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字幕列表 影片播放

  • I had requested slides,

    我有要求投映片,

  • kind of adamantly,

    甚至有點兒固執,

  • up till the -- pretty much, last few days,

    可能說,直到幾日前還在要求。

  • but was denied access to a slide projector.

    但是我被拒絕使用投映機。

  • (Laughter)

    (笑)

  • I actually find them a lot more emotional --

    我其實對它有很多情感,

  • (Laughter)

    (笑)

  • -- and personal,

    -- 和個人。

  • and the neat thing about a slide projector

    關於投映機的美妙之處是

  • is you can actually focus the work,

    你可以專注作品。

  • unlike PowerPoint and some other programs.

    不像簡報或其他程式。

  • Now, I agree that

    我現在同意

  • you have to -- yeah, there are certain concessions

    你需要有某種程度的讓步,

  • and, you know, if you use a slide projector,

    你亦知道如果你使用投映機

  • you're not able to have the bad type

    你將會不能使用那些不好的模式

  • swing in from the back or the side, or up or down,

    從後邊,或從旁邊,或從上或下轉出來。

  • but maybe that's an O.K. trade-off,

    這或許是一個不錯的交換。

  • to trade that off for a focus.

    用來交換專注。

  • (Laughter)

    (笑)

  • It's a thought. Just a thought.

    只是一個想法啦。

  • And there's something nice about slides getting stuck.

    還有那投影片卡住的美妙。

  • And the thing you really hope for

    有時你會期望

  • is occasionally they burn up,

    它會著火。

  • which we won't see tonight. So.

    但是我們今天晚上不會見到。所以,

  • With that, let's get the first slide up here.

    有著它,我們看看第一張影片。

  • This, as many of you have probably guessed,

    這個,在座各位很多都猜得到

  • is a

    是一個

  • recently emptied beer can in Portugal.

    在葡萄牙剛空掉的啤酒罐。

  • (Laughter)

    (笑)

  • This -- I had just arrived in Barcelona for the first time,

    這個是我第一次到達巴塞隆納,

  • and I thought --

    而我想 -

  • you know, fly all night, I looked up,

    你知道,飛了一整晚,我望上去,

  • and I thought, wow, how clean.

    我想,嘩,那麼簡潔。

  • You come into this major airport, and they simply have a B.

    你到達一個主要的機場,而它們只有一個 B 字。

  • I mean, how nice is that?

    我的意思是,這多麼美妙?

  • Everything's gotten simpler in design,

    所有東西的設計都講求簡約,

  • and here's this mega airport,

    而這裡是一個超級機場,

  • and God, I just -- I took a picture.

    神呀,我只是。。。 我拍了一張照片。

  • I thought, God, that is the coolest thing I've ever seen at an airport.

    我想,這是我有史以來在機場看過最酷的東西。

  • Till a couple months later,

    直至幾個月後,

  • I went back to the same airport --

    我回到這個機場 -

  • same plane, I think -- and looked up,

    我想是坐同一班飛機 - 我抬頭望去,

  • and it said C.

    它寫著 C 字。

  • (Laughter)

    (笑)

  • It was only then that I realized

    直到那時我才發現

  • it was simply a gate that I was coming into.

    原來這只是我進來的閘口。

  • (Laughter)

    (笑)

  • I'm a big believer in the emotion of design,

    我是一個情感設計的大信徒。

  • and the message that's sent

    而訊息在被傳送

  • before somebody begins to read,

    人們讀到之前,

  • before they get the rest of the information;

    或他們得到其他資料之前,

  • what is the emotional response they get to the product,

    他們無論是對產品,故事或畫作,

  • to the story, to the painting -- whatever it is.

    他們的情感反應該是如何呢?

  • That area of design interests me the most,

    設計領域最吸引我的,

  • and I think this for me is a real clear,

    我想對我來說是十分清楚

  • very simplified version

    及非常簡單的

  • of what I'm talking about.

    解釋了我在說什麼。

  • These are a couple of garage doors painted identical,

    這裡有一對繪畫完全相同的車庫門,

  • situated next to each other.

    它們位處相隣。

  • So, here's the first door. You know, you get the message.

    這裡是第一扇門。你一看就明白它的訊息。

  • You know, it's pretty clear.

    你明白,非常清楚。

  • Take a look at the second door and see

    再看看第二扇門,而見到

  • if there's any different message.

    看看有沒有其他的訊息,

  • O.K., which one would you park in front of?

    你會在那一扇門前停下?

  • (Laughter)

    (笑)

  • Same color, same message, same words.

    相同的顏色,相同的訊息,相同的字句。

  • The only thing that's different

    唯一不同是

  • is the expression that the individual door-owner here put into the piece --

    車門主人在這裡所表達的情緒 --

  • and, again,

    而且, 再次

  • which is the psycho-killer here?

    在這裡哪一個是精神分裂殺人狂?

  • (Laughter)

    (笑)

  • Yet it doesn't say that; it doesn't need to say that.

    雖然它沒有寫出來;亦不用寫出來。

  • I would probably park in front of the other one.

    我大概會停在另外一家門前。

  • I'm sure a lot of you are aware

    我相信很多人都會注意到

  • that graphic design has gotten a lot simpler in the last

    平面設計近五年左右

  • five years or so.

    變得更簡約。

  • It's gotten so simple that it's already starting to kind of

    他們變到開始

  • come back the other way again and get a little more expressive.

    有反彈的趨勢,變得多了點表達。

  • But I was in Milan and saw this street sign,

    但是我去到米蘭,見到一個路牌。

  • and was very happy to

    我非常高興

  • see that apparently this idea of minimalism

    見到極簡主義

  • has even been translated by the graffiti artist.

    在塗鴉藝術家中詮釋。

  • (Laughter)

    (笑)

  • And this graffiti artist has come along,

    而這個塗鴉藝術家出現

  • made this sign a little bit better, and then moved on.

    令這個路牌更加好後,再去另一處。

  • (Laughter)

    (笑)

  • He didn't overpower it like they have a tendency to do.

    他沒有刻意過分主導它。

  • (Laughter)

    (笑)

  • This is for a book by "Metropolis."

    這是Metropolis的一本書.

  • I took some photos, and this is

    我拍了一些照片,而這個是

  • a billboard in Florida,

    佛羅里達州的一個一型廣告牌。

  • and either they hadn't paid their rent,

    他們不是沒有繳交租金,

  • or they didn't want to pay their rent again on the sign,

    就是不想再繼續租這個廣告牌,

  • and the billboard people were too cheap to tear the whole sign down,

    那些管廣告牌的人員亦懶得將整個牌拆下來,

  • so they just teared out sections of it.

    因此他們只將一部份拆下來。

  • And I would argue that it's possibly more effective

    而我覺得這樣反而可能更有效

  • than the original billboard in terms of getting your attention,

    比原先的廣告牌更能引起別人的注意。

  • getting you to look over that way.

    讓你望向那方。

  • And hopefully you don't stop and buy those awful pecan things -- Stuckey's.

    希望你不會停下來去買那些難吃的胡桃片-- Stuckey's。

  • This is from my second book.

    這是我第二本書。

  • The first book is called, "The End of Print,"

    第一本書名叫"The End of Print (出版的終結),

  • and it was done along with a film,

    而它還出了一齣電影,

  • working with William Burroughs.

    并與威廉 巴洛塔斯合作。

  • And "The End of Print" is now in its fifth printing.

    而 "The End of Print"已經第五刷(printing)了。

  • (Laughter)

    (笑)

  • When I first contacted William Burroughs about being part of it,

    當我第一次而與威廉 巴洛塔斯接觸商討參與製作時,

  • he said no; he said he didn't believe it was the end of print.

    他說不行;他說他不認為這是出版的終結。

  • And I said, well, that's fine;

    我回應: 那麼,好吧;

  • I just would love to have your input on this film and this book,

    我只希望我可以把你對這齣電影和這本書提供你的見解。

  • and he finally agreed to it.

    最終他都答應。

  • And at the end of the film, he says in this great voice

    在電影的末段,他用了洪量的聲線,

  • that I can't mimic but I'll kind of try, but not really, he says,

    我無法模仿,但我盡量嘗試,但是不大相似, 他說,

  • "I remember attending an exhibition called,

    「我記得參加那個叫做

  • 'Photography: The End of Painting.'"

    "Photography: The End of Painting" 的展覽會。」

  • And then he says, "And, of course, it wasn't at all."

    然後他說「當然,這沒有成為事實。」

  • So, apparently when photography was perfected,

    所以,很明顯當攝影師不那麼精湛時,

  • there were people going around saying,

    就會有人在他身旁說

  • that's it: you've just ruined painting.

    你看: 你把繪畫搞垮。

  • People are just going to take pictures now.

    所有人現在都在拍照了。

  • And of course, that wasn't the case.

    這當然事實不是如此。

  • So, this is from "2nd Sight,"

    所以這是來自「第二視覺」

  • a book I did on intuition.

    我一本有關直覺的書。

  • I think it's not the only ingredient in design,

    我想這不是設計上的唯一基本原素,

  • but possibly the most important.

    但很可能是最重要之一。

  • It's something everybody has.

    這是所有人都擁有的。

  • It's not a matter of teaching it;

    它無法傳授;

  • in fact, most of the schools tend to discount intuition

    而事實上,大多數學校都傾向漠視直覺

  • as an ingredient of your working process

    把它視為工作程序的原素。

  • because they can't quantify it:

    因為他們不可能量化它。

  • it's very hard to teach people the four steps to intuitive design,

    亦很難教導別人直覺設計的四個步驟,

  • but we can teach you the four steps to a nice business card

    但是我們能教導設計一個好的名片

  • or a newsletter.

    或商務通訊的四個步驟。

  • So it tends to get discounted.

    所以就這樣它被忽略。

  • This is a quote from Albert Einstein, who says,

    愛因斯坦有一句名句是這樣說的,

  • "The intellect has little to do on the road to discovery.

    探索的道路上智慧無甚用處,

  • There comes a leap in consciousness --

    你不知道從那裡或什麼原因,

  • call it intuition or what you will --

    只要那所謂的直覺來到,

  • and the solution just comes to you, and you don't know from where or why."

    將會解答來到你的問題 -- 這就是知覺的躍進。

  • So, it's kind of like when somebody says, Who did that song?

    所以就好像當人們說,誰作這首曲?

  • And the more you try to think about it,

    當你越嘗試去想它,

  • the further the answer gets from you,

    你就越遠離答案。

  • and the minute you stop thinking about it,

    那一刻你不再想它

  • your intuition gives you that answer, in a sense.

    你的直覺就會告訴你那個答案。

  • I like this for a couple of reasons.

    我喜歡這個有幾個原因。

  • If you've had any design courses, they would teach you you can't read this.

    如果你有修讀設計課程,他們會教你,你可能讀不到這個的。

  • I think you eventually can and, more importantly, I think it's true.

    我想你最終是能夠讀到的,而最重要,我相信這是真實。

  • "Don't mistake legibility for communication."

    「別以為清晰就是溝通。」

  • Just because something's legible doesn't means it communicates.

    不是有一些東西它是清晰就能代表它溝通。

  • More importantly, it doesn't mean it communicates the right thing.

    最重要的是它不是表達正確的訊息。

  • So, what is the message sent before

    所以,訊息在傳播之前

  • somebody actually gets into the material?

    人們所接受到的訊息是什麼?

  • And I think that's sometimes an overlooked area.

    我想這是經常忽略的地方。

  • This is working with Marshall McLuhan.

    這是與馬歇爾 麥可盧恩一起製作的。

  • I stayed and worked with his wife and son, Eric,

    我與他的妻子和兒子艾利克一起工作。

  • and we came up with close to 600 quotes from Marshall

    我們收集了近六百句馬歇爾的金句。

  • that are just amazing in terms of being ahead of the times,

    它們很驚人地在帶領時代,

  • predicting so much of what has happened

    預測很多將會發生

  • in the advertising, television, media world.

    在廣告、電視、媒體的事情。

  • And so this book is called "Probes." It's another word for quotes.

    所以這本書名叫《探究》, 亦是妙句的第二個說法。

  • And it's -- a lot of them are never -- have never been published before,

    而很多都是從未出版過。

  • and basically, I've interpreted the different quotes.

    基本上我翻譯了很多不同的金句。

  • So, this was the contents page originally.

    這是原先的目錄。

  • When I got done it was 540 pages,

    但當我完成五百四十頁後,

  • and then the publisher, Gingko Press,

    那個出版商,Gingko Press

  • ended up cutting it down considerably:

    最後把它大幅度刪減:

  • it's just under 400 pages now.

    現在只有少於四百頁。

  • But I decided I liked this contents page --

    但我喜歡這個目錄 --

  • I liked the way it looks -- so I kept it.

    我喜歡它的設計 -- 所以我把它留下來。

  • (Laughter)

    (笑)

  • It now has no relevance to the book whatsoever,

    現在它已經與書沒有任何關係,

  • but it's a nice spread, I think, in there.

    但我覺得它是一個很好的插圖。

  • (Laughter)

    (笑)

  • So, a couple spreads from the book:

    這是書中其他的插圖:

  • here McLuhan says,

    在這裡麥可盧恩是這樣寫的,

  • "The new media are not bridges between Man and Nature; they are Nature."

    「新媒體不是連接人與自然的橋樑;它們是自然。」

  • "The invention of printing did away with anonymity,

    「發明印刷握殺了匿名者,

  • fostering ideas of literary fame

    培養了文學意念,

  • and the habit of considering intellectual effort as private property,"

    及將智力的成果變成個人資產的習慣。」

  • which had never been done before printing.

    這些都是在有出版之前沒有發生的事情。

  • "When new technologies impose themselves

    「當新科技強加在

  • on societies long habituated to older technologies,

    習慣舊有科技的社會上時,

  • anxieties of all kinds result."

    各式憂慮便產生。」

  • "While people are engaged in creating a totally different world,

    「當人類熱中於創造完全不同的國度時,

  • they always form vivid images of the preceding world."

    他們常常對先前的世界產生清晰的影像。」

  • I hate this stuff. It's hard to read.

    我討厭這個。它看不清楚。

  • (Laughter)

    (笑)

  • (Applause)

    (掌聲)

  • "People in the electronic age have no possible environment except the globe,

    「人類在電子時代中除了地球外沒有其他合適的環境,

  • and no possible occupation except information gathering."

    以及除了資訊收發外沒有其他合適的職業。」

  • That was it. That's all he saw as the options. And not too far off.

    就這樣了。這是他對選擇的所有看法。亦沒有太過偏差。

  • So, this is a project for Nine Inch Nails.

    這個是九吋釘的企劃。

  • And I only show it because it seemed like it got all this relevancy all of a sudden,

    我展示出來只因它看起來突然與這些有關。

  • and it was done right after 9/11.

    它是在九一一後不久完成的。

  • And I had recently discovered a bomb shelter

    而我最近在我洛杉磯剛買下來的房屋的後院

  • in the backyard of a house I had bought in LA

    發現了一個防空避難所,

  • that the real estate person hadn't pointed out.

    而那個地產代理從沒向我們提及。

  • (Laughter)

    (笑)

  • There was some bomb shelter built, apparently in the '60s Cuban missile crisis.

    有些防空避難所很明顯是在六零年代古巴導彈危機而建。

  • And I asked the real estate guy what it was as we were walking by,

    在我們經過的時候我向地產代理詢問。

  • and he goes, "It's something to do with the sewage system."

    而他回答說:「這與污水系統有關。」

  • I was, O.K.; that's fine.

    我當時回答, OK; 好吧。

  • I finally went down there, and it was this old rusted circular thing,

    我終於走下去看看。看到這個又舊又生鏽圓形物體,

  • and two beds, and very kind of creepy and weird.

    有兩張床,非常陰森古怪。

  • And also, surprisingly, it was done in kind of a cheap metal,

    而且,很驚訝的是,它是用很便宜的金屬所製造。

  • and it had completely rusted through, and water everywhere, and spiders.

    它完全被生鏽侵蝕。到處是水和蜘蛛。

  • And I thought, you know, what were they thinking?

    我想他們到底想什麼呢?

  • You'd think maybe cement, possibly, or something.

    你會想大概也應該是用水泥或類似的東西。

  • But anyway, I used this for a cover for the Nine Inch Nails DVD,

    無論如何,我用它來作為我《九吋釘》光碟的封面。

  • and I've also now fixed the bomb shelter with duct tape,

    而我亦用強力膠布把那個防空避難所給修補。

  • and it's ready. I think I'm ready. So.

    現在已經準備好。我想我是準備好。所以,

  • This is an experiment, really, for a client, Quicksilver,

    這是個為一個客戶, Quicksilver,而作的一個實驗。

  • where we were taking what was a six-shot sequence

    我們在這裡拍攝了六個連續照片

  • and trying to use print as a medium to get people to the Web.

    希望可以用印刷這個渠道將人引到互聯網。

  • So, this is a six-shot sequence.

    這是一套六幅。

  • I've taken one shot; I cropped it a few different ways.

    我拿了一幅照片;我把它裁剪成幾個不同的方式。

  • And then the tiny line of copy says,

    而後用很細小的字體說,

  • If you want to see this entire sequence --

    如果你想看整套照片--

  • how this whole ride was -- go to the website.

    想只道整個沖浪的過程 -- 請登錄網站。

  • And my guess is that a lot of the surf kids did go to the site

    我的猜測是有很多沖浪的孩子登錄網站

  • to get this entire picture.

    去看整套照片。

  • Got no way of tracking it, so I could be totally wrong.

    沒有方法去追蹤。所以我可能完全估錯。

  • (Laughter)

    (笑)

  • I don't have the site. It's just the piece itself.

    我沒有那個網站。我只有這個而已。

  • This is a group in New York called the Coalition for a Smoke-free Environment --

    在紐約,有一個組織名叫無煙環境聯盟;

  • asked me to do these posters.

    要求我製造這些海報。

  • They were wild-posted around New York City.

    它們在紐約市廣泛張貼。

  • You can't really -- well, you can't see it at all --

    你們不能 -- 你們絕對看不到

  • but the second line is really the more kind of payoff, in a sense.

    但第二句在某程度就很像是一種報復。

  • It says, "If the cigarette companies can lie, then so can we." But --

    它說:「如果煙草商說慌,我們也能。」但是--

  • (Laughter)

    (笑)

  • (Applause)

    (掌聲)

  • -- but I did.

    -- 但是我有。

  • These were literally wild-posted all over New York one night,

    它簡直就是在一個晚上貼滿整個紐約市。

  • and there were definitely some heads turning,

    當然有些人在回頭看,

  • you know, people smoking and, "Huh!"

    你知道,人們正抽著煙。。。「哈?! 」

  • (Laughter)

    (笑)

  • And it was purposely done to look fairly serious.

    它是故意看上去好像很嚴重。

  • It wasn't some, you know, weird grunge type or something;

    它不像那些,你知道,古怪之類的東西;

  • it looked like they might be real. Anyway.

    它看起來好像是真實的。無論如何。

  • Poster for Atlantic Center for the Arts, a school in Florida.

    佛羅里達州的一所學校 -- 大西洋藝術中心的海報。

  • This amazes me. This is a product I just found out.

    它讓我很驚訝。它是我近期剛找到的。

  • I was in the Caribbean at Christmas,

    在聖誕節時我去了加勒比海。

  • and I'm just blown away that in this day and age they will still sell --

    我驚愕今時今日他們仍會賣--

  • not that they will sell --

    不是他們賣--

  • that there is felt a need for people to lighten the color of their skin.

    而是有人需要這種能讓他們膚色變淺的東西。

  • This was either an old product with new packaging,

    這要不是一件舊產品換上新包裝,