TEDGlobal 2009
Rory Sutherland: Life lessons from an ad man
Rory Sutherland：广告人谈人生启示
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广告通过改变我们的感知，而不是产品本身，提升产品价值。Rory Sutherland大胆断言：感知价值的改变，可以与我们认为的“真正”价值的改变同样令人满意——他的结论对我们的人生观也可以产生有趣的启发。
Rory Sutherland - Advertising guru
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Rory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment. Full bio
Double-click the English transcript below to play the video.
00:15
This is my first time at TED. Normally, as an advertising man,
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这是我第一次来到TED。通常，作为一个广告人，
00:18
I actually speak at TED Evil, which is TED's secret sister
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我在TED Evil（邪恶TED）演讲，这是TED的秘密姐妹组织--
00:21
that pays all the bills.
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为所有费用买单。
00:24
It's held every two years in Burma.
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TED Evil每两年在缅甸举行一次。
00:27
And I particularly remember a really good speech
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有一场非常精彩的演讲尤其令我印象深刻。
00:30
by Kim Jong Il on how to get teens smoking again.
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金正日(Kim Jong II)谈论如何能让青少年再度吸烟。
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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但实际上，在广告界工作多年后，我突然发现，
00:37
that what we create in advertising,
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我们在广告中创造的是，
00:40
which is intangible value -- you might call it perceived value,
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无形价值--也可以叫作感知价值，
00:42
you might call it badge value, subjective value,
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或者标识价值，主观价值，
00:45
intangible value of some kind --
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某种形式的无形价值--
00:47
gets rather a bad rap.
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时常得到负面评价。
00:49
If you think about it, if you want to live in a world in the future
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设想一下，如果将来你想生活在
00:51
where there are fewer material goods, you basically have two choices.
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物质相对缺乏的世界，基本上你有两个选择。
00:55
You can either live in a world which is poorer,
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你可以生活在相对贫穷的世界，
00:57
which people in general don't like.
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一般人都不喜欢这个选择。
00:59
Or you can live in a world where actually intangible value
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或者，你可以生活在无形价值构成
01:02
constitutes a greater part of overall value,
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总体价值很大比重的世界，
01:06
that actually intangible value, in many ways
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事实上，无形价值在很多方面
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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有限的人力或资源
01:13
in the creation of things.
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用来创造产品。
01:15
Here is one example. This is a train which goes from London to Paris.
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这里有个例子。这是一辆从伦敦开往巴黎的火车。
01:18
The question was given to a bunch of engineers,
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15年前，工程师们遇到一个问题，
01:20
about 15 years ago, "How do we make the journey to Paris better?"
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“如何能改善伦敦至巴黎之旅”
01:24
And they came up with a very good engineering solution,
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他们想出了一个非常好的工程解决方案，
01:26
which was to spend six billion pounds
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即花费60亿英镑
01:28
building completely new tracks
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在伦敦和蔚蓝海岸之间
01:30
from London to the coast,
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建造全新的轨道，
01:32
and knocking about 40 minutes off a three-and-half-hour journey time.
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使三个半小时的旅程减少40分钟。
01:36
Now, call me Mister Picky. I'm just an ad man ...
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现在，大家可以叫我挑剔先生。我只是个广告人...
01:38
... but it strikes me as a slightly unimaginative way of improving a train journey
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但依我看，作为改善火车之旅的方法，这不免有些缺乏想象力
01:42
merely to make it shorter.
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如果仅仅是缩短行程的话。
01:44
Now what is the hedonic opportunity cost
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那么花费60亿建造铁轨的
01:47
on spending six billion pounds on those railway tracks?
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快乐机会成本是多少呢？
01:49
Here is my naive advertising man's suggestion.
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作为一个天真的广告人，我的建议是：
01:52
What you should in fact do is employ all of the world's top male
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实际上应该把所有世界顶级的男模，
01:54
and female supermodels,
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和女模请来，
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，免费发放波得路堡红葡萄酒
02:00
for the entire duration of the journey.
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直到旅程结束。
02:02
(Laughter)
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（笑）
02:04
(Applause)
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（掌声）
02:05
Now, you'll still have about three billion pounds left in change,
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这样的话，还能省下三十亿英镑左右，
02:09
and people will ask for the trains to be slowed down.
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而且人们反而还会要求火车开的慢点。
02:12
(Laughter)
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（笑）
02:13
Now, here is another naive advertising man's question again.
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现在，我这个天真的广告人又要提一个问题了。
02:17
And this shows that engineers,
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刚才的例子说明，工程师、
02:19
medical people, scientific people,
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医生和科学家，
02:21
have an obsession with solving the problems of reality,
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都执迷于解决现实问题，
02:24
when actually most problems, once you reach a basic level of wealth
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而实际上，当人们在社会中达到了一定的财富水平，
02:27
in society, most problems are actually problems of perception.
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大多数问题其实是感知上的问题。
02:30
So I'll ask you another question.
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所以，我要再问你们一个问题。
02:32
What on earth is wrong with placebos?
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安慰剂到底有什么不妥？
02:34
They seem fantastic to me. They cost very little to develop.
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我觉得这个主意太棒了。不仅研制成本很低，
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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还无副作用，
02:41
or if they do, they're imaginary, so you can safely ignore them.
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如果有的话，也只存在于想象之中，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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所以我开始与人讨论这个问题。我还到泰勒·考恩(Tyler Cowen)名为边际革命的博客上留言。
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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实际上，有人建议把这一概念带到更深的层面，
02:52
and actually produce placebo education.
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发展安慰教育。
02:54
The point is that education doesn't actually work by teaching you things.
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这一观点认为，教育的作用并不是通过教授知识而产生的。
02:58
It actually works by giving you the impression
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而是通过让人们产生其已接受良好教育的印象而产生的。
03:00
that you've had a very good education, which gives you an insane sense
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这种印象给人们不切实际的
03:02
of unwarranted self-confidence,
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强烈信心
03:04
which then makes you very, very successful in later life.
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并使他们在今后的生活中非常成功。
03:07
So, welcome to Oxford, ladies and gentlemen.
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所以，女士们先生们，欢迎来到牛津大学。
03:10
(Laughter)
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（笑）
03:12
(Applause)
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（掌声）
03:13
But, actually, the point of placebo education is interesting.
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但实际上，安慰教育背后的观点很有趣。
03:16
How many problems of life can be solved
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生活中有多少问题
03:18
actually by tinkering with perception,
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能通过改变感知来解决，
03:20
rather than that tedious, hardworking and messy business
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而不是通过既乏味又辛苦的努力
03:22
of actually trying to change reality?
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改变现实？
03:25
Here's a great example from history. I've heard this attributed to several other kings,
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历史上有个很好的例子。我听说有人把这件事被归功于其他几个国王，
03:28
but doing a bit of historical research,
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但我做了一些历史研究，
03:30
it seems to be Fredrick the Great.
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应该发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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普鲁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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德国人接受土豆，食用土豆。
03:37
because he realized that if you had two sources of carbohydrate,
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因为他认为，如果有小麦和土豆这两种碳水化合物的来源，
03:39
wheat and potatoes, you get less price volatility in bread.
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可以减少面包价格的动荡。
03:43
And you get a far lower risk of famine,
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同时，也可以大大降低发生饥荒的风险，
03:45
because you actually had two crops to fall back on, not one.
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因为有两种作物可以依靠，而不是一种。
03:47
The only problem is: potatoes, if you think about it, look pretty disgusting.
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唯一的问题是：土豆，如果大家想一想，看上去相当丑。
03:50
And also, 18th century Prussians ate very, very few vegetables --
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而且，18世纪的普鲁士人吃非常非常少的蔬菜--
03:54
rather like contemporary Scottish people.
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很像现在的苏格兰人。
03:56
(Laughter)
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（笑）
03:58
So, actually, he tried making it compulsory.
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于是，他最后采取了强制的措施。
04:01
The Prussian peasantry said,
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普鲁士的农民们说：
04:03
"We can't even get the dogs to eat these damn things.
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“我们甚至没办法让狗吃这些恶心的东西。
04:05
They are absolutely disgusting and they're good for nothing."
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这些土豆令人作呕，而且毫无用处。”
04:07
There are even records of people being executed
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甚至有许许多多的人由于拒绝种植土豆
04:09
for refusing to grow potatoes.
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而被处死。
04:11
So he tried plan B.
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于是，他又想了另一个办法。
04:13
He tried the marketing solution, which is he declared the potato
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他采取了营销的手段，宣布土豆是宫廷御用蔬菜。
04:15
as a royal vegetable, and none but the royal family could consume it.
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只有皇室家族成员才能享用。
04:18
And he planted it in a royal potato patch,
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他在一片皇家土豆地中种植土豆，
04:20
with guards who had instructions
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并派侍卫
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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但却密令他们无需太过认真。
04:27
(Laughter)
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（笑）
04:28
Now, 18th century peasants know that there is one
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18世纪的农民们懂得一个生活常识，
04:30
pretty safe rule in life, which is if something is worth guarding,
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那就是值得看守的东西，
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，德国就出现了规模宏大的
04:36
potato-growing operation in Germany.
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地下土豆种植。
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土豆的品牌形象。
04:42
It was an absolute masterpiece.
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这绝对是一个经典。
04:44
I told this story and a gentleman from Turkey came up to me and said,
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我讲述了这个故事然后一位来自土耳其的先生过来找我说，
04:46
"Very, very good marketer, Fredrick the Great. But not a patch on Ataturk."
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“非常非常好的营销，Fredrick太伟大了。不过和Ataturk比起来还差早了。”
04:50
Ataturk, rather like Nicolas Sarkozy,
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Ataturk，和Nicolas Sarkozy（法国总统）很像。
04:52
was very keen to discourage the wearing of a veil,
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非常渴望抛弃土耳其社会戴面纱的习惯，
04:54
in Turkey, to modernize it.
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使其具有现代气息。
04:56
Now, boring people would have just simply banned the veil.
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那么，没创意的人可能就会简单的禁止佩戴面纱。
04:59
But that would have ended up with a lot of awful kickback
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但是那会以强烈的负面反响而告终
05:01
and a hell of a lot of resistance.
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以及铺天盖地的抵制。
05:03
Ataturk was a lateral thinker.
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Ataturk运用横向思维进行思考。
05:05
He made it compulsory for prostitutes to wear the veil.
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他规定妓女必须佩戴面纱。
05:08
(Laughter)
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（笑）
05:13
(Applause)
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（掌声）
05:15
I can't verify that fully, but it does not matter.
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我并不能完全证实这个的真实性。不过这并没关系。
05:17
There is your environmental problem solved, by the way, guys:
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（关键是）社会环境问题解决了，顺便提一句，各位：
05:19
All convicted child molesters
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所有被判刑的猥亵儿童者
05:21
have to drive a Porsche Cayenne.
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必须驾驶保时捷卡宴。
05:23
(Laughter)
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（笑）
05:28
What Ataturk realized actually is two very fundamental things.
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Ataturk揭示的实际是两个基本事实。
05:31
Which is that, actually, first one,
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其中，实际上，第一个是，
05:33
all value is actually relative.
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所有的价值都是相对价值。
05:36
All value is perceived value.
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所有的价值都是感知价值。
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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对于不会西班牙语的人，jugo de naranja--实际上就是西班牙语中“橘子汁”的意思。
05:40
Because actually it's not the dollar. It's actually the peso
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因为实际上那不是美元，而是比索
05:42
in Buenos Aires. Very clever Buenos Aires street vendors
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在布宜诺斯艾利斯，非常聪明的街头售货商
05:45
decided to practice price discrimination
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决定实践一下这种价格歧视
05:47
to the detriment of any passing gringo tourists.
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用来占任何一个路过的美国佬的便宜。
05:50
As an advertising man, I have to admire that.
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作为一个广告人，我不能不对此表示钦佩。
05:52
But the first thing is that all value is subjective.
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不过这一切都说明了第一个道理，也就是所有的价值都是主观的。
05:56
Second point is that persuasion is often better than compulsion.
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第二点是说服往往要比强制更有效。
05:59
These funny signs that flash your speed at you,
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这些有趣的标志在你瞬间路过的时候显示出即时速度，
06:01
some of the new ones, on the bottom right,
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有一些新的标志，右下方，
06:03
now actually show a smiley face or a frowny face,
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实际上显示的是笑脸或者皱眉脸，
06:06
to act as an emotional trigger.
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实际上在情绪层面触发共鸣。
06:08
What's fascinating about these signs is they cost about 10 percent
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这些标志的了不起的地方在于，它们仅仅花费了传统超速相机
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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却阻止了两倍数量的事故的发生。
06:15
So, the bizarre thing, which is baffling
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所以，这种奇怪的事情困扰着
06:17
to conventional, classically trained economists,
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传统的，古典主义经济学家，
06:19
is that a weird little smiley face
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也就是一个奇怪的微笑着的小头像
06:21
has a better effect on changing your behavior
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在改变个人行为上的作用
06:23
than the threat of a £60 fine and three penalty points.
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比60英镑的罚款和给予3个点数的罚分还要有效。
06:28
Tiny little behavioral economics detail:
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一个很小的行为经济学的细节：
06:30
in Italy, penalty points go backwards.
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在意大利，罚分制度恰恰相反。
06:33
You start with 12 and they take them away.
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从12分起，逐渐减少。
06:35
Because they found that loss aversion
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因为人们发现厌恶因素的减少
06:37
is a more powerful influence on people's behavior.
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在影响人们行为上具有更大的作用。
06:39
In Britain we tend to feel, "Whoa! Got another three!"
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在英国我们往往会想，“哇哦，又吃了3分！”
06:42
Not so in Italy.
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但是在意大利却不是这样。
06:44
Another fantastic case of creating intangible value
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还有一个讲述创造无形价值来代替物质价值的
06:47
to replace actual or material value, which remember, is what,
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极好例子，就是，
06:50
after all, the environmental movement needs to be about:
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终究，环保运动会触及的问题：
06:52
This again is from Prussia, from, I think, about 1812, 1813.
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这个，同样，还是来自普鲁士，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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富裕的普鲁士人，为了在普法战争中取得优势，
06:58
were encouraged to give in all their jewelry.
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被鼓励捐出他们的全部珠宝。
07:00
And it was replaced with replica jewelry
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然后用以生铁铸造的珠宝的
07:03
made of cast iron.
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复制品代替。
07:05
Here's one: "Gold gab ich für Eisen, 1813."
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瞧这个：“Gold gab ich für Eisen，1813年。”
07:09
The interesting thing is that for 50 years hence,
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有趣的事情是从这之后的50年，
07:11
the highest status jewelry you could wear in Prussia
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普鲁士社会最高等级的珠宝
07:13
wasn't made of gold or diamonds.
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不是金制或钻石制。
07:15
It was made of cast iron.
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而是生铁制。
07:17
Because actually, never mind the actual intrinsic value
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因为事实上，不考虑实际的内在价值
07:19
of having gold jewelry. This actually
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比如金珠宝。这件珠宝
07:21
had symbolic value, badge value.
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具有象征价值，标记价值。
07:23
It said that your family had made a great sacrifice in the past.
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它象征着你的家庭在过去做出过很大的贡献。
07:26
So, the modern equivalent would of course be this.
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所以，在现代社会等价的东西应该类似这种。
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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不过，事实上，有一种商品，正如一种叫做Veblen商品的东西，
07:32
where the value of the good depends on it being expensive and rare --
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它的价值取决于本身的昂贵和稀有--
07:35
there are opposite kind of things
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而它们是恰恰相反的一类东西
07:37
where actually the value in them depends on them being
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其价值恰恰在于它们本身的
07:39
ubiquitous, classless and minimalistic.
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普通性，大众化和简单性。
07:42
If you think about it, Shakerism was a proto-environmental movement.
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如果你想一想的话，震颤派宗教仪式是一种原始的环保运动。
07:45
Adam Smith talks about 18th century America,
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Adam Smith谈论到18世纪的美国
07:47
where the prohibition against visible displays of wealth was so great,
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当时抵制物质上的可视财富的运动如火如荼，
07:51
it was almost a block in the economy in New England,
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几乎对新英格兰的经济发展造成了阻碍，
07:53
because even wealthy farmers could find nothing to spend their money on
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因为即使是富裕的农民也不知道该把钱花在哪，
07:56
without incurring the displeasure of their neighbors.
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除非招致邻居的鄙夷。
07:59
It's perfectly possible to create these social pressures
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创造一种有利于社会平等的舆论压力
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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同样有趣的是，如果你仔细观察
08:06
that have a high component
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高科技部件组成的产品
08:08
of what you might call messaging value,
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或许你们会叫做信息价值，
08:10
a high component of intangible value, versus their intrinsic value:
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这类组件高度集成了无形价值，而不是内在价值：
08:13
They are often quite egalitarian.
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它们经常很好的诠释了平等主义。
08:16
In terms of dress, denim is perhaps the perfect example of something
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就服装而言，牛仔布或许是诠释象征价值（而不是物质价值）
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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可口可乐。也许你们中的某些人是倾左派的，
08:25
and you may not like the Coca-Cola company,
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或许你并不喜欢可口可乐公司。
08:27
but it's worth remembering Andy Warhol's point about Coke.
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不过Andy Warhol对于它的评价却十分耐人寻味。
08:29
What Warhol said about Coke is, he said,
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他说，
08:31
"What I really like about Coca-Cola is the president of the United States
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“我之所以爱可口可乐是因为即使是美国总统喝的可乐
08:33
can't get a better Coke than the bum on the corner of the street."
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也和街边流浪汉手中的可乐别无二样。”
08:37
Now, that is, actually, when you think about it -- we take it for granted --
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实际上如果你仔细想想的话，我们都把它当做理所当然了--
08:39
it's actually a remarkable achievement,
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但实际上是很了不起的成就，
08:41
to produce something that's that democratic.
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如此民主的一种产品。
08:44
Now, we basically have to change our views slightly.
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那么，我们需要把自己的看法稍微转变一下。
08:47
There is a basic view that real value involves making things,
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基本的看法是（产品的）实际价值包括制作的过程，
08:50
involves labor. It involves engineering.
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包括劳动力。如工程设计。
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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现在我们要加上一种好像虚化的东西。好像是不真实的。
08:59
And there is a reason for some suspicion and uncertainly about it.
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当然许多的怀疑和不确定是有原因的。
09:02
It patently veers toward propaganda.
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显然这个因素就是宣传作用。
09:05
However, what we do have now
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然而，我们现在拥有的
09:07
is a much more variegated media ecosystem
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是一个更加多样化的媒介环境
09:10
in which to kind of create this kind of value, and it's much fairer.
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在其中我们创造这种价值。这样就合理多了。
09:13
When I grew up, this was basically the media environment of my childhood
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当我长大了，我小时候的媒体环境差不多是这样的
09:15
as translated into food.
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可以理解为食物。
09:17
You had a monopoly supplier. On the left,
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左边这个，是唯一的提供者。
09:19
you have Rupert Murdoch, or the BBC.
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当时还有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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右边是依赖性很强的大众
09:24
which is pathetically grateful for anything you give it.
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可怜的是，无论你提供什么，他都会心存感激。
09:27
(Laughter)
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（笑）
09:29
Nowadays, the user is actually involved.
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现如今，用户都已经进化了。
09:32
This is actually what's called, in the digital world, "user-generated content."
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这个在数码世界里，实际上叫做“用户为中心的实体。”
09:35
Although it's called agriculture in the world of food.
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尽管叫做农业，在食物这个角度看。
09:37
(Laughter)
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（笑）
09:38
This is actually called a mash-up,
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这个实际上叫做“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产结果为起点
09:42
and you do something new with it.
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创造出新的东西。
09:44
In the world of food we call it cooking.
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在食物的角度来看我们叫它烹饪。
09:47
This is food 2.0,
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这个叫食物2.0版本，
09:49
which is food you produce for the purpose of sharing it with other people.
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也就是以与其他人分享为目的而生产食物。
09:52
This is mobile food. British are very good at that.
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这叫移动食物。英国人很擅长。
09:55
Fish and chips in newspaper, the Cornish Pasty,
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把鱼和薯条夹在报纸里，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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全是我们发明的。
10:01
We're not very good at food in general. Italians do great food,
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总体上来讲我们做东西并不好吃。意大利人这方面很棒，
10:03
but it's not very portable, generally.
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不过便携性就差了点，总的来说。
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这点。三明治伯爵并未发明三明治。
10:12
He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name.
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实际上他发明的是烤面包。不过那时，如果叫烤面包伯爵就太荒唐了。
10:15
(Laughter)
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（笑）
10:16
Finally, we have contextual communication.
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最后，还有内容关联式沟通。
10:18
Now, the reason I show you Pernod -- it's only one example.
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那么，我之所以要展示潘诺酒--这只是一个例子。
10:20
Every country has a contextual alcoholic drink. In France it's Pernod.
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每个国家都有与其背景关联的酒品。在法国就是潘诺酒。
10:24
It tastes great within the borders of that country,
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在这个国家境内品尝的话，美味无比。
10:26
but absolute shite if you take it anywhere else.
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不过如果你带出去尝尝的话，简直糟透了。
10:29
(Laughter)
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（笑）
10:31
Unicum in Hungary, for example.
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还有，比如说匈牙利的Unicum。
10:33
The Greeks have actually managed to produce something called Retsina,
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希腊人实际上生产了一种叫做Retsina的酒，
10:35
which even tastes shite when you're in Greece.
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不过即使在希腊品尝也很难喝。
10:37
(Laughter)
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（笑）
10:39
But so much communication now is contextual
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但是如此多的交流实际上已经关联化了
10:41
that the capacity for actually nudging people,
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这种强迫人们的能力，
10:43
for giving them better information -- B.J. Fogg,
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为了更好的说明--来自Stanford大学的，
10:45
at the University of Stanford, makes the point
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B.J.Fogg，认为
10:47
that actually the mobile phone is --
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手机实际上是--
10:49
He's invented the phrase, "persuasive technologies."
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他发明了一个短语，叫做“说服性科技。”
10:51
He believes the mobile phone, by being location-specific,
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他认为手机，因为地点特有性，
10:54
contextual, timely and immediate,
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背景关联性，即时性和直接性，
10:56
is simply the greatest persuasive technology device ever invented.
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是最直接和最伟大的说服性科技产品的代表。
10:59
Now, if we have all these tools at our disposal,
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那么，如果我们拥有了所有的这些工具，
11:01
we simply have to ask the question,
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我们仅仅需要问这样一个，
11:03
and Thaler and Sunstein have, of how we can use these more intelligently.
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Thaler和Sunstein曾经问过的问题，也就是如何更聪明的使用它们。
11:06
I'll give you one example.
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我再举一个例子。
11:09
If you had a large red button of this kind, on the wall of your home,
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如果在你家中的墙上有这样一个大大的，红色的按钮，
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，就可以节省50美元，
11:14
put 50 dollars into your pension,
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使你的津贴增加50美元，
11:16
you would save a lot more.
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你节省下来的远远不止这么一些。
11:18
The reason is that the interface fundamentally determines
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原因是界面从根本上决定了
11:20
the behavior. Okay?
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行为。明白了吗？
11:22
Now, marketing has done a very, very good job of creating
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那么，营销在鼓动即兴购买这一方面
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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我们永远不会鼓动消费者即兴省钱。
11:31
If you did this, more people would save more.
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如果这样的话，更多的人会节省过多。
11:34
It's simply a question of changing the interface
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这实际上就是一个改变影响人们做出决定
11:36
by which people make decisions,
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的界面的问题。
11:38
and the very nature of the decisions changes.
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也就是改变决定的本质的问题。
11:40
Obviously, I don't want people to do this,
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很显然，我并不想要人们这样做，
11:42
because as an advertising man I tend to regard saving as just
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因为作为一个广告人我更愿意把节省看做
11:44
consumerism needlessly postponed.
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不必要的延缓的消费者主义。
11:46
(Laughter)
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（笑）
11:47
But if anybody did want to do that,
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不过如果有人真的想那样做的话，
11:50
that's the kind of thing we need to be thinking about, actually:
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实际上我们需要认真加以斟酌：
11:53
fundamental opportunities to change human behavior.
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改变人类行为的基本机会。
11:55
Now, I've got an example here from Canada.
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现在我要举出一个加拿大的例子。
11:58
There was a young intern at Ogilvy Canada
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有一个在Ogilvy加拿大实习的年轻人
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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在多伦多做即兴表演，
12:05
and got a part-time job in advertising,
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同时兼职做广告的工作，
12:07
and was given the job of advertising Shreddies.
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他为一个叫Shreddies的商品做广告。
12:10
Now this is the most perfect case of creating
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这是一个关于创造无形附加价值的
12:12
intangible, added value,
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绝好例子，
12:14
without changing the product in the slightest.
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不需要对产品本身的分量做出一点改变。
12:17
Shreddies is a strange, square, whole-grain cereal,
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Shreddies是一种奇怪的，正方形的全麦麦片，
12:20
only available in New Zealand, Canada and Britain.
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只有在新西兰，加拿大和英国才可以见到。
12:24
It's Kraft's peculiar way of rewarding loyalty to the crown.
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这是牛皮纸对于王权忠诚的独特嘉奖方式。
12:27
(Laughter)
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（笑）
12:30
In working out how you could re-launch Shreddies,
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在策划如何使Shreddies重新上市的过程中，
12:33
he came up with this.
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他想到了这个主意。
12:42
Video: (Buzzer)
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视频：（嗡嗡响）
12:48
Man: Shreddies is supposed to be square.
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男工：Shreddies应该是方形的啊。
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：这些钻石形状的应该都没有泄露出去吧？
12:55
(Laughter)
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（笑）
12:57
Voiceover: New Diamond Shreddies cereal.
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画外音：新型钻石状的Shreddies麦片。
12:59
Same 100 percent whole-grain wheat in a delicious diamond shape.
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钻石形状新品：同样百分百全麦，更加美味。
13:02
(Applause)
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（掌声）
13:06
Rory Sutherland: I'm not sure this isn't the most perfect example
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Rory Sutherland：我认为这是最完美的一个例子
13:08
of intangible value creation. All it requires is
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关于诠释创造无形价值。我们只需要
13:10
photons, neurons, and a great idea to create this thing.
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光子，神经细胞，以及极具创造力的点子。
13:13
I would say it's a work of genius.
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我不得不说这是天才之作。
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，在做这样的事情前要做一点市场调研。
13:18
Man: So, Shreddies is actually producing a new product,
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男士:那么，Shreddies事实上在生产一种新产品，
13:21
which is something very exciting for them.
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对他们来说这是十分令人兴奋的事情。
13:24
So they are introducing new Diamond Shreddies.
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这是他们在介绍新的钻石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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现在我希望能够知道到你们看到它的第一印象，
13:34
when you see the Diamond Shreddies box there.
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当你看到这个钻石Shreddies的盒子的时候。
13:37
(Laughter)
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（笑）
13:38
Woman: Weren't they square?
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女士：它们不是方形的吗？
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：我有点搞不清了。女士3：我认为它们看起来就是方形的。
13:42
Man: They -- Yeah, it's all in the appearance.
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男士：它们--是的，全都写在外表里了。
13:44
But it's kind of like flipping a six or a nine. Like a six,
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不过这有点像掷骰子中的6或者9.
13:48
if you flip it over it looks like a nine.
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如果你倒过来看它就像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”，没错。
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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看起来就好像转了一个角度。不过当你那样看的时候
13:59
it's more interesting looking.
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它看起来更有趣。
14:01
Man: Just try both of them.
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男士：两种都试试。
14:03
Take a square one there, first.
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先尝一下方形的这个。
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：你更喜欢哪个？男士2：第一个。
14:20
Man: The first one?
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男士：第一个？
14:22
(Laughter)
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（笑）
14:24
Rory Sutherland: Now, naturally, a debate raged.
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Rory Sutherland：现在，很自然的，一场激烈的辩论。
14:28
There were conservative elements in Canada, unsurprisingly,
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不出意料，加拿大人骨子里也是有保守思想的，
14:31
who actually resented this intrusion.
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他实际上并不喜欢这种改变。
14:33
So, eventually, the manufacturers actually
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所以，最后的结果是，制造商
14:35
arrived at a compromise, which was the combo pack.
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达成了一个折中的方案，也就是组合包。
14:38
(Laughter)
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（笑）
14:40
(Applause)
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（掌声）
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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如果你觉得这很有趣的话，请记住有一个叫做
14:57
the American Institute of Wine Economics,
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“美国酒经济协会”的组织，
15:00
which actually does extensive research into perception of things,
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他们实地做了很多关于事物认知的深度的调查，
15:02
and discovers that except for among
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发现除了
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见地的人以外，
15:07
there is no correlation between quality and enjoyment
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品质和产品体验之间没有关联
15:09
in wine,
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就酒类来说，
15:11
except when you tell the people how expensive it is,
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除非你告诉人们这个东西有多贵，
15:13
in which case they tend to enjoy the more expensive stuff more.
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在这种情况下他们倾向于更享受贵的东西。
15:16
So drink your wine blind in the future.
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所以以后喝酒就别看价钱了。
15:19
But this is both hysterically funny --
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不过这两者都非常有趣--
15:21
but I think an important philosophical point,
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但是我思考了一个很重要的哲学观点，
15:23
which is, going forward, we need more of this kind of value.
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就是，向前探索，我们需要更多这种的价值。
15:26
We need to spend more time appreciating what already exists,
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我们需要更多的时间品味已经存在的事物，
15:29
and less time agonizing over what else we can do.
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而少花一点时间去为难自己搞新的花样。
15:31
Two quotations to more or less end with.
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差不多引用这两句作为结尾吧。
15:33
One of them is, "Poetry is when you make new things
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一个是，“诗歌就是使新事物亲切近人并且
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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这不失为一个对我们工作的好定义，
15:40
to help people appreciate what is unfamiliar, but also
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去帮助人们欣赏不熟悉的东西，同时也
15:42
to gain a greater appreciation, and place a far higher value on
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对已经存在的东西更加珍惜，或者
15:46
those things which are already existing.
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提升它们的价值。
15:48
There is some evidence, by the way, that things like social networking help do that.
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顺便说一下，有证据表明，像社交网络这种东西会对此有帮助。
15:51
Because they help people share news.
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因为这有助于人们分享信息。
15:53
They give badge value to everyday little trivial activities.
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它们将每天的琐碎活动赋予标记价值。
15:57
So they actually reduce the need for actually spending great money on display,
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所以事实上它减少了用于公开展示的花销，
16:00
and increase the kind of third-party
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而且增加了类似于这种第三方的
16:02
enjoyment you can get from the smallest, simplest things in life. Which is magic.
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的乐趣，这些你可以从最小的，最简单的生活事物中获得的乐趣。这真是太神奇了。
16:06
The second one is the second G.K. Chesterton quote of this session,
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第二个是这场演讲中第二次对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，“使我们灭亡的，是对一个奇迹的渴望，而不是对众多奇迹的渴望，”
16:12
which I think for anybody involved in technology, is perfectly true.
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这个我认为对于科技业的有关人士，应该感触尤为深刻。
16:15
And a final thing: When you place a value on things like health,
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最后一点：当你把价值附加于像健康，
16:17
love, sex and other things,
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爱情，性和其他的这种事情时，
16:19
and learn to place a material value
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同时学会去把物质价值附加在
16:21
on what you've previously discounted
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你之前所不重视的事物上
16:23
for being merely intangible, a thing not seen,
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不要仅仅是因为它们无形，或者太过渺小，
16:26
you realize you're much, much wealthier than you ever imagined.
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你会发现你会比你所能想象的更加富有。
16:29
Thank you very much indeed.
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非常非常感谢大家。
16:31
(Applause)
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（掌声）
ABOUT THE SPEAKER
Rory Sutherland - Advertising guruRory Sutherland stands at the center of an advertising revolution in brand identities, designing cutting-edge, interactive campaigns that blur the line between ad and entertainment.
Why you should listen
From unlikely beginnings as a classics teacher to his current job as Vice Chairman of Ogilvy Group, Rory Sutherland has created his own brand of the Cinderella story. He joined Ogilvy & Mather's planning department in 1988, and became a junior copywriter, working on Microsoft's account in its pre-Windows days. An early fan of the Internet, he was among the first in the traditional ad world to see the potential in these relatively unknown technologies.
An immediate understanding of the possibilities of digital technology and the Internet powered Sutherland's meteoric rise. He continues to provide insight into advertising in the age of the Internet and social media through his blog at Campaign's Brand Republic site, his column "The Wiki Man" at The Spectator and his busy Twitter account.
Rory Sutherland | Speaker | TED.com