ABOUT THE SPEAKER
Julian Treasure - Sound consultant
Julian Treasure studies sound and advises businesses on how best to use it.

Why you should listen

Julian Treasure is the chair of the Sound Agency, a firm that advises worldwide businesses -- offices, retailers, airports -- on how to design sound in their physical spaces and communication. He asks us to pay attention to the sounds that surround us. How do they make us feel: productive, stressed, energized, acquisitive?

Treasure is the author of the book Sound Business, a manual for effective sound use in every aspect of business. His most recent book, How to be Heard: Secrets for Powerful Speaking and Listening, based on his TED Talk, offers practical exercises to improve communication skills and an inspiring vision for a sonorous world of effective speaking, conscious listening and understanding. He speaks globally on this topic.

More profile about the speaker
Julian Treasure | Speaker | TED.com
TEDGlobal 2009

Julian Treasure: The 4 ways sound affects us

Julian Treasure: 4种声音影响我们的方式

Filmed:
1,971,759 views

声音有愉悦的也有刺耳的,Julian Treasure给我们展示了声音4种影响着我们的方式。仔细听,你将会发现有关我们开放式的、嘈杂办公室的一些令人惊讶的事实。
- Sound consultant
Julian Treasure studies sound and advises businesses on how best to use it. Full bio

Double-click the English transcript below to play the video.

00:15
Over the next下一个 five minutes分钟,
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在接下来的5分钟里
00:17
my intention意向 is to transform转变 your relationship关系 with sound声音.
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我想把你们与声音的关系作个转变
00:21
Let me start开始 with the observation意见 that most of the sound声音 around us is accidental偶然,
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首先,请允许我以这样的观察开始,我发现大多数围绕我们的声音是偶然性的。
00:24
and much of it is unpleasant不愉快. (Traffic交通 noise噪声)
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并且许多声音也是不愉悦的。(交通的噪音)
00:26
We stand on street corners角落, shouting叫喊 over noise噪声 like this,
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我们站在街巷的角落,像这样盖过噪音来说话,
00:28
and pretending假装 that it doesn't exist存在.
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就当那噪音不存在一样。
00:31
Well, this habit习惯 of suppressing抑制 sound声音 has meant意味着 that our
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好,这样一种压制其他声音的习惯意味着我们
00:33
relationship关系 with sound声音 has become成为 largely大部分 unconscious无意识.
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与声音的关系变得更无意识了
00:36
There are four major重大的 ways方法 sound声音 is affecting影响 you all the time,
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声音通过这样4种主要的方式一直影响着你们
00:39
and I'd like to raise提高 them in your consciousness意识 today今天.
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而今天我想唤起你们对于声音的知觉。
00:42
First is physiological生理. (Loud alarm报警 clocks时钟)
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首先声音是生理的。(闹铃声)
00:47
Sorry about that. I've just given特定 you a shot射击 of cortisol皮质醇, your fight斗争/flight飞行 hormone激素.
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(对刚才突然的声音表示)抱歉。我刚给了你们一记皮质醇(荷尔蒙)你们的的冲击,
00:50
Sounds声音 are affecting影响 your hormone激素 secretions分泌物 all the time,
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这样的声音一直影响着你们的荷尔蒙分泌物,
00:53
but also your breathing呼吸, your heart rate -- which哪一个 I just also did --
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但同时你们的呼吸,你们的心跳频率,就像我刚才那样
00:56
and your brainwaves脑电波.
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还有你们的脑电波
00:58
It's not just unpleasant不愉快 sounds声音 like that that do it.
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对它们而言这声音不仅仅是不愉悦。
01:00
This is surf冲浪. (Ocean海洋 waves波浪)
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这是拍岸浪花的声音(大海的波)
01:02
It has the frequency频率 of roughly大致 12 cycles周期 per minute分钟.
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它有着大约每分钟12转的频率
01:04
Most people find that very soothing抚慰的,
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许多人觉得那声音非常抚慰人心的,
01:06
and, interestingly有趣, 12 cycles周期 per minute分钟
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而,有趣的是,12转每分钟的频率
01:08
is roughly大致 the frequency频率 of the breathing呼吸 of a sleeping睡眠 human人的.
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恰巧是一个沉睡着的人的呼吸频率,
01:11
There is a deep resonance谐振 with being存在 at rest休息.
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从而形成了这样一种与人类休息时的共鸣。
01:13
We also associate关联 it with being存在 stress-free无压力
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我们也将此与其他的状态联系起来:比如没有压力的时候,
01:15
and on holiday假日.
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又如放假之时。
01:17
The second第二 way in which哪一个 sound声音 affects影响 you is psychological心理.
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第二种声音影响你们方式是心理上的。
01:20
Music音乐 is the most powerful强大 form形成 of sound声音 that we know
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音乐是我们所知道的最能
01:23
that affects影响 our emotional情绪化 state. (Albinoni's阿尔比诺尼的 Adagio柔板)
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影响着我们情绪的一种声音表现形式。(悠缓小提琴)
01:25
This is guaranteed保证 to make most of you feel pretty漂亮 sad伤心
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这样的声音一定会让你们都感到有些伤感
01:27
if I leave离开 it on.
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如果我一直放下去。
01:29
Music音乐 is not the only kind of sound声音, however然而, which哪一个 affects影响 your emotions情绪.
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然而,音乐并不是唯一的一种影响着你们情绪的声音形式。
01:32
Natural自然 sound声音 can do that too.
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自然之音亦有此效。
01:34
Birdsong伯德桑, for example, is a sound声音 which哪一个 most people
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比如鸟鸣,这种声音对于大多数人而言
01:36
find reassuring令人欣慰. (Birds鸟类 chirping鸣叫)
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都是一种安慰。(鸟鸣)
01:38
There is a reason原因 for that. Over hundreds数以百计 of thousands数千 of years年份
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这正是在经历了成百上千年
01:40
we've我们已经 learned学到了 that when the birds鸟类 are singing唱歌, things are safe安全.
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我们认识到鸟的歌声是安全的表现的原因。
01:43
It's when they stop you need to be worried担心.
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而当它们停下也就是你们需要担心的时候了。
01:45
The third第三 way in which哪一个 sound声音 affects影响 you is cognitively认知.
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第三种声音影响着你们的方式是认知性的。
01:48
You can't understand理解 two people talking at once一旦 ("If you're listening to this version of")
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你不会同时理解两个人在同时说话(“如果你在听这个版本”)
01:50
("me you're on the wrong错误 track跟踪.") or in this case案件 one person talking twice两次.
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(“的我你就在错误的音轨上了”)或者在这种情况下一个人说话两次。
01:52
Try and listen to the other one. ("You have to choose选择 which哪一个 me you're going to listen to.")
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尝试听另一个人(“你们要决定你们到底听哪一个”)
01:55
We have a very small amount of bandwidth带宽 for processing处理 auditory听觉 input输入,
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我们大脑只有很小一部分可以带宽可以用来处理声像的输入
01:58
which哪一个 is why noise噪声 like this -- (Office办公室 noise噪声) --
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这正是为什么如(办公室里)这样的闹声
02:00
is extremely非常 damaging有害 for productivity生产率.
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对于生产力有着如此巨大的破坏力
02:03
If you have to work in an open-plan开放式 office办公室 like this,
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如果你要在这样一个公开的办公室里工作,
02:06
your productivity生产率 is greatly非常 reduced减少.
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你的效率就大打折扣了。
02:08
And whatever随你 number you're thinking思维 of, it probably大概 isn't as bad as this.
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并且无论你在想着怎样的数字,也许并不会像这样糟糕。
02:11
(Ominous不祥的 music音乐)
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(有预示作用的音乐)
02:15
You are one third第三 as productive生产的 in open-plan开放式 offices办事处 as in quiet安静 rooms客房.
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你在一个开放式的办公室里面的效率是安静的房间内的三分之一。
02:18
And I have a tip小费 for you. If you have to work in spaces空间 like that,
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那让我给你个小建议吧。如果你需要在那样的开放环境下工作,
02:21
carry携带 headphones头戴耳机 with you, with a soothing抚慰的 sound声音 like birdsong鸟鸣声.
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带上你的耳机,和如鸟鸣般和谐的音乐。
02:24
Put them on and your productivity生产率 goes back up to triple三倍 what it would be.
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在你工作的时候带上耳机,你的效率变会恢复三倍变为它本来的样子。
02:27
The fourth第四 way in which哪一个 sound声音 affects影响 us is behaviorally行为上.
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第四种声音影响你的方式是通过行为的
02:31
With all that other stuff东东 going on, it would be amazing惊人
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当周围有声音的时候,如果我们的行为完全不变,
02:33
if our behavior行为 didn't change更改.
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那将会是一件令人惊讶的事情了。
02:35
(TechnoTECHNO music音乐 inside a car汽车) So, ask yourself你自己: Is this person ever going to drive驾驶
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(♫在车里的枯燥的声音)所以,问问你自己吧:这人是不是准备就
02:37
at a steady稳定 28 miles英里 per hour小时? I don't think so.
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一直用28英里每小时的速度开下去?我不这么认为。
02:41
At the simplest简单, you move移动 away from unpleasant不愉快 sound声音
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用最简单的方式说,你会离开不舒服的声音
02:44
and towards pleasant愉快 sounds声音.
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并前往和谐的声音。
02:46
So if I were to play this -- (Jackhammer手持式凿岩机) --
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所以如果我们播放这个声音-(手提钻)-
02:49
for more than a few少数 seconds, you'd feel uncomfortable不舒服;
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过不了几秒,你们觉得不舒服了吧;
02:51
for more than a few少数 minutes分钟, you'd be leaving离开 the room房间 in droves成群结队.
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过不了几分钟,你们会成群结队离开这里。
02:54
For people who can't get away from noise噪声 like that,
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因为人们不能摆脱这样的噪声,
02:56
it's extremely非常 damaging有害 for their health健康.
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对于他们的身体也是极大的伤害。
02:58
And that's not the only thing that bad sound声音 damages赔偿.
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而且那并不是噪音唯一破坏的
03:01
Most retail零售 sound声音 is inappropriate不当 and accidental偶然, and even hostile敌对,
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大多数零售商发出的声音是不正确的,随意性的,甚至是带有敌意的。
03:04
and it has a dramatic戏剧性 effect影响 on sales销售.
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并且对于销量也有着巨大的影响作用。
03:07
For those of you who are retailers零售商, you may可能 want to look away
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对于你们其中这些零售商,在我展示这些画面前,
03:09
before I show显示 this slide滑动.
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你们或许不想再看。
03:12
They are losing失去 up to 30 percent百分 of their business商业
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这些声音使得生意少去了百分之三十
03:14
with people leaving离开 shops商店 faster更快, or just turning车削 around on the door.
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人们加快步伐离开商店,或者只是在门口望一望。
03:17
We all have doneDONE it, leaving离开 the area
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我们都做过这样的事情,离开那片地域
03:19
because the sound声音 in there is so dreadful可怕.
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只因为那里的声音太令人不快乐。
03:22
I want to spend just a moment时刻 talking about
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我想只花一点点时间来谈论
03:24
the model模型 that we've我们已经 developed发达, which哪一个 allows允许 us to start开始 at the top最佳
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我们所发展而来的那个模型,那个允许我们从高处开始的模型
03:26
and look at the drivers司机 of sound声音, analyze分析 the soundscape音景
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看一下那司机的声音,分析下声音的范围,
03:29
and then predict预测 the four outcomes结果 I've just talked about.
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然后预测一下我刚才所说的四种结果。
03:31
Or start开始 at the bottom底部,
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或者按下按钮,
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and say what outcomes结果 do we want,
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并说说我们希望怎样的结果,
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and then design设计 a soundscape音景 to have a desired期望 effect影响.
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然后设计一个产生效果的声音范围
03:37
At last we've我们已经 got some science科学 we can apply应用.
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最终我们得到了我们可以应用的一些科学。
03:39
And we're in the business商业 of designing设计 soundscapes音景.
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我们在设计声音范围的一场生意中。
03:42
Just a word on music音乐. Music音乐 is the most powerful强大 sound声音 there is,
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关于音乐就说一句。音乐是最有威力的一种声音
03:45
often经常 inappropriately不适当 deployed部署.
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但它经常被错误地利用。
03:47
It's powerful强大 for two reasons原因. You recognize认识 it fast快速,
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因为有两个原因使其强大。首先你很快认出了它
03:50
and you associate关联 it very powerfully有力.
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然后你展开了疯狂的联想。
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I'll give you two examples例子. (First chord of The Beatles'披头士乐队' "A Hard Day's Night")
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我来给你两个例子(甲壳虫的音乐“A HARD DAY'S NIGHT”的第一个和弦)
03:55
Most of you recognize认识 that immediately立即.
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你们中大多数的人马上就认出了这调
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The younger更年轻, maybe not. (Laughter笑声)
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年轻人,也许没有认出吧(笑)
04:00
(First two notes笔记 of "Jaws" theme主题) And most of you associate关联 that with something!
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("Jaws"主题的前两个音符)大多数人会联系到什么吧!
04:03
Now, those are one-second一秒 samples样本 of music音乐.
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现在,这些都是一秒的音乐的样品。
04:05
Music音乐 is very powerful强大. And unfortunately不幸
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音乐很强大。但是不幸的是
04:07
it's veneering饰面 commercial广告 spaces空间, often经常 inappropriately不适当.
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音乐总是为一些用来装饰那些不适合的商业场合。
04:10
I hope希望 that's going to change更改 over the next下一个 few少数 years年份.
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我希望在未来几年有些变化
04:13
Let me just talk about brands品牌 for a moment时刻,
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让我们先谈论一会儿商标品牌,
04:15
because some of you run brands品牌. Every一切 brand is out there
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因为你们中有些事经营品牌企业的。所有的品牌如今
04:17
making制造 sound声音 right now.
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都要有自己的主题音乐。
04:19
There are eight expressions表达式 of a brand in sound声音.
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在品牌声音中有8种表现方式。
04:21
They are all important重要. And every一切 brand needs需求 to have guidelines方针 at the center中央.
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他们都很重要。并且所有的品牌都需要把自己的准则放在中心地位。
04:24
I'm glad高兴 to say that is starting开始 to happen发生 now.
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我很高兴地表示现在这一切就要发生了。
04:26
(Intel英特尔 ad广告 jingle叮铃)
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(因特尔广告的叮当声)
04:29
You all recognize认识 that one. (Nokia诺基亚 ringtone铃声) This is the
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你们都认得出那个声音。(诺基亚铃声)这个是
04:31
most-played最被演奏 tune in the world世界 today今天.
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如今世界上被播放最多的调子了。
04:33
1.8 billion十亿 times a day, that tune is played发挥.
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这个铃声每天被播放18亿次。
04:37
And it cost成本 Nokia诺基亚 absolutely绝对 nothing.
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并且对于诺基亚而言他们什么也没花什么钱。
04:40
Just leave离开 you with four golden金色 rules规则, for those of you who run businesses企业,
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这就给你们这些经商的人留下了四条黄金法则,
04:42
for commercial广告 sound声音.
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关于商业音调。
04:44
First, make it congruent全等,
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首先,有一致性,
04:46
pointing指点 in the same相同 direction方向 as your visual视觉 communication通讯.
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和你们的视觉画面要达到相同方向的沟通效果
04:48
That increases增加 impact碰撞 by over 1,100 percent百分.
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这大概能增加百分之1100的影响力。
04:51
If your sound声音 is pointing指点 the opposite对面 direction方向, incongruent不一致,
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如果你那声音和画面不一致,指向相反方向,
04:55
you reduce减少 impact碰撞 by 86 percent百分.
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你会减少百分之86的魅力
04:57
That's an order订购 of magnitude大小, up or down.
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那是上下数量级的差别啊
04:59
This is important重要.
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这非常重要
05:01
Secondly其次, make it appropriate适当 to the situation情况.
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其二 ,将其变得适合场景
05:04
Thirdly第三, make it valuable有价值. Give people something with the sound声音.
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第三,使其有用。给人们一些除了声音之外的东西
05:06
Don't just bombard轰击 them with stuff东东.
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不要仅仅用声音来砌合事物
05:08
And, finally最后, test测试 and test测试 it again.
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最后,反复反复的测试
05:10
Sound声音 is complex复杂. There are many许多 countervailing反补贴 influences影响.
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声音很复杂。有许多抵消的作用。
05:12
It can be a bit like a bowl of spaghetti意大利面:
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就如一大碗通心粉:
05:14
sometimes有时 you just have to eat it and see what happens发生.
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有时候你得吃了它才知道会发生什么。
05:18
So I hope希望 this talk has raised上调 sound声音 in your consciousness意识.
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所以我希望这个关于声音的演讲可以提升你的意识
05:20
If you're listening consciously自觉,
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如果你用心听,
05:22
you can take control控制 of the sound声音 around you.
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你可以控制自己周围的声音
05:24
It's good for your health健康. It's good for your productivity生产率.
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这对你的身体有好处。这对你的效率也有好处。
05:26
If we all do that we move移动 to a state
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如果我们都那么做,我们就进入了
05:28
that I like to think will be sound声音 living活的 in the world世界.
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一个在世上听上去存在的境界
05:31
I'm going to leave离开 you with a little bit more birdsong鸟鸣声. (Birds鸟类 chirping鸣叫)
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我会给你们留下更多的一些些鸟鸣之歌。(鸟鸣叫)
05:33
I recommend推荐 at least最小 five minutes分钟 a day, but there is no maximum最大值 dose剂量.
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我推荐你们每天至少听5分钟,但是没有上限
05:36
Thank you for lending贷款 me your ears耳朵 today今天.
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谢谢你们今天借给了我你们的耳朵。
05:38
(Applause掌声)
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(掌声)
Translated by Ruokan He
Reviewed by Yvonne Fu

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ABOUT THE SPEAKER
Julian Treasure - Sound consultant
Julian Treasure studies sound and advises businesses on how best to use it.

Why you should listen

Julian Treasure is the chair of the Sound Agency, a firm that advises worldwide businesses -- offices, retailers, airports -- on how to design sound in their physical spaces and communication. He asks us to pay attention to the sounds that surround us. How do they make us feel: productive, stressed, energized, acquisitive?

Treasure is the author of the book Sound Business, a manual for effective sound use in every aspect of business. His most recent book, How to be Heard: Secrets for Powerful Speaking and Listening, based on his TED Talk, offers practical exercises to improve communication skills and an inspiring vision for a sonorous world of effective speaking, conscious listening and understanding. He speaks globally on this topic.

More profile about the speaker
Julian Treasure | Speaker | TED.com