A terrific example from years back is a car called the Renault Clio.

幾年前的一個了不起的例子是一輛名為雷諾-克里歐的汽車。

Years ago they launched with an advertising campaign featuring

幾年前，他們推出了一個廣告活動，內容是

a couple of daft French people, Papa and Nicole.

一對愚蠢的法國人，爸爸和尼科爾。

The whole idea of that ad was supposed to be that the Renault Clio

該廣告的整個想法應該是，雷諾-克萊奧

is a terrifically easy car to drive.

這是一款非常容易駕駛的汽車。

However, when you look at that ad

然而，當你看到這個廣告時

what you're looking at is two people flirting, being terrifically sexy.

你所看到的是兩個人在調情，是非常性感的。

And of course what that does, is result in you thinking

當然，這樣做的結果是，你會認為

the Renault Clio is a terrifically sexy little car,

雷諾克里歐是一款非常性感的小車。

and lots of people want to be sexy.

而且很多人都想變得性感。

The result? The most successful car launch ever in the UK.

其結果是什麼？這是英國有史以來最成功的汽車發佈會。

Meta-communication are all the twiddly bits -

元通信是所有的繁瑣的位子------。

the music, the characters, the setting, the storyline...

音樂、人物、背景、故事情節......。

Anything that's not actually to do with what you're telling people.

任何與你要告訴人們的事情實際上無關的事情。

The interesting thing about meta-communication

關於元通信的有趣之處

is that we are programmed not to be able to unprocess it.

是我們被編程為不能解除處理。

Once it’s exposed to us, we've got it.

一旦它暴露在我們面前，我們就得到了它。

Here's a good example: the famous Apple 1984 ad

這裡有一個很好的例子：著名的蘋果1984年的廣告

was shown once on midnight in 1983,

1983年在午夜時分播放了一次。

and once in the Superbowl in 1984.

並在1984年的超級盃上有一次。

And yet that ad is known practically all around the world.

然而，這則廣告實際上在全世界都很有名。

The ad is the girl running down this aisle with all these

廣告是女孩在這個過道上跑，所有這些

zombie-like people, and she hurls the mallet through the screen.

殭屍一樣的人，她把棒槌扔進螢幕。

And of course the message in that ad is very simple -

當然，該廣告中的資訊也非常簡單--

the world is being dominated in that era by IBM

在那個時代，世界是由IBM主導的。

and Apple is going to break out of that era.

而蘋果將衝出那個時代。

That idea of Apple being the defender of the people,

蘋果公司是人民的捍衛者，這種想法。

and the defender of freedom

和自由的捍衛者

of course reflected into Steve Jobs, who became the epitome

當然，這也反映在了史蒂夫-喬布斯身上，他成為了喬布斯的典範。

of the defender of the people.

人民的衛士的。

Which means people who buy Apple computers and in most cases,

這意味著購買蘋果電腦的人，在大多數情況下。

astonishingly, even though that ad would never have actually been

令人驚訝的是，儘管該廣告實際上從未被

seen by them on air,

他們在直播中看到的。

they know about this ad.

他們知道這個廣告。

And they feel Apple is a terrific company.

而且他們覺得蘋果是一家了不起的公司。

And in that respect, once you get a reputation like that established,

而在這方面，一旦你得到這樣的聲譽建立起來。

it's there forever.

它永遠在那裡。

There's a company called Huawei who've recently launched an ad

有一家叫華為的公司，他們最近推出了一個廣告

featuring a little creature called a Gnu being photographed.

其特點是一個被稱為Gnu的小動物被拍攝下來。

And the guy who's photographing the Gnu looks at his photograph

而正在拍攝Gnu的人看著自己的照片

and he imagines what's going to happen to the little Gnu.

他想象著小Gnu會發生什麼。

It's going to be captured, it's going to be put in a zoo,

它將被捕獲，將被放在動物園裡。

it's going to have things thrown at it...

它將有東西扔在它身上......

So, he decides not to take the photograph.

是以，他決定不拍照片。

And the message is, with Huawei

而這一資訊是，與華為

you can be your own judge of morality.

你可以做你自己的道德判斷。

What absolute nonsense!

這絕對是胡說八道。

I mean Huawei's a phone, it doesn’t allow you to do anything.

我的意思是華為是一部手機，它不允許你做任何事情。

But, emotionally, very appealing.

但是，在感情上，非常吸引人。

How do you stop your emotions being influenced by advertising?

你如何阻止自己的情緒被廣告影響？

Well, in my book, there's only two ways to do it.

嗯，在我的書中，只有兩種方法可以做到。

One is just don’t watch any advertising.

一個是不要看任何廣告。

The other way, curiously enough, is to watch the ad very carefully,

另一種方法，奇怪的是，是非常仔細地觀看廣告。

is to look at it and to say: What are you trying to do?

是看它並說。你想做什麼？

"What are you trying to influence?"

"你想影響什麼？"

"What's really behind this ad?"

"這個廣告背後到底是什麼？"

If I see this little furry animal in the woods,

如果我在樹林裡看到這種毛茸茸的小動物。

what's it there for? Is it there to make me feel good about this brand?

它在那裡是為了什麼？它在那裡是為了讓我對這個品牌有好感嗎？

Yeah, of course it is.

是的，當然是這樣。

And by doing that, you can do something called counter-arguing.

而通過這樣做，你可以做一個叫做反駁的事情。

We're not used to counter-arguing the emotion in advertising,

我們不習慣反駁廣告中的情感。

but if you look at the ads,

但如果你看一下這些廣告。

if you look at the emotive content in the ads,

如果你看一下廣告中的情感內容。

if you listen to the music

如果你聽了音樂

you can say, "Ah! I know what you're trying to do."

你可以說，"啊！我知道你想做什麼"。

So emotionally you can counter-argue that ad.

所以在情感上你可以反駁這個廣告。

Of course, it probably won't work

當然，它可能不會起作用

but at least you can feel you're slightly more in control of your life

但至少你可以感覺到你對自己的生活有了更多的控制。

than the advertisers are.

比起廣告商來，我更喜歡。