
05:08
So, sir, can you help me? I need help.
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所以,你能幫我嗎?我需要幫助。
05:10
MK: I can help you.
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MK:我可以幫忙。
05:12
MS: Okay. (MK: Good.)
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MS:好的。 (MK:好。)
05:14
Awesome.
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真棒。
05:16
MK: We've gotta figure out which brands.
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MK:我們得弄清楚要哪些品牌。
05:18
MS: Yeah. (MK: That's the challenge.)
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MS:是的。 (MK:這是個挑戰。)
05:21
When you look at the people you deal with ..
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當你看到和你交涉的人時 ..
05:23
MK: We've got some places we can go. (MS: Okay.)
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MK:我們有一些門路。 (MS:好吧。)
05:25
Turn the camera off.
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把相機關掉。
05:27
MS: I thought "Turn the camera off"
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MS:我想他說“把相機關掉”
05:29
meant, "Let's have an off-the-record conversation."
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意味著我們不要有任何談話的記錄。
05:31
Turns out it really means,
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結果的真正意思是
05:33
"We want nothing to do with your movie."
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“我們不希望與你拍的電影有任何關連。”
05:36
MS: And just like that, one by one,
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MS:就這樣,一個接一個,
05:39
all of these companies suddenly disappeared.
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所有這裡的公司突然都消失了。
05:42
None of them wanted anything to do with this movie.
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沒有公司想要在這部電影裡贊助商品
05:44
I was amazed.
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我很驚訝
05:46
They wanted absolutely nothing to do with this project.
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他們完全不想參與這個計畫
05:48
And I was blown away, because I thought the whole concept, the idea of advertising,
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我被打敗了,因為我覺得整個廣告的概念,
05:50
was to get your product out in front of as many people as possible,
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是讓你的產品能盡可能出現在越多的人面前,
05:53
to get as many people to see it as possible.
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盡可能讓更多的人看到
05:55
Especially in today's world,
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特別是在當今世界,
05:57
this intersection of new media and old media
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在新媒體和傳統媒體的交會下
05:59
and the fractured media landscape,
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還有不同的媒體區塊
06:01
isn't the idea to get
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我們不正是需要
06:03
that new buzz-worthy delivery vehicle
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用新穎時髦的傳播工具
06:06
that's going to get that message to the masses?
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才能將訊息轉達給群眾嗎?
06:08
No, that's what I thought.
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不,那是我的想法。
06:11
But the problem was, you see,
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但問題是,你看,
06:13
my idea had one fatal flaw,
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我的想法有一個致命的缺陷,
06:16
and that flaw was this.
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那個缺陷是這個。
06:20
Actually no, that was not the flaw whatsoever.
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其實不是,這不是任何缺陷。
06:22
That wouldn't have been a problem at all.
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這本來是不會有問題的。
06:24
This would have been fine.
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原本應該會很好的
06:26
But what this image represents was the problem.
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但是這個圖正顯示出問題在哪裏
06:28
See, when you do a Google image search for transparency,
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你瞧,當你在Google圖片上搜尋“透明度”,
06:30
this is ---
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這是 --
06:32
(Laughter)
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(笑聲)
06:34
(Applause)
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(掌聲)
06:37
This is one of the first images that comes up.
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這是第一張會出現的圖。
06:40
So I like the way you roll, Sergey Brin. No.
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Sergey Brin(Google創辦人之一)我真愛你管理的方式。不
06:43
(Laughter)
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(笑聲)
06:47
This is was the problem: transparency --
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這就是問題所在:透明度 -
06:50
free from pretense or deceit;
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不是虛偽或欺騙;
06:52
easily detected or seen through;
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很容易發現或識破;
06:54
readily understood;
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很容易理解;
06:56
characterized by visibility or accessibility of information,
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特點是訊息的可見性和可得性,
06:59
especially concerning business practices --
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特別是關於商業行為 -
07:01
that last line being probably the biggest problem.
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最後一句可能是最大的問題。
07:04
You see, we hear a lot about transparency these days.
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想想,這些日子以來,我們聽到了很多關於透明度。
07:07
Our politicians say it, our president says it,
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我們的政治人物,我們的總統都在說,
07:09
even our CEO's say it.
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甚至我們的CEO也在說。
07:11
But suddenly when it comes down to becoming a reality,
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但是,當它突然變成現實的一部分,
07:13
something suddenly changes.
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事情就不一樣了。
07:15
But why? Well, transparency is scary --
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但是為什麼呢?嗯,透明度是可怕的 -
07:18
(Roar)
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(吼)
07:20
like that odd, still-screaming bear.
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像隻又怪又會叫的熊。
07:23
(Laughter)
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(笑聲)
07:25
It's unpredictable --
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透明度無法捉摸 -
07:27
(Music)
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(音樂)
07:29
(Laughter)
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(笑聲)
07:31
like this odd country road.
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像一條奇怪的鄉間小路。
07:34
And it's also very risky.
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而且是很危險的。
07:38
(Laughter)
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(笑聲)
07:41
What else is risky?
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還有什麼也是危險的?
07:43
Eating an entire bowl of Cool Whip.
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吃一整碗Cool Whip(一種冰奶油甜食)。
07:46
(Laughter)
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(笑聲)
07:51
That's very risky.
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這是非常危險的。
07:55
Now when I started talking to companies
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當我開始和那些公司交涉
07:57
and telling them that we wanted to tell this story,
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並告訴他們,我們想製作這樣的故事,
07:59
and they said, "No, we want you to tell a story.
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他們說:“不,我們要你製作出一個故事。
08:01
We want you to tell a story,
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我們希望你製作故事,
08:03
but we just want to tell our story."
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我們希望你製作我們品牌的故事。“
08:06
See, when I was a kid
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你看,當我還是個孩子
08:08
and my father would catch me in some sort of a lie --
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我父親會跟我說某些謊話 -
08:10
and there he is giving me the look he often gave me --
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而且他臉部的表情會像平常那樣 -
08:13
he would say, "Son, there's three sides to every story.
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他會說:“兒子,每一個故事都有三種面向。
08:17
There's your story,
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有你的,
08:20
there's my story
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有我的,
08:22
and there's the real story."
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還有真實的部分。“
08:24
Now you see, with this film, we wanted to tell the real story.
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現在,這部電影,我們想說真實的故事。
08:27
But with only one company, one agency willing to help me --
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但是,只有一個公司,一個機構願意幫助我 -
08:29
and that's only because I knew John Bond and Richard Kirshenbaum for years --
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而且還是因為我認識John Bond和Richard Kirshenbaum很多年 -
08:33
I realized that I would have to go on my own,
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我意識到,我必須自己來,
08:35
I'd have to cut out the middleman
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我不能再委託別人
08:37
and go to the companies myself with all of my team.
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我得自己和我的團隊直接到贊助商那裡去。
08:40
So what you suddenly started to realize --
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然後,你突然開始意識到 -
08:42
or what I started to realize --
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或者是我開始意識到 -
08:44
is that when you started having conversations with these companies,
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當你開始和這些公司交涉,
08:46
the idea of understanding your brand is a universal problem.
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了解品牌的概念是大家共同的問題。
08:49
(Video) MS: I have friends who make great big, giant Hollywood films,
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(影片)MS:我有位朋友是在製作大成本的好萊塢電影
08:51
and I have friends who make little independent films like I make.
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我也有朋友和我一樣是小型的獨立製片。
08:54
And the friends of mine who make big, giant Hollywood movies
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我那位製作大成本好萊塢電影的朋友
08:56
say the reason their films are so successful
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說他們的電影之所以是如此成功
08:58
is because of the brand partners that they have.
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是因為他們有合作的贊助品牌。
09:00
And then my friends who make small independent films
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然後我那些小型的獨立製片的朋友
09:02
say, "Well, how are we supposed to compete
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說:“那我們要如何
09:04
with these big, giant Hollywood movies?"
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去和這些大成本製作的好萊塢電影競爭?“
09:06
And the movie is called
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而我們這部電影叫做
09:08
"The Greatest Movie Ever Sold."
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“最成功的電影販售”。
09:10
So how specifically will we see Ban in the film?
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那要如何讓Ban這個牌子具體的在電影出現呢?
09:13
Any time I'm ready to go, any time I open up my medicine cabinet,
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每當我準備好,每當我打開了我的醫藥箱,
09:16
you will see Ban deodorant.
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你會看到Ban牌體香劑。
09:18
While anytime I do an interview with someone,
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每當我訪問一個人,
09:21
I can say, "Are you fresh enough for this interview?
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我可以問,“你覺得現在體味清爽可以接受訪問嗎?
09:24
Are you ready? You look a little nervous.
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你準備好了嗎?你看起來有點緊張。
09:26
I want to help you calm down.
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我想幫助你平靜下來。
09:28
So maybe you should put some one before the interview."
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也許你應該在受訪前試用一下。“
09:30
So we'll offer one of these fabulous scents.
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因此,我們將提供其中一款絕妙的香味。
09:32
Whether it's a "Floral Fusion" or a "Paradise Winds,"
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無論是“綜合花香”或“天堂之風”
09:34
they'll have their chance.
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都可以上鏡頭。
09:36
We will have them geared for both male or female --
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我們會讓他們準備好給男性或女性 -
09:39
solid, roll-on or stick, whatever it may be.
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不管是膏狀,滾珠的,或條狀的都可以。
09:42
That's the two-cent tour.
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這算是種小的宣傳手法。
09:44
So now I can answer any of your questions
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所以現在我可以回答您的任何問題
09:46
and give you the five-cent tour.
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然後討論更好的宣傳方式。
09:48
Karen Frank: We are a smaller brand.
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Karen Frank:我們是一個小品牌。
09:50
Much like you talked about being a smaller movie,
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就像你說作為一個小電影,
09:52
we're very much a challenger brand.
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我們是來挑戰大厰的品牌。
09:54
So we don't have the budgets that other brands have.
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我們不像其他品牌有龐大的預算。
09:56
So doing things like this -- you know,
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所以做這樣的事情 - 你知道,
09:58
remind people about Ban --
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宣傳我們的牌子 -
10:00
is kind of why were interested in it.
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這也是爲什麽我們有興趣的原因。
10:02
MS: What are the words that you would use to describe Ban?
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MS:那你會用什麼話來描述Ban這個牌子?
10:04
Ban is blank.
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Ban是空白的。
10:07
KF: That's a great question.
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KF:這是個好問題。
10:10
(Laughter)
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(笑聲)
10:15
Woman: Superior technology.
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女:高科技。
10:17
MS: Technology's not the way you want to describe something
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MS:你不會想用科技來描述
10:19
somebody's putting in their armpit.
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大家會放在在他們的腋下的東西。
10:21
Man: We talk about bold, fresh.
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男:我們的意思是自信,清爽。
10:23
I think "fresh" is a great word that really spins this category into the positive,
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我覺得“清爽”是一個很好的詞,和“對抗汗味和潮濕"比起來
10:26
versus "fights odor and wetness."
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讓人有正向的感覺。
10:28
It keeps you fresh.
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它讓你保持清爽。
10:30
How do we keep you fresher longer -- better freshness,
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我們讓你常保清爽 - 較清爽,
10:32
more freshness, three times fresher.
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清爽度更高,高出三倍。
10:34
Things like that that are more of that positive benefit.
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這樣的話,應該有更正面的效益。
10:38
MS: And that's a multi-million dollar corporation.
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MS:這是一間市值數百萬美元的公司。
10:41
What about me? What about a regular guy?
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那我呢?對一位普通人來說?
10:43
I need to go talk to the man on the street,
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我需要去和在街上的人交談,
10:45
the people who are like me, the regular Joes.
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像我一樣的人,一般人。
10:47
They need to tell me about my brand.
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他們需要告訴我他們的品牌形象。
10:49
(Video) MS: How would you guys describe your brand?
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(影片)MS:你會如何描述你自己的品牌?
10:53
Man: Um, my brand?
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男子:嗯,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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我喜歡很漂亮的衣服。
11:00
Woman: 80's revival
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女子:80年代的復古
11:02
meets skater-punk,
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龐克風,
11:04
unless it's laundry day.
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洗衣服那一天除外。
11:06
MS: All right, what is brand Gerry?
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MS:好,蓋瑞牌是什麼?
11:08
Gerry: Unique. (MS: Unique.)
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蓋瑞:唯一的。 (MS:唯一的。)
11:10
Man: I guess what kind of genre, style I am
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男子:我在想我是什麼樣的風格
11:12
would be like dark glamor.
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我想應該是黑色誘惑。
11:15
I like a lot of black colors,
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我很喜歡黑色,
11:17
a lot of grays and stuff like that.
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類似灰色的東西。
11:19
But usually I have an accessory,
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通常我會戴配件,
11:21
like sunglasses,
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像太陽眼鏡,
11:23
or I like crystal and things like that too.
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我喜歡水晶之類的東西。
11:25
Woman: If Dan were a brand,
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女:如果丹是一個牌子,
11:27
he might be a classic convertible
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他可能是一輛經典的敞篷車
11:31
Mercedes Benz.
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奔馳(Mercedes Benz)吧。
11:33
Man 2: The brand that I am
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第二位男士:我的品牌
11:35
is, I would call it casual fly.
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我可能會叫,休閒風吧。
11:37
Woman 2: Part hippie, part yogi,
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第二位女子:有點嬉皮,有點瑜珈,
11:39
part Brooklyn girl -- I don't know.
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有點布魯克林的女孩 - 我不知道。
11:41
Man 3: I'm the pet guy.
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第三位男子:我是愛寵物的人。
11:43
I sell pet toys all over the country, all over the world.
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我在國內國外賣寵物玩具。
11:45
So I guess that's my brand.
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我想這是我的品牌。
11:47
In my warped little industry, that's my brand.
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我特異的小產業,這是我的品牌。
11:50
Man 4: My brand is FedEx because I deliver the goods.
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第四位男子:我的品牌是聯邦快遞,我是快遞人員。
11:53
Man 5: Failed writer-alcoholic brand.
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第五位男子:失敗的酒鬼作家。
11:55
Is that something?
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這樣可以嗎?
11:57
Lawyer: I'm a lawyer brand.
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律師:我的是律師牌。
12:03
Tom: I'm Tom.
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湯姆:我叫湯姆。
12:06
MS: Well we can't all be brand Tom, but I do often find myself
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MS:嗯,我們不可能都成為湯姆牌,但我經常發現
12:09
at the intersection of dark glamor and casual fly.
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自己介於黑色誘惑和休閒風之間。
12:12
(Laughter)
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(笑聲)
12:14
And what I realized is I needed an expert.
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而我意識到我需要一位專家。
12:16
I needed somebody who could get inside my head,
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我需要有個人可以讀出我的想法,
12:18
somebody who could really help me understand
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有個人能真正幫我去理解
12:20
what they call your "brand personality."
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他們說的“品牌性格”。
12:22
And so I found a company called Olson Zaltman in Pittsburg.
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於是,我在匹茲堡找到了一家叫做Olson Zaltman的公司。
12:24
They've helped companies like Nestle, Febreze, Hallmark
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他們幫過的公司,有雀巢,Febreze,Hallmark
12:27
discover that brand personality.
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他們不僅是發掘出品牌性格。
12:29
If they could do it for them, surely they could do it for me.
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如果他們能幫這些公司,他們肯定也能幫我。
12:32
(Video) Abigail: You brought your pictures, right?
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(影片)Abigail:你帶了你的照片,對吧?
12:34
MS: I did. The very first picture
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MS:是的。第一張照片
12:36
is a picture of my family.
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是我的家人。
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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A:說說看你的家人對你的想法和情感有什麼影響或關聯。
12:41
MS: These are the people who shape the way I look at the world.
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MS:他們教導我如何看待世界。
12:43
A: Tell me about this world.
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A:告訴我你對這個世界的看法。
12:45
MS: This world? I think your world is the world that you live in --
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MS:這個世界?我覺得世界是你的生活圈 -
12:48
like people who are around you, your friends, your family,
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身邊有朋友,家人,
12:51
the way you live your life, the job you do.
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你生活的方式,工作的方式。
12:53
All those things stemmed and started from one place,
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所有的事情源於同一個地方,
12:55
and for me they stemmed and started with my family in West Virginia.
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對我來說都源於我在西維吉尼亞州的家人。
12:58
A: What's the next one you want to talk about?
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A:接下來,你還想要說什麼?
13:00
MS: The next one: This was the best day ever.
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MS:接下來:這是我最快樂的一天。
13:02
A: How does this relate to your thoughts and feelings about who you are?
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A:請問這對你的想法和情感有什麼影響或關聯?
13:04
MS: It's like, who do I want to be?
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MS:這像是我想變成誰。
13:06
I like things that are different.
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我喜歡的是與眾不同的東西。
13:08
I like things that are weird. I like weird things.
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我喜歡的事情是怪異的。我喜歡奇怪的事情。
13:10
A: Tell me about the "why" phase -- what does that do for us?
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A:告訴我“為什麼” - 那有甚麼關聯呢?
13:12
What is the machete? What pupa stage are you in now?
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什麼是大砍刀?你現在算是人生什麼階段?
13:14
Why is it important to reboot? What does the red represent?
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你覺得重新開始重要嗎?紅色對你來說代表什麼?
13:17
Tell me a little bit about that part.
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多告訴我相關的部分。
13:19
... A little more about you that is not who you are.
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...多一點你不認同的特質。
13:22
What are some other metamorphoses that you've had?
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你曾有過的大改變是什麼?
13:24
... Doesn't have to be fear. What kind of roller coaster are you on?
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...不要害怕。你坐過什麼樣的登山車呢?
13:26
MS: EEEEEE! (A: Thank you.) No, thank you.
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MS:咿咿咿咿咿咿! (A:謝謝你。)不會,謝謝。
13:28
A: Thanks for you patience. (MS: Great job.)
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A:感謝你花這麼多時間。 (MS:好極了。)
13:30
A: Yeah. (MS: Thanks a lot.) All right.
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A:嗯。 (MS:非常感謝你。)沒什麼。
13:32
MS: Yeah, I don't know what's going to come of this.
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MS:好,我不知道現在是怎麼回事。
13:34
There was a whole lot of crazy going on in there.
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在裡面有太多瘋狂的事了。
13:37
Lindsay Zaltman: The first thing we saw was this idea
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Lindsay Zaltman:首先看到的是這個想法
13:39
that you had two distinct, but complementary
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你有兩種不同的品牌性格,
13:41
sides to your brand personality --
337
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但兩者間是互補的 -
13:44
the Morgan Spurlock brand is a mindful/play brand.
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Morgan Spurlock牌是一個謹慎/玩樂的品牌
13:47
Those are juxtaposed very nicely together.
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這些都非常漂亮排列在一起。
13:49
And I think there's almost a paradox with those.
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不過我認為這當中有一個矛盾的地方。
13:51
And I think some companies
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而且我覺得有些公司
13:53
will just focus on one of their strengths or the other
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將只專注在一個自家的長處或其他的事物
13:56
instead of focusing on both.
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而不是兩者都注重。
13:58
Most companies tend to -- and it's human nature --
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- 這是人性 - 大多數公司傾向於
14:01
to avoid things that they're not sure of,
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迴避那些他們還不確定的事情,
14:03
avoid fear, those elements,
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避免恐懼,不確定的元素,
14:05
and you really embrace those,
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而你真的接受這些不確定性,
14:07
and you actually turn them into positives for you, and it's a neat thing to see.
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實際上,你把它們看得很正向,這的確很好
14:10
What other brands are like that?
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有哪些牌子像這樣呢?
14:12
The first on here is the classic, Apple.
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第一個經典品牌,蘋果電腦。
14:14
And you can see here too, Target, Wii,
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也有別的牌子,Target,Wii遊戲機,
14:17
Mini from the Mini Coopers, and JetBlue.
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Mini Coopers的Mini汽車,JetBlue航空。
14:20
Now there's playful brands and mindful brands,
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現在有玩樂的品牌和謹慎的品牌,
14:22
those things that have come and gone,
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那些東西,來來去去,
14:24
but a playful, mindful brand is a pretty powerful thing.
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但一個玩樂的,又謹慎的品牌是非常強大的。
14:27
MS: A playful, mindful brand. What is your brand?
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MS:玩樂的,謹慎的品牌。你的品牌是什麼?
14:29
If somebody asked you to describe your brand identity, your brand personality,
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如果有人請你描述你的品牌識別,你的品牌性格,
14:32
what would you be?
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你會怎樣說呢?
14:34
Are you an up attribute? Are you something that gets the blood flowing?
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你的屬性是向上的?你會令人感到血脈賁張嗎?
14:37
Or are you more of a down attribute?
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或者,你的屬性是向下的?
14:39
Are you something that's a little more calm, reserved, conservative?
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你是冷靜,內向,保守多一點的呢?
14:42
Up attributes are things like being playful,
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上升的屬性是類似玩樂的東西,
14:45
being fresh like the Fresh Prince,
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新穎的像是新奇王子(Fresh Prince)一樣,
14:48
contemporary, adventurous,
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當代的,冒險的,
14:50
edgy or daring like Errol Flynn,
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前衛或大膽的像埃勒爾‧弗林(Errol Flynn),
14:52
nimble or agile, profane, domineering,
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或敏捷靈活,世俗的,盛氣凌人,
14:55
magical or mystical like Gandalf.
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奇幻的,或神秘的像甘道夫(電影魔戒巫師一腳)。
14:57
Or are you more of a down attribute?
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或者,你比較像是向下的屬性?
14:59
Are you mindful, sophisticated like 007?
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你謹慎,精明的如007探員?
15:01
Are you established, traditional, nurturing, protective,
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你有名,傳統,有教養,保護型,
15:04
empathetic like the Oprah?
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有同理心,像歐普拉(Oprah)?
15:06
Are you reliable, stable, familiar,
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你可靠,穩定,令人熟悉的,
15:08
safe, secure, sacred,
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安全,可靠,神聖,
15:10
contemplative or wise
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沉穩,或明智
15:12
like the Dalai Lama or Yoda?
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像達賴喇嘛或尤達大師?
15:14
Over the course of this film,
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在這部影片的過程中,
15:17
we had 500-plus companies
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我們有500多家公司
15:19
who were up and down companies
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有向上屬性和向下屬性的公司
15:21
saying, "no," they didn't want any part of this project.
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他們都表明“不願意”,不希望參與這個計畫的任何一部分。
15:23
They wanted nothing to do with this film, mainly because they would have no control,
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他們希望與此電影無關,主要是因為他們無法掌控,
15:26
they would have no control over the final product.
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他們不能掌控的最終的結果。
15:28
But we did get 17 brand partners
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但後來,我們確實得到17個品牌的合作贊助
15:30
who were willing to relinquish that control,
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他們願意放棄控制,
15:32
who wanted to be in business
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他們想要嘗試
15:34
with someone as mindful and as playful as myself
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和我一樣謹慎又玩樂的人合作,
15:37
and who ultimately empowered us to tell stories
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最後,他們決定讓我們拍攝這部片
15:39
that normally we wouldn't be able to tell --
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說出通常我們沒辦法說的事 -
15:42
stories that an advertiser would normally never get behind.
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也就是背後有廣告商贊助這件事。
15:45
They enabled us to tell the story about neuromarketing,
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他們讓我們說明了一種關於神經行銷的故事,
15:48
as we got into telling the story in this film
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我們在影片中說明這件事
15:50
about how now they're using MRI's
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他們是如何利用核磁共振成像掃描
15:52
to target the desire centers of your brain
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去探測當你看到廣告
15:54
for both commercials as well as movie marketing.
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和電影宣傳時你大腦中慾望作用的區塊。
15:57
We went to San Paulo where they have banned outdoor advertising.
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我們去了聖保羅,那邊已經禁止戶外廣告。
16:00
In the entire city for the past five years,
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整個城市在過去的五年裡,
16:02
there's no billboards, there's no posters, there's no flyers, nothing.
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沒有廣告牌,沒有海報,沒有傳單,什麼都沒有。
16:05
(Applause)
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(掌聲)
16:07
And we went to school districts
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我們去學區
16:09
where now companies are making their way
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現在美國有很多學校都資金短缺
16:11
into cash-strapped schools all across America.
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廣告公司就挾帶著大筆資金進入校園。
16:14
What's incredible for me is the projects that I've gotten the most feedback out of,
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對我來說是難以置信的是,我得到最多回應的計畫,
16:17
or I've had the most success in,
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或者我最成功的計劃,
16:19
are ones where I've interacted with things directly.
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都是我直接跟對方有互動的計劃
16:21
And that's what these brands did.
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而這正是這些品牌在做的
16:23
They cut out the middleman, they cut out their agencies
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他們不委託中間人,也不委託廣告公司
16:25
and said, "Maybe these agencies
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或者說,這些廣告公司
16:27
don't have my best interest in mind.
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無法替我作最大利益的考量。
16:29
I'm going to deal directly with the artist.
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我要直接和藝術家交涉。
16:31
I'm going to work with him to create something different,
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我要和他一起工作,創造出不同的東西,
16:33
something that's going to get people thinking,
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一些會讓人們去思考的東西,
16:35
that's going to challenge the way we look at the world."
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那會改變我們看世界的方式。
16:37
And how has that been for them? Has it been successful?
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這對他們來說又如何?這樣是成功嗎?
16:39
Well, since the film premiered at the Sundance Film Festival, let's take a look.
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那麼,既然電影在日舞影展首映,讓我們來看看。
16:42
According to Burrelles, the movie premiered in January,
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Burrelles(媒體數據統計公司)表示電影在一月時首映,
16:45
and since then -- and this isn't even the whole thing --
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從那時起 - 這還不是全部完整的數據 -
16:47
we've had 900 million media impressions for this film.
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我們已經讓這部片有9億的閲讀率。
16:50
That's literally covering just like a two and a half-week period.
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這只花了兩個半星期的時間。
16:52
That's only online -- no print, no TV.
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只在網路宣傳 - 沒有平面文宣,沒有電視宣傳。
16:54
The film hasn't even been distributed yet.
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這部影片甚至還沒有上映。
16:56
It's not even online. It's not even streaming.
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它也不在線上播放。也沒有即時觀賞。
16:58
It's not even been out into other foreign countries yet.
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甚至沒有賣到其他國家呢。
17:01
So ultimately,
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所以,最後,
17:03
this film has already started to gain a lot of momentum.
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這部電影已經開始得到很高的氣勢。
17:06
And not bad for a project that almost every ad agency we talked to
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結果是不錯的,因爲幾乎每間我們交涉過的廣告公司
17:09
advised their clients not to take part.
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都建議他們的客戶不要參與。
17:11
What I always believe
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我始終相信
17:13
is that if you take chances, if you take risks,
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如果你把握住機會,願意承擔風險,
17:15
that in those risks will come opportunity.
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那這些風險會變成機會。
17:18
I believe that when you push people away from that,
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我覺得如果你把人往風險小的一邊的話
17:20
you're pushing them more towards failure.
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你是把他們更推向失敗的那邊。
17:22
I believe that when you train your employees to be risk averse,
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我相信,當你訓練你的員工要規避風險,
17:25
then you're preparing your whole company
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最後你是讓整間公司的
17:27
to be reward challenged.
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獲利得到挑戰。
17:29
I feel like that what has to happen moving forward
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我覺得,當往前邁進的時候
17:31
is we need to encourage people to take risks.
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是我們需要鼓勵人們去冒險。
17:34
We need to encourage people to not be afraid
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我們要鼓勵人們不要害怕
17:36
of opportunities that may scare them.
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可能會讓他們怕的機會。
17:38
Ultimately, moving forward,
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最終,向前邁進,
17:40
I think we have to embrace fear.
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我們必須接受恐懼。
17:42
We've got to put that bear in a cage.
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我們得把那隻熊關在籠子裡。
17:44
(Laughter)
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(笑聲)
17:51
Embrace fear. Embrace risk.
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擁抱恐懼。擁抱風險。
17:54
One big spoonful at a time, we have to embrace risk.
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一次吃一大湯匙Cool Whip吧,我們必須接受的風險。
17:57
And ultimately, we have to embrace transparency.
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最終,我們必須接受的透明度。
18:01
Today, more than ever,
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今天,比以往任何時候
18:03
a little honesty is going to go a long way.
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多一點誠實可以讓你走更長的路。
18:05
And that being said, through honesty and transparency,
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雖然是這麽說,透過誠實和透明的過程,
18:08
my entire talk, "Embrace Transparency,"
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我的整場演講,“擁抱透明度”
18:11
has been brought to you
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最後是由
18:13
by my good friends at EMC,
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我在EMC的好朋友,
18:16
who for $7,100
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付了7,100塊美金,
18:18
bought the naming rights on eBay.
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在Ebay購買了命名權。
18:20
(Applause)
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(掌聲)
18:29
EMC: Turning big data
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EMC:為世界各地的機構
18:32
into big opportunity
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把大量的數據
18:34
for organizations all over the world.
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轉變成大的機會。
18:36
EMC presents: "Embrace Transparency."
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EMC公司提出了“擁抱透明度。”
18:39
Thank you very much, guys.
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非常感謝各位。
18:41
(Applause)
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(掌聲)
18:54
June Cohen: So, Morgan,
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June Cohen:那麼,摩根,
18:57
in the name of transparency,
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以透明度為名,
18:59
what exactly happened to that $7,100?
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這7,100塊美金到底用在哪裡呢?
19:01
MS: That is a fantastic question.
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MS:這真是個奇妙的問題。
19:04
I have in my pocket a check
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我在口袋裡有張支票
19:07
made out to the parent organization to the TED organization,
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是要支付給TED的上級組織,
19:09
the Sapling Foundation --
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種子基金會(Sapling Foundation) -
19:11
a check for $7,100
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一張7,100塊美金的支票
19:13
to be applied toward my attendance for next year's TED.
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要用作我明年出席TED的費用。
19:16
(Laughter)
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(笑聲)
19:18
(Applause)
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(掌聲)
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