Life lessons from an ad man | Rory Sutherland

449,345 views ・ 2009-10-14

TED


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譯者: Coco Shen 審譯者: Geoff Chen
00:15
This is my first time at TED. Normally, as an advertising man,
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這是我第一次來到TED。通常,作為一個廣告人,
00:18
I actually speak at TED Evil, which is TED's secret sister
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我在TED Evil(邪惡TED)演講,這是TED的秘密姐妹組織--
00:21
that pays all the bills.
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為所有費用買單。
00:24
It's held every two years in Burma.
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TED Evil每兩年在緬甸舉行一次。
00:27
And I particularly remember a really good speech
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有一場非常精彩的演講尤其令我印象深刻。
00:30
by Kim Jong Il on how to get teens smoking again.
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金正日(Kim Jong II)談論如何能讓青少年再度吸煙。
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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但實際上,在廣告界工作多年後,我突然發現,
00:37
that what we create in advertising,
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我們在廣告中創造的是,
00:40
which is intangible value -- you might call it perceived value,
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無形價值--也可以叫作感知價值,
00:42
you might call it badge value, subjective value,
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或者標識價值,主觀價值,
00:45
intangible value of some kind --
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某種形式的無形價值--
00:47
gets rather a bad rap.
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時常得到負面評價。
00:49
If you think about it, if you want to live in a world in the future
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設想一下,如果將來你想生活在
00:51
where there are fewer material goods, you basically have two choices.
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物質相對缺乏的世界,基本上你有兩個選擇。
00:55
You can either live in a world which is poorer,
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你可以生活在相對貧窮的世界,
00:57
which people in general don't like.
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一般人都不喜歡這個選擇。
00:59
Or you can live in a world where actually intangible value
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或者,你可以生活在無形價值構成
01:02
constitutes a greater part of overall value,
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總體價值很大比重的世界,
01:06
that actually intangible value, in many ways
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事實上,無形價值在很多方面
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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有限的人力或資源
01:13
in the creation of things.
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用來創造產品。
01:15
Here is one example. This is a train which goes from London to Paris.
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這裏有個例子。這是一輛從倫敦開往巴黎的火車。
01:18
The question was given to a bunch of engineers,
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15年前,工程師們遇到一個問題,
01:20
about 15 years ago, "How do we make the journey to Paris better?"
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“如何能改善倫敦至巴黎之旅”
01:24
And they came up with a very good engineering solution,
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他們想出了一個非常好的工程解決方案,
01:26
which was to spend six billion pounds
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即花費60億英鎊
01:28
building completely new tracks
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在倫敦和蔚藍海岸之間
01:30
from London to the coast,
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建造全新的軌道,
01:32
and knocking about 40 minutes off a three-and-half-hour journey time.
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使三個半小時的旅程減少40分鐘。
01:36
Now, call me Mister Picky. I'm just an ad man ...
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現在,大家可以叫我挑剔先生。我只是個廣告人...
01:38
... but it strikes me as a slightly unimaginative way of improving a train journey
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但依我看,作為改善火車之旅的方法,這不免有些缺乏想像力
01:42
merely to make it shorter.
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如果僅僅是縮短行程的話。
01:44
Now what is the hedonic opportunity cost
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那麼花費60億建造鐵軌的
01:47
on spending six billion pounds on those railway tracks?
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快樂機會成本是多少呢?
01:49
Here is my naive advertising man's suggestion.
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作為一個天真的廣告人,我的建議是:
01:52
What you should in fact do is employ all of the world's top male
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實際上應該把所有世界頂級的男模,
01:54
and female supermodels,
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和女模請來,
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,免費發放波得路堡紅葡萄酒
02:00
for the entire duration of the journey.
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直到旅程結束。
02:02
(Laughter)
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(笑)
02:04
(Applause)
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(掌聲)
02:05
Now, you'll still have about three billion pounds left in change,
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這樣的話,還能省下三十億英鎊左右,
02:09
and people will ask for the trains to be slowed down.
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而且人們反而還會要求火車開的慢點。
02:12
(Laughter)
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(笑)
02:13
Now, here is another naive advertising man's question again.
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現在,我這個天真的廣告人又要提一個問題了。
02:17
And this shows that engineers,
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剛才的例子說明,工程師、
02:19
medical people, scientific people,
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醫生和科學家,
02:21
have an obsession with solving the problems of reality,
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都執迷於解決現實問題,
02:24
when actually most problems, once you reach a basic level of wealth
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而實際上,當人們在社會中達到了一定的財富水準,
02:27
in society, most problems are actually problems of perception.
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大多數問題其實是感知上的問題。
02:30
So I'll ask you another question.
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所以,我要再問你們一個問題。
02:32
What on earth is wrong with placebos?
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百憂解到底有什麼不妥?
02:34
They seem fantastic to me. They cost very little to develop.
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我覺得這個主意太棒了。不僅研製成本很低,
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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還無副作用,
02:41
or if they do, they're imaginary, so you can safely ignore them.
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如果有的話,也只是你的想像,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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所以我開始與人討論這個問題。我還到泰勒·考恩(Tyler Cowen)名為邊際革命的部落格上留言。
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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實際上,有人建議把這一概念帶到更深的層面,
02:52
and actually produce placebo education.
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發展安慰教育。
02:54
The point is that education doesn't actually work by teaching you things.
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這一觀點認為,教育的作用並不是通過教授知識而產生的。
02:58
It actually works by giving you the impression
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而是通過讓人們產生其已接受良好教育的印象而產生的。
03:00
that you've had a very good education, which gives you an insane sense
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這種印象給人們不切實際的
03:02
of unwarranted self-confidence,
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強烈信心
03:04
which then makes you very, very successful in later life.
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並使他們在今後的生活中非常成功。
03:07
So, welcome to Oxford, ladies and gentlemen.
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所以,女士們先生們,歡迎來到牛津大學。
03:10
(Laughter)
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(笑)
03:12
(Applause)
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(掌聲)
03:13
But, actually, the point of placebo education is interesting.
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但實際上,安慰教育背後的觀點很有趣。
03:16
How many problems of life can be solved
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生活中有多少問題
03:18
actually by tinkering with perception,
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能通過改變感知來解決,
03:20
rather than that tedious, hardworking and messy business
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而不是通過既乏味又辛苦的努力
03:22
of actually trying to change reality?
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改變現實?
03:25
Here's a great example from history. I've heard this attributed to several other kings,
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歷史上有個很好的例子。我聽說有人把這件事被歸功於其他幾個國王,
03:28
but doing a bit of historical research,
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但我做了一些歷史研究,
03:30
it seems to be Fredrick the Great.
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應該發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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普魯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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德國人接受馬鈴薯,食用馬鈴薯。
03:37
because he realized that if you had two sources of carbohydrate,
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因為他認為,如果有小麥和馬鈴薯這兩種碳水化合物的來源,
03:39
wheat and potatoes, you get less price volatility in bread.
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可以減少麵包價格的動盪。
03:43
And you get a far lower risk of famine,
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同時,也可以大大降低發生饑荒的風險,
03:45
because you actually had two crops to fall back on, not one.
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因為有兩種作物可以依靠,而不是一種。
03:47
The only problem is: potatoes, if you think about it, look pretty disgusting.
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唯一的問題是:馬鈴薯,如果大家想一想,看上去相當醜。
03:50
And also, 18th century Prussians ate very, very few vegetables --
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而且,18世紀的普魯士人吃非常非常少的蔬菜--
03:54
rather like contemporary Scottish people.
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很像現在的蘇格蘭人。
03:56
(Laughter)
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(笑)
03:58
So, actually, he tried making it compulsory.
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於是,他最後採取了強制的措施。
04:01
The Prussian peasantry said,
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普魯士的農民們說:
04:03
"We can't even get the dogs to eat these damn things.
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“我們甚至沒辦法讓狗吃這些噁心的東西。
04:05
They are absolutely disgusting and they're good for nothing."
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這些馬鈴薯令人作嘔,而且毫無用處。”
04:07
There are even records of people being executed
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甚至有許許多多的人由於拒絕種植馬鈴薯
04:09
for refusing to grow potatoes.
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而被處死。
04:11
So he tried plan B.
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於是,他又想了另一個辦法。
04:13
He tried the marketing solution, which is he declared the potato
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他採取了行銷的手段,宣佈馬鈴薯是宮廷御用蔬菜。
04:15
as a royal vegetable, and none but the royal family could consume it.
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只有皇室家族成員才能享用。
04:18
And he planted it in a royal potato patch,
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他在一片皇家馬鈴薯地中種植馬鈴薯,
04:20
with guards who had instructions
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並派侍衛
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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但卻密令他們無需太過認真。
04:27
(Laughter)
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(笑)
04:28
Now, 18th century peasants know that there is one
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18世紀的農民們懂得一個生活常識,
04:30
pretty safe rule in life, which is if something is worth guarding,
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那就是值得看守的東西,
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,德國就出現了規模宏大的
04:36
potato-growing operation in Germany.
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地下馬鈴薯種植。
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馬鈴薯的品牌形象。
04:42
It was an absolute masterpiece.
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這絕對是一個經典。
04:44
I told this story and a gentleman from Turkey came up to me and said,
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我講述了這個故事然後一位來自土耳其的先生過來找我說,
04:46
"Very, very good marketer, Fredrick the Great. But not a patch on Ataturk."
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“非常非常好的行銷,Fredrick太偉大了。不過和Ataturk比起來還差早了。”
04:50
Ataturk, rather like Nicolas Sarkozy,
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Ataturk,和Nicolas Sarkozy(法國總統)很像。
04:52
was very keen to discourage the wearing of a veil,
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非常渴望拋棄土耳其社會戴面紗的習慣,
04:54
in Turkey, to modernize it.
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使其具有現代氣息。
04:56
Now, boring people would have just simply banned the veil.
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那麼,沒創意的人可能就會簡單的禁止佩戴面紗。
04:59
But that would have ended up with a lot of awful kickback
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但是那會以強烈的負面反響而告終
05:01
and a hell of a lot of resistance.
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以及鋪天蓋地的抵制。
05:03
Ataturk was a lateral thinker.
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Ataturk運用橫向思維進行思考。
05:05
He made it compulsory for prostitutes to wear the veil.
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他規定妓女必須佩戴面紗。
05:08
(Laughter)
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(笑)
05:13
(Applause)
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(掌聲)
05:15
I can't verify that fully, but it does not matter.
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我並不能完全證實這個的真實性。不過這並沒關係。
05:17
There is your environmental problem solved, by the way, guys:
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(關鍵是)社會環境問題解決了,順便提一句,各位:
05:19
All convicted child molesters
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所有被判刑的猥褻兒童者
05:21
have to drive a Porsche Cayenne.
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必須駕駛保時捷休旅車。
05:23
(Laughter)
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(笑)
05:28
What Ataturk realized actually is two very fundamental things.
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Ataturk揭示的實際是兩個基本事實。
05:31
Which is that, actually, first one,
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其中,實際上,第一個是,
05:33
all value is actually relative.
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所有的價值都是相對價值。
05:36
All value is perceived value.
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所有的價值都是感知價值。
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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對於不會西班牙語的人,jugo de naranja--實際上就是西班牙語中“橘子汁”的意思。
05:40
Because actually it's not the dollar. It's actually the peso
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因為實際上那不是美元,而是比索
05:42
in Buenos Aires. Very clever Buenos Aires street vendors
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在布宜諾賽利斯,非常聰明的街頭售貨商
05:45
decided to practice price discrimination
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決定實踐一下這種價格歧視
05:47
to the detriment of any passing gringo tourists.
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用來占任何一個路過的美國佬的便宜。
05:50
As an advertising man, I have to admire that.
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作為一個廣告人,我不能不對此表示欽佩。
05:52
But the first thing is that all value is subjective.
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不過這一切都說明了第一個道理,也就是所有的價值都是主觀的。
05:56
Second point is that persuasion is often better than compulsion.
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第二點是說服往往要比強制更有效。
05:59
These funny signs that flash your speed at you,
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這些有趣的標誌在你瞬間路過的時候顯示出即時速度,
06:01
some of the new ones, on the bottom right,
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有一些新的標誌,右下方,
06:03
now actually show a smiley face or a frowny face,
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實際上顯示的是笑臉或者皺眉臉,
06:06
to act as an emotional trigger.
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實際上在情緒層面觸發共鳴。
06:08
What's fascinating about these signs is they cost about 10 percent
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這些標誌的了不起的地方在於,它們僅僅花費了傳統超速相機
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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卻阻止了兩倍數量的事故的發生。
06:15
So, the bizarre thing, which is baffling
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所以,這種奇怪的事情困擾著
06:17
to conventional, classically trained economists,
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傳統的,古典主義經濟學家,
06:19
is that a weird little smiley face
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也就是一個奇怪的微笑著的小頭像
06:21
has a better effect on changing your behavior
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在改變個人行為上的作用
06:23
than the threat of a £60 fine and three penalty points.
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比60英鎊的罰款和給予3個點數的罰分還要有效。
06:28
Tiny little behavioral economics detail:
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一個很小的行為經濟學的細節:
06:30
in Italy, penalty points go backwards.
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在義大利,罰分制度恰恰相反。
06:33
You start with 12 and they take them away.
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從12分起,逐漸減少。
06:35
Because they found that loss aversion
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因為人們發現厭惡因素的減少
06:37
is a more powerful influence on people's behavior.
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在影響人們行為上具有更大的作用。
06:39
In Britain we tend to feel, "Whoa! Got another three!"
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在英國我們往往會想,“哇哦,又吃了3分!”
06:42
Not so in Italy.
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但是在義大利卻不是這樣。
06:44
Another fantastic case of creating intangible value
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還有一個講述創造無形價值來代替物質價值的
06:47
to replace actual or material value, which remember, is what,
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極好例子,就是,
06:50
after all, the environmental movement needs to be about:
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終究,環保運動會觸及的問題:
06:52
This again is from Prussia, from, I think, about 1812, 1813.
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這個,同樣,還是來自普魯士,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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富裕的普魯士人,為了在普法戰爭中取得優勢,
06:58
were encouraged to give in all their jewelry.
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被鼓勵捐出他們的全部珠寶。
07:00
And it was replaced with replica jewelry
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然後用以生鐵鑄造的珠寶的
07:03
made of cast iron.
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複製品代替。
07:05
Here's one: "Gold gab ich für Eisen, 1813."
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瞧這個:“Gold gab ich für Eisen,1813年。”
07:09
The interesting thing is that for 50 years hence,
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有趣的事情是從這之後的50年,
07:11
the highest status jewelry you could wear in Prussia
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普魯士社會最高等級的珠寶
07:13
wasn't made of gold or diamonds.
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不是金製或鑽石製。
07:15
It was made of cast iron.
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而是生鐵製。
07:17
Because actually, never mind the actual intrinsic value
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因為事實上,不考慮實際的內在價值
07:19
of having gold jewelry. This actually
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比如金珠寶。這件珠寶
07:21
had symbolic value, badge value.
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具有象徵價值,標記價值。
07:23
It said that your family had made a great sacrifice in the past.
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它象徵著你的家庭在過去做出過很大的貢獻。
07:26
So, the modern equivalent would of course be this.
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所以,在現代社會等價的東西應該類似這種。
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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不過,事實上,有一種商品,正如一種叫做Veblen商品的東西,
07:32
where the value of the good depends on it being expensive and rare --
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它的價值取決於本身的昂貴和稀有--
07:35
there are opposite kind of things
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而它們是恰恰相反的一類東西
07:37
where actually the value in them depends on them being
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其價值恰恰在於它們本身的
07:39
ubiquitous, classless and minimalistic.
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普通性,大眾化和簡單性。
07:42
If you think about it, Shakerism was a proto-environmental movement.
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如果你想一想的話,震顫派宗教儀式是一種原始的環保運動。
07:45
Adam Smith talks about 18th century America,
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Adam Smith談論到18世紀的美國
07:47
where the prohibition against visible displays of wealth was so great,
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當時抵制物質上的可視財富的運動如火如荼,
07:51
it was almost a block in the economy in New England,
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幾乎對新英格蘭的經濟發展造成了阻礙,
07:53
because even wealthy farmers could find nothing to spend their money on
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因為即使是富裕的農民也不知道該把錢花在哪,
07:56
without incurring the displeasure of their neighbors.
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除非招致鄰居的鄙夷。
07:59
It's perfectly possible to create these social pressures
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創造一種有利於社會平等的輿論壓力
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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同樣有趣的是,如果你仔細觀察
08:06
that have a high component
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高科技部件組成的產品
08:08
of what you might call messaging value,
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或許你們會叫做資訊價值,
08:10
a high component of intangible value, versus their intrinsic value:
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這類元件高度集成了無形價值,而不是內在價值:
08:13
They are often quite egalitarian.
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它們經常很好的詮釋了平等主義。
08:16
In terms of dress, denim is perhaps the perfect example of something
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就服裝而言,牛仔布或許是詮釋象徵價值(而不是物質價值)
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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可口可樂。也許你們中的某些人是傾左派的,
08:25
and you may not like the Coca-Cola company,
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或許你並不喜歡可口可樂公司。
08:27
but it's worth remembering Andy Warhol's point about Coke.
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不過Andy Warhol對於它的評價卻十分耐人尋味。
08:29
What Warhol said about Coke is, he said,
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他說,
08:31
"What I really like about Coca-Cola is the president of the United States
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“我之所以愛可口可樂是因為即使是美國總統喝的可樂
08:33
can't get a better Coke than the bum on the corner of the street."
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也和街邊流浪漢手中的可樂別無二樣。”
08:37
Now, that is, actually, when you think about it -- we take it for granted --
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實際上如果你仔細想想的話,我們都把它當做理所當然了--
08:39
it's actually a remarkable achievement,
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但實際上是很了不起的成就,
08:41
to produce something that's that democratic.
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如此民主的一種產品。
08:44
Now, we basically have to change our views slightly.
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那麼,我們需要把自己的看法稍微轉變一下。
08:47
There is a basic view that real value involves making things,
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基本的看法是(產品的)實際價值包括製作的過程,
08:50
involves labor. It involves engineering.
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包括勞動力。如工程設計。
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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現在我們要加上一種好像虛化的東西。好像是不真實的。
08:59
And there is a reason for some suspicion and uncertainly about it.
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當然許多的懷疑和不確定是有原因的。
09:02
It patently veers toward propaganda.
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顯然這個因素就是宣傳作用。
09:05
However, what we do have now
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然而,我們現在擁有的
09:07
is a much more variegated media ecosystem
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是一個更加多樣化的媒介環境
09:10
in which to kind of create this kind of value, and it's much fairer.
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在其中我們創造這種價值。這樣就合理多了。
09:13
When I grew up, this was basically the media environment of my childhood
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當我長大了,我小時候的媒體環境差不多是這樣的
09:15
as translated into food.
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可以理解為食物。
09:17
You had a monopoly supplier. On the left,
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左邊這個,是唯一的提供者。
09:19
you have Rupert Murdoch, or the BBC.
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當時還有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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右邊是依賴性很強的大眾
09:24
which is pathetically grateful for anything you give it.
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可憐的是,無論你提供什麼,他都會心存感激。
09:27
(Laughter)
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(笑)
09:29
Nowadays, the user is actually involved.
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現如今,用戶都已經進化了。
09:32
This is actually what's called, in the digital world, "user-generated content."
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這個在數碼世界裏,實際上叫做“用戶為中心的實體。”
09:35
Although it's called agriculture in the world of food.
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儘管叫做農業,在食物這個角度看。
09:37
(Laughter)
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(笑)
09:38
This is actually called a mash-up,
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這個實際上叫做“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產結果為起點
09:42
and you do something new with it.
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創造出新的東西。
09:44
In the world of food we call it cooking.
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在食物的角度來看我們叫它烹飪。
09:47
This is food 2.0,
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這個叫食物2.0版本,
09:49
which is food you produce for the purpose of sharing it with other people.
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也就是以與其他人分享為目的而生產食物。
09:52
This is mobile food. British are very good at that.
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這叫移動食物。英國人很擅長。
09:55
Fish and chips in newspaper, the Cornish Pasty,
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把魚和薯條夾在報紙裏,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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全是我們發明的。
10:01
We're not very good at food in general. Italians do great food,
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總體上來講我們做東西並不好吃。義大利人這方面很棒,
10:03
but it's not very portable, generally.
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不過總的來說,攜帶性就差了點。
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這點。三明治伯爵並未發明三明治。
10:12
He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name.
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實際上他發明的是烤麵包。不過那時,如果叫烤麵包伯爵就太荒唐了。
10:15
(Laughter)
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(笑)
10:16
Finally, we have contextual communication.
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最後,還有內容關聯式溝通。
10:18
Now, the reason I show you Pernod -- it's only one example.
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那麼,我之所以要展示潘諾酒--這只是一個例子。
10:20
Every country has a contextual alcoholic drink. In France it's Pernod.
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每個國家都有與其背景關聯的酒品。在法國就是潘諾酒。
10:24
It tastes great within the borders of that country,
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在這個國家境內品嘗的話,美味無比。
10:26
but absolute shite if you take it anywhere else.
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不過如果你帶出去嘗嘗的話,簡直糟透了。
10:29
(Laughter)
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(笑)
10:31
Unicum in Hungary, for example.
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還有,比如說匈牙利的Unicum。
10:33
The Greeks have actually managed to produce something called Retsina,
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希臘人實際上生產了一種叫做Retsina的酒,
10:35
which even tastes shite when you're in Greece.
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不過即使在希臘品嘗也很難喝。
10:37
(Laughter)
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(笑)
10:39
But so much communication now is contextual
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但是如此多的交流實際上已經關聯化了
10:41
that the capacity for actually nudging people,
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這種強迫人們的能力,
10:43
for giving them better information -- B.J. Fogg,
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為了更好的說明--來自Stanford大學的,
10:45
at the University of Stanford, makes the point
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B.J.Fogg,認為
10:47
that actually the mobile phone is --
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手機實際上是--
10:49
He's invented the phrase, "persuasive technologies."
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他發明了一個短語,叫做“說服性科技。”
10:51
He believes the mobile phone, by being location-specific,
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他認為手機,因為地點特有性,
10:54
contextual, timely and immediate,
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背景關聯性,即時性和直接性,
10:56
is simply the greatest persuasive technology device ever invented.
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是最直接和最偉大的說服性科技產品的代表。
10:59
Now, if we have all these tools at our disposal,
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那麼,如果我們擁有了所有的這些工具,
11:01
we simply have to ask the question,
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我們僅僅需要問這樣一個,
11:03
and Thaler and Sunstein have, of how we can use these more intelligently.
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Thaler和Sunstein曾經問過的問題,也就是如何更聰明的使用它們。
11:06
I'll give you one example.
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我再舉一個例子。
11:09
If you had a large red button of this kind, on the wall of your home,
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如果在你家中的牆上有這樣一個大大的,紅色的按鈕,
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,就可以節省50美元,
11:14
put 50 dollars into your pension,
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使你的津貼增加50美元,
11:16
you would save a lot more.
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你節省下來的遠遠不止這麼一些。
11:18
The reason is that the interface fundamentally determines
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原因是介面從根本上決定了
11:20
the behavior. Okay?
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行為。明白了嗎?
11:22
Now, marketing has done a very, very good job of creating
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那麼,行銷在鼓動即興購買這一方面
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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我們永遠不會鼓動消費者即興省錢。
11:31
If you did this, more people would save more.
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如果這樣的話,更多的人會節省過多。
11:34
It's simply a question of changing the interface
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這實際上就是一個改變影響人們做出決定
11:36
by which people make decisions,
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的介面的問題。
11:38
and the very nature of the decisions changes.
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也就是改變決定的本質的問題。
11:40
Obviously, I don't want people to do this,
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很顯然,我並不想要人們這樣做,
11:42
because as an advertising man I tend to regard saving as just
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因為作為一個廣告人我更願意把節省看做
11:44
consumerism needlessly postponed.
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不必要的延緩的消費者主義。
11:46
(Laughter)
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(笑)
11:47
But if anybody did want to do that,
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不過如果有人真的想那樣做的話,
11:50
that's the kind of thing we need to be thinking about, actually:
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實際上我們需要認真加以斟酌:
11:53
fundamental opportunities to change human behavior.
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改變人類行為的基本機會。
11:55
Now, I've got an example here from Canada.
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現在我要舉出一個加拿大的例子。
11:58
There was a young intern at Ogilvy Canada
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有一個在Ogilvy加拿大實習的年輕人
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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在多倫多做即興表演,
12:05
and got a part-time job in advertising,
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同時兼職做廣告的工作,
12:07
and was given the job of advertising Shreddies.
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他為一個叫Shreddies的商品做廣告。
12:10
Now this is the most perfect case of creating
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這是一個關於創造無形附加價值的
12:12
intangible, added value,
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絕好例子,
12:14
without changing the product in the slightest.
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不需要對產品本身的分量做出一點改變。
12:17
Shreddies is a strange, square, whole-grain cereal,
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Shreddies是一種奇怪的,正方形的全麥麥片,
12:20
only available in New Zealand, Canada and Britain.
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只有在紐西蘭,加拿大和英國才可以見到。
12:24
It's Kraft's peculiar way of rewarding loyalty to the crown.
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這是 Kraft 對於效忠女王的獨特嘉獎方式。
12:27
(Laughter)
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(笑)
12:30
In working out how you could re-launch Shreddies,
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在策劃如何使Shreddies重新上市的過程中,
12:33
he came up with this.
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他想到了這個主意。
12:42
Video: (Buzzer)
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視頻:(嗡嗡響)
12:48
Man: Shreddies is supposed to be square.
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男工:Shreddies應該是方形的啊。
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:這些鑽石形狀的應該都沒有洩露出去吧?
12:55
(Laughter)
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(笑)
12:57
Voiceover: New Diamond Shreddies cereal.
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畫外音:新型鑽石狀的Shreddies麥片。
12:59
Same 100 percent whole-grain wheat in a delicious diamond shape.
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鑽石形狀新品:同樣百分百全麥,更加美味。
13:02
(Applause)
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(掌聲)
13:06
Rory Sutherland: I'm not sure this isn't the most perfect example
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Rory Sutherland:我認為這是最完美的一個例子
13:08
of intangible value creation. All it requires is
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關於詮釋創造無形價值。我們只需要
13:10
photons, neurons, and a great idea to create this thing.
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光子,神經細胞,以及極具創造力的點子。
13:13
I would say it's a work of genius.
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我不得不說這是天才之作。
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,在做這樣的事情前要做一點市場調研。
13:18
Man: So, Shreddies is actually producing a new product,
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男士:那麼,Shreddies事實上在生產一種新產品,
13:21
which is something very exciting for them.
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對他們來說這是十分令人興奮的事情。
13:24
So they are introducing new Diamond Shreddies.
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這是他們在介紹新的鑽石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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現在我希望能夠知道到你們看到它的第一印象,
13:34
when you see the Diamond Shreddies box there.
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當你看到這個鑽石Shreddies的盒子的時候。
13:37
(Laughter)
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(笑)
13:38
Woman: Weren't they square?
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女士:它們不是方形的嗎?
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:我有點搞不清了。女士3:我認為它們看起來就是方形的。
13:42
Man: They -- Yeah, it's all in the appearance.
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男士:它們--是的,全都寫在外表裏了。
13:44
But it's kind of like flipping a six or a nine. Like a six,
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不過這有點像擲骰子中的6或者9.
13:48
if you flip it over it looks like a nine.
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如果你倒過來看它就像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”,沒錯。
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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看起來就好像轉了一個角度。不過當你那樣看的時候
13:59
it's more interesting looking.
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它看起來更有趣。
14:01
Man: Just try both of them.
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男士:兩種都試試。
14:03
Take a square one there, first.
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先嘗一下方形的這個。
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:你更喜歡哪個?男士2:第一個。
14:20
Man: The first one?
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男士:第一個?
14:22
(Laughter)
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(笑)
14:24
Rory Sutherland: Now, naturally, a debate raged.
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Rory Sutherland:現在,很自然的,一場激烈的辯論。
14:28
There were conservative elements in Canada, unsurprisingly,
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不出意料,加拿大人骨子裏也是有保守思想的,
14:31
who actually resented this intrusion.
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他實際上並不喜歡這種改變。
14:33
So, eventually, the manufacturers actually
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所以,最後的結果是,製造商
14:35
arrived at a compromise, which was the combo pack.
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達成了一個折中的方案,也就是組合包。
14:38
(Laughter)
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(笑)
14:40
(Applause)
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(掌聲)
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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如果你覺得這很有趣的話,請記住有一個叫做
14:57
the American Institute of Wine Economics,
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“美國釀酒經濟協會”的組織,
15:00
which actually does extensive research into perception of things,
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他們實地做了很多關於事物認知的深度的調查,
15:02
and discovers that except for among
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發現除了
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見地的人以外,
15:07
there is no correlation between quality and enjoyment
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品質和產品體驗之間沒有關聯
15:09
in wine,
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就酒類來說,
15:11
except when you tell the people how expensive it is,
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除非你告訴人們這個東西有多貴,
15:13
in which case they tend to enjoy the more expensive stuff more.
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在這種情況下他們傾向於更享受貴的東西。
15:16
So drink your wine blind in the future.
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所以以後喝酒就別看價錢了。
15:19
But this is both hysterically funny --
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不過這兩者都非常有趣--
15:21
but I think an important philosophical point,
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但是我思考了一個很重要的哲學觀點,
15:23
which is, going forward, we need more of this kind of value.
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就是,向前探索,我們需要更多這種的價值。
15:26
We need to spend more time appreciating what already exists,
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我們需要更多的時間品味已經存在的事物,
15:29
and less time agonizing over what else we can do.
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而少花一點時間去為難自己搞新的花樣。
15:31
Two quotations to more or less end with.
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差不多引用這兩句作為結尾吧。
15:33
One of them is, "Poetry is when you make new things
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一個是,“詩歌就是使新事物親切近人並且
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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這不失為一個對我們工作的好定義,
15:40
to help people appreciate what is unfamiliar, but also
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去幫助人們欣賞不熟悉的東西,同時也
15:42
to gain a greater appreciation, and place a far higher value on
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對已經存在的東西更加珍惜,或者
15:46
those things which are already existing.
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提升它們的價值。
15:48
There is some evidence, by the way, that things like social networking help do that.
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順便說一下,有證據表明,像社交網路這種東西會對此有幫助。
15:51
Because they help people share news.
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因為這有助於人們分享資訊。
15:53
They give badge value to everyday little trivial activities.
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它們將每天的瑣碎活動賦予標記價值。
15:57
So they actually reduce the need for actually spending great money on display,
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所以事實上它減少了用於公開展示的花銷,
16:00
and increase the kind of third-party
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而且增加了類似於這種第三方的
16:02
enjoyment you can get from the smallest, simplest things in life. Which is magic.
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的樂趣,這些你可以從最小的,最簡單的生活事物中獲得的樂趣。這真是太神奇了。
16:06
The second one is the second G.K. Chesterton quote of this session,
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第二個是這場演講中第二次對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,“使我們滅亡的,是對一個奇蹟的渴望,而不是對眾多奇蹟的渴望,”
16:12
which I think for anybody involved in technology, is perfectly true.
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這個我認為對於科技業的有關人士,應該感觸尤為深刻。
16:15
And a final thing: When you place a value on things like health,
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最後一點:當你把價值附加于像健康,
16:17
love, sex and other things,
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愛情,性和其他的這種事情時,
16:19
and learn to place a material value
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同時學會去把物質價值附加在
16:21
on what you've previously discounted
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你之前所不重視的事物上
16:23
for being merely intangible, a thing not seen,
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不要僅僅是因為它們無形,或者太過渺小,
16:26
you realize you're much, much wealthier than you ever imagined.
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你會發現你會比你所能想像的更加富有。
16:29
Thank you very much indeed.
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非常非常感謝大家。
16:31
(Applause)
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(掌聲)
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