What If Advertising Was Honest? | Sylvester Chauke | TED

譯者: Lilian Chiu 審譯者: 麗玲 辛

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

我做品牌架構師已經 有二十五年的時間，

helping brands rise, thrive and conquer.

我協助品牌崛起、茁壯、征服市場。

Yet it struck me like a lightning bolt the other day

但有一天，就像被閃電打中了一樣，

我突然有個醒悟，讓我感到相當不安。

when I had a realization that left me feeling uneasy.

Have I been helping brands destroy the world?

我一直在協助各品牌摧毀世界嗎？

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

別誤會我的意思，我深感榮幸 可以精心設計，

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

並見證創意的力量 塑造思維並贏得人心。

It's an exciting job.

這是個讓人興奮的工作。

But looking at the state of the world today,

但，看到現今世界的狀態，

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

有沒有可能，廣告及公關 這個影響力產業

是在傷害人、

influencing wrong behaviors,

鼓勵錯的行為、

encouraging a world of excessive consumerism

助長過分消費主義的世界，

which as a result has led to overconsumption,

結果導致了過度消費、

environmental degradation,

環境退化、

deaths and a shallow fixation on material possessions?

死亡，以及對物質擁有的膚淺迷戀？

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

廣告及公關有個特點， 它們可能是鬼鬼祟祟的。

You know, it's like that one friend

就像有一種朋友，

who brings both chocolate cupcakes

他會帶巧克力杯子蛋糕

and kale salad to the party.

和羽衣甘藍沙拉去參加派對。

One minute, we charm consumers with catchy jingles

前一分鐘，我們用朗朗上口的 廣告詞及好笑的廣告影片

and hilarious commercials,

讓消費者著迷，

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

下一分鐘，我們用訊息轟炸他們， 推銷他們不需要的東西。

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

不可能不注意到

廣告及公關產業會直接和間接地

that is directly and indirectly nudging the world

將世界推向生態崩壞。

toward ecological collapse.

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

我必須要說，對一個埋首在 廣告及公關世界中的人而言，

for someone immersed in the world of advertising and PR.

光是說出這些，就感覺像是 肚子上被打了一拳。

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

所以我可以想像

我在這個產業的同儕夥伴 正看著我，心想：

"Dude, what the hell?"

「老兄，搞什麼？」

But we must admit,

但，我們必須要承認，

the world is going through a spectacle of epic proportions.

世界正經歷一連串 極其嚴重的不尋常情況，

You know, from energy supply crisis

從能源供應危機，

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

到糧食危機、通膨升溫等等。

It's like the headlines of a blockbuster movie,

這就像一部賣座電影巨片的頭條，

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

只是這次是真實人生，

且發生在我自己的生活中。

I live in Johannesburg,

我住在約翰尼斯堡，

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

在那裡，為了降載， 我們的電力供給會被切斷，

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

導致每天都會有數小時停電。

When load shedding was initially introduced,

初次採用降載時，大家都很震驚。

it shocked everyone.

光是想到要面臨如此嚴重的電力短缺

Just the idea of facing such a severe power shortage

and its profound impact on our lives was completely unimaginable.

以及它對我們生活造成的重大影響，

就覺得完全無法想像。

Something that we never thought would happen is actually happening.

我們從未想過會發生的事

真的發生了。

Climate change is no joke,

氣候變遷不是開玩笑的，

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

當你看到約翰尼斯堡的雪， 就會知道嚴重性了。

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

就好像大自然在對我們惡作劇。

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

我在地球上最不平等的 國家中生活和工作，

with acute inequality being our reality.

嚴重的不平等就是我們的現實。

So you can only imagine then,

各位可以想像，

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

在這個情境中，

用廣告和公關傳遞的訊息有多重要。

can be within this context.

So this is kind of personal for me.

這對我而言蠻感同身受的。

And to be honest,

老實說，

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

這些問題不只發生在 南非約翰尼斯堡，

在世界各地都可以 看見這些問題出現。

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

But here's the tension.

但，拉鋸之處在於：

To tackle overconsumption,

若要對抗過度消費，

we seriously have to reduce what we consume

我們真的得要減少消費的東西

and how much we consume.

以及消費的數量。

And of course, the irony for me

當然，對我及我所屬的 3910 億 美金產業而言，諷刺的是，

and my 391-billion-dollar industry

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

我們的日常工作就是要去驅使每個人

to buy, buy, buy and buy.

購買，購買，不斷地購買。

So as a result,

因此，

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

我們創造出一個「劫作」， 你知道的，劫難的「劫」，

using our influence to drive excessive consumerism.

用我們的影響力 促進了過分消費主義。

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

那麼，我們廣告及公關產業要如何

atone for our missteps?

彌補我們的過失？

I wish there was a pill we could take

我多希望能有一種藥，只要吃一顆，

and then -- poof -- problem solved.

接著——呼——問題解決。

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

但這不會那麼容易辦到。

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

我們要如何告訴客戶

我們想要少賣一點，

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

尤其是當他們腦中只想著要把 一大堆產品從貨架上賣掉、搬走？

Should we reconsider or consider not advertising ever?

我們是否應該重新想想， 還是考慮乾脆不要再做廣告了？

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

這聽起來有點瘋狂對吧？

But it is indeed a massive undertaking.

這確實是一項艱鉅的工作。

But the gift of creativity is our tool for change.

但創意的天賦是我們進行改變的工具。

We can use this tool to fight excessive consumerism

我們可以用這個工具 來對抗過度消費主義，

and make a huge difference.

並造成很大的影響。

And it all starts with the Honesty Squad.

這一切都從「誠實小隊」開始。

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

重點是，如果我們能 說服人們多買一點，

we can convince people to buy less,

我們就能說服他們少買一點，

to buy differently or to buy responsibly.

用不同的方式或負責的方式購買。

So imagine every advertising and PR agency struts its stuff

所以，想像一下，每家廣告及公關公司

都透過誠實小隊來展示它們的產品，

with the Honesty Squad,

meticulously scrutinizing campaigns

一絲不苟地審查宣傳活動，

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

不僅是從創意的角度來看，

或者，策略性的角度來看，

strategic perspective,

but also from an environmental perspective.

還要從環境的角度來看。

So the Honesty Squad presents a paradigm shift

因此，誠實小隊展現了

我們這個產業運作上的典範轉移，

in how we operate as an industry

by placing particular emphasis on stopping excessive consumerism.

改為特別強調阻止過分消費主義。

So imagine what the possibilities could be with this.

想像一下，這會帶來什麼樣的可能性。

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

現在，這個產業的重點 是要讓大家三思而後買。

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

這個產業製造的東西不會破壞地球。

An industry saying no to throwaway culture.

這個產業對用完即丟文化說不。

We're talking about changing how individuals shop.

我們在談的是改變個人購物的方式。

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

讓政府制訂更好的規則，

讓產業變得更環保。

So to be an industry with the superpower of conscious.

要成為一個具有意識超能力的產業。

So what will the Honesty Squad do exactly?

那麼，誠實小隊到底要做什麼？

On a glaringly obvious level,

在顯而易見的層面上，

we would stop advocating and sanitizing for oil companies.

我們要停止為石油公司做宣傳和美化。

True.

沒錯。

(Applause)

（掌聲）

According to Adweek, nearly 300 agencies

根據《廣告週刊》， 有近三百家代理公司

and six major holding companies

及六家大型控股公司

are currently servicing fossil fuel clients,

目前有提供服務給化石燃料客戶。

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

現今，目暏嚴重的氣候變遷衝擊之後，

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

一定會覺得這種情況相當不合理。

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

但，總之，我和我的團隊

決定要找點樂子。

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

所以我們彙整了一些 廣告樣本，一些範例，

just to showcase how the Honesty Squad could tackle

用來展示誠實小隊能如何處理 一些我們必須要面對的難題。

some of the challenges that we have to face.

So look at this example.

看看這個例子。

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

「當然，我們希望 你吃我們的漢堡……

But try our plant-based option.

但我們也有植物性的選擇。 試試看，它超可口。」

It's yummy."

Here's the thing.

是這樣的，

Excessive meat consumption harms the planet,

過度食用肉類會傷害地球，

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

許多人還不知道這個事實，才會如此。

And as an advertising and PR industry,

身為廣告及公關產業， 我們還沒做足努力

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

來宣傳對地球更好的替代選項。

for the planet.

And we definitely need to just change that.

我們絕對得要改變這一點。

Simple, right?

很簡單，對吧？

Look at this next example.

看看下一個例子。

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

「若你讓這些牛仔褲成為你的新閨密，

你的舊牛仔褲會找到新家。說定囉？」

Deal?"

這裡的重點是要確保我們有鼓勵大家

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

捐出他們不用的東西，

they don't use,

because we cannot be sending stuff to landfills

因為我們不能一而再再而三 把東西往掩埋場送。

time and time again.

Are you with me?

你們懂我的意思嗎？

Right.

好。

"Keeping up with the Joneses again?"

下個例子是：「又要 跟朋友比較、拼場嗎？

This is the next example.

"Stop it already."

該停了吧。」

We seriously have to challenge this culture

我們真的得挑戰這種文化：

where people are constantly being encouraged

大家經常被鼓勵去消費，去買東西，

to consume stuff and to buy stuff

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

讓自己看起來很成功或很快樂。

我們對消費者施加這種巨大壓力，

And this intense pressure we put on consumers

to keep up with the Joneses

要他們跟隨別人， 過著負擔不起的生活，

and live lives they don't afford

is really, really not necessary.

這真的是沒必要的。

We've got to just stop that.

我們必須要停止這麼做。

The next example,

下一個例子：「我們可以告訴你， 這飲料會讓你看起來很酷之類的，

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

但那就是說謊。

but we would be lying.

它就是好喝，如此而已。」

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

So many people consume stuff

許多人消費

in order to showcase a certain image on social media.

是為了在社群媒體上炫耀某種形象。

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

我們絕對得改變這一點，對吧？

The last example, "Three for two sounds good,

最後一個例子： 「買二送一聽起來很好，

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

但你真的需要一次帶走 五十瓶護手乳嗎？」

Like, come on, right?

拜託一下好嗎？

So you could imagine the Honesty Squad then

所以，你可以把誠實小隊想像成

as your kind of personal wingman, you know,

你個人的助攻夥伴，

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

協助你遠離不必要的購物。

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

我想我們很多人一定能 從中受惠，對吧？

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

各位可以看到，從創意的 角度，我們其實有很多機會

from a creative perspective,

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

創作很好的作品，並改變那些文化。

But the other thing that excites me about my industry,

我的產業還有一點很激勵我，大家也很熟悉，

and we know this very well,

is that we appreciate a fabulous pat on the back.

就是一些我們很感念的超讚鼓勵。

And creative awards actually do that, you know?

而創意獎就有這個功能。

So let's celebrate then campaigns that reduce waste,

所以，讓我們來讚頌 減少廢棄物的廣告，

you know, campaigns that encourage mindful shopping,

鼓勵正念購物的廣告，

you know, campaigns that reduce or rather,

減少或者甚至回收舊產品 來重複使用的廣告，

you know, recycle old products for reuse,

like this exciting campaign by Ikea.

就像宜家這個讓人興奮的廣告。

In Norway alone,

光是在挪威，

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

每年就有超過三百萬件家具被丟棄。

Three million.

三百萬。

And for Ikea to deal with this problem,

為了處理這個問題，宜家決定

they decided to collect all old Ikea furniture

收集所有舊的宜家家具，

and actually sell it,

把它們賣掉，

utilizing the reasons why they were no longer needed.

並運用它們不再被需要的 理由，

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

比如分手、離婚等等。

So what Ikea did was effectively take the old furniture

宜家所做的，是有效地把舊家具

and resell it to new customers in their stores.

重新銷售給他們店裡的 新客人，那多酷啊？

How cool is that?

This is exactly how the Honesty Squad rolls,

這正是誠實小隊的風格，

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

我認為我們這個產業 需要做更多更多這樣的事。

So it is loud and clear everywhere around the world

在世界各地都非常明顯，

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

我們不能再繼續用 之前一直使用的方法了。

And as an industry,

我們這個產業不能充耳不聞

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

世界呼喊著想要重新復元。

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

當然，外頭那些負面的忍者會說：

"This will never work.

「這絕對行不通。

This can never happen."

這絕對不可能發生。」

But can you imagine if it did?

但你能想像，如果實現了呢？

Think about it.

想想看。

Not so long ago,

不久前，

we used to advertise cigarettes unashamedly.

我們還毫不羞恥地為香菸打廣告。

Now we don't.

現在不做了。

So these changes could seriously change the way we live.

所以，這些改變真的 可以改變我們的生活方式。

But what excites me more about all of this

但這一切更讓我興奮的一點

is that creativity can really solve these problems,

是創意真的可以解決這些問題，

and do so on a large scale.

且是大規模地解決。

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

讓我們運用我們的核心長處：

創意和影響力，

to tackle some of the challenges that we are facing

以世界共同體的身分一起 來處理我們面臨的一些難題。

as a global community.

But to do that,

但要做到這一點， 我們得要很誠實面對

we'd have to be really honest about the impacts

我們的廣告和公關如何影響到

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

地球以及人類。

I believe it's not impossible,

我相信這並非不可能，

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

雖然身為廣告公司業主 及品牌架構師的我

as an agency owner and as a brand architect,

之前有非常震驚的領悟，

I do see the immediate opportunity

但我確實看到眼前就有機會

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

讓我們可以把我們產業的創意天賦

轉化成為強大的盟友。

Because, you know, as consumerism reaches unprecedented levels

因為，隨著消費主義 到達前所未見的水平，

and the climate crisis intensifies,

以及氣候危機加劇，

our role as the advertising and PR industry

我們廣告及公關產業可以扮演

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

世界現在亟需的關鍵干預角色。

So let's embrace this responsibility, my friends,

所以，朋友們，咱們 一起擁抱這個責任，

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

重點就是，

要為我們代表的品牌做對的事，

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

同時也要為地球 及地球上的人做對的事。

Let's do that.

咱們去做吧！

Thank you.

謝謝。

(Cheers and applause)

（歡呼及掌聲）