TED2008
Andy Hobsbawm: Do the green thing
Andy Hobsbawm 说：做一些对环保有利的事情吧
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Andy Hobsbawm 和我们分享一个最新的关于环保的广告以及一些附加利益
Andy Hobsbawm - Internet entrepreneur
Andy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing. Full bio
Andy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing. Full bio
Double-click the English transcript below to play the video.
00:12
Great creativity. In times of need, we need great creativity.
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伟大的创造力，在必要的时候，我们需要伟大的创造力
00:17
Discuss. Great creativity is astonishingly, absurdly, rationally, irrationally powerful.
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讨论一下。伟大的创造力充满让人吃惊的、不可思议的、理性及非理性的力量。
00:25
Great creativity can spread tolerance, champion freedom,
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伟大的创造力能够传播宽容和捍卫自由
00:29
make education seem like a bright idea.
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且让教育看上去是一个明智的选择
00:32
(Laughter)
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（笑声）
00:33
Great creativity can turn a spotlight on deprivation,
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伟大的创造力能把焦点转到损失上
00:37
or show that deprivation ain't necessarily so.
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或者表明那样的损失是不必要的
00:41
Great creativity can make politicians electable,
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伟大的创造力能让政治家们当选
00:44
or parties unelectable.
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也能让政党败选
00:47
It can make war seem like tragedy or farce.
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它能让战争成为悲剧，也可以让它成为闹剧
00:51
Creativity is the meme-maker that puts slogans on our t-shirts
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创造力也可以成为文化基因的创造者，比如在我们的T恤上印上各种标语
00:55
and phrases on our lips.
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和创造一些口头禅
00:57
It's the pathfinder that shows us a simple road
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它是能为我们指出明路的开拓者
01:00
through an impenetrable moral maze.
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让我们穿越一个牢不可破的道德迷阵
01:02
Science is clever, but great creativity is something less knowable,
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科学意味着聪明，但是伟大的创造力却是不可琢磨的
01:07
more magical. And now we need that magic.
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它充满了魔力，而我们现在需要这样的魔力
01:10
This is a time of need.
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现在正是需要创造力的时候
01:12
Our climate is changing quickly, too quickly.
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我们的气候正在发生快速的变化，太快了
01:14
And great creativity is needed to do what it does so well:
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伟大的创造力需要被用在能发挥它的作用的地方
01:17
to provoke us to think differently with dramatic creative statements.
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去激发我们带着有巨大创造性的声明去进行不同的思考
01:21
To tempt us to act differently
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去诱导我们带着极受欢迎的创造性的想法
01:23
with delightful creative scraps.
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去采取不同的行动
01:26
Here is one such scrap from an initiative I'm involved in
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这里就有一个这样的想法，它来自于一个我参与的倡议
01:29
using creativity to inspire people to be greener.
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它利用创造力去鼓励人们他去做环保
01:32
(Video) Man: You know, rather than drive today, I'm going to walk.
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录像（男人的声音）：你知道，今天我打算放弃开车，选择步行
01:36
Narrator: And so he walked, and as he walked he saw things.
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旁白：他真的选择了步行，而且在步行过程中他看到了一些有意思的事情
01:40
Strange and wonderful things he would not otherwise have seen.
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这些奇怪而绝妙的事情他本来是看不到的
01:44
A deer with an itchy leg. A flying motorcycle.
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一只腿发痒的鹿和一辆会飞的摩托车
01:47
A father and daughter separated from a bicycle by a mysterious wall.
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一对父女和他们的自行车被一堵诡异的墙隔开了
01:52
And then he stopped. Walking in front of him was her.
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接着他停了下来。走在他前面的是个女人
01:57
The woman who as a child had skipped with him through fields
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那个如孩子般的女人已经带着他从这里穿了过去
02:00
and broken his heart.
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并且伤了他的心
02:01
Sure, she had aged a little.
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当然，她的年纪是稍微大了一点
02:03
In fact, she had aged a lot.
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事实上，她的年纪确实比较大了
02:04
But he felt all his old passion for her return.
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但是她的归来重新燃起了他的热情
02:07
"Ford," he called softly. For that was her name.
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他轻声的喊了声“Ford”，那是她的名字
02:11
"Don't say another word, Gusty," she said,
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“不要再说了，Gusty”她说道
02:13
for that was his name.
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Gusty是他的名字
02:14
"I know a tent next to a caravan, exactly 300 yards from here.
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“我知道在离这里300码的地方，在一辆篷车的旁边有一个帐篷”
02:19
Let's go there and make love. In the tent."
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“让我们到那里去做爱吧，就在那个帐篷里”
02:22
Ford undressed. She spread one leg, and then the other.
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Ford脱光了衣服。她伸开一条腿，又伸开另一条腿
02:26
Gusty entered her boldly and made love to her rhythmically
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Gusty大胆的进入了她的身体，和她做爱
02:30
while she filmed him, because she was a keen amateur pornographer.
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这个时候她为他拍了照片，因为她是一个狂热但业余的色情作品制作人
02:33
The earth moved for both of them.
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连地球都为他们两个而感动
02:35
And they lived together happily ever after.
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从此以后，他们幸福的生活在一起
02:38
And all because he decided to walk that day.
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而这一切都是因为那天他决定步行的结果
02:44
(Applause)
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（掌声）
02:54
Andy Hobsbawm: We've got the science, we've had the debate.
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Andy Hobsbawm：我们已经拥有了科学，我们已经进行了辩论
02:57
The moral imperative is on the table.
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相应的道德准则也已尽人皆知
02:59
Great creativity is needed to take it all,
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我们需要有伟大的创造力去处理这一切
03:01
make it simple and sharp.
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让它变得简单明了
03:03
To make it connect. To make it make people want to act.
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去把它联系起来，让每一个人都愿意去行动起来
03:07
So this is a call, a plea,
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所以这是对不可思议的天才般的TED社区的
03:09
to the incredibly talented TED community.
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一个呼吁和请求
03:11
Let's get creative against climate change.
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让我们有创造性的去应对气候的变化
03:13
And let's do it soon. Thank you.
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让我们马上行动起来！谢谢
03:15
(Applause)
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（鼓掌）
ABOUT THE SPEAKER
Andy Hobsbawm - Internet entrepreneurAndy Hobsbawm is the founder and CMO of Evrythng.com and the founder of the website Do The Green Thing.
Why you should listen
Internet marketing pioneer Andy Hobsbawm was the European chair of the digital services firm Agency.com. He founded the first international Internet agency in 1994, and was a founder of Online Magic, a firm that merged with Agency.com in 1997.
Merging his passions for ads and the environment, he's a cofounder of the website Green Thing, which shares seven fun, punchy little (and big) ways to go green, using clever video and graphics to get across a message of accessible greening. He’s also a founder and the chief marketing officer of internet of things software company EVRYTHNG, which aims to give every physical object in the world it’s own intelligent identity on the Web.
Andy Hobsbawm | Speaker | TED.com