So, as a, as a marketer when I'm first giving you a product, what's my job?

那麼，作為營銷人員，當我第一次給你提供產品時，我的工作是什麼？

And my job is to make you want it to crave it, to need it to think that it is the best innovation in food since, well, since sliced bread.

而我的工作就是讓你想要它，渴望它，需要它，認為它是自 "切片面包 "以來最好的食品創新。

But how do we do it?

但我們該怎麼做呢？

Well, I'm gonna give you a really big example later that I'm gonna break right down for you.

好吧，我稍後會給你舉一個非常大的例子，我會給你分析得一清二楚。

But let's just start by looking at a few fun little things.

不過，我們還是先來看看幾個有趣的小東西吧。

So here we have shreddies, an old favorite been around for years.

這就是 "切絲"，多年來一直深受人們的喜愛。

Very popular in the UK and Canada without changing a single little thing about that product, they remarketed them, rebranded them as brand new diamond shaped shreddies.

該產品在英國和加拿大非常受歡迎，但他們絲毫沒有改變該產品的任何一點，而是將其重新銷售，並重新命名為全新的菱形碎紙機。

Food marketing genius right there in the 19 fifties, there was a very important innovation in food.

食品營銷天才 就在 19 世紀 50 年代，食品領域出現了一次非常重要的創新。

The instant mix cake, one of my personal favorites when they were first brought out, all you needed to do was to add a little bit of water who's not gonna love that.

即食混合蛋糕是我的個人最愛之一，剛推出的時候，你只需要加一點水，誰會不喜歡呢？

Well, actually, no one loved it.

事實上，沒有人喜歡它。

No one bought the bloody things.

沒有人買這些該死的東西。

So they did a bit of research and what they found was that the main consumer, the target consumer, the housewife felt that it was cheating.

是以，他們做了一些調查，發現主要消費者、目標消費者、家庭主婦認為這是一種欺騙。

They didn't want to pass off such an easy thing as their own baking to their partners, their husbands, their families, whatever.

他們不想把這麼簡單的事情當作自己的烘焙傳給伴侶、丈夫、家人，不管是什麼。

So what did the producers have to do?

那麼，製片人必須做些什麼呢？

They had to make it harder.

他們不得不加大難度。

So now you had to add water and an egg and sails exploded.

所以，現在你必須加水和一個雞蛋，船帆就會爆炸。

But these examples, these are just chicken feed compared to what I really want to talk about tonight.

但與我今晚真正想談的內容相比，這些例子只是雞肋。

And that is chickens and pigs and cows.

這就是雞、豬和牛。

So when we think about where chickens et cetera come from, we think about something a bit like that.

是以，當我們思考雞等動物的來源時，就會想到類似的東西。

That's also our instinctive idea.

這也是我們的本能想法。

But we all know if we really think about it, if we think about it deeply, it's probably a little bit more like that, but that's a lot nicer.

但我們都知道，如果我們真的仔細想想，如果我們深入思考一下，它可能會更像那麼一點點，但那要好得多。

It's a lot more romantic.

這樣更浪漫。

So how do we give you this impression?

那麼，我們如何給你留下這種印象呢？

Well, there are three techniques that we use.

我們使用了三種技術。

The third of which is our secret weapon and I am gonna blow it for you tonight.

其中第三件是我們的祕密武器，今晚我就為你們揭開它的神祕面紗。

So please stay primed for that.

是以，請做好準備。

Let's look at technique.

我們來看看技術。

Number one, everybody believes what's on the label.

第一，每個人都相信標籤上的內容。

So let's look at some examples.

讓我們來看幾個例子。

Some of my favorites, some of the ones I use all the time.

有些是我的最愛，有些是我一直在用的。

I'll use farm fresh, I'll use 100% natural.

我會使用新鮮的農場產品，我會使用 100% 的純天然產品。

I'll use butcher's choice.

我會用屠夫的選擇。

But what does that really actually mean.

但這究竟意味著什麼呢？

But truthfully it doesn't mean very much.

但說實話，這並不意味著什麼。

We see that on the label, we feel a bit more confident, but let's have a look at what a farm really looks like.

看到標籤上的內容，我們會更有信心，但讓我們看看農場到底是什麼樣的。

It probably looks like that.

大概就是這個樣子。

Now, this is a concentrated animal feeding operation.

現在，這是一個動物集中飼養場。

I'm gonna run that past you again.

我再跟你說一遍。

It's a concentrated animal feeding operation that's not gonna look great on a label.

這是一種動物集中飼養方式，在標籤上看起來並不美觀。

Hence, we use Farm fresh Innovation.

是以，我們使用 "農場新鮮創新"。

Number two, this is what we use.

第二，這就是我們使用的方法。

We focus on progress.

我們注重進步。

Intensive farming was born out of necessity.

集約化耕作是在必要的情況下產生的。

At the end of the second World War, resources were extremely tight.

第二次世界大戰結束時，資源極其緊張。

Farming had to be, it had to be by necessity, very, very economical.

農業必須是非常經濟的，必須是必要的。

And we've learned from that and we've built from that and we were able to now raise more and more animals in smaller and smaller spaces.

我們從中學到了很多，也從中獲得了很多，現在我們能夠在越來越小的空間裡飼養越來越多的動物。

So we've got extremely good at it.

是以，我們在這方面非常擅長。

If we looked at a room of about this size and this would turn into a chicken barn.

如果我們看一個這麼大的房間，這裡就會變成一個雞舍。

It's 100 seat theater, how many chickens will be probably fit in this room?

這是一個有 100 個座位的劇場，這個房間大概能容納多少隻雞？

Now, I'm gonna say about 4000, it's pretty impressive, isn't it?

現在，我要說的是，4000，這是非常令人印象深刻的，不是嗎？

It'd probably look a little bit like that.

可能看起來有點像。

Now, the public aren't gonna be massively keen on that idea and it's my job to make them feel a little bit better about it.

現在，公眾並不熱衷於這個想法，而我的工作就是讓他們感覺好一點。

So how do I do it?

那我該怎麼做呢？

Well, a basic principle of marketing, we use the right choice of words and by using the right choice of words, we can make the conversation, we can focus the conversation the way we want it to.

營銷的一個基本原則是，我們使用正確的詞語，通過使用正確的詞語，我們可以讓對話，我們可以讓對話按照我們想要的方式進行。

So we'll use an example of this when you look at that picture, where is your eye drawn?

我們舉個例子，當你看那張照片時，你的視線會被吸引到哪裡？

It's drawn right to the middle of the page, massive letters we've got strive to optimize what we're looking at in the picture in reverse, looks a bit bit like that, but this looks a lot nicer because we're looking at strive to optimize it makes us feel that there's progress, we feel good.

它被畫到了頁面的正中間，大量的字母讓我們看到了 "努力優化"，我們在圖片中看到的是反向的，看起來有點像，但這個看起來要好得多，因為我們看到的是 "努力優化"，這讓我們感覺有了進展，我們感覺很好。

So the challenge for the marketers is to make the public feel comfortable in what they're seeing.

是以，營銷人員面臨的挑戰是如何讓公眾對所看到的東西感到舒適。

One of the side effects of intensive farming of having so many animals in such a small space, unfortunately, is obviously disease because you put so many animals into a small space, they're gonna get sick.

在如此狹小的空間裡飼養這麼多動物，集約化養殖的副作用之一顯然就是疾病，因為在狹小的空間裡飼養這麼多動物，它們肯定會生病。

It is no secret that 50% of all the antibiotics in the world are used on farmed animals.

世界上 50%的抗生素都用在了養殖動物身上，這已經不是什麼祕密了。

So how do you make the public feel ok with this?

那麼，如何讓公眾對此感到滿意呢？

How does that happen?

怎麼會這樣？

Hm.

嗯。

My job, how do I do it?

我的工作，我該怎麼做？

I use the language of innovation.

我使用創新的語言。

So we're going back to our old friends at Port cares.org.

是以，我們又回到了我們的老朋友 Port cares.org。

And what they do is they say as farming has become more efficient, veterinarians have incorporated new technologies and methods into practice.

他們的做法是，隨著養殖業變得更加高效，獸醫們也將新技術和新方法應用到實踐中。

This makes us feel good.

這讓我們感覺良好。

This is positive.

這是積極的。

Yeah, this is progress.

是啊，這就是進步。

And when we're then marketing to future consumers, we would perhaps use something like this.

然後，當我們向未來的消費者進行營銷時，我們也許會使用這樣的方式。

This is a coloring book, pigs and pork.

這是一本關於豬和豬肉的繪本。

It's absolutely gorgeous.

真是美極了。

And what we're doing here is we're getting the Children to focus on the fact that we're using innovation.

我們在這裡所做的，就是讓孩子們關注我們正在利用創新這一事實。

So by bringing the pigs out from the muddy fields and into the clean barns, we're taking them away from all that nasty, dirty mud and all the diseases that are lurking there within positive so onto our secret weapon, This is what we really need to focus on.

是以，我們把豬從泥濘的田野裡帶出來，帶進乾淨的豬舍，讓它們遠離那些噁心、骯髒的泥漿和潛伏在那裡的各種疾病，這就是我們的祕密武器，這才是我們真正需要關注的。

So these two techniques alone, they are not gonna work.

是以，僅靠這兩種方法是行不通的。

We need a secret weapon.

我們需要祕密武器

Number three, it is actually in this room right now.

第三，它現在就在這個房間裡。

Secret way it is.

祕密方式。

So how do we do it when you're in the supermarket?

那麼，在超市裡我們該怎麼做呢？

You don't wanna think about where those products have come from.

你不會想到這些產品是從哪裡來的。

You don't wanna think about how those animals have been reared, how they've been treated the power of wilful ignorance cannot be overstated.

你不會去想這些動物是如何被飼養的，如何被對待的，故意無知的力量怎麼強調都不過分。

This is systemized cruelty on a massive scale and we only get away with it because everyone is prepared to look the other way.

這是系統化的大規模殘忍行為，我們之所以能逃脫懲罰，是因為每個人都準備視而不見。

Thank you.

謝謝。