TED2011
Morgan Spurlock: The greatest TED Talk ever sold
摩根·斯普尔洛克：TED史上最卖座演讲
Filmed:
Readability: 4
2,446,716 views
电影制作人摩根·斯普尔洛克凭着他的幽默和坚持，一头扎进了神秘而极具影响力的品牌营销，力求拉到全额赞助拍摄一部关于赞助商的影片。（是的，这段演讲也得到了冠名权的赞助。那么出资赞助的是谁？赞助金额是多少？请听他为您道来。）
Morgan Spurlock - Filmmaker
Morgan Spurlock makes documentary film and TV that is personal, political -- and, above all, deeply empathetic. Full bio
Morgan Spurlock makes documentary film and TV that is personal, political -- and, above all, deeply empathetic. Full bio
Double-click the English transcript below to play the video.
00:15
I have spent the past few years
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在过去几年里
00:18
putting myself into situations
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我让自己处于
00:20
that are usually very difficult
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既艰苦
00:22
and at the same time somewhat dangerous.
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又有些危险的境地。
00:26
I went to prison --
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我去了监狱 --
00:28
difficult.
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艰苦
00:30
I worked in a coal mine --
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我在一个煤矿工作过 --
00:33
dangerous.
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危险。
00:35
I filmed in war zones --
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我在战争地区拍摄影片 --
00:37
difficult and dangerous.
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既艰苦又危险。
00:39
And I spent 30 days eating nothing but this --
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我曾经在30十天里只吃这一种食品 --
00:43
fun in the beginning,
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一开始很有意思
00:45
little difficult in the middle, very dangerous in the end.
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到了中间，有一点艰苦，而最后，相当危险。
00:49
In fact, most of my career,
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实际上，我职业生涯的大部分时间里
00:51
I've been immersing myself
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我一直让自己
00:53
into seemingly horrible situations
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身处于恶劣的情况之中
00:56
for the whole goal of trying
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目的在于
00:58
to examine societal issues
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通过更吸引人，更有趣的方式
01:00
in a way that make them engaging, that make them interesting,
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来研究社会问题
01:03
that hopefully break them down in a way
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希望能把这些问题
01:05
that make them entertaining and accessible to an audience.
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以娱乐节目的形式呈现在观众面前。
01:08
So when I knew I was coming here
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于是，当我得知自己将来到这里
01:10
to do a TED Talk that was going to look at the world of branding and sponsorship,
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做关于品牌和赞助的TED演讲
01:13
I knew I would want to do something a little different.
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我意识到我想要玩点新花样
01:15
So as some of you may or may not have heard,
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大家可能有人听说过
01:18
a couple weeks ago, I took out an ad on eBay.
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几周以前，我在Ebay上登了个广告
01:21
I sent out some Facebook messages,
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又在Facebook
01:24
some Twitter messages,
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和Twitter上发了一些信息
01:26
and I gave people the opportunity to buy the naming rights
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我让人们有机会购买
01:28
to my 2011 TED Talk.
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我2011年TED演讲的冠名权
01:30
(Laughter)
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（笑声）
01:32
That's right, some lucky individual, corporation,
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没错，某个幸运的个人或公司
01:35
for-profit or non-profit,
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盈利性或非盈利性
01:37
was going to get the once-in-a-lifetime opportunity --
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将会得到此生唯一的机会 --
01:39
because I'm sure Chris Anderson will never let it happen again --
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因为我敢肯定克里斯·安德森决不会允许这样的事发生第二次 --
01:41
(Laughter)
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（笑声）
01:43
to buy the naming rights
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来购买你正观看的
01:45
to the talk you're watching right now,
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这场演讲的冠名权
01:47
that at the time didn't have a title, didn't really have a lot of content
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那时候，这场演讲还没有确定标题，也没有多少内容
01:50
and didn't really give much hint
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也没有给出
01:52
as to what the subject matter would actually be.
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任何与主题相关的提示
01:55
So what you were getting was this:
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所以你所得到的是：
01:57
Your name here presents:
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你的大名在这里：
01:59
My TED Talk that you have no idea what the subject is
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您对我的TED演讲主题一无所知
02:02
and, depending on the content, could ultimately blow up in your face,
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而，其内容决定了我最终是否会把它搞砸
02:05
especially if I make you or your company look stupid for doing it.
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假如我让您和贵公司丢人了，那可能性就大了
02:08
But that being said,
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但话说回来
02:10
it's a very good media opportunity.
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这可是打广告的绝佳机会。
02:12
(Laughter)
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（笑声）
02:18
You know how many people watch these TED Talks?
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你知道有多少人在看TED演讲吗？
02:21
It's a lot.
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人可多了
02:24
That's just a working title, by the way.
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顺便说一句，这只是演讲的暂定标题。
02:26
(Laughter)
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（笑声）
02:28
So even with that caveat,
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尽管做出了这样的申明
02:31
I knew that someone would buy the naming rights.
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我还是相信有人会买下冠名权
02:33
Now if you'd have asked me that a year ago,
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如果一年以前你问我
02:35
I wouldn't have been able to tell you that with any certainty.
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我可不会像现在这么理直气壮
02:37
But in the new project that I'm working on, my new film,
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但是，在我正在筹备的新项目，也就是我新的影片中
02:39
we examine the world of marketing, advertising.
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我们要对营销界，广告界一探究竟
02:42
And as I said earlier,
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正如我之前所说的
02:44
I put myself in some pretty horrible situations over the years,
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这几年里，我总让自己陷入可怕的处境之中
02:47
but nothing could prepare me, nothing could ready me,
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但与此相比，最让我受到磨练
02:50
for anything as difficult
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最让我尝尽苦头
02:53
or as dangerous
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也是最为危险的经历
02:55
as going into the rooms with these guys.
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莫过于与这些人共处一室了
02:59
(Laughter)
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（笑声）
03:02
You see, I had this idea for a movie.
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你们看，我有这样一个电影创意
03:05
(Video) Morgan Spurlock: What I want to do is make a film
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（视频）摩根·斯普尔洛克：我想拍摄这样一部影片
03:07
all about product placement, marketing and advertising,
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讲述广告植入，市场营销，和广告宣传
03:10
where the entire film is funded
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而影片的赞助
03:12
by product placement, marketing and advertising.
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就来自广告植入，市场营销，和广告宣传
03:14
So the movie will be called "The Greatest Movie Ever Sold."
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这部电影的名称将定为“史上最卖座电影”
03:17
So what happens in "The Greatest Movie Ever Sold,"
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“史上最卖座电影”
03:19
is that everything from top to bottom, from start to finish,
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从上到下，从头到尾
03:22
is branded from beginning to end --
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都布满了品牌 --
03:24
from the above-the-title sponsor that you'll see in the movie,
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从放在影片名称前的赞助商
03:26
which is brand X.
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是品牌X。
03:28
Now this brand, the Qualcomm Stadium,
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这个品牌，Qualcomm Stadium
03:30
the Staples Center ...
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史泰普中心...
03:32
these people will be married to the film in perpetuity -- forever.
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这些人的生活与这部电影恒久地结合在了一起－－永远
03:35
And so the film explores this whole idea -- (Michael Kassan: It's redundant.)
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这部电影探索的是这样一个观念 -- 迈克尔·坎森：这有些重复）
03:37
It's what? (MK: It's redundant.) In perpetuity, forever?
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有些什么？（迈克尔·坎森：这有些重复）恒久，永远？
03:40
I'm a redundant person. (MK: I'm just saying.)
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我说话常常意思重复（迈克尔·坎森：我就是随口说说）
03:42
That was more for emphasis.
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这是为了强调
03:44
It was, "In perpetuity. Forever."
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它是“恒久。永远。”
03:46
But not only are we going to have the brand X title sponsor,
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但我们不仅会标出某某品牌赞助商
03:48
but we're going to make sure we sell out every category we can in the film.
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还要在影片中将该品牌的每一系列产品都推销出去
03:50
So maybe we sell a shoe and it becomes the greatest shoe you ever wore ...
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这样，我们卖出一双鞋，这双鞋就成为史上最合脚的鞋...
03:53
the greatest car you ever drove from "The Greatest Movie Ever Sold,"
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“史上最卖座电影”中的车是史上最好开的车
03:56
the greatest drink you've ever had, courtesy of "The Greatest Movie Ever Sold."
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史上最好喝的饮料，进而使影片成为“史上最卖座电影”
03:59
Xavier Kochhar: So the idea is,
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泽维尔·柯查尔：那么就是说，
04:01
beyond just showing that brands are a part of your life,
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不仅仅只是展示品牌是人们生活的一部分
04:03
but actually get them to finance the film? (MS: Get them to finance the film.)
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而是让这些品牌赞助这部电影？（斯普尔洛克：让这些品牌赞助这部电影）
04:06
MS: And actually we show the whole process of how does it work.
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斯普尔洛克：实际上，我们会展现营销的全过程
04:08
The goal of this whole film is transparency.
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这部影片的拍摄目的在于透明度
04:10
You're going to see the whole thing take place in this movie.
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在影片中，你将见证品牌营销的全过程
04:12
So that's the whole concept,
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这就是整部电影的理念
04:14
the whole film, start to finish.
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从头至尾，贯穿影片
04:16
And I would love for CEG to help make it happen.
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希望CEG能够助我一臂之力
04:18
Robert Friedman: You know it's funny,
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罗伯特. 弗里德曼：有意思的是
04:20
because when I first hear it,
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最初听到这样想法时
04:22
it is the ultimate respect
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我认为这是在对观众
04:24
for an audience.
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表示最崇高的敬意
04:26
Guy: I don't know how receptive
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但我不知道
04:28
people are going to be to it, though.
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人们能不能接受
04:30
XK: Do you have a perspective --
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泽维尔·柯查尔：对此你有没有一个预期 --
04:32
I don't want to use "angle" because that has a negative connotation --
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我不想用“立场”这个词，因为它带有消极色彩－－
04:34
but do you know how this is going to play out? (MS: No idea.)
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你觉得这部影片产生来什么样的结果？（斯普尔洛克：不知道）
04:37
David Cohn: How much money does it take to do this?
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大卫. 柯恩：拍摄这部影片需要多少钱？
04:40
MS: 1.5 million. (DC: Okay.)
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一百五十万 （大卫·柯恩：好）
04:43
John Kamen: I think that you're going to have a hard time meeting with them,
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约翰·卡门：我认为想要与这些品牌打交道会非常困难
04:45
but I think it's certainly worth pursuing
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但是，寻求这些大品牌的支持
04:47
a couple big, really obvious brands.
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肯定值得一试
04:50
XK: Who knows, maybe by the time your film comes out,
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泽维尔·柯查尔：谁知道啊，你的电影拍出来之后
04:52
we look like a bunch of blithering idiots.
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我们可能成了一群胡吹海侃的白痴
04:54
MS: What do you think the response is going to be?
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斯普尔洛克：你觉得他们会做出什么回答？
04:57
Stuart Ruderfer: The responses mostly will be "no."
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斯图尔特. 鲁德尔弗：他们大部分会拒绝
04:59
MS: But is it a tough sell because of the film
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斯普尔洛克：他们拒绝的原因是电影本身
05:01
or a tough sell because of me?
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还是因为我本人？
05:03
JK: Both.
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约翰·卡门：都有
05:05
MS: ... Meaning not so optimistic.
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斯普尔洛克：情况不容乐观啊
05:08
So, sir, can you help me? I need help.
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先生们，你们能帮我吗？我需要帮助。
05:10
MK: I can help you.
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迈克尔·坎森：我可以帮你
05:12
MS: Okay. (MK: Good.)
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斯普尔洛克：太好了。（迈克尔·坎森：很好。）
05:14
Awesome.
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太棒了
05:16
MK: We've gotta figure out which brands.
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迈克尔·坎森：我们必须锁定品牌
05:18
MS: Yeah. (MK: That's the challenge.)
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斯普尔洛克：没错。（迈克尔·坎森：这很困难。）
05:21
When you look at the people you deal with ..
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你将要与之打交道的那些人......
05:23
MK: We've got some places we can go. (MS: Okay.)
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迈克尔·坎森：我们有一些人脉。（斯普尔洛克： 好的。）
05:25
Turn the camera off.
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把摄像机关掉
05:27
MS: I thought "Turn the camera off"
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斯普尔洛克：我以为，“把摄像机关掉”
05:29
meant, "Let's have an off-the-record conversation."
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意思是进行私下讨论
05:31
Turns out it really means,
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结果，它的意思是
05:33
"We want nothing to do with your movie."
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“我们不想和你的电影扯上任何关系。”
05:36
MS: And just like that, one by one,
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斯普尔洛克：就这样，这些公司
05:39
all of these companies suddenly disappeared.
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一个接着一个，统统消失了
05:42
None of them wanted anything to do with this movie.
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没有一个人愿意为这部电影出力
05:44
I was amazed.
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我非常吃惊
05:46
They wanted absolutely nothing to do with this project.
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他们对这个项目居然没有任何兴趣
05:48
And I was blown away, because I thought the whole concept, the idea of advertising,
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我大吃一惊，我以为，打广告的理念与实质
05:50
was to get your product out in front of as many people as possible,
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就是把你的产品摆在尽可能多人的面前
05:53
to get as many people to see it as possible.
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让尽可能多的人见识到你的产品
05:55
Especially in today's world,
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尤其在现今世界
05:57
this intersection of new media and old media
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新老媒介纵横交错
05:59
and the fractured media landscape,
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在支离破碎的媒体天下
06:01
isn't the idea to get
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难道不应该
06:03
that new buzz-worthy delivery vehicle
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采用这样一种新式的传送方式
06:06
that's going to get that message to the masses?
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把信息传递给广大民众吗。
06:08
No, that's what I thought.
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不，这只是我个人的想法
06:11
But the problem was, you see,
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问题在于，你们看
06:13
my idea had one fatal flaw,
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我的想法有一个致命的错误
06:16
and that flaw was this.
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这个错误在这里。
06:20
Actually no, that was not the flaw whatsoever.
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实际上不，这可一点错都没有
06:22
That wouldn't have been a problem at all.
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这不是问题所在
06:24
This would have been fine.
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这是可以接受的
06:26
But what this image represents was the problem.
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但是，这幅图代表了其中的问题
06:28
See, when you do a Google image search for transparency,
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你瞧，如果你在谷歌图片中搜索“transparency（透明化）”
06:30
this is ---
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这就是 --
06:32
(Laughter)
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（笑声）
06:34
(Applause)
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（掌声）
06:37
This is one of the first images that comes up.
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这就是排在搜索结果前列的图片之一
06:40
So I like the way you roll, Sergey Brin. No.
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我喜欢你的作风，谢尔盖·布林（谷歌创始人之一）
06:43
(Laughter)
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（笑声）
06:47
This is was the problem: transparency --
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这就是问题所在：透明化 --
06:50
free from pretense or deceit;
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决不弄虚作假
06:52
easily detected or seen through;
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透明公开
06:54
readily understood;
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简单易懂
06:56
characterized by visibility or accessibility of information,
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具有信息可见、易于获取的特性
06:59
especially concerning business practices --
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与商业运作息息相关－－
07:01
that last line being probably the biggest problem.
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最后一项可能是最大的问题
07:04
You see, we hear a lot about transparency these days.
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你们看，最近我们经常听到透明化这个词
07:07
Our politicians say it, our president says it,
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我们的政治家们，我们的总统
07:09
even our CEO's say it.
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甚至首席执行官们都在使用这个词
07:11
But suddenly when it comes down to becoming a reality,
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然而，轮到付诸实践的时候
07:13
something suddenly changes.
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情况陡然发生了变化
07:15
But why? Well, transparency is scary --
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为什么？透明化是洪水猛兽 --
07:18
(Roar)
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（熊吼）
07:20
like that odd, still-screaming bear.
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就像这只被定格但还在吼叫的熊
07:23
(Laughter)
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（众人笑）
07:25
It's unpredictable --
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它令人捉摸不透－－
07:27
(Music)
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（音乐）
07:29
(Laughter)
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（笑声）
07:31
like this odd country road.
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正如这条奇怪的乡间小路
07:34
And it's also very risky.
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看起来凶险异常
07:38
(Laughter)
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（笑声）
07:41
What else is risky?
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那么还有什么是凶险的？
07:43
Eating an entire bowl of Cool Whip.
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吃掉整整一大碗Cool Whip冰淇淋
07:46
(Laughter)
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（笑声）
07:51
That's very risky.
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相当凶险
07:55
Now when I started talking to companies
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当我开始与公司进行对话
07:57
and telling them that we wanted to tell this story,
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告诉他们我们想要讲述这样一个故事
07:59
and they said, "No, we want you to tell a story.
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他们说：“哦，我们当然想让你们讲故事啦
08:01
We want you to tell a story,
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我们希望你们讲故事，
08:03
but we just want to tell our story."
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我们只是希望你们讲我们的故事。”
08:06
See, when I was a kid
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当我还是个孩子
08:08
and my father would catch me in some sort of a lie --
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我的父亲有时候会发现我在扯谎－－
08:10
and there he is giving me the look he often gave me --
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他在用他一贯的方式盯着我看－－
08:13
he would say, "Son, there's three sides to every story.
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他会说：“儿子，每一个故事都有三个面。
08:17
There's your story,
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这里有你的故事，
08:20
there's my story
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有我的故事，
08:22
and there's the real story."
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还有真实的故事。”
08:24
Now you see, with this film, we wanted to tell the real story.
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你们看，我们希望通过这部电影来讲述真实的故事
08:27
But with only one company, one agency willing to help me --
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而只有一家公司愿意帮助我－－
08:29
and that's only because I knew John Bond and Richard Kirshenbaum for years --
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因为我与约翰·邦德和理查德·科尔申波姆有多年的交情－－
08:33
I realized that I would have to go on my own,
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我意识到，求人不如求己
08:35
I'd have to cut out the middleman
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我必须跳过中间环节
08:37
and go to the companies myself with all of my team.
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带着我的团队直接与那些公司交涉
08:40
So what you suddenly started to realize --
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你突然间开始意识到－－
08:42
or what I started to realize --
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或当我开始意识到－－
08:44
is that when you started having conversations with these companies,
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你开始与这些公司对话时
08:46
the idea of understanding your brand is a universal problem.
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对你自身品牌的理解是一个普遍问题
08:49
(Video) MS: I have friends who make great big, giant Hollywood films,
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（视频）斯普尔洛克：我有两位朋友是拍摄好莱坞大电影的
08:51
and I have friends who make little independent films like I make.
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我还认识像我一样制作小成本独立电影的朋友
08:54
And the friends of mine who make big, giant Hollywood movies
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而我那些拍摄好莱坞电影的朋友
08:56
say the reason their films are so successful
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告诉我，他们的电影之所以成功
08:58
is because of the brand partners that they have.
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得益于他们的品牌赞助商
09:00
And then my friends who make small independent films
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而我那些制作小成本独立电影的朋友说：
09:02
say, "Well, how are we supposed to compete
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“我们怎么样才能完成
09:04
with these big, giant Hollywood movies?"
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这些好莱坞大电影的制作呢？”
09:06
And the movie is called
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而这样一部电影就叫做
09:08
"The Greatest Movie Ever Sold."
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“史上最卖座电影”
09:10
So how specifically will we see Ban in the film?
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那么在影片中我们将如何看待Ban这个品牌呢？
09:13
Any time I'm ready to go, any time I open up my medicine cabinet,
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每当我准备出门，每当我打开橱柜
09:16
you will see Ban deodorant.
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你们都会看到Ban香体液
09:18
While anytime I do an interview with someone,
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每当我与某人进行会谈
09:21
I can say, "Are you fresh enough for this interview?
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我会说：“今天会谈，你足够清新了吗？
09:24
Are you ready? You look a little nervous.
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你准备好了吗？你看起来有点紧张。
09:26
I want to help you calm down.
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我来帮你放松一下。
09:28
So maybe you should put some one before the interview."
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或许你可以在会谈之前使用一些。”
09:30
So we'll offer one of these fabulous scents.
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我们就把这些怡人的香体液摆出来
09:32
Whether it's a "Floral Fusion" or a "Paradise Winds,"
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不管是“四溢花香”或是“天堂风韵”
09:34
they'll have their chance.
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总有一款适合您
09:36
We will have them geared for both male or female --
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我们会同时面向男士女士们推出这些产品－－
09:39
solid, roll-on or stick, whatever it may be.
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固体型，走珠型，或膏状，各种香体液一应俱全
09:42
That's the two-cent tour.
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这就是大致情况
09:44
So now I can answer any of your questions
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现在我会回答你们的任何问题
09:46
and give you the five-cent tour.
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好让你们进一步了解情况
09:48
Karen Frank: We are a smaller brand.
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凯伦·弗兰克：我们是一个知名度较小的品牌
09:50
Much like you talked about being a smaller movie,
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就像你说到的小成本电影一样
09:52
we're very much a challenger brand.
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我们是一个刚起步的品牌
09:54
So we don't have the budgets that other brands have.
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我们不像其它大品牌那样财大气粗
09:56
So doing things like this -- you know,
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而进行这样的宣传－－你知道
09:58
remind people about Ban --
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能够引起人们对Ban的关注－－
10:00
is kind of why were interested in it.
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这是吸引我们的地方
10:02
MS: What are the words that you would use to describe Ban?
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斯普尔洛克：你们会用哪些词来形容Ban这个品牌？
10:04
Ban is blank.
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Ban非常怎么样
10:07
KF: That's a great question.
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凯伦·弗兰克：问得好
10:10
(Laughter)
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（众人笑）
10:15
Woman: Superior technology.
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女人：尖端科技
10:17
MS: Technology's not the way you want to describe something
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斯普尔洛克：科技不是最好的描述方式
10:19
somebody's putting in their armpit.
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香体液是人们擦于腋下的产品
10:21
Man: We talk about bold, fresh.
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男人：我们谈到了大胆，清新
10:23
I think "fresh" is a great word that really spins this category into the positive,
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我想“清新”是这一系列产品的积极写照
10:26
versus "fights odor and wetness."
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与“抑制体味，干爽舒适”相对应
10:28
It keeps you fresh.
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它让你感觉清新
10:30
How do we keep you fresher longer -- better freshness,
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你如何让身体持久清新－－更加清新
10:32
more freshness, three times fresher.
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三倍清新
10:34
Things like that that are more of that positive benefit.
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这些都能产生积极效果
10:38
MS: And that's a multi-million dollar corporation.
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那可是个身家几百万的企业集团啊
10:41
What about me? What about a regular guy?
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那我呢？一个普通人怎么想？
10:43
I need to go talk to the man on the street,
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我有必要问问大街上的人们
10:45
the people who are like me, the regular Joes.
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他们像我一样，是路人甲乙丙丁
10:47
They need to tell me about my brand.
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他们需要告诉他们自己的品牌
10:49
(Video) MS: How would you guys describe your brand?
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（视频）斯普尔洛克：你们会怎样描述你们的品牌？
10:53
Man: Um, my brand?
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男人：我的品牌？
10:56
I don't know.
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我不知道
10:58
I like really nice clothes.
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我喜欢非常好的服装
11:00
Woman: 80's revival
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八十年代复古风
11:02
meets skater-punk,
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结合滑板朋克风格
11:04
unless it's laundry day.
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除非今天是洗衣日
11:06
MS: All right, what is brand Gerry?
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斯普尔洛克：好，格里 ，什么是品牌？
11:08
Gerry: Unique. (MS: Unique.)
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格里：与众不同 （斯普尔洛克：与众不同）
11:10
Man: I guess what kind of genre, style I am
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男人：我认为是我所特有的风格
11:12
would be like dark glamor.
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应该是“暗色迷情”
11:15
I like a lot of black colors,
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我喜欢黑色
11:17
a lot of grays and stuff like that.
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灰色之类的事物
11:19
But usually I have an accessory,
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我通常会戴一个配件
11:21
like sunglasses,
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比如太阳眼镜
11:23
or I like crystal and things like that too.
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我还喜欢水晶配件
11:25
Woman: If Dan were a brand,
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女人：如果丹是一个品牌
11:27
he might be a classic convertible
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那他可能会是一款经典的敞篷车
11:31
Mercedes Benz.
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就像梅塞德斯. 奔驰
11:33
Man 2: The brand that I am
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男人2：我的品牌
11:35
is, I would call it casual fly.
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我会叫它“不拘一格”
11:37
Woman 2: Part hippie, part yogi,
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女人2：有点嬉皮，有点瑜伽
11:39
part Brooklyn girl -- I don't know.
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有点布鲁克林女孩的味道--我不知道
11:41
Man 3: I'm the pet guy.
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男人3：我喜欢养宠物
11:43
I sell pet toys all over the country, all over the world.
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我的宠物玩具销往全国，甚至全世界
11:45
So I guess that's my brand.
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我想这就是我的品牌
11:47
In my warped little industry, that's my brand.
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在这个扭曲的小行业里，这就是我的品牌
11:50
Man 4: My brand is FedEx because I deliver the goods.
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男人4：我的品牌是“联邦快递”，我是送货的
11:53
Man 5: Failed writer-alcoholic brand.
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男人5：“落破酗酒作家”牌
11:55
Is that something?
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这算吗？
11:57
Lawyer: I'm a lawyer brand.
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律师：我的品牌是律师
12:03
Tom: I'm Tom.
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汤姆：我是“汤姆牌”
12:06
MS: Well we can't all be brand Tom, but I do often find myself
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斯普尔洛克：可我们不能都成为“汤姆牌”，但我经常发现自己
12:09
at the intersection of dark glamor and casual fly.
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是“暗色迷情”和“不拘一格”的结合体
12:12
(Laughter)
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（笑声）
12:14
And what I realized is I needed an expert.
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我意识到，我需要的是一位专家
12:16
I needed somebody who could get inside my head,
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我系一位能够读懂我内心所想、
12:18
somebody who could really help me understand
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一位能够真正帮助我
12:20
what they call your "brand personality."
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了解何为“品牌个性”的人
12:22
And so I found a company called Olson Zaltman in Pittsburg.
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于是我在匹兹堡找到了一家名为Olson Zaltman的公司
12:24
They've helped companies like Nestle, Febreze, Hallmark
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他们帮助过雀巢，宝洁公司的Febreze，贺曼（Hallmark）等品牌
12:27
discover that brand personality.
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发现他们的品牌个性
12:29
If they could do it for them, surely they could do it for me.
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如果他们能够帮助那些品牌，那么他们肯定能够帮助我
12:32
(Video) Abigail: You brought your pictures, right?
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（视频）艾比加尔：你把图片都带来了对吗？
12:34
MS: I did. The very first picture
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斯普尔洛克：我带了。第一张图片
12:36
is a picture of my family.
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是我的全家福
12:38
A: So tell me a little bit how it relates to your thoughts and feelings about who you are.
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艾比加尔：请告诉我这张照片跟你对自己感想有什么联系
12:41
MS: These are the people who shape the way I look at the world.
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斯普尔洛克：这些人帮助我形成了对世界的看法
12:43
A: Tell me about this world.
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艾比加尔：这是个什么样的世界
12:45
MS: This world? I think your world is the world that you live in --
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斯普尔洛克：这个世界？我认为你的世界就是你生活的世界－－
12:48
like people who are around you, your friends, your family,
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你身边的所有人，你的朋友，家人
12:51
the way you live your life, the job you do.
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你的生活方式，你的工作
12:53
All those things stemmed and started from one place,
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这一切都有一个生根发芽发芽的地方
12:55
and for me they stemmed and started with my family in West Virginia.
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而对于我这个地方就是我在西弗吉尼亚州的家
12:58
A: What's the next one you want to talk about?
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艾比加尔：下一张图呢？
13:00
MS: The next one: This was the best day ever.
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斯普尔洛克：下一张：这是我最开心的一天
13:02
A: How does this relate to your thoughts and feelings about who you are?
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艾比加尔：这与你对自己的看法有什么联系呢？
13:04
MS: It's like, who do I want to be?
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斯普尔洛克：这与我想要成为什么样的人有关
13:06
I like things that are different.
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我喜欢新奇的事物
13:08
I like things that are weird. I like weird things.
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我喜欢奇怪的事物
13:10
A: Tell me about the "why" phase -- what does that do for us?
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艾比加尔：告诉我“为什么”－－这对我们有什么帮助？
13:12
What is the machete? What pupa stage are you in now?
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那把弯刀代表什么？你现在出于哪个孕育阶段？
13:14
Why is it important to reboot? What does the red represent?
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重整旗鼓为什么那么重要？红色代表什么？
13:17
Tell me a little bit about that part.
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请解释一下这个部分
13:19
... A little more about you that is not who you are.
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说一下哪些不符合你的风格
13:22
What are some other metamorphoses that you've had?
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你经过哪些蜕变？
13:24
... Doesn't have to be fear. What kind of roller coaster are you on?
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不一定是恐惧。你所坐的是什么样的过山车？
13:26
MS: EEEEEE! (A: Thank you.) No, thank you.
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斯普尔洛克：呀......! （艾比加尔：谢谢。）不，我谢谢你
13:28
A: Thanks for you patience. (MS: Great job.)
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艾比加尔：感谢你的耐心合作。（斯普尔洛克：你干得很好。）
13:30
A: Yeah. (MS: Thanks a lot.) All right.
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艾比加尔：是吗。（斯普尔洛克：非常感谢。）好的
13:32
MS: Yeah, I don't know what's going to come of this.
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唉，我不知道最后的结果如何
13:34
There was a whole lot of crazy going on in there.
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这其中有太多复杂繁琐的事情了
13:37
Lindsay Zaltman: The first thing we saw was this idea
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林赛·左特曼：这个想法的第一印象
13:39
that you had two distinct, but complementary
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你的品牌个性中有两个迥然不同
13:41
sides to your brand personality --
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却相辅相成的两面－－
13:44
the Morgan Spurlock brand is a mindful/play brand.
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摩根·斯普尔洛克品牌是一个既有思想又玩世不恭的品牌
13:47
Those are juxtaposed very nicely together.
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这两种很好地结合在一起
13:49
And I think there's almost a paradox with those.
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这两者几乎形成一个矛盾体
13:51
And I think some companies
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我认为一些公司
13:53
will just focus on one of their strengths or the other
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往往只偏重其优势的其中一项
13:56
instead of focusing on both.
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而不会两者兼顾
13:58
Most companies tend to -- and it's human nature --
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大多数公司偏向于－－这也是人之常情－－
14:01
to avoid things that they're not sure of,
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回避他们把握不准的事情
14:03
avoid fear, those elements,
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回避恐惧等等
14:05
and you really embrace those,
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而你却正好相反
14:07
and you actually turn them into positives for you, and it's a neat thing to see.
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你实际上把这些都转变成了积极因素，这是很好的
14:10
What other brands are like that?
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那么类似的品牌有哪些呢？
14:12
The first on here is the classic, Apple.
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第一个就是最经典的，苹果公司
14:14
And you can see here too, Target, Wii,
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另外还有Target，Wii
14:17
Mini from the Mini Coopers, and JetBlue.
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Mini Coopers中的Mini，还有JetBlue
14:20
Now there's playful brands and mindful brands,
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有些品牌是“玩世不恭”的，有些品牌是有思想深度的
14:22
those things that have come and gone,
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而这些品牌都不长久
14:24
but a playful, mindful brand is a pretty powerful thing.
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但一个既有思想深度，又有些玩世不恭的品牌，是非常有力量的
14:27
MS: A playful, mindful brand. What is your brand?
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斯普尔洛克：一个玩世不恭，又有思想的品牌。那么你的品牌呢？
14:29
If somebody asked you to describe your brand identity, your brand personality,
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如果有人让你描述自己的品牌定位，你的品牌个性
14:32
what would you be?
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你会如何描述？
14:34
Are you an up attribute? Are you something that gets the blood flowing?
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你是否高调？你会让人心潮澎湃吗？
14:37
Or are you more of a down attribute?
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或者是低调品牌？
14:39
Are you something that's a little more calm, reserved, conservative?
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你的品牌是否较为沉稳，矜持，保守？
14:42
Up attributes are things like being playful,
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高调品牌一般较为玩世不恭
14:45
being fresh like the Fresh Prince,
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就像Fresh Prince那样新奇
14:48
contemporary, adventurous,
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时尚，冒险
14:50
edgy or daring like Errol Flynn,
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像埃罗尔·弗林那样前卫，大胆
14:52
nimble or agile, profane, domineering,
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敏捷，灵活，世俗，霸气
14:55
magical or mystical like Gandalf.
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像甘道夫那样神奇又神秘
14:57
Or are you more of a down attribute?
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或者你的品牌较为低调？
14:59
Are you mindful, sophisticated like 007?
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你像007那样深思熟虑，世故老道？
15:01
Are you established, traditional, nurturing, protective,
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你是否名声显赫，传统，孜孜不倦，保守
15:04
empathetic like the Oprah?
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像奥普拉那样煽情？
15:06
Are you reliable, stable, familiar,
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你是否值得信赖，稳重，熟悉
15:08
safe, secure, sacred,
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安全，可靠，神圣
15:10
contemplative or wise
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充满思想与智慧
15:12
like the Dalai Lama or Yoda?
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就像达赖喇嘛或尤达大师（星战人物）那样？
15:14
Over the course of this film,
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从这部影片中
15:17
we had 500-plus companies
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我们发现了超过五百家
15:19
who were up and down companies
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高调或低调品牌的公司
15:21
saying, "no," they didn't want any part of this project.
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他们说：“不”，他们不愿意与这部影片扯上任何关系
15:23
They wanted nothing to do with this film, mainly because they would have no control,
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他们不愿意与影片扯上关系，主要是因为他们没有控制权
15:26
they would have no control over the final product.
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他们无法控制最终成品
15:28
But we did get 17 brand partners
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但我们最终还是得到了17家合作公司
15:30
who were willing to relinquish that control,
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他们愿意交出控制权
15:32
who wanted to be in business
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他们愿意和像我这样
15:34
with someone as mindful and as playful as myself
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既有思想又玩世不恭的人合作
15:37
and who ultimately empowered us to tell stories
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他们把讲述故事的权力完全交给了我们
15:39
that normally we wouldn't be able to tell --
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讲述那些鲜为人知的故事－－
15:42
stories that an advertiser would normally never get behind.
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那些广告商从未深入发掘的故事
15:45
They enabled us to tell the story about neuromarketing,
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他们让我们讲述关于神经营销学的故事
15:48
as we got into telling the story in this film
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我们在电影中
15:50
about how now they're using MRI's
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介绍他们如何先通过核磁共振成像技术
15:52
to target the desire centers of your brain
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找到你大脑中控制欲求的区域
15:54
for both commercials as well as movie marketing.
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再来做广告，拍摄营销式电影
15:57
We went to San Paulo where they have banned outdoor advertising.
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我们去到禁止户外广告圣保罗
16:00
In the entire city for the past five years,
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这个城市在过去整整五年里
16:02
there's no billboards, there's no posters, there's no flyers, nothing.
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没有设任何广告牌，张贴任何海报，没有发过任何宣传单，什么都没有
16:05
(Applause)
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（掌声）
16:07
And we went to school districts
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我们去到学校区
16:09
where now companies are making their way
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在这里，各个公司试图把广告打入
16:11
into cash-strapped schools all across America.
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全美所有财政紧张的学校
16:14
What's incredible for me is the projects that I've gotten the most feedback out of,
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让我意想不到的是，让我得到最多反馈
16:17
or I've had the most success in,
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或者让我取得最大收获的
16:19
are ones where I've interacted with things directly.
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竟然是我亲自去处理的那些事情
16:21
And that's what these brands did.
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这些品牌就是怎么做的
16:23
They cut out the middleman, they cut out their agencies
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他们跳过中间人，跳过中介
16:25
and said, "Maybe these agencies
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认为，这些中介
16:27
don't have my best interest in mind.
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可能并没有把我的利益放在首位
16:29
I'm going to deal directly with the artist.
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我将直接与艺术家交涉
16:31
I'm going to work with him to create something different,
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我将和他一起创造出一部不同凡响的影片
16:33
something that's going to get people thinking,
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让人们从中有所领悟
16:35
that's going to challenge the way we look at the world."
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这将颠覆我们对世界的看法
16:37
And how has that been for them? Has it been successful?
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这对人们产生了什么影响？这么做成功了吗？
16:39
Well, since the film premiered at the Sundance Film Festival, let's take a look.
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这部电影在圣丹斯电影节上首度上映，我们来看看
16:42
According to Burrelles, the movie premiered in January,
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根据Burrelles 的数据，电影自一月份首度上映以来
16:45
and since then -- and this isn't even the whole thing --
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-- 这还不是整部电影 --
16:47
we've had 900 million media impressions for this film.
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我们就得到了媒体对该电影的9亿次报道
16:50
That's literally covering just like a two and a half-week period.
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全部报道加起来时长为两周半
16:52
That's only online -- no print, no TV.
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这还只是网络上的情况--不包括报纸杂志，或电视
16:54
The film hasn't even been distributed yet.
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这部电影甚至还没有发行
16:56
It's not even online. It's not even streaming.
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网络上没有 不能在线观看
16:58
It's not even been out into other foreign countries yet.
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也没有在其它国家上映
17:01
So ultimately,
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最后
17:03
this film has already started to gain a lot of momentum.
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这部电影已经收到了广泛的关注
17:06
And not bad for a project that almost every ad agency we talked to
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对于这样一部影片而已，这是个不错的成绩
17:09
advised their clients not to take part.
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我们当时找的广告公司都建议客户不要参与
17:11
What I always believe
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我始终相信
17:13
is that if you take chances, if you take risks,
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如果你敢于尝试，敢于冒险
17:15
that in those risks will come opportunity.
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这些风险就会成为机遇
17:18
I believe that when you push people away from that,
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我相信当你不让人们冒险
17:20
you're pushing them more towards failure.
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你就是在把他们推向失败
17:22
I believe that when you train your employees to be risk averse,
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我相信，当你教育你的员工不去冒险
17:25
then you're preparing your whole company
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那么你就是在将整个公司的利益
17:27
to be reward challenged.
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置于危险之中
17:29
I feel like that what has to happen moving forward
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我认为想要取得进步
17:31
is we need to encourage people to take risks.
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我们就必须鼓励人们敢于冒险
17:34
We need to encourage people to not be afraid
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我们必须鼓励人们
17:36
of opportunities that may scare them.
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不要害怕看似危险的机遇
17:38
Ultimately, moving forward,
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最终，勇往直前
17:40
I think we have to embrace fear.
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我认为我们必须直面恐惧
17:42
We've got to put that bear in a cage.
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必须把那只熊关进笼子里
17:44
(Laughter)
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（笑声）
17:51
Embrace fear. Embrace risk.
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直面恐惧 直面风险
17:54
One big spoonful at a time, we have to embrace risk.
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一口接一口，直面风险
17:57
And ultimately, we have to embrace transparency.
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最终，我们必须拥抱透明化
18:01
Today, more than ever,
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现在，比以往任何时候
18:03
a little honesty is going to go a long way.
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一点点诚信就能产生很强的生命力
18:05
And that being said, through honesty and transparency,
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我说过：通过诚信与透明
18:08
my entire talk, "Embrace Transparency,"
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我的整个演讲“拥抱透明化”
18:11
has been brought to you
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由我在EMC的好友们
18:13
by my good friends at EMC,
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赞助播出
18:16
who for $7,100
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他们以7100美元
18:18
bought the naming rights on eBay.
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在Ebay网上买下了演讲冠名权
18:20
(Applause)
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（掌声）
18:29
EMC: Turning big data
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EMC： 变庞大数据
18:32
into big opportunity
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为巨大机遇
18:34
for organizations all over the world.
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造福全球企业
18:36
EMC presents: "Embrace Transparency."
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EMC为您呈现“拥抱透明化”
18:39
Thank you very much, guys.
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非常感谢各位
18:41
(Applause)
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（掌声）
18:54
June Cohen: So, Morgan,
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琼·柯翰：那么，摩根
18:57
in the name of transparency,
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为贯彻透明化的宗旨
18:59
what exactly happened to that $7,100?
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那7100美元被弄到哪儿去啦？
19:01
MS: That is a fantastic question.
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斯普尔洛克：这个问题问得太好了
19:04
I have in my pocket a check
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我口袋里有一张支票
19:07
made out to the parent organization to the TED organization,
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是TED的母公司
19:09
the Sapling Foundation --
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种子基金会（Sapling Foundation）
19:11
a check for $7,100
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开的一张7100美元支票
19:13
to be applied toward my attendance for next year's TED.
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作为我明年TED的出场费
19:16
(Laughter)
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（笑声）
19:18
(Applause)
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（掌声）
ABOUT THE SPEAKER
Morgan Spurlock - FilmmakerMorgan Spurlock makes documentary film and TV that is personal, political -- and, above all, deeply empathetic.
Why you should listen
Though it was as high-concept as any reality-TV show, Morgan Spurlock's 2004 film Super Size Me was something else entirely: a critique of modern fast-feeding, wrapped in the personal story of a charming, curious host. And "host" can be taken literally: eating only McDonald's for 30 days straight, Spurlock went into a shocking physical and emotional decline, showing via his own body the truth about junk food. After this Oscar-nominated doc came Spurlock's three-seasons-long unscripted TV show, 30 Days, based on another lifehack: Send a person to live, for 30 days, inside another worldview. Stories from 30 Days are human, engaging, surprising: An anti-immigrant activist warms to a tight-knit family of border-crossers; an outsourced US engineer meets the Indian engineer who holds his old job; a former pro football player spends 30 days navigating the world in a wheelchair.
In 2008, Spurlock released Where in the World Is Osama Bin Laden?, about his months-long trek through Afghanistan, Saudi Arabia, Egypt, Israel, Palestine ... following leads and interviewing people along the way. (In an interview, he guessed he got within 50 miles of Osama before winding up the hunt.) He was also part of a group-filmed version of Freakonomics. He wrote a book about his fast-food odyssey, called Don't Eat This Book -- while his wife, vegan chef Alex Jamieson, wrote a bestseller about the eight-week cleansing diet she put Spurlock on after he got supersized.
His latest film, The Greatest Movie Ever Sold, dives into the mysterious world of brand sponsorship, a major influence on how pop culture is developed and shared. Almost totally sponsored itself, the film was the first to be sold at Sundance 2011, and, it's said, made a profit before it even opened. The film debuts in US theaters on April 22, 2011.
Morgan Spurlock | Speaker | TED.com