TED2008
Andy Hobsbawm: Do the green thing
安迪•霍博本 (Andy Hobsbawm) 說：「要環保。」
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安迪•霍博本分享剛出爐的環保廣告，以及其他一些意想不到的好處。
Andy Hobsbawm - Internet entrepreneur
Andy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing. Full bio
Andy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing. Full bio
Double-click the English transcript below to play the video.
00:12
Great creativity. In times of need, we need great creativity.
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偉大的創造力。在有所需要的時候，我們需要偉大的創造力。
00:17
Discuss. Great creativity is astonishingly, absurdly, rationally, irrationally powerful.
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讓我們討論一下。偉大的創造力具有令人震驚、不可思議、理性、或非理性的力量。
00:25
Great creativity can spread tolerance, champion freedom,
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偉大的創造力能散播寬容、擁護自由。
00:29
make education seem like a bright idea.
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使教育看起來像個好主意。
00:32
(Laughter)
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（笑聲）
00:33
Great creativity can turn a spotlight on deprivation,
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偉大的創造力能聚焦於剝奪上，
00:37
or show that deprivation ain't necessarily so.
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或讓剝奪看起來不一定是那麼一回事。
00:41
Great creativity can make politicians electable,
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偉大的創造力能讓政客勝選，
00:44
or parties unelectable.
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或讓政黨敗選。
00:47
It can make war seem like tragedy or farce.
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能讓戰爭看起來像是悲劇、或是鬧劇。
00:51
Creativity is the meme-maker that puts slogans on our t-shirts
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創造力是迷因 (MEME) 的創造者，將標語放在我們的T恤上
00:55
and phrases on our lips.
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並將流行語言掛上我們的唇邊。
00:57
It's the pathfinder that shows us a simple road
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它是為我們指出簡單道路的開拓者
01:00
through an impenetrable moral maze.
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引領我們穿越牢不可破的道德迷宮。
01:02
Science is clever, but great creativity is something less knowable,
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科學代表聰慧，但偉大的創造力少了些知識性，
01:07
more magical. And now we need that magic.
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多了些魔力。而現在，我們需要這樣的魔力。
01:10
This is a time of need.
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這正是我們需要的時候。
01:12
Our climate is changing quickly, too quickly.
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我們的氣候正在快速的變化、變得太快了。
01:14
And great creativity is needed to do what it does so well:
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我們需要偉大的創造力，用於其擅長之處，
01:17
to provoke us to think differently with dramatic creative statements.
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藉著戲劇性的創意陳述激發我們換著方式思考。
01:21
To tempt us to act differently
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藉由其歡樂的創意片段
01:23
with delightful creative scraps.
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誘導我們換個方式試試。
01:26
Here is one such scrap from an initiative I'm involved in
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這兒就有個這樣的片段，來自於我所參與的一個計畫
01:29
using creativity to inspire people to be greener.
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藉由創意來鼓舞人群更加環保。
01:32
(Video) Man: You know, rather than drive today, I'm going to walk.
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（影片）男人：你知道的，今天我不開車，我要走路。
01:36
Narrator: And so he walked, and as he walked he saw things.
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旁白：所以他走了，而當他邁步前行，他看見了許多景物
01:40
Strange and wonderful things he would not otherwise have seen.
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若不是因為走路，他一定不會看見這些新奇美妙的事物。
01:44
A deer with an itchy leg. A flying motorcycle.
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一隻腿癢的鹿。一台飛翔的摩托車。
01:47
A father and daughter separated from a bicycle by a mysterious wall.
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在一對父女與腳踏車間隔開的一道神秘牆垣。
01:52
And then he stopped. Walking in front of him was her.
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然後他停了下來。她正走在他前面。
01:57
The woman who as a child had skipped with him through fields
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在孩提時期，他與她躍過無數原野
02:00
and broken his heart.
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且使他心碎。
02:01
Sure, she had aged a little.
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當然，她老了一些。
02:03
In fact, she had aged a lot.
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其實，老了不少。
02:04
But he felt all his old passion for her return.
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但他因為她的歸來，重新燃起了過往的熱情。
02:07
"Ford," he called softly. For that was her name.
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「福特 (Ford)」他輕聲喊道，那是她的名字。
02:11
"Don't say another word, Gusty," she said,
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「此時無聲勝有聲，賈斯帝 (Gusty)」她說，
02:13
for that was his name.
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賈斯帝是他的名字。
02:14
"I know a tent next to a caravan, exactly 300 yards from here.
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我知道在離這三百碼的地方，有個在露營車旁的帳篷。
02:19
Let's go there and make love. In the tent."
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我們去那兒做愛吧！就去帳篷裡。
02:22
Ford undressed. She spread one leg, and then the other.
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福特輕解羅衫，她張開了一隻玉腿、然後另一隻。
02:26
Gusty entered her boldly and made love to her rhythmically
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賈斯帝放膽進入她的身體，與她有節奏地做著愛
02:30
while she filmed him, because she was a keen amateur pornographer.
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她則掌鏡拍著他，因為她是一位狂熱的業餘情色攝影師。
02:33
The earth moved for both of them.
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地球為了他們而撼動。
02:35
And they lived together happily ever after.
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他們從此以後就過著幸福快樂的日子。
02:38
And all because he decided to walk that day.
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這一切都因為他那天決定要走路。
02:44
(Applause)
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（掌聲）
02:54
Andy Hobsbawm: We've got the science, we've had the debate.
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安迪•霍博本：我們有科學（檢證），我們也進行過論辯。
02:57
The moral imperative is on the table.
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道德的規準人盡皆知。
02:59
Great creativity is needed to take it all,
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我們需要偉大的創意一以貫之，
03:01
make it simple and sharp.
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使其簡單、明晰。
03:03
To make it connect. To make it make people want to act.
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使其能夠聯繫，使其讓人起而行。
03:07
So this is a call, a plea,
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所以，這是個呼告、請求，
03:09
to the incredibly talented TED community.
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對於極端優異 TED 社群的呼告與請求。
03:11
Let's get creative against climate change.
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讓我們一起發揮創意，抵抗氣候變遷
03:13
And let's do it soon. Thank you.
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讓我們即刻開始吧！謝謝您！
03:15
(Applause)
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（掌聲）
ABOUT THE SPEAKER
Andy Hobsbawm - Internet entrepreneurAndy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing.
Why you should listen
Internet marketing pioneer Andy Hobsbawm was the European chair of the digital services firm Agency.com. He founded the first international Internet agency in 1994, and was a founder of Online Magic, a firm that merged with Agency.com in 1997.
Merging his passions for ads and the environment, he's a cofounder of the website Green Thing, which shares seven fun, punchy little (and big) ways to go green, using clever video and graphics to get across a message of accessible greening. He’s also a founder and the chief marketing officer of internet of things software company EVRYTHNG, which aims to give every physical object in the world it’s own intelligent identity on the Web.
Andy Hobsbawm | Speaker | TED.com