Name: 【TED】Rory Sutherland ：一個廣告人的生命啟示 (Life lessons from an ad man | Rory Sutherland)
Uploaded: 2013-04-16T06:39:12.000Z
Duration: 19 min 12 s

This is my first time at TED. Normally, as an advertising man,

這是我第一次來到TED。通常，作為一個廣告人，

情態副詞

I actually speak at TED Evil, which is TED's secret sister

我在TED Evil（邪惡TED）演講，這是TED的秘密姐妹組織--

TED Evil每兩年在緬甸舉行一次。

And I particularly remember a really good speech

有一場非常精彩的演講尤其令我印象深刻。

by Kim Jong Il on how to get teens smoking again.

金正日(Kim Jong II)談論如何能讓青少年再度吸煙。

But, actually, it's suddenly come to me after years working in the business,

但實際上，在廣告界工作多年後，我突然發現，

which is intangible value -- you might call it perceived value,

無形價值--也可以叫作感知價值，

you might call it badge value, subjective value,

If you think about it, if you want to live in a world in the future

設想一下，如果將來你想生活在

where there are fewer material goods, you basically have two choices.

物質相對缺乏的世界，基本上你有兩個選擇。

You can either live in a world which is poorer,

你可以生活在相對貧窮的世界，

Or you can live in a world where actually intangible value

或者，你可以生活在無形價值構成

constitutes a greater part of overall value,

that actually intangible value, in many ways

Here is one example. This is a train which goes from London to Paris.

這裏有個例子。這是一輛從倫敦開往巴黎的火車。

The question was given to a bunch of engineers,

15年前，工程師們遇到一個問題，

about 15 years ago, "How do we make the journey to Paris better?"

“如何能改善倫敦至巴黎之旅”

And they came up with a very good engineering solution,

他們想出了一個非常好的工程解決方案，

and knocking about 40 minutes off a three-and-half-hour journey time.

使三個半小時的旅程減少40分鐘。

Now, call me Mister Picky. I'm just an ad man ...

現在，大家可以叫我挑剔先生。我只是個廣告人...

... but it strikes me as a slightly unimaginative way of improving a train journey

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

on spending six billion pounds on those railway tracks?

Here is my naive advertising man's suggestion.

作為一個天真的廣告人，我的建議是：

What you should in fact do is employ all of the world's top male

實際上應該把所有世界頂級的男模，

pay them to walk the length of the train, handing out free Chateau Petrus

在旅途的全程走秀，免費發放波得路堡紅葡萄酒

Now, you'll still have about three billion pounds left in change,

這樣的話，還能省下三十億英鎊左右，

and people will ask for the trains to be slowed down.

而且人們反而還會要求火車開的慢點。

Now, here is another naive advertising man's question again.

現在，我這個天真的廣告人又要提一個問題了。

have an obsession with solving the problems of reality,

when actually most problems, once you reach a basic level of wealth

而實際上，當人們在社會中達到了一定的財富水準，

in society, most problems are actually problems of perception.

大多數問題其實是感知上的問題。

所以，我要再問你們一個問題。

They seem fantastic to me. They cost very little to develop.

我覺得這個主意太棒了。不僅研製成本很低，

or if they do, they're imaginary, so you can safely ignore them.

如果有的話，也只是你的想像，完全可以忽略它。

So I was discussing this. And I actually went to the Marginal Revolution blog

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。

by Tyler Cowen. I don't know if anybody knows it.

Someone was actually suggesting that you can take this concept further,

實際上，有人建議把這一概念帶到更深的層面，

The point is that education doesn't actually work by teaching you things.

這一觀點認為，教育的作用並不是通過教授知識而產生的。

It actually works by giving you the impression

而是通過讓人們產生其已接受良好教育的印象而產生的。

that you've had a very good education, which gives you an insane sense

which then makes you very, very successful in later life.

並使他們在今後的生活中非常成功。

So, welcome to Oxford, ladies and gentlemen.

所以，女士們先生們，歡迎來到牛津大學。

But, actually, the point of placebo education is interesting.

但實際上，安慰教育背後的觀點很有趣。

rather than that tedious, hardworking and messy business

而不是通過既乏味又辛苦的努力

Here's a great example from history. I've heard this attributed to several other kings,

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，

應該發生在弗雷德里克大帝身上。

Fredrick the Great of Prussia was very, very keen

普魯士的弗雷德里克大帝一度非常希望

for the Germans to adopt the potato and to eat it,

德國人接受馬鈴薯，食用馬鈴薯。

because he realized that if you had two sources of carbohydrate,

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，

wheat and potatoes, you get less price volatility in bread.

同時，也可以大大降低發生饑荒的風險，

because you actually had two crops to fall back on, not one.

因為有兩種作物可以依靠，而不是一種。

The only problem is: potatoes, if you think about it, look pretty disgusting.

唯一的問題是：馬鈴薯，如果大家想一想，看上去相當醜。

And also, 18th century Prussians ate very, very few vegetables --

而且，18世紀的普魯士人吃非常非常少的蔬菜--

rather like contemporary Scottish people.

So, actually, he tried making it compulsory.

於是，他最後採取了強制的措施。

"We can't even get the dogs to eat these damn things.

“我們甚至沒辦法讓狗吃這些噁心的東西。

They are absolutely disgusting and they're good for nothing."

這些馬鈴薯令人作嘔，而且毫無用處。”

There are even records of people being executed

甚至有許許多多的人由於拒絕種植馬鈴薯

He tried the marketing solution, which is he declared the potato

他採取了行銷的手段，宣佈馬鈴薯是宮廷御用蔬菜。

as a royal vegetable, and none but the royal family could consume it.

And he planted it in a royal potato patch,

他在一片皇家馬鈴薯地中種植馬鈴薯，