TEDGlobal 2009
Rory Sutherland: Life lessons from an ad man
Rory Sutherland ：一個廣告人的生命啟示
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廣告藉著改變我對一個產品的想法，而非產品本身，來增加它的價值。Rory Sutherland 宣稱：改變我們對事物的看法就和改變事物本身一樣帶來滿足 - 我們也可從這觀點中，改變我們看待生命的方法。
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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這是我第一次來到TED。通常，作為一個廣告人，
00:18
I actually speak at TED Evil, which is TED's secret sister
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我在TED Evil（邪惡TED）演講，這是TED的秘密姐妹組織--
00:21
that pays all the bills.
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為所有費用買單。
00:24
It's held every two years in Burma.
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TED Evil每兩年在緬甸舉行一次。
00:27
And I particularly remember a really good speech
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有一場非常精彩的演講尤其令我印象深刻。
00:30
by Kim Jong Il on how to get teens smoking again.
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金正日(Kim Jong II)談論如何能讓青少年再度吸煙。
00:33
(Laughter)
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（笑）
00:35
But, actually, it's suddenly come to me after years working in the business,
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但實際上，在廣告界工作多年後，我突然發現，
00:37
that what we create in advertising,
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我們在廣告中創造的是，
00:40
which is intangible value -- you might call it perceived value,
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無形價值--也可以叫作感知價值，
00:42
you might call it badge value, subjective value,
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或者標識價值，主觀價值，
00:45
intangible value of some kind --
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某種形式的無形價值--
00:47
gets rather a bad rap.
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時常得到負面評價。
00:49
If you think about it, if you want to live in a world in the future
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設想一下，如果將來你想生活在
00:51
where there are fewer material goods, you basically have two choices.
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物質相對缺乏的世界，基本上你有兩個選擇。
00:55
You can either live in a world which is poorer,
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你可以生活在相對貧窮的世界，
00:57
which people in general don't like.
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一般人都不喜歡這個選擇。
00:59
Or you can live in a world where actually intangible value
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或者，你可以生活在無形價值構成
01:02
constitutes a greater part of overall value,
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總體價值很大比重的世界，
01:06
that actually intangible value, in many ways
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事實上，無形價值在很多方面
01:08
is a very, very fine substitute
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能很好地替代
01:10
for using up labor or limited resources
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有限的人力或資源
01:13
in the creation of things.
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用來創造產品。
01:15
Here is one example. This is a train which goes from London to Paris.
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這裏有個例子。這是一輛從倫敦開往巴黎的火車。
01:18
The question was given to a bunch of engineers,
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15年前，工程師們遇到一個問題，
01:20
about 15 years ago, "How do we make the journey to Paris better?"
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“如何能改善倫敦至巴黎之旅”
01:24
And they came up with a very good engineering solution,
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他們想出了一個非常好的工程解決方案，
01:26
which was to spend six billion pounds
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即花費60億英鎊
01:28
building completely new tracks
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在倫敦和蔚藍海岸之間
01:30
from London to the coast,
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建造全新的軌道，
01:32
and knocking about 40 minutes off a three-and-half-hour journey time.
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使三個半小時的旅程減少40分鐘。
01:36
Now, call me Mister Picky. I'm just an ad man ...
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現在，大家可以叫我挑剔先生。我只是個廣告人...
01:38
... but it strikes me as a slightly unimaginative way of improving a train journey
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但依我看，作為改善火車之旅的方法，這不免有些缺乏想像力
01:42
merely to make it shorter.
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如果僅僅是縮短行程的話。
01:44
Now what is the hedonic opportunity cost
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那麼花費60億建造鐵軌的
01:47
on spending six billion pounds on those railway tracks?
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快樂機會成本是多少呢？
01:49
Here is my naive advertising man's suggestion.
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作為一個天真的廣告人，我的建議是：
01:52
What you should in fact do is employ all of the world's top male
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實際上應該把所有世界頂級的男模，
01:54
and female supermodels,
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和女模請來，
01:56
pay them to walk the length of the train, handing out free Chateau Petrus
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在旅途的全程走秀，免費發放波得路堡紅葡萄酒
02:00
for the entire duration of the journey.
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直到旅程結束。
02:02
(Laughter)
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（笑）
02:04
(Applause)
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（掌聲）
02:05
Now, you'll still have about three billion pounds left in change,
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這樣的話，還能省下三十億英鎊左右，
02:09
and people will ask for the trains to be slowed down.
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而且人們反而還會要求火車開的慢點。
02:12
(Laughter)
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（笑）
02:13
Now, here is another naive advertising man's question again.
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現在，我這個天真的廣告人又要提一個問題了。
02:17
And this shows that engineers,
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剛才的例子說明，工程師、
02:19
medical people, scientific people,
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醫生和科學家，
02:21
have an obsession with solving the problems of reality,
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都執迷於解決現實問題，
02:24
when actually most problems, once you reach a basic level of wealth
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而實際上，當人們在社會中達到了一定的財富水準，
02:27
in society, most problems are actually problems of perception.
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大多數問題其實是感知上的問題。
02:30
So I'll ask you another question.
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所以，我要再問你們一個問題。
02:32
What on earth is wrong with placebos?
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百憂解到底有什麼不妥？
02:34
They seem fantastic to me. They cost very little to develop.
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我覺得這個主意太棒了。不僅研製成本很低，
02:36
They work extraordinarily well.
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而且效果非常好，
02:39
They have no side effects,
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還無副作用，
02:41
or if they do, they're imaginary, so you can safely ignore them.
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如果有的話，也只是你的想像，完全可以忽略它。
02:43
(Laughter)
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（笑）
02:45
So I was discussing this. And I actually went to the Marginal Revolution blog
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所以我開始與人討論這個問題。我還到泰勒·考恩(Tyler Cowen)名為邊際革命的部落格上留言。
02:47
by Tyler Cowen. I don't know if anybody knows it.
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我不知道是否有人知道。
02:49
Someone was actually suggesting that you can take this concept further,
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實際上，有人建議把這一概念帶到更深的層面，
02:52
and actually produce placebo education.
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發展安慰教育。
02:54
The point is that education doesn't actually work by teaching you things.
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這一觀點認為，教育的作用並不是通過教授知識而產生的。
02:58
It actually works by giving you the impression
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而是通過讓人們產生其已接受良好教育的印象而產生的。
03:00
that you've had a very good education, which gives you an insane sense
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這種印象給人們不切實際的
03:02
of unwarranted self-confidence,
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強烈信心
03:04
which then makes you very, very successful in later life.
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並使他們在今後的生活中非常成功。
03:07
So, welcome to Oxford, ladies and gentlemen.
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所以，女士們先生們，歡迎來到牛津大學。
03:10
(Laughter)
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（笑）
03:12
(Applause)
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（掌聲）
03:13
But, actually, the point of placebo education is interesting.
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但實際上，安慰教育背後的觀點很有趣。
03:16
How many problems of life can be solved
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生活中有多少問題
03:18
actually by tinkering with perception,
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能通過改變感知來解決，
03:20
rather than that tedious, hardworking and messy business
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而不是通過既乏味又辛苦的努力
03:22
of actually trying to change reality?
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改變現實？
03:25
Here's a great example from history. I've heard this attributed to several other kings,
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歷史上有個很好的例子。我聽說有人把這件事被歸功於其他幾個國王，
03:28
but doing a bit of historical research,
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但我做了一些歷史研究，
03:30
it seems to be Fredrick the Great.
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應該發生在弗雷德里克大帝身上。
03:32
Fredrick the Great of Prussia was very, very keen
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普魯士的弗雷德里克大帝一度非常希望
03:34
for the Germans to adopt the potato and to eat it,
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德國人接受馬鈴薯，食用馬鈴薯。
03:37
because he realized that if you had two sources of carbohydrate,
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因為他認為，如果有小麥和馬鈴薯這兩種碳水化合物的來源，
03:39
wheat and potatoes, you get less price volatility in bread.
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可以減少麵包價格的動盪。
03:43
And you get a far lower risk of famine,
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同時，也可以大大降低發生饑荒的風險，
03:45
because you actually had two crops to fall back on, not one.
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因為有兩種作物可以依靠，而不是一種。
03:47
The only problem is: potatoes, if you think about it, look pretty disgusting.
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唯一的問題是：馬鈴薯，如果大家想一想，看上去相當醜。
03:50
And also, 18th century Prussians ate very, very few vegetables --
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而且，18世紀的普魯士人吃非常非常少的蔬菜--
03:54
rather like contemporary Scottish people.
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很像現在的蘇格蘭人。
03:56
(Laughter)
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（笑）
03:58
So, actually, he tried making it compulsory.
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於是，他最後採取了強制的措施。
04:01
The Prussian peasantry said,
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普魯士的農民們說：
04:03
"We can't even get the dogs to eat these damn things.
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“我們甚至沒辦法讓狗吃這些噁心的東西。
04:05
They are absolutely disgusting and they're good for nothing."
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這些馬鈴薯令人作嘔，而且毫無用處。”
04:07
There are even records of people being executed
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甚至有許許多多的人由於拒絕種植馬鈴薯
04:09
for refusing to grow potatoes.
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而被處死。
04:11
So he tried plan B.
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於是，他又想了另一個辦法。
04:13
He tried the marketing solution, which is he declared the potato
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他採取了行銷的手段，宣佈馬鈴薯是宮廷御用蔬菜。
04:15
as a royal vegetable, and none but the royal family could consume it.
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只有皇室家族成員才能享用。
04:18
And he planted it in a royal potato patch,
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他在一片皇家馬鈴薯地中種植馬鈴薯，
04:20
with guards who had instructions
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並派侍衛
04:22
to guard over it, night and day,
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日夜加以看守，
04:24
but with secret instructions not to guard it very well.
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但卻密令他們無需太過認真。
04:27
(Laughter)
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（笑）
04:28
Now, 18th century peasants know that there is one
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18世紀的農民們懂得一個生活常識，
04:30
pretty safe rule in life, which is if something is worth guarding,
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那就是值得看守的東西，
04:32
it's worth stealing.
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也值得偷。
04:34
Before long, there was a massive underground
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不久，德國就出現了規模宏大的
04:36
potato-growing operation in Germany.
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地下馬鈴薯種植。
04:38
What he'd effectively done is he'd re-branded the potato.
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他非常成功的重塑了馬鈴薯的品牌形象。
04:42
It was an absolute masterpiece.
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這絕對是一個經典。
04:44
I told this story and a gentleman from Turkey came up to me and said,
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我講述了這個故事然後一位來自土耳其的先生過來找我說，
04:46
"Very, very good marketer, Fredrick the Great. But not a patch on Ataturk."
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“非常非常好的行銷，Fredrick太偉大了。不過和Ataturk比起來還差早了。”
04:50
Ataturk, rather like Nicolas Sarkozy,
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Ataturk，和Nicolas Sarkozy（法國總統）很像。
04:52
was very keen to discourage the wearing of a veil,
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非常渴望拋棄土耳其社會戴面紗的習慣，
04:54
in Turkey, to modernize it.
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使其具有現代氣息。
04:56
Now, boring people would have just simply banned the veil.
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那麼，沒創意的人可能就會簡單的禁止佩戴面紗。
04:59
But that would have ended up with a lot of awful kickback
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但是那會以強烈的負面反響而告終
05:01
and a hell of a lot of resistance.
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以及鋪天蓋地的抵制。
05:03
Ataturk was a lateral thinker.
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Ataturk運用橫向思維進行思考。
05:05
He made it compulsory for prostitutes to wear the veil.
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他規定妓女必須佩戴面紗。
05:08
(Laughter)
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（笑）
05:13
(Applause)
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（掌聲）
05:15
I can't verify that fully, but it does not matter.
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我並不能完全證實這個的真實性。不過這並沒關係。
05:17
There is your environmental problem solved, by the way, guys:
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（關鍵是）社會環境問題解決了，順便提一句，各位：
05:19
All convicted child molesters
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所有被判刑的猥褻兒童者
05:21
have to drive a Porsche Cayenne.
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必須駕駛保時捷休旅車。
05:23
(Laughter)
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（笑）
05:28
What Ataturk realized actually is two very fundamental things.
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Ataturk揭示的實際是兩個基本事實。
05:31
Which is that, actually, first one,
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其中，實際上，第一個是，
05:33
all value is actually relative.
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所有的價值都是相對價值。
05:36
All value is perceived value.
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所有的價值都是感知價值。
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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對於不會西班牙語的人，jugo de naranja--實際上就是西班牙語中“橘子汁”的意思。
05:40
Because actually it's not the dollar. It's actually the peso
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因為實際上那不是美元，而是比索
05:42
in Buenos Aires. Very clever Buenos Aires street vendors
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在布宜諾賽利斯，非常聰明的街頭售貨商
05:45
decided to practice price discrimination
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決定實踐一下這種價格歧視
05:47
to the detriment of any passing gringo tourists.
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用來占任何一個路過的美國佬的便宜。
05:50
As an advertising man, I have to admire that.
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作為一個廣告人，我不能不對此表示欽佩。
05:52
But the first thing is that all value is subjective.
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不過這一切都說明了第一個道理，也就是所有的價值都是主觀的。
05:56
Second point is that persuasion is often better than compulsion.
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第二點是說服往往要比強制更有效。
05:59
These funny signs that flash your speed at you,
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這些有趣的標誌在你瞬間路過的時候顯示出即時速度，
06:01
some of the new ones, on the bottom right,
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有一些新的標誌，右下方，
06:03
now actually show a smiley face or a frowny face,
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實際上顯示的是笑臉或者皺眉臉，
06:06
to act as an emotional trigger.
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實際上在情緒層面觸發共鳴。
06:08
What's fascinating about these signs is they cost about 10 percent
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這些標誌的了不起的地方在於，它們僅僅花費了傳統超速相機
06:10
of the running cost of a conventional speed camera,
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十分之一的成本。
06:13
but they prevent twice as many accidents.
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卻阻止了兩倍數量的事故的發生。
06:15
So, the bizarre thing, which is baffling
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所以，這種奇怪的事情困擾著
06:17
to conventional, classically trained economists,
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傳統的，古典主義經濟學家，
06:19
is that a weird little smiley face
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也就是一個奇怪的微笑著的小頭像
06:21
has a better effect on changing your behavior
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在改變個人行為上的作用
06:23
than the threat of a £60 fine and three penalty points.
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比60英鎊的罰款和給予3個點數的罰分還要有效。
06:28
Tiny little behavioral economics detail:
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一個很小的行為經濟學的細節：
06:30
in Italy, penalty points go backwards.
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在義大利，罰分制度恰恰相反。
06:33
You start with 12 and they take them away.
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從12分起，逐漸減少。
06:35
Because they found that loss aversion
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因為人們發現厭惡因素的減少
06:37
is a more powerful influence on people's behavior.
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在影響人們行為上具有更大的作用。
06:39
In Britain we tend to feel, "Whoa! Got another three!"
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在英國我們往往會想，“哇哦，又吃了3分！”
06:42
Not so in Italy.
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但是在義大利卻不是這樣。
06:44
Another fantastic case of creating intangible value
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還有一個講述創造無形價值來代替物質價值的
06:47
to replace actual or material value, which remember, is what,
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極好例子，就是，
06:50
after all, the environmental movement needs to be about:
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終究，環保運動會觸及的問題：
06:52
This again is from Prussia, from, I think, about 1812, 1813.
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這個，同樣，還是來自普魯士，我想，大概1812或1813年左右。
06:55
The wealthy Prussians, to help in the war against the French,
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富裕的普魯士人，為了在普法戰爭中取得優勢，
06:58
were encouraged to give in all their jewelry.
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被鼓勵捐出他們的全部珠寶。
07:00
And it was replaced with replica jewelry
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然後用以生鐵鑄造的珠寶的
07:03
made of cast iron.
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複製品代替。
07:05
Here's one: "Gold gab ich für Eisen, 1813."
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瞧這個：“Gold gab ich für Eisen，1813年。”
07:09
The interesting thing is that for 50 years hence,
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有趣的事情是從這之後的50年，
07:11
the highest status jewelry you could wear in Prussia
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普魯士社會最高等級的珠寶
07:13
wasn't made of gold or diamonds.
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不是金製或鑽石製。
07:15
It was made of cast iron.
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而是生鐵製。
07:17
Because actually, never mind the actual intrinsic value
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因為事實上，不考慮實際的內在價值
07:19
of having gold jewelry. This actually
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比如金珠寶。這件珠寶
07:21
had symbolic value, badge value.
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具有象徵價值，標記價值。
07:23
It said that your family had made a great sacrifice in the past.
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它象徵著你的家庭在過去做出過很大的貢獻。
07:26
So, the modern equivalent would of course be this.
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所以，在現代社會等價的東西應該類似這種。
07:28
(Laughter)
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（笑）
07:29
But, actually, there is a thing, just as there are Veblen goods,
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不過，事實上，有一種商品，正如一種叫做Veblen商品的東西，
07:32
where the value of the good depends on it being expensive and rare --
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它的價值取決於本身的昂貴和稀有--
07:35
there are opposite kind of things
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而它們是恰恰相反的一類東西
07:37
where actually the value in them depends on them being
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其價值恰恰在於它們本身的
07:39
ubiquitous, classless and minimalistic.
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普通性，大眾化和簡單性。
07:42
If you think about it, Shakerism was a proto-environmental movement.
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如果你想一想的話，震顫派宗教儀式是一種原始的環保運動。
07:45
Adam Smith talks about 18th century America,
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Adam Smith談論到18世紀的美國
07:47
where the prohibition against visible displays of wealth was so great,
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當時抵制物質上的可視財富的運動如火如荼，
07:51
it was almost a block in the economy in New England,
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幾乎對新英格蘭的經濟發展造成了阻礙，
07:53
because even wealthy farmers could find nothing to spend their money on
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因為即使是富裕的農民也不知道該把錢花在哪，
07:56
without incurring the displeasure of their neighbors.
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除非招致鄰居的鄙夷。
07:59
It's perfectly possible to create these social pressures
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創造一種有利於社會平等的輿論壓力
08:01
which lead to more egalitarian societies.
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是完全可能的。
08:04
What's also interesting, if you look at products
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同樣有趣的是，如果你仔細觀察
08:06
that have a high component
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高科技部件組成的產品
08:08
of what you might call messaging value,
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或許你們會叫做資訊價值，
08:10
a high component of intangible value, versus their intrinsic value:
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這類元件高度集成了無形價值，而不是內在價值：
08:13
They are often quite egalitarian.
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它們經常很好的詮釋了平等主義。
08:16
In terms of dress, denim is perhaps the perfect example of something
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就服裝而言，牛仔布或許是詮釋象徵價值（而不是物質價值）
08:19
which replaces material value with symbolic value.
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的最好的例子了。
08:23
Coca-Cola. A bunch of you may be a load of pinkos,
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可口可樂。也許你們中的某些人是傾左派的，
08:25
and you may not like the Coca-Cola company,
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或許你並不喜歡可口可樂公司。
08:27
but it's worth remembering Andy Warhol's point about Coke.
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不過Andy Warhol對於它的評價卻十分耐人尋味。
08:29
What Warhol said about Coke is, he said,
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他說，
08:31
"What I really like about Coca-Cola is the president of the United States
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“我之所以愛可口可樂是因為即使是美國總統喝的可樂
08:33
can't get a better Coke than the bum on the corner of the street."
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也和街邊流浪漢手中的可樂別無二樣。”
08:37
Now, that is, actually, when you think about it -- we take it for granted --
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實際上如果你仔細想想的話，我們都把它當做理所當然了--
08:39
it's actually a remarkable achievement,
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但實際上是很了不起的成就，
08:41
to produce something that's that democratic.
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如此民主的一種產品。
08:44
Now, we basically have to change our views slightly.
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那麼，我們需要把自己的看法稍微轉變一下。
08:47
There is a basic view that real value involves making things,
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基本的看法是（產品的）實際價值包括製作的過程，
08:50
involves labor. It involves engineering.
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包括勞動力。如工程設計。
08:53
It involves limited raw materials.
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包括有限的原材料。
08:56
And that what we add on top is kind of false. It's a fake version.
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現在我們要加上一種好像虛化的東西。好像是不真實的。
08:59
And there is a reason for some suspicion and uncertainly about it.
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當然許多的懷疑和不確定是有原因的。
09:02
It patently veers toward propaganda.
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顯然這個因素就是宣傳作用。
09:05
However, what we do have now
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然而，我們現在擁有的
09:07
is a much more variegated media ecosystem
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是一個更加多樣化的媒介環境
09:10
in which to kind of create this kind of value, and it's much fairer.
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在其中我們創造這種價值。這樣就合理多了。
09:13
When I grew up, this was basically the media environment of my childhood
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當我長大了，我小時候的媒體環境差不多是這樣的
09:15
as translated into food.
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可以理解為食物。
09:17
You had a monopoly supplier. On the left,
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左邊這個，是唯一的提供者。
09:19
you have Rupert Murdoch, or the BBC.
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當時還有Rupert Murdoch，或者BBC。
09:21
(Laughter)
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（笑）
09:22
And on your right you have a dependent public
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右邊是依賴性很強的大眾
09:24
which is pathetically grateful for anything you give it.
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可憐的是，無論你提供什麼，他都會心存感激。
09:27
(Laughter)
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（笑）
09:29
Nowadays, the user is actually involved.
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現如今，用戶都已經進化了。
09:32
This is actually what's called, in the digital world, "user-generated content."
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這個在數碼世界裏，實際上叫做“用戶為中心的實體。”
09:35
Although it's called agriculture in the world of food.
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儘管叫做農業，在食物這個角度看。
09:37
(Laughter)
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（笑）
09:38
This is actually called a mash-up,
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這個實際上叫做“糅合”，
09:40
where you take content that someone else has produced
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也就是你以其他人的生產結果為起點
09:42
and you do something new with it.
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創造出新的東西。
09:44
In the world of food we call it cooking.
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在食物的角度來看我們叫它烹飪。
09:47
This is food 2.0,
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這個叫食物2.0版本，
09:49
which is food you produce for the purpose of sharing it with other people.
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也就是以與其他人分享為目的而生產食物。
09:52
This is mobile food. British are very good at that.
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這叫移動食物。英國人很擅長。
09:55
Fish and chips in newspaper, the Cornish Pasty,
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把魚和薯條夾在報紙裏，Cornish Pastie，
09:57
the pie, the sandwich.
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派，三明治。
09:59
We invented the whole lot of them.
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全是我們發明的。
10:01
We're not very good at food in general. Italians do great food,
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總體上來講我們做東西並不好吃。義大利人這方面很棒，
10:03
but it's not very portable, generally.
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不過總的來說，攜帶性就差了點。
10:05
(Laughter)
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（笑）
10:10
I only learned this the other day. The Earl of Sandwich didn't invent the sandwich.
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直到有一天我才知道這點。三明治伯爵並未發明三明治。
10:12
He actually invented the toasty. But then, the Earl of Toasty would be a ridiculous name.
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實際上他發明的是烤麵包。不過那時，如果叫烤麵包伯爵就太荒唐了。
10:15
(Laughter)
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（笑）
10:16
Finally, we have contextual communication.
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最後，還有內容關聯式溝通。
10:18
Now, the reason I show you Pernod -- it's only one example.
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那麼，我之所以要展示潘諾酒--這只是一個例子。
10:20
Every country has a contextual alcoholic drink. In France it's Pernod.
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每個國家都有與其背景關聯的酒品。在法國就是潘諾酒。
10:24
It tastes great within the borders of that country,
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在這個國家境內品嘗的話，美味無比。
10:26
but absolute shite if you take it anywhere else.
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不過如果你帶出去嘗嘗的話，簡直糟透了。
10:29
(Laughter)
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（笑）
10:31
Unicum in Hungary, for example.
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還有，比如說匈牙利的Unicum。
10:33
The Greeks have actually managed to produce something called Retsina,
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希臘人實際上生產了一種叫做Retsina的酒，
10:35
which even tastes shite when you're in Greece.
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不過即使在希臘品嘗也很難喝。
10:37
(Laughter)
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（笑）
10:39
But so much communication now is contextual
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但是如此多的交流實際上已經關聯化了
10:41
that the capacity for actually nudging people,
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這種強迫人們的能力，
10:43
for giving them better information -- B.J. Fogg,
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為了更好的說明--來自Stanford大學的，
10:45
at the University of Stanford, makes the point
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B.J.Fogg，認為
10:47
that actually the mobile phone is --
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手機實際上是--
10:49
He's invented the phrase, "persuasive technologies."
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他發明了一個短語，叫做“說服性科技。”
10:51
He believes the mobile phone, by being location-specific,
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他認為手機，因為地點特有性，
10:54
contextual, timely and immediate,
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背景關聯性，即時性和直接性，
10:56
is simply the greatest persuasive technology device ever invented.
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是最直接和最偉大的說服性科技產品的代表。
10:59
Now, if we have all these tools at our disposal,
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那麼，如果我們擁有了所有的這些工具，
11:01
we simply have to ask the question,
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我們僅僅需要問這樣一個，
11:03
and Thaler and Sunstein have, of how we can use these more intelligently.
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Thaler和Sunstein曾經問過的問題，也就是如何更聰明的使用它們。
11:06
I'll give you one example.
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我再舉一個例子。
11:09
If you had a large red button of this kind, on the wall of your home,
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如果在你家中的牆上有這樣一個大大的，紅色的按鈕，
11:11
and every time you pressed it, it saved 50 dollars for you,
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每次你只要按它一下，就可以節省50美元，
11:14
put 50 dollars into your pension,
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使你的津貼增加50美元，
11:16
you would save a lot more.
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你節省下來的遠遠不止這麼一些。
11:18
The reason is that the interface fundamentally determines
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原因是介面從根本上決定了
11:20
the behavior. Okay?
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行為。明白了嗎？
11:22
Now, marketing has done a very, very good job of creating
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那麼，行銷在鼓動即興購買這一方面
11:25
opportunities for impulse buying.
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做的非常好。
11:27
Yet we've never created the opportunity for impulse saving.
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我們永遠不會鼓動消費者即興省錢。
11:31
If you did this, more people would save more.
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如果這樣的話，更多的人會節省過多。
11:34
It's simply a question of changing the interface
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這實際上就是一個改變影響人們做出決定
11:36
by which people make decisions,
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的介面的問題。
11:38
and the very nature of the decisions changes.
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也就是改變決定的本質的問題。
11:40
Obviously, I don't want people to do this,
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很顯然，我並不想要人們這樣做，
11:42
because as an advertising man I tend to regard saving as just
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因為作為一個廣告人我更願意把節省看做
11:44
consumerism needlessly postponed.
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不必要的延緩的消費者主義。
11:46
(Laughter)
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（笑）
11:47
But if anybody did want to do that,
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不過如果有人真的想那樣做的話，
11:50
that's the kind of thing we need to be thinking about, actually:
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實際上我們需要認真加以斟酌：
11:53
fundamental opportunities to change human behavior.
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改變人類行為的基本機會。
11:55
Now, I've got an example here from Canada.
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現在我要舉出一個加拿大的例子。
11:58
There was a young intern at Ogilvy Canada
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有一個在Ogilvy加拿大實習的年輕人
12:01
called Hunter Somerville,
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他的名字叫Hunter Somerville，
12:03
who was working in improv in Toronto,
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在多倫多做即興表演，
12:05
and got a part-time job in advertising,
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同時兼職做廣告的工作，
12:07
and was given the job of advertising Shreddies.
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他為一個叫Shreddies的商品做廣告。
12:10
Now this is the most perfect case of creating
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這是一個關於創造無形附加價值的
12:12
intangible, added value,
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絕好例子，
12:14
without changing the product in the slightest.
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不需要對產品本身的分量做出一點改變。
12:17
Shreddies is a strange, square, whole-grain cereal,
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Shreddies是一種奇怪的，正方形的全麥麥片，
12:20
only available in New Zealand, Canada and Britain.
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只有在紐西蘭，加拿大和英國才可以見到。
12:24
It's Kraft's peculiar way of rewarding loyalty to the crown.
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這是 Kraft 對於效忠女王的獨特嘉獎方式。
12:27
(Laughter)
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（笑）
12:30
In working out how you could re-launch Shreddies,
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在策劃如何使Shreddies重新上市的過程中，
12:33
he came up with this.
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他想到了這個主意。
12:42
Video: (Buzzer)
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視頻：（嗡嗡響）
12:48
Man: Shreddies is supposed to be square.
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男工：Shreddies應該是方形的啊。
12:51
(Laughter)
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（笑）
12:52
Woman: Have any of these diamond shapes gone out?
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女士：這些鑽石形狀的應該都沒有洩露出去吧？
12:55
(Laughter)
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（笑）
12:57
Voiceover: New Diamond Shreddies cereal.
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畫外音：新型鑽石狀的Shreddies麥片。
12:59
Same 100 percent whole-grain wheat in a delicious diamond shape.
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鑽石形狀新品：同樣百分百全麥，更加美味。
13:02
(Applause)
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（掌聲）
13:06
Rory Sutherland: I'm not sure this isn't the most perfect example
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Rory Sutherland：我認為這是最完美的一個例子
13:08
of intangible value creation. All it requires is
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關於詮釋創造無形價值。我們只需要
13:10
photons, neurons, and a great idea to create this thing.
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光子，神經細胞，以及極具創造力的點子。
13:13
I would say it's a work of genius.
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我不得不說這是天才之作。
13:15
But, naturally, you can't do this kind of thing without a little bit of market research.
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但是，自然地，在做這樣的事情前要做一點市場調研。
13:18
Man: So, Shreddies is actually producing a new product,
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男士:那麼，Shreddies事實上在生產一種新產品，
13:21
which is something very exciting for them.
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對他們來說這是十分令人興奮的事情。
13:24
So they are introducing new Diamond Shreddies.
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這是他們在介紹新的鑽石Shreddies。
13:27
(Laughter)
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（笑）
13:32
So I just want to get your first impressions when you see that,
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現在我希望能夠知道到你們看到它的第一印象，
13:34
when you see the Diamond Shreddies box there.
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當你看到這個鑽石Shreddies的盒子的時候。
13:37
(Laughter)
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（笑）
13:38
Woman: Weren't they square?
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女士：它們不是方形的嗎？
13:40
Woman #2: I'm a little bit confused. Woman #3: They look like the squares to me.
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女士2：我有點搞不清了。女士3：我認為它們看起來就是方形的。
13:42
Man: They -- Yeah, it's all in the appearance.
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男士：它們--是的，全都寫在外表裏了。
13:44
But it's kind of like flipping a six or a nine. Like a six,
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不過這有點像擲骰子中的6或者9.
13:48
if you flip it over it looks like a nine.
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如果你倒過來看它就像9.
13:50
But a six is very different from a nine.
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但是6和9是不同的。
13:52
Woman # 3: Or an "M" and a "W". Man: An "M" and a "W", exactly.
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女士3：或者“M”和“W”。男士：“M”和“W”，沒錯。
13:54
Man #2: [unclear]
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男士2：[疑惑]
13:56
You just looked like you turned it on its end. But when you see it like that
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看起來就好像轉了一個角度。不過當你那樣看的時候
13:59
it's more interesting looking.
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它看起來更有趣。
14:01
Man: Just try both of them.
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男士：兩種都試試。
14:03
Take a square one there, first.
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先嘗一下方形的這個。
14:06
(Laughter)
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（笑）
14:18
Man: Which one did you prefer? Man #2: The first one.
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男士：你更喜歡哪個？男士2：第一個。
14:20
Man: The first one?
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男士：第一個？
14:22
(Laughter)
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（笑）
14:24
Rory Sutherland: Now, naturally, a debate raged.
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Rory Sutherland：現在，很自然的，一場激烈的辯論。
14:28
There were conservative elements in Canada, unsurprisingly,
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不出意料，加拿大人骨子裏也是有保守思想的，
14:31
who actually resented this intrusion.
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他實際上並不喜歡這種改變。
14:33
So, eventually, the manufacturers actually
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所以，最後的結果是，製造商
14:35
arrived at a compromise, which was the combo pack.
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達成了一個折中的方案，也就是組合包。
14:38
(Laughter)
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（笑）
14:40
(Applause)
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（掌聲）
14:49
(Laughter)
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（大笑）
14:54
If you think it's funny, bear in mind there is an organization called
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如果你覺得這很有趣的話，請記住有一個叫做
14:57
the American Institute of Wine Economics,
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“美國釀酒經濟協會”的組織，
15:00
which actually does extensive research into perception of things,
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他們實地做了很多關於事物認知的深度的調查，
15:02
and discovers that except for among
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發現除了
15:04
perhaps five or ten percent of the most knowledgeable people,
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百分之五或者百分之十那一部分最有見地的人以外，
15:07
there is no correlation between quality and enjoyment
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品質和產品體驗之間沒有關聯
15:09
in wine,
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就酒類來說，
15:11
except when you tell the people how expensive it is,
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除非你告訴人們這個東西有多貴，
15:13
in which case they tend to enjoy the more expensive stuff more.
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在這種情況下他們傾向於更享受貴的東西。
15:16
So drink your wine blind in the future.
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所以以後喝酒就別看價錢了。
15:19
But this is both hysterically funny --
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不過這兩者都非常有趣--
15:21
but I think an important philosophical point,
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但是我思考了一個很重要的哲學觀點，
15:23
which is, going forward, we need more of this kind of value.
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就是，向前探索，我們需要更多這種的價值。
15:26
We need to spend more time appreciating what already exists,
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我們需要更多的時間品味已經存在的事物，
15:29
and less time agonizing over what else we can do.
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而少花一點時間去為難自己搞新的花樣。
15:31
Two quotations to more or less end with.
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差不多引用這兩句作為結尾吧。
15:33
One of them is, "Poetry is when you make new things
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一個是，“詩歌就是使新事物親切近人並且
15:35
familiar and familiar things new."
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使熟悉的事物衍生出新意。”
15:37
Which isn't a bad definition of what our job is,
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這不失為一個對我們工作的好定義，
15:40
to help people appreciate what is unfamiliar, but also
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去幫助人們欣賞不熟悉的東西，同時也
15:42
to gain a greater appreciation, and place a far higher value on
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對已經存在的東西更加珍惜，或者
15:46
those things which are already existing.
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提升它們的價值。
15:48
There is some evidence, by the way, that things like social networking help do that.
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順便說一下，有證據表明，像社交網路這種東西會對此有幫助。
15:51
Because they help people share news.
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因為這有助於人們分享資訊。
15:53
They give badge value to everyday little trivial activities.
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它們將每天的瑣碎活動賦予標記價值。
15:57
So they actually reduce the need for actually spending great money on display,
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所以事實上它減少了用於公開展示的花銷，
16:00
and increase the kind of third-party
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而且增加了類似於這種第三方的
16:02
enjoyment you can get from the smallest, simplest things in life. Which is magic.
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的樂趣，這些你可以從最小的，最簡單的生活事物中獲得的樂趣。這真是太神奇了。
16:06
The second one is the second G.K. Chesterton quote of this session,
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第二個是這場演講中第二次對G.K.Chesterton的引用，
16:09
which is, "We are perishing for want of wonder, not for want of wonders,"
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也就是，“使我們滅亡的，是對一個奇蹟的渴望，而不是對眾多奇蹟的渴望，”
16:12
which I think for anybody involved in technology, is perfectly true.
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這個我認為對於科技業的有關人士，應該感觸尤為深刻。
16:15
And a final thing: When you place a value on things like health,
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最後一點：當你把價值附加于像健康，
16:17
love, sex and other things,
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愛情，性和其他的這種事情時，
16:19
and learn to place a material value
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同時學會去把物質價值附加在
16:21
on what you've previously discounted
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你之前所不重視的事物上
16:23
for being merely intangible, a thing not seen,
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不要僅僅是因為它們無形，或者太過渺小，
16:26
you realize you're much, much wealthier than you ever imagined.
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你會發現你會比你所能想像的更加富有。
16:29
Thank you very much indeed.
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非常非常感謝大家。
16:31
(Applause)
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（掌聲）
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