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字幕列表 影片播放

  • (Music)

    (音樂)

  • Every movie you've ever seen,

    你看過的每一部電影、

  • every TV show, every magazine,

    每一個電視節目、每一本雜誌

  • every time you surf the Internet,

    以及,每次你上網

  • you're absorbing information,

    你都在吸收資訊

  • a bit like a sponge absorbs water.

    這有點像海綿一樣吸收水分

  • The words on the screen, the images,

    在螢幕上的圖像、文字、

  • the colors, the sounds, the angle of the camera,

    顏色、 聲音、 攝影機的角度

  • every detail is designed to make you think,

    每個細節都是設計來為了使你

  • act or feel a certain way.

    以某種方式思考、行動或感覺

  • Your brain is subconsciously decoding images and sounds,

    你的大腦下意識地解譯圖像、 聲音

  • and just by being alive today,

    使它們就為了存活於當下

  • by interacting with and reading all these different types of media,

    透過接觸和閱讀 所有這些不同類型的媒體

  • you're already an expert

    你已經成為了

  • at decoding and understanding these hidden messages.

    解譯和理解 這些隱藏訊息的專家了

  • A set of codes and conventions that work together

    符碼與慣例 一塊兒發揮功效

  • to make you feel happy, angry, afraid, excited.

    它們使你快樂、 生氣、 害怕、興奮

  • To make you want to buy a particular product --

    它們讓你想要 購買某種特定的產品

  • a refreshing drink, a new phone.

    比如一罐提神飲料 或一支新手機

  • To style your hair a certain way.

    它們讓你想要擁有某種髮型

  • To cheer for the hero or boo the villain.

    也讓你想要為英雄歡呼 或朝著惡棍喝倒彩

  • Welcome to the family tree of technical codes.

    歡迎來到技術符碼的家庭樹

  • So what constitutes a code?

    那麼,符碼是由什麼所構成的呢?

  • First of all, it has to be recognized by all who read it.

    首先,它必須可以被 所有閱讀它的人所辨識

  • Imagine a busy city where motorists don't know how to read the traffic signals.

    想像一個繁忙的城市,在那兒 駕駛人看不懂交通信號

  • We all have to know red equals stop,

    我們都必須知道紅燈意謂停止

  • green means go, for the system to work.

    綠色代表可以行走 這讓系統得以正常運作

  • Otherwise it would be chaos.

    否則,一切就會大亂

  • Secondly, codes are made meaningful by their context.

    第二,符碼根據其脈絡而變得有意義

  • We can't fully interpret or decipher a code

    在我們還沒有看到它 如何與其它符號、標誌相互關聯之前

  • until we see how it relates to other signs and symbols.

    我們不能完整地解讀或解譯符碼

  • Look at these two intersecting lines.

    看看這些兩個相交線

  • Without any context, things around the code to help you understand or make meaning from it,

    在缺乏任何上下文脈絡 來幫助你理解或解讀它時

  • it's hard to know exactly what these lines represent.

    你很難知道這些線代表什麼意思

  • They could be a cross, symbolizing religion,

    它們可能是一個十字架,象徵宗教

  • an add sign, symbolizing a mathematical concept,

    可能是一個數學加號 象徵一個數學概念

  • the letter T from the alphabet,

    可能是英文字母 T

  • or they could just be two lines intersecting.

    或者,它們可能就只是 兩條相交的線罷了

  • If we add a crescent moon shape,

    如果我們添加一個月牙形狀

  • and a circle with a line on it in front,

    並加個圓和前面的一條線

  • the two lines now have a context,

    這兩條線現在就有了脈絡了

  • a relationship to their surroundings,

    它們周圍的關係

  • and are magically revealed as the letter T.

    神奇地指出這是字母 T

  • By adding additional information around the code,

    藉由符碼的周圍所添加的資訊

  • we've changed its context, and therefore given it a concrete meaning.

    我們改變了它的脈絡 於是也給與了它具體含義

  • Let's meet the family.

    讓我們和這個家庭見見面

  • Technical Codes, Senior has three sons:

    老的技術符碼有三個兒子:

  • Symbolic Codes, Written Codes and Technical Codes, Junior.

    象徵符碼、文字符碼, 以及小的技術符碼

  • Symbolic Codes has three sons:

    象徵符碼有三個兒子:

  • Symbolic Color, Symbolic Objects

    象徵顏色、 象徵物,

  • and Symbolic Animals.

    以及象徵動物

  • This branch of the family is all about representation.

    這一家庭的分支 皆與表現形式有關

  • Red represents hot

    紅色代表熱

  • or stop or danger, depending on its context.

    或停止、或危險,根據其脈絡而定

  • So if you see a red light above a yellow and a green light

    所以如果你看到紅色 在黃色和綠色燈光之上

  • on a pole above the road,

    而它們被懸掛在路邊杆子上

  • you know by this context that the light represents stop.

    你便知道,在這種情況下 這光代表停止

  • Written Codes has three sons:

    書寫符碼有三個兒子:

  • You and Only You, Buzzwords and Catchphrase.

    你和你自己、流行語和口號

  • These guys are all about saying a lot with a little,

    這些傢伙就是要 用精簡的語詞表達許多意思

  • or planting a word in your subconscious

    或者試圖在你潛意識中植入一個字

  • that triggers a response whenever you hear or read it.

    它會在每當你聽到或讀到它時,觸發回應

  • Have you noticed how many times I've said the word "you?"

    你注意到我說了多少次「你」嗎?

  • You should feel like it's directed specifically at you, and only you,

    你應該會感覺到,它是 特別針對你的,並且只有針對你

  • that it's addressing your needs and desire to learn about your world.

    它解決你的需要和欲望 並渴望瞭解你的世界

  • If I tell you that all the cool, fresh and hip people are buying

    如果我告訴你所有很酷的、 新潮的和時髦的人正在購買

  • a new drink or wearing a particular brand,

    一種新的飲料,或穿戴一種特定的品牌時

  • the buzzwords "new," "fresh" or "free"

    「新」、「新潮」或「自由」等流行語

  • make the product seem more interesting and appealing.

    便使產品看來更有趣、更具誘惑性

  • If I wrap that product or idea in a simple phrase

    如果我把產品或想法 濃縮為一個簡單短語

  • that's easy to remember and becomes part of your everyday speech,

    濃縮為一個容易記憶的短語 變成你日常語彙的一部分

  • then every time you hear or say those few words,

    然後每次你聽到,或說這幾句話時

  • your brain connects them to the product.

    你的大腦就會 將它們連結到該產品

  • So Just Do It, Think Different,

    所以「放手去做」(Just Do It) 「不同凡想」(Think Different)

  • and Enjoy the power of the catchphrase.

    「享受」 (Enjoy) 口頭禪的力量

  • And Technical Codes, Junior has three sons:

    小的技術符碼有三個兒子:

  • Camera Angles, Framing and Lighting.

    拍攝角度、 景框和照明

  • For these boys, it's all about how the camera is placed,

    這些男孩,它和所有 放置攝影機的方法有關

  • how objects, people and places are shot,

    攝影物件、 人物和場景 是如何被拍攝的

  • and what we see on screen -- or just as importantly, what we don't see.

    我們在螢幕上見到什麼—— 或更重要的是,我們沒見到的什麼

  • When the camera is placed high above the subject,

    當攝影機放置於被攝物上方時

  • it makes you look small, insignificant and powerless.

    它讓你看起來小,微不足道,無能為力

  • And the reverse is also true, when the camera is below.

    反之亦然,當攝影機被安置於下方時

  • So is this video trying to manipulate you to buy something?

    所以這段影片試圖操縱你 誘使你購買什麼東西嗎?

  • Yes, an idea.

    是的,一個想法

  • The idea that understanding the relationship between technical codes

    瞭解技術符碼之間的關係 的這一個想法

  • and the role they play in shaping your understanding of the world around us

    與它們如何透過我們所消費的媒體

  • through the media we consume is fun and interesting.

    來塑造你對於我們周遭世界 去了解這個想法,你會發現很有趣

  • Is it trying to make you feel a certain way?

    它試著讓你以某種方式感知嗎?

  • Absolutely.

    絕對是的

  • Every image, every word,

    每個圖像、每個字

  • has been carefully crafted to work together

    早已精心地被打造在一起

  • to make you feel positive about the idea

    就是為了要讓你 對這個想法感到正面

  • that you need to be educated to engage with what you read,

    這個想法使你覺得

  • watch and listen to in movies,

    你需要在你所觀賞的電影、

  • TV shows, magazines

    所閱讀的書本、所觀看的電視節目

  • and on the Internet.

    和所瀏覽的網路內容 產生積極聯繫

  • By understanding these codes,

    藉著瞭解這些符碼

  • and how they work together to subconsciously change the way you think,

    如何下意識地改變你的思維方式

  • feel and act towards products and ideas,

    和積極地推廣其產品和理念時

  • you'll be aware of these techniques

    你會意識到這些技術

  • and able to identify their impact on you.

    並能夠辨別它們對你的影響

  • One of the most powerful advertising mediums in the world

    世上最強大的廣告媒介之一

  • is word of mouth.

    是口碑

  • If you've ever recommended a product or movie, a service, or even a video online,

    如果你建議過一種產品或電影、 一種服務或甚至線上影片

  • then you've played your part in passing the message.

    你就成了傳遞訊息的角色

  • So soak all this information up.

    吸收所有此類資訊

  • Recognize how the family tree of technical codes

    請試著認識這個家族樹的技術符碼

  • works on you, and those around you, to make an impact

    看它如何對你和你周圍的人產生影響

  • Find excellent examples,

    尋找優秀的例子

  • and spread the word.

    並將它傳播到世界各地去

(Music)

(音樂)

字幕與單字

影片操作 你可以在這邊進行「影片」的調整,以及「字幕」的顯示

A2 初級 中文 美國腔 TED-Ed 技術 產品 攝影機 兒子 想法

【TED-Ed】媒體隱藏密碼的鑰匙--本-比頓。 (【TED-Ed】The key to media's hidden codes - Ben Beaton)

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    許藝菊 發佈於 2021 年 01 月 14 日
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