TEDGlobal 2009
Rory Sutherland: Life lessons from an ad man
Rory Sutherland: Lectii de viata de la un om de publicitate
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Publicitatea aduce valoare adaugata unui produs prin schimbarea perceptiei noastre, mai mult decat produsul in sine. Rory Sutherland face afirmatia curajoasa ca o schimbare in valoarea perceputa poate fi la fel de satisfacatoare ca ceea ce noi consideram valoare "reala"-- iar concluzia sa are consecinte interesante asupra modului in care privim viata.
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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Este prima mea vizita la TED. Prima in calitate de om de publicitate
00:18
I actually speak at TED Evil, which is TED's secret sister
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De obicei, tin discursuri pentru Partea intunecata a TED, organizatia secreta infratita cu TED--
00:21
that pays all the bills.
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cea care ii plateste facturile.
00:24
It's held every two years in Burma.
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Se tine din doi in doi ani, in Burma.
00:27
And I particularly remember a really good speech
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Si imi aduc aminte un anume discurs,
00:30
by Kim Jong Il on how to get teens smoking again.
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a lui Kim Jong II despre cum sa-i convingem pe tineri sa fumeze din nou.
00:33
(Laughter)
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(rasete)
00:35
But, actually, it's suddenly come to me after years working in the business,
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Dar, intr-o buna zi, mi-am dat seama, dupa toti anii de munca in domeniu
00:37
that what we create in advertising,
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ca ceea ce noi cream in publicitate,
00:40
which is intangible value -- you might call it perceived value,
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o valoare intangibila -- puteti sa o numiti, daca doriti, valoare perceputa
00:42
you might call it badge value, subjective value,
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puteti sa ii ziceti valoare de eticheta, valoare subiectiva,
00:45
intangible value of some kind --
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orice fel de valoare intangibila --
00:47
gets rather a bad rap.
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are cel mai adesea o conotatie negativa
00:49
If you think about it, if you want to live in a world in the future
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Daca va ganditi bine, in viitor, lumea in care veti dori sa traiti
00:51
where there are fewer material goods, you basically have two choices.
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o lume in care bunurile materiale sunt rare, aveti la dispozitie doua optiuni.
00:55
You can either live in a world which is poorer,
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Puteti fie sa alegeti sa traiti intr-o lume mai saraca,
00:57
which people in general don't like.
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o varianta neplacuta pentru majoritatea oamenilor.
00:59
Or you can live in a world where actually intangible value
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fie sa traiti intr-o lume in care valoarea intangibila
01:02
constitutes a greater part of overall value,
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reprezinta un procent mai mare din valoarea totala,
01:06
that actually intangible value, in many ways
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am realizat ca de multe ori, valoare intangibila
01:08
is a very, very fine substitute
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reprezinta un inlocuitor foarte subtil
01:10
for using up labor or limited resources
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pentru a consuma munca sau resurse limitate
01:13
in the creation of things.
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pentru a crea lucruri tangibile.
01:15
Here is one example. This is a train which goes from London to Paris.
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Iata un exemplu. Acest tren face legatura dintre Londra la Paris.
01:18
The question was given to a bunch of engineers,
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Unor ingineri li s-a pus o intrebare,
01:20
about 15 years ago, "How do we make the journey to Paris better?"
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acum 15 ani, "Cum putem imbunatati calatoria la Paris?"
01:24
And they came up with a very good engineering solution,
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Iar ei au gasit o solutie inginereasca foarte eficienta
01:26
which was to spend six billion pounds
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care presupunea cheltuirea a sase miliarde de lire sterline
01:28
building completely new tracks
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pentru a construi o cale ferata complet noua
01:30
from London to the coast,
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de la Londra si pana pe coasta,
01:32
and knocking about 40 minutes off a three-and-half-hour journey time.
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scurtand astfel calatoria de trei ore si jumatate pana la Paris, cu aproximativ 40 de minute
01:36
Now, call me Mister Picky. I'm just an ad man ...
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Acum, numiti-ma Chibitul sef. Nu sunt decat un publicitar...
01:38
... but it strikes me as a slightly unimaginative way of improving a train journey
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... insa mi se pare o modalitate cel putin lipsita de imaginatie, de a imbunatati calatoria cu trenul
01:42
merely to make it shorter.
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incercand doar sa o faci mai scurta.
01:44
Now what is the hedonic opportunity cost
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Care ar mai fi cea mai buna alta metoda hedonistica
01:47
on spending six billion pounds on those railway tracks?
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de a cheltui 6 miliarde de lire pe acele sine de tren?
01:49
Here is my naive advertising man's suggestion.
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Iata naiva mea sugestie de om de publicitate.
01:52
What you should in fact do is employ all of the world's top male
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Ar trebui de fapt sa angajati cele mai
01:54
and female supermodels,
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celebre modele masculine si feminine din lume,
01:56
pay them to walk the length of the train, handing out free Chateau Petrus
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si sa le platiti sa serveasca Chateau Petrus gratuit
02:00
for the entire duration of the journey.
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pe intreaga durata a calatoriei.
02:02
(Laughter)
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(Rasete)
02:04
(Applause)
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(aplauze)
02:05
Now, you'll still have about three billion pounds left in change,
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In plus, veti mai ramane cu un maruntis de trei miliarde
02:09
and people will ask for the trains to be slowed down.
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iar oamenii va vor ruga sa mergeti mai incet.
02:12
(Laughter)
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(rasete)
02:13
Now, here is another naive advertising man's question again.
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Acum, iata o alta intrebare la fel de naiva a unui om de publicitate
02:17
And this shows that engineers,
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Iar acest lucru dovedeste ca inginerii,
02:19
medical people, scientific people,
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medicii, oamenii de stiinta,
02:21
have an obsession with solving the problems of reality,
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sunt obsedati de rezolvarea problemelor din viata reala,
02:24
when actually most problems, once you reach a basic level of wealth
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atunci cand majoritatea problemelor, o data ce este atins un anumit nivel de bunastare
02:27
in society, most problems are actually problems of perception.
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in cadrul societatii, majoritatea problemelor sunt de fapt probleme de perceptie.
02:30
So I'll ask you another question.
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Prin urmare, am sa va intreb altceva.
02:32
What on earth is wrong with placebos?
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Ce e asa rau la placebo?
02:34
They seem fantastic to me. They cost very little to develop.
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Mie mi se pare un lucru fantastic. Au un cost scazut de productie.
02:36
They work extraordinarily well.
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Functioneaza extraordinar de bine.
02:39
They have no side effects,
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Nu au efecte adverse,
02:41
or if they do, they're imaginary, so you can safely ignore them.
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sau daca au, sunt imaginare, asa ca sunteti in sigurata daca le ignorati.
02:43
(Laughter)
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(rasete)
02:45
So I was discussing this. And I actually went to the Marginal Revolution blog
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Prin urmare discutam despre. Iar pentru asta chiar am intrat pe blogul Marginal Revolution
02:47
by Tyler Cowen. I don't know if anybody knows it.
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scris de Tyler Cowen. Nu stiu daca stie cineva de el.
02:49
Someone was actually suggesting that you can take this concept further,
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Cineva propusese sa ducem acest concept mai departe,
02:52
and actually produce placebo education.
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si chiar sa producem educatie de tip placebo.
02:54
The point is that education doesn't actually work by teaching you things.
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Ideea este ca educatia nu te invata de fapt lucruri.
02:58
It actually works by giving you the impression
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Iti da mai degraba impresia ca da rezultate
03:00
that you've had a very good education, which gives you an insane sense
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ca ai primit o foarte buna educatie, care iti da un sentiment irational
03:02
of unwarranted self-confidence,
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de incredere fara margini in fortele proprii
03:04
which then makes you very, very successful in later life.
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care la randul lui, te ajuta foarte mult mai tarziu.
03:07
So, welcome to Oxford, ladies and gentlemen.
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Ei bine, doamnelor si domnilor, bine ati venit la Oxford.
03:10
(Laughter)
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(rasete)
03:12
(Applause)
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(aplauze)
03:13
But, actually, the point of placebo education is interesting.
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Dar, de fapt, ideea educatiei de tip placebo este interesanta.
03:16
How many problems of life can be solved
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Cate dintre problemele vietii nu pot fi rezolvate
03:18
actually by tinkering with perception,
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jucandu-ne cu perceptia oamenilor
03:20
rather than that tedious, hardworking and messy business
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mai degraba decat munca grea si obositoare
03:22
of actually trying to change reality?
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pe care o presupune schimbarea realitatii?
03:25
Here's a great example from history. I've heard this attributed to several other kings,
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Iata un exemplu excelent din istorie. Am auzit asta in legatura cu mai multi regi,
03:28
but doing a bit of historical research,
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dar dupa ce am facut un pic de cercetare istorica
03:30
it seems to be Fredrick the Great.
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se pare ca ii apartine lui Fredrick cel Mare.
03:32
Fredrick the Great of Prussia was very, very keen
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Fredrick cel Mare al Prusiei dorea din toata inima
03:34
for the Germans to adopt the potato and to eat it,
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sa ii convinga pe germani sa adopte cartoful in alimentatia lor.
03:37
because he realized that if you had two sources of carbohydrate,
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Deoarece realizaes ca daca ai doua surse de carbohidrati,
03:39
wheat and potatoes, you get less price volatility in bread.
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grane si cartofi, vei avea o volatilitate mai mica a pretului painii.
03:43
And you get a far lower risk of famine,
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scazand astfel riscul aparitiei foametei,
03:45
because you actually had two crops to fall back on, not one.
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pentru ca ai la dispozitie doua recolte pe care te poti baza, si nu una.
03:47
The only problem is: potatoes, if you think about it, look pretty disgusting.
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Singura problema este: daca stati sa va ganditi, cartofii nu arata foarte apetisanti.
03:50
And also, 18th century Prussians ate very, very few vegetables --
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iar prusacii din secolul al XVIII-lea mancau foarte putine legume --
03:54
rather like contemporary Scottish people.
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cam la fel ca scotienii din timpurile noastre.
03:56
(Laughter)
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(rasete)
03:58
So, actually, he tried making it compulsory.
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Prin urmare, a incercat sa ii oblige.
04:01
The Prussian peasantry said,
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Taranii Prusaci au spus,
04:03
"We can't even get the dogs to eat these damn things.
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"nici cainii nu vor sa manance nenorocirile astea"
04:05
They are absolutely disgusting and they're good for nothing."
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Sunt de-a dreptul dezgustatori si nu sunt buni de nimic."
04:07
There are even records of people being executed
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Exista chiar marturii cu privire la oameni care au fost executati
04:09
for refusing to grow potatoes.
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pentru ca au refuzat sa cultive cartofi.
04:11
So he tried plan B.
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Asa ca a incercat planul B.
04:13
He tried the marketing solution, which is he declared the potato
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A incercat varianta de marketing, in care a declarat cartoful
04:15
as a royal vegetable, and none but the royal family could consume it.
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o leguma regala. Si nimeni in afara de familia regala nu avea voie sa il consume.
04:18
And he planted it in a royal potato patch,
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Si l-a plantat in gradina regala de legume,
04:20
with guards who had instructions
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si a instruit garzile
04:22
to guard over it, night and day,
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sa vegheze, zi si noapte,
04:24
but with secret instructions not to guard it very well.
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dar cu instructiunile secrete sa nu vegheze prea bine.
04:27
(Laughter)
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(rasete)
04:28
Now, 18th century peasants know that there is one
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Acum, acesti tarani din secolul 18 stiu ce exista doar
04:30
pretty safe rule in life, which is if something is worth guarding,
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o regula destul de sigura in viata, si anume ca daca ceva e indeajuns de valoros sa fie pazit,
04:32
it's worth stealing.
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merita sa fie furat.
04:34
Before long, there was a massive underground
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Nu a durat mult sa se creeze o retea masiva de fermieri clandestini
04:36
potato-growing operation in Germany.
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care cultiva cartofi in Germania.
04:38
What he'd effectively done is he'd re-branded the potato.
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Ceea ce a realizat el, intr-un mod foarte eficient, a fost sa re-branduiasca cartoful.
04:42
It was an absolute masterpiece.
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A fost o capodopera.
04:44
I told this story and a gentleman from Turkey came up to me and said,
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Am povestit aceast episod iar un domn din Turcia a venit la mine si mi-a zis,
04:46
"Very, very good marketer, Fredrick the Great. But not a patch on Ataturk."
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" Foarte, foarte bun marketer, Friderick cel Mare, asta. Dar nu se compara cu Ataturk."
04:50
Ataturk, rather like Nicolas Sarkozy,
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Ataturk, cam la fel ca si Nicolas Sarkozy,
04:52
was very keen to discourage the wearing of a veil,
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dorea foarte tare sa descurajeze utilizarea valului,
04:54
in Turkey, to modernize it.
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in Turcia, vroia sa o modernizeze.
04:56
Now, boring people would have just simply banned the veil.
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Acum, oamenii lipsiti de imaginatie ar fi interzis pur si simplu utilizarea valului pur si simplu.
04:59
But that would have ended up with a lot of awful kickback
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Dar asta ar fi creat foarte multe reactii negative
05:01
and a hell of a lot of resistance.
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si o foarte mare rezistenta.
05:03
Ataturk was a lateral thinker.
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Ataturk a folosit gandirea laterala.
05:05
He made it compulsory for prostitutes to wear the veil.
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El le-a obligat pe prostituate sa poarte valul.
05:08
(Laughter)
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(rasete)
05:13
(Applause)
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(aplauze)
05:15
I can't verify that fully, but it does not matter.
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Nu pot verifica asta in totalitate. Dar nu conteaza.
05:17
There is your environmental problem solved, by the way, guys:
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Asa se rezolva problema voastra de mediu, apropo, baieti:
05:19
All convicted child molesters
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Toti pedofilii care au cazier
05:21
have to drive a Porsche Cayenne.
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sa fie obligati sa conduca un Porche Cayenne.
05:23
(Laughter)
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(rasete)
05:28
What Ataturk realized actually is two very fundamental things.
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Ataturk si-a dat seama de fapt de doua lucruri fundamentale.
05:31
Which is that, actually, first one,
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Anume, o data,
05:33
all value is actually relative.
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toate valorile sunt relative.
05:36
All value is perceived value.
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Valoarea totala este cea perceputa.
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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Pentru cei care nu stiu Spaniola, "jugo de naranja"-- inseamna " suc de portocale" in spaniola.
05:40
Because actually it's not the dollar. It's actually the peso
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Pentru ca de fapt nu este dolarul. Este peso
05:42
in Buenos Aires. Very clever Buenos Aires street vendors
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in Buenos Aires. Comerciantii ambulanti inventivi din Buenos Aires
05:45
decided to practice price discrimination
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au decis sa practice discriminarea preturilor
05:47
to the detriment of any passing gringo tourists.
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in detrimentul oricarui calator "gringo"(jargon pentru cetatean SUA)
05:50
As an advertising man, I have to admire that.
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Ca un om de publicitate, trebuie sa admir asta.
05:52
But the first thing is that all value is subjective.
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Dar ceea ce ne arata in primul rand acest lucru este ca valoarea totala este subiectiva.
05:56
Second point is that persuasion is often better than compulsion.
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In al doilea rand, este mult mai bine sa convingi decat sa obligi.
05:59
These funny signs that flash your speed at you,
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Acele semne haioase care iti arata viteza cu care circuli,
06:01
some of the new ones, on the bottom right,
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unele dintre cele noi, in coltul din dreapta jos,
06:03
now actually show a smiley face or a frowny face,
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arata acum o fata zambareata sau o fata incruntata,
06:06
to act as an emotional trigger.
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care actioneaza ca un declansator emotional.
06:08
What's fascinating about these signs is they cost about 10 percent
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Ceea ce este fascinant in ceea ce le priveste este ca ele costa aproximativ 10%
06:10
of the running cost of a conventional speed camera,
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din costul de exploatare al unei camere conventionale.™
06:13
but they prevent twice as many accidents.
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Dar pot preveni de doua ori mai multe accidente.
06:15
So, the bizarre thing, which is baffling
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Asa ca, lucrul ciudat care lasa inmarmuriti
06:17
to conventional, classically trained economists,
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economistii obisnuiti, cu o pregatire teoretica clasica,
06:19
is that a weird little smiley face
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este ca o fata zambareata stranie
06:21
has a better effect on changing your behavior
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are un mai mare efect in a ne schimba comportamentul
06:23
than the threat of a £60 fine and three penalty points.
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decat amenintarea celor 60 de lire sau cele trei puncte de amenda.
06:28
Tiny little behavioral economics detail:
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Un mic detaliu de economie comportamentala:
06:30
in Italy, penalty points go backwards.
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In Italia, punctele de penalitate se calculeaza descrescator.
06:33
You start with 12 and they take them away.
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Incepi prin a avea 12 din care ulterior ti se scad.
06:35
Because they found that loss aversion
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Acest lucru se intampla deoarece s-a descoperit ca a pierde ceva
06:37
is a more powerful influence on people's behavior.
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are o influenta mai puternica asupra comportamentului oamenilor.
06:39
In Britain we tend to feel, "Whoa! Got another three!"
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In Anglia suntem tentati sa spunem, "Wow, am mai primit trei!"
06:42
Not so in Italy.
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In Italia se pare ca nu e cazul.
06:44
Another fantastic case of creating intangible value
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Un alt caz fantastic este cel al crearii valorii intangibile
06:47
to replace actual or material value, which remember, is what,
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sa inlocuiasca valoarea materiala sau actuala, care tineti minte, reprezinta
06:50
after all, the environmental movement needs to be about:
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pana la urma esenta miscarii de protectia mediului:
06:52
This again is from Prussia, from, I think, about 1812, 1813.
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Un alt exemplu ce vine din Prusia, de data asta din jurul lui 1812, 1813.
06:55
The wealthy Prussians, to help in the war against the French,
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Pentru a sprijini razboiul cu Franta, cei mai instariti dintre prusaci
06:58
were encouraged to give in all their jewelry.
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erau incurajati sa doneze toate bijuteriile lor.
07:00
And it was replaced with replica jewelry
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Care erau inlocuite cu imitatii
07:03
made of cast iron.
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ieftine, din fonta.
07:05
Here's one: "Gold gab ich für Eisen, 1813."
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Iata una: " Am dat aurul pentru fier, 1813."
07:09
The interesting thing is that for 50 years hence,
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Ce este interesat este ca pentru urmatorii 50 de ani
07:11
the highest status jewelry you could wear in Prussia
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cele mai valoroase bijuterii pe care puteai sa le porti in Prusia
07:13
wasn't made of gold or diamonds.
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nu erau facute din aur sau diamante.
07:15
It was made of cast iron.
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Erau facute din fier turnat.
07:17
Because actually, never mind the actual intrinsic value
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Aceasta deoarece nu mai era vorba aici de valoarea intrinseca
07:19
of having gold jewelry. This actually
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a posesiei bijuteriilor din aur. Era vorba de
07:21
had symbolic value, badge value.
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valoarea simbolica, simplul fapt de a purta acel obiect.
07:23
It said that your family had made a great sacrifice in the past.
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Dovedea ca familia ta facuse multe sacrificii in trecut.
07:26
So, the modern equivalent would of course be this.
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Asa ca, echivalentul modern ar fi evident acesta.
07:28
(Laughter)
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(rasete)
07:29
But, actually, there is a thing, just as there are Veblen goods,
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Dar, de fapt, este un lucru, asa cum sunt bunuri Veblen,
07:32
where the value of the good depends on it being expensive and rare --
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unde valoarea bunurilor depinde de cat de scumpe sau rare--
07:35
there are opposite kind of things
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exista lucruri opuse
07:37
where actually the value in them depends on them being
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unde de fapt valoarea lucrurilor depinde de faptul ca ele sunt
07:39
ubiquitous, classless and minimalistic.
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des intalnite, fara clasa, si minimaliste.
07:42
If you think about it, Shakerism was a proto-environmental movement.
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Daca te gandesti la asta, Shaker-ismul a fost o miscare care anticipa ecologismul.
07:45
Adam Smith talks about 18th century America,
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Adam Smith vorbeste despre America secolului 18
07:47
where the prohibition against visible displays of wealth was so great,
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unde afisarea bogatiei personale in public era aspru pedepsita,
07:51
it was almost a block in the economy in New England,
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devenind aproape o piedica in dezvoltarea economica din New England
07:53
because even wealthy farmers could find nothing to spend their money on
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deoarece chiar si cei mai instariti fermieri, nu aveau pe ce sa isi cheltuiasca banii,
07:56
without incurring the displeasure of their neighbors.
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fara ca acest lucru sa nu creeze antipatie din partea vecinilor.
07:59
It's perfectly possible to create these social pressures
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Aceste presiuni sociale sunt usor de creat
08:01
which lead to more egalitarian societies.
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si duc la aparitia unor societati unde egalitarianismul este mai pronuntat.
08:04
What's also interesting, if you look at products
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Interesant este ca daca va uitati la produsele
08:06
that have a high component
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care au o componenta ridicata
08:08
of what you might call messaging value,
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din ceea ce s-ar putea numi valoare a mesajului
08:10
a high component of intangible value, versus their intrinsic value:
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un procent mai mare al valorii intangible, in comparatie cu valoarea lor intrinseca:
08:13
They are often quite egalitarian.
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Sunt cel mai adesea egalitare.
08:16
In terms of dress, denim is perhaps the perfect example of something
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Denimul este un exemplu perfect in ceea ce priveste imbracamintea,
08:19
which replaces material value with symbolic value.
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de inlocuire a valorii materiale cu o valoare simbolica.
08:23
Coca-Cola. A bunch of you may be a load of pinkos,
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Coca-Cola. S-ar putea ca o parte dintre domniile voastre sa fiti mai de stanga,
08:25
and you may not like the Coca-Cola company,
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si sa nu simpatizati cu compania Coca-Cola.
08:27
but it's worth remembering Andy Warhol's point about Coke.
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Dar merita sa ne aducem aminte de ce parere avea Andy Warhol despre Coca Cola.
08:29
What Warhol said about Coke is, he said,
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Referitor la Cola, Warhol spunea,
08:31
"What I really like about Coca-Cola is the president of the United States
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" Ceea ce imi place cu adevarat Coca-Cola este ca presedintele SUA
08:33
can't get a better Coke than the bum on the corner of the street."
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nu poate bea o Cola mai buna decat cea pe care o bea vagabondul la coltul strazii."
08:37
Now, that is, actually, when you think about it -- we take it for granted --
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Daca va ganditi, de obicei, acest lucru ni se pare perfect normal --
08:39
it's actually a remarkable achievement,
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insa, in realitate este o realizare remarcabila,
08:41
to produce something that's that democratic.
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sa produci ceva atat de democratic.
08:44
Now, we basically have to change our views slightly.
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Ceea ce trebuie sa facem acum este sa ne schimbam putin punctul de vedere
08:47
There is a basic view that real value involves making things,
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Exista o parere generala ca valoarea reala implica creeare de lucruri,
08:50
involves labor. It involves engineering.
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implica munca. Implica munca de proiectare.
08:53
It involves limited raw materials.
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Implica o resurse brute limitate.
08:56
And that what we add on top is kind of false. It's a fake version.
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Iar ceea ce adaugam noi in plus, ar fi inutil. De fapt, aceasta idee este falsa.
08:59
And there is a reason for some suspicion and uncertainly about it.
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Si exista si un motiv cel putin pentru scepticism si retinere in aceasta privinta.
09:02
It patently veers toward propaganda.
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Se indreapta cu acte in regula catre propaganda.
09:05
However, what we do have now
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Cu toate acestea, ceea ce avem la dispozitie acum
09:07
is a much more variegated media ecosystem
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este un ecosistem media mult mai diversificat
09:10
in which to kind of create this kind of value, and it's much fairer.
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in care sa cream intr-un fel acest fel de valoare. Si este mult mai corect.
09:13
When I grew up, this was basically the media environment of my childhood
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Pe vremea mea, cam acesta era spatiul in care exista mass-media copilariei mele.
09:15
as translated into food.
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transpus in termeni culinari.
09:17
You had a monopoly supplier. On the left,
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Aveai un furnizor unic. La stanga
09:19
you have Rupert Murdoch, or the BBC.
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il aveai pe Rupert Murdoch, sau BBC-ul.
09:21
(Laughter)
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(rasete)
09:22
And on your right you have a dependent public
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Pe partea dreapta aveai un public dependent
09:24
which is pathetically grateful for anything you give it.
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care era jenant de recunoscator pentru orice ii ofereai.
09:27
(Laughter)
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(rasete)
09:29
Nowadays, the user is actually involved.
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In zilele noastre, utilizatorul a devenit implicat.
09:32
This is actually what's called, in the digital world, "user-generated content."
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Ceea ce noi numim, in era digitala, "continut generat de utilizator."
09:35
Although it's called agriculture in the world of food.
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Ceea ce din punctul de vedere al bucatariei, asta se numeste agricultura.
09:37
(Laughter)
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(rasete)
09:38
This is actually called a mash-up,
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Aceasta se numeste "mash-up",
09:40
where you take content that someone else has produced
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adica iei continutul creat de altcineva
09:42
and you do something new with it.
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si produci ceva nou cu el.
09:44
In the world of food we call it cooking.
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Din punctul de vedere al bucatariei, asta se numeste gatit.
09:47
This is food 2.0,
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Acesta este mancarea 2.0,
09:49
which is food you produce for the purpose of sharing it with other people.
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Adica, acel tip de mancare pe care o produci cu scopul de a o imparti ceilalti.
09:52
This is mobile food. British are very good at that.
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Aceasta este mancarea mobila. Englezii se pricep foarte bine la asta.
09:55
Fish and chips in newspaper, the Cornish Pasty,
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Peste si cartofi prajiti in ziar, "Cornish Pastie",
09:57
the pie, the sandwich.
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placinta, sandwich-urile.
09:59
We invented the whole lot of them.
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Noi le-am inventat pe toate.
10:01
We're not very good at food in general. Italians do great food,
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De obicei, nu suntem foarte priceputi la gatit. Italienii fac mancare excelenta,
10:03
but it's not very portable, generally.
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Dar aceasta nu este foarte portabila.
10:05
(Laughter)
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(rasete)
10:10
I only learned this the other day. The Earl of Sandwich didn't invent the sandwich.
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Am aflat asta de curand. Earlul de Sandwich nu a inventat in realitate sandwichul.
10:12
He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name.
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Ceea ce a inventat el de fapt este painea prajita. Insa, Earlul Painii Prajite ar fi sunat caraghios.
10:15
(Laughter)
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(rasete)
10:16
Finally, we have contextual communication.
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La urma, avem comunicarea contextuala.
10:18
Now, the reason I show you Pernod -- it's only one example.
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Acum, motivul pentru care va arat Pernot -- acesta este doar unul dintre exemple.
10:20
Every country has a contextual alcoholic drink. In France it's Pernod.
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Fiecare tara are o bautura alcoolica specifica. In Franta avem Pernod.
10:24
It tastes great within the borders of that country,
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Are un gust excelent in interiorul granitelor tarii respective.
10:26
but absolute shite if you take it anywhere else.
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Dar are un gust execrabil, daca il bei oriunde altundeva.
10:29
(Laughter)
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(rasete)
10:31
Unicum in Hungary, for example.
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In Ungaria avem Unicum.
10:33
The Greeks have actually managed to produce something called Retsina,
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Grecii au reusit sa produca ceva numit Retsina,
10:35
which even tastes shite when you're in Greece.
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care are gust groaznic chiar si cand esti in Grecia.
10:37
(Laughter)
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(rasete)
10:39
But so much communication now is contextual
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Insa, atat de mult din comunicarea din zilele noastre este contextuala
10:41
that the capacity for actually nudging people,
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incat capacitatea de a sensibiliza intr-adevar oamenii,
10:43
for giving them better information -- B.J. Fogg,
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sa le dea informatii mai bune -- B.J Fogg,
10:45
at the University of Stanford, makes the point
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de la universitatea Stanford, spune ca
10:47
that actually the mobile phone is --
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Ca telefonul mobil este in realitate --
10:49
He's invented the phrase, "persuasive technologies."
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El a inventat fraza" tehnologii persuasive."
10:51
He believes the mobile phone, by being location-specific,
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El credea ca telefonul mobil, prin capacitatea de a localiza,
10:54
contextual, timely and immediate,
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contextual, cronologic si imediat,
10:56
is simply the greatest persuasive technology device ever invented.
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reprezinta cea mai convingatoare tehnologie ce a putut fi inventata vreodata.
10:59
Now, if we have all these tools at our disposal,
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Acum, cu aceste unelte la dispozitia noastra,
11:01
we simply have to ask the question,
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trebuie doar sa ne punem intrebarea,
11:03
and Thaler and Sunstein have, of how we can use these more intelligently.
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la fel ca Thaler si Sunstein, cum putem sa le utilizam cat mai inteligent posibil.
11:06
I'll give you one example.
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Sa va dau un exemplu.
11:09
If you had a large red button of this kind, on the wall of your home,
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Daca ati avea un buton rosu mare de genul asta pe peretele de acasa.
11:11
and every time you pressed it, it saved 50 dollars for you,
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si de fiecare data cand l-ati apasa ati economisi 50 de dolari,
11:14
put 50 dollars into your pension,
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ati adauga 50 de dolari la fondul dumneavoastra de pensii,
11:16
you would save a lot more.
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ati economisi si altceva decat bani.
11:18
The reason is that the interface fundamentally determines
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Explicatia este ca interfata determina in mod fundamental
11:20
the behavior. Okay?
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comportamentul. Ok?
11:22
Now, marketing has done a very, very good job of creating
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Marketingul a reusit sa faca o treaba excelenta din a crea
11:25
opportunities for impulse buying.
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cele mai bune ocazii pentru cumparaturile sub impulsul momentului.
11:27
Yet we've never created the opportunity for impulse saving.
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Cu toate astea, nu am creat niciodata sansa pentru economisirea sub impulsul momentului.
11:31
If you did this, more people would save more.
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Daca ati face asta, mai multi oameni ar economisi mai mult.
11:34
It's simply a question of changing the interface
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Este doar o problema de modificare a interfetei
11:36
by which people make decisions,
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prin care oamenii isi iau deciziile.
11:38
and the very nature of the decisions changes.
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Astfel, insasi natura acestor decizii se modifica.
11:40
Obviously, I don't want people to do this,
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Evident, nu vreau ca oamenii sa faca asta,
11:42
because as an advertising man I tend to regard saving as just
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deoarece eu, in calitatea mea de om de publicitate, am tendinta de a considera economisirea ca fiind oar
11:44
consumerism needlessly postponed.
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manifestarea unui consumerism amanat fara motiv.
11:46
(Laughter)
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(rasete)
11:47
But if anybody did want to do that,
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Insa daca cineva ar dori sa faca acest lucru,
11:50
that's the kind of thing we need to be thinking about, actually:
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la lucruri de genul asta ar trebui de fapt sa ne gandim:
11:53
fundamental opportunities to change human behavior.
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sanse extraordinare de a schimba comportamentul uman.
11:55
Now, I've got an example here from Canada.
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Iata un exemplu de data asta, din Canada.
11:58
There was a young intern at Ogilvy Canada
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Este vorba despre un tanar intern, de la Ogilvy Canada
12:01
called Hunter Somerville,
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pe numele lui Hunter Somerville,
12:03
who was working in improv in Toronto,
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si care lucra in artist improvizator, in Toronto
12:05
and got a part-time job in advertising,
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si a obtinut un post part-time in publicitate.
12:07
and was given the job of advertising Shreddies.
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primind astfel sarcina de a face reclama la Shreddies.
12:10
Now this is the most perfect case of creating
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Aici este vorba despre cel mai bun exemplu de creare
12:12
intangible, added value,
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de valoare adaugata intangibila,
12:14
without changing the product in the slightest.
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fara a schimba catusi de putin produsul.
12:17
Shreddies is a strange, square, whole-grain cereal,
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Schreddies este un fel ciudat de cereale, din grau integral,
12:20
only available in New Zealand, Canada and Britain.
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care se gasesc doar in Noua Zeelanda, Canada si Anglia.
12:24
It's Kraft's peculiar way of rewarding loyalty to the crown.
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Este modul inedit al companiei Kraft de a isi arata loialitatea fata de coroana.
12:27
(Laughter)
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(rasete)
12:30
In working out how you could re-launch Shreddies,
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Incercand sa se gandeasca la modul de relansare al Shreddies,
12:33
he came up with this.
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i-a venit urmatoarea idee.
12:42
Video: (Buzzer)
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Video:(sonor)
12:48
Man: Shreddies is supposed to be square.
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Barbatul: Este normal ca Shreddies sa fie patrate.
12:51
(Laughter)
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(rasete)
12:52
Woman: Have any of these diamond shapes gone out?
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Femeia: Cand nu au fost la moda modelele in forma de diamant?
12:55
(Laughter)
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(rasete)
12:57
Voiceover: New Diamond Shreddies cereal.
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Vocea de fundal: Noile cereale Shreddies in forma de diamant.
12:59
Same 100 percent whole-grain wheat in a delicious diamond shape.
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Aceleasi cereale 100% integrale in forma delicioasa de diamant.
13:02
(Applause)
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(aplauze)
13:06
Rory Sutherland: I'm not sure this isn't the most perfect example
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Rory Shuterland: Spuneti-mi ca nu este cel mai bun exemplu
13:08
of intangible value creation. All it requires is
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de creare de valoare intangibila. A fost nevoie doar
13:10
photons, neurons, and a great idea to create this thing.
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de fotoni, neuroni si o idee buna pentru a crea acest lucru.
13:13
I would say it's a work of genius.
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As spune ca este munca unui geniu.
13:15
But, naturally, you can't do this kind of thing without a little bit of market research.
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Dar bineinteles ca astfel de lucruri nu pot fi create fara un pic de cercetare a pietei.
13:18
Man: So, Shreddies is actually producing a new product,
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Barbatul: Asadar, Shreddies chiar lanseaza un produs nou,
13:21
which is something very exciting for them.
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lucru care creeaza foarte mare entuziasm.
13:24
So they are introducing new Diamond Shreddies.
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Astfel incat introduc pe piata noile Diamante Shreddies.
13:27
(Laughter)
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(rasete)
13:32
So I just want to get your first impressions when you see that,
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Vreau doar sa vad cum reactionati cand vedeti asta,
13:34
when you see the Diamond Shreddies box there.
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cand vedeti cutia de Diamante Shreddies de acolo.
13:37
(Laughter)
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(rasete)
13:38
Woman: Weren't they square?
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Femeia: Nu erau patrate?
13:40
Woman #2: I'm a little bit confused. Woman #3: They look like the squares to me.
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Femeia 2: Nu stiu ce sa zic. Femeia 3: Mie mi se par patrate.
13:42
Man: They -- Yeah, it's all in the appearance.
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Omul: Ele -- Da, totul sta in aspect.
13:44
But it's kind of like flipping a six or a nine. Like a six,
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Dar este la fel ca si cum ai rasturna un sase si ai obtine un noua sau invers.
13:48
if you flip it over it looks like a nine.
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Daca il intorci invers, arata ca un noua.
13:50
But a six is very different from a nine.
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Dar un sase difera foarte mult de un noua.
13:52
Woman # 3: Or an "M" and a "W". Man: An "M" and a "W", exactly.
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Femeia 3: Sau un "m" si un 'w". Barbatul: Da, da, un "m" si un "w".
13:54
Man #2: [unclear]
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Barbatul 2: (ininteligibil)
13:56
You just looked like you turned it on its end. But when you see it like that
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Arata ca si cum l-ai fi intors pe dos. Dar cand il vezi din pozitia asta
13:59
it's more interesting looking.
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arata mult mai interesant.
14:01
Man: Just try both of them.
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Barbatul: Incercati-le pe amandoua.
14:03
Take a square one there, first.
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Luati intai una din asta patrata, de acolo.
14:06
(Laughter)
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(rasete)
14:18
Man: Which one did you prefer? Man #2: The first one.
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Barbatul: Pe care o preferati? Barbatul 2: Pe prima.
14:20
Man: The first one?
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Barbatul: Prima?
14:22
(Laughter)
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(rasete)
14:24
Rory Sutherland: Now, naturally, a debate raged.
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Rory Sutherland: Acum, natural, a pornit o dezbatere.
14:28
There were conservative elements in Canada, unsurprisingly,
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Normal, exista cateva elemente conservatoare in Canada,
14:31
who actually resented this intrusion.
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care au perceput in sens negativ aceasta intruziune.
14:33
So, eventually, the manufacturers actually
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Astfel incat, producatorii chiar
14:35
arrived at a compromise, which was the combo pack.
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au trebuit sa faca un compromis, adica pachetul combinat.
14:38
(Laughter)
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(rasete)
14:40
(Applause)
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(aplauze)
14:49
(Laughter)
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(rasete)
14:54
If you think it's funny, bear in mind there is an organization called
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Daca vi se pare amuzant, retineti ca exista o institutie numita
14:57
the American Institute of Wine Economics,
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Institutul American de Studii Economice cu privire la vin,
15:00
which actually does extensive research into perception of things,
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si care chiar studiaza in profunzime felul in care sunt percepute produsele,
15:02
and discovers that except for among
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iar ei au descoperit ca in afara de
15:04
perhaps five or ten percent of the most knowledgeable people,
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probabil doar 5 sau 10 reprezentand cunoscatorii,
15:07
there is no correlation between quality and enjoyment
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nu exista nici o corelatie intre calitatea si gradul de satisfactie
15:09
in wine,
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in ceea ce priveste vinul,
15:11
except when you tell the people how expensive it is,
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cu exceptia cazului in care le spui oamenilor cat de mult costa,
15:13
in which case they tend to enjoy the more expensive stuff more.
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caz in care acestia au tendinta de a consuma vinul mai scump.
15:16
So drink your wine blind in the future.
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Asa ca beti-va vinul legati la ochi in viitor.
15:19
But this is both hysterically funny --
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Dar acest lucru este extrem de ilar --
15:21
but I think an important philosophical point,
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insa cred ca dovedeste si un argument filozofic,
15:23
which is, going forward, we need more of this kind of value.
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anume, ca progresand, trebuie sa ne gandim si la acest tip de valoare.
15:26
We need to spend more time appreciating what already exists,
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Trebuie sa ne petrecem timpul mai mult punand pret pe ceea ce exista deja,
15:29
and less time agonizing over what else we can do.
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si mai putin timp framantandu-ne cu privire la ceea ce putem face.
15:31
Two quotations to more or less end with.
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Doua citate si voi incheia, cred.
15:33
One of them is, "Poetry is when you make new things
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Unul dintre ele este:" Poezie este atunci cand faci ca lucrurile noi sa para
15:35
familiar and familiar things new."
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familiare iar lucrurile familiare sa para noi."
15:37
Which isn't a bad definition of what our job is,
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Ceea ce nu e o descriere gresita a ceea ce inseamna munca noastra in realitate,
15:40
to help people appreciate what is unfamiliar, but also
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sa ii ajutam pe oameni sa aprecieze necunoscutul, dar in aceeasi masura
15:42
to gain a greater appreciation, and place a far higher value on
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sa ii invatam sa aprecieze intr-o masura mai mare, si sa puna mai mult pret
15:46
those things which are already existing.
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pe lucrurile care exista deja.
15:48
There is some evidence, by the way, that things like social networking help do that.
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Apropo, exista dovezi ca lucruri precum retelele sociale ne pot ajuta sa facem asta.
15:51
Because they help people share news.
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Deoarece acestea ii ajuta pe oameni sa dea mai usor mai departe stirile.
15:53
They give badge value to everyday little trivial activities.
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Ele dau o valoare de expunere pentru activitatile cotidiene, obisnuite.
15:57
So they actually reduce the need for actually spending great money on display,
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Ele reduc astfel nevoia oamenilor de a investi mai multi bani in aparente,
16:00
and increase the kind of third-party
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si marind acel tip de
16:02
enjoyment you can get from the smallest, simplest things in life. Which is magic.
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de satisfactie exterioara, pe care o poti obtine de la cele mai mici, cele mai marunte lucruri in viata. Ceea ce este fantastic.
16:06
The second one is the second G.K. Chesterton quote of this session,
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Al doilea este si cel de al doilea citat din G.K. Chesterton din aceasta prezentare,
16:09
which is, "We are perishing for want of wonder, not for want of wonders,"
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si anume, " Pierim din dorinta de uimire, nu pentru dorinta de minuni,"
16:12
which I think for anybody involved in technology, is perfectly true.
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ceea ce, cred eu, se aplica pentru oricine este implicat in domeniul tehnologiei.
16:15
And a final thing: When you place a value on things like health,
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Si un ultim lucru: Cand pui pret pe lucruri precum sanatatea,
16:17
love, sex and other things,
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iubirea, sexul si altele,
16:19
and learn to place a material value
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si inveti sa pui un pret material
16:21
on what you've previously discounted
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pe ceea ce desconsiderai inainte
16:23
for being merely intangible, a thing not seen,
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ca fiind intangibil, imposibil de observat,
16:26
you realize you're much, much wealthier than you ever imagined.
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iti dai seama ca esti mult mai bogat decat ti-ai imaginat vreodata.
16:29
Thank you very much indeed.
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Va multumesc foarte mult.
16:31
(Applause)
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(aplauze)
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