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TED2011

Morgan Spurlock: The greatest TED Talk ever sold

摩根·斯普尔洛克:TED史上最卖座演讲

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电影制作人摩根·斯普尔洛克凭着他的幽默和坚持,一头扎进了神秘而极具影响力的品牌营销,力求拉到全额赞助拍摄一部关于赞助商的影片。(是的,这段演讲也得到了冠名权的赞助。那么出资赞助的是谁?赞助金额是多少?请听他为您道来。)

- Filmmaker
Morgan Spurlock makes documentary film and TV that is personal, political -- and, above all, deeply empathetic. Full bio

I have spent花费 the past过去 few少数 years年份
在过去几年里
00:15
putting myself into situations情况
我让自己处于
00:18
that are usually平时 very difficult
既艰苦
00:20
and at the same相同 time somewhat有些 dangerous危险.
又有些危险的境地。
00:22
I went to prison监狱 --
我去了监狱 --
00:26
difficult.
艰苦
00:28
I worked工作 in a coal煤炭 mine --
我在一个煤矿工作过 --
00:30
dangerous危险.
危险。
00:33
I filmed拍摄 in war战争 zones --
我在战争地区拍摄影片 --
00:35
difficult and dangerous危险.
既艰苦又危险。
00:37
And I spent花费 30 days eating nothing but this --
我曾经在30十天里只吃这一种食品 --
00:39
fun开玩笑 in the beginning开始,
一开始很有意思
00:43
little difficult in the middle中间, very dangerous危险 in the end结束.
到了中间,有一点艰苦,而最后,相当危险。
00:45
In fact事实, most of my career事业,
实际上,我职业生涯的大部分时间里
00:49
I've been immersing浸泡 myself
我一直让自己
00:51
into seemingly似乎 horrible可怕 situations情况
身处于恶劣的情况之中
00:53
for the whole整个 goal目标 of trying
目的在于
00:56
to examine检查 societal社会的 issues问题
通过更吸引人,更有趣的方式
00:58
in a way that make them engaging, that make them interesting有趣,
来研究社会问题
01:00
that hopefully希望 break打破 them down in a way
希望能把这些问题
01:03
that make them entertaining娱乐 and accessible无障碍 to an audience听众.
以娱乐节目的形式呈现在观众面前。
01:05
So when I knew知道 I was coming未来 here
于是,当我得知自己将来到这里
01:08
to do a TEDTED Talk that was going to look at the world世界 of branding品牌 and sponsorship赞助,
做关于品牌和赞助的TED演讲
01:10
I knew知道 I would want to do something a little different不同.
我意识到我想要玩点新花样
01:13
So as some of you may可能 or may可能 not have heard听说,
大家可能有人听说过
01:15
a couple一对 weeks ago, I took out an ad广告 on eBay易趣.
几周以前,我在Ebay上登了个广告
01:18
I sent发送 out some FacebookFacebook的 messages消息,
又在Facebook
01:21
some Twitter推特 messages消息,
和Twitter上发了一些信息
01:24
and I gave people the opportunity机会 to buy购买 the naming命名 rights权利
我让人们有机会购买
01:26
to my 2011 TEDTED Talk.
我2011年TED演讲的冠名权
01:28
(Laughter笑声)
(笑声)
01:30
That's right, some lucky幸运 individual个人, corporation公司,
没错,某个幸运的个人或公司
01:32
for-profit以营利为目的 or non-profit非盈利,
盈利性或非盈利性
01:35
was going to get the once-in-a-lifetime一生一次的 opportunity机会 --
将会得到此生唯一的机会 --
01:37
because I'm sure Chris克里斯 Anderson安德森 will never let it happen发生 again --
因为我敢肯定克里斯·安德森决不会允许这样的事发生第二次 --
01:39
(Laughter笑声)
(笑声)
01:41
to buy购买 the naming命名 rights权利
来购买你正观看的
01:43
to the talk you're watching观看 right now,
这场演讲的冠名权
01:45
that at the time didn't have a title标题, didn't really have a lot of content内容
那时候,这场演讲还没有确定标题,也没有多少内容
01:47
and didn't really give much hint暗示
也没有给出
01:50
as to what the subject学科 matter would actually其实 be.
任何与主题相关的提示
01:52
So what you were getting得到 was this:
所以你所得到的是:
01:55
Your name名称 here presents礼物:
你的大名在这里:
01:57
My TEDTED Talk that you have no idea理念 what the subject学科 is
您对我的TED演讲主题一无所知
01:59
and, depending根据 on the content内容, could ultimately最终 blow打击 up in your face面对,
而,其内容决定了我最终是否会把它搞砸
02:02
especially特别 if I make you or your company公司 look stupid for doing it.
假如我让您和贵公司丢人了,那可能性就大了
02:05
But that being存在 said,
但话说回来
02:08
it's a very good media媒体 opportunity机会.
这可是打广告的绝佳机会。
02:10
(Laughter笑声)
(笑声)
02:12
You know how many许多 people watch these TEDTED Talks会谈?
你知道有多少人在看TED演讲吗?
02:18
It's a lot.
人可多了
02:21
That's just a working加工 title标题, by the way.
顺便说一句,这只是演讲的暂定标题。
02:24
(Laughter笑声)
(笑声)
02:26
So even with that caveat警告,
尽管做出了这样的申明
02:28
I knew知道 that someone有人 would buy购买 the naming命名 rights权利.
我还是相信有人会买下冠名权
02:31
Now if you'd have asked me that a year ago,
如果一年以前你问我
02:33
I wouldn't不会 have been able能够 to tell you that with any certainty肯定.
我可不会像现在这么理直气壮
02:35
But in the new project项目 that I'm working加工 on, my new film电影,
但是,在我正在筹备的新项目,也就是我新的影片中
02:37
we examine检查 the world世界 of marketing营销, advertising广告.
我们要对营销界,广告界一探究竟
02:39
And as I said earlier,
正如我之前所说的
02:42
I put myself in some pretty漂亮 horrible可怕 situations情况 over the years年份,
这几年里,我总让自己陷入可怕的处境之中
02:44
but nothing could prepare准备 me, nothing could ready准备 me,
但与此相比,最让我受到磨练
02:47
for anything as difficult
最让我尝尽苦头
02:50
or as dangerous危险
也是最为危险的经历
02:53
as going into the rooms客房 with these guys.
莫过于与这些人共处一室了
02:55
(Laughter笑声)
(笑声)
02:59
You see, I had this idea理念 for a movie电影.
你们看,我有这样一个电影创意
03:02
(Video视频) Morgan摩根 Spurlock斯普尔洛克: What I want to do is make a film电影
(视频)摩根·斯普尔洛克:我想拍摄这样一部影片
03:05
all about product产品 placement放置, marketing营销 and advertising广告,
讲述广告植入,市场营销,和广告宣传
03:07
where the entire整个 film电影 is funded资助
而影片的赞助
03:10
by product产品 placement放置, marketing营销 and advertising广告.
就来自广告植入,市场营销,和广告宣传
03:12
So the movie电影 will be called "The Greatest最大 Movie电影 Ever Sold出售."
这部电影的名称将定为“史上最卖座电影”
03:14
So what happens发生 in "The Greatest最大 Movie电影 Ever Sold出售,"
“史上最卖座电影”
03:17
is that everything from top最佳 to bottom底部, from start开始 to finish,
从上到下,从头到尾
03:19
is branded品牌 from beginning开始 to end结束 --
都布满了品牌 --
03:22
from the above-the-title上述的标题 sponsor赞助 that you'll你会 see in the movie电影,
从放在影片名称前的赞助商
03:24
which哪一个 is brand X.
是品牌X。
03:26
Now this brand, the Qualcomm高通公司 Stadium体育场,
这个品牌,Qualcomm Stadium
03:28
the Staples斯台普斯 Center中央 ...
史泰普中心...
03:30
these people will be married已婚 to the film电影 in perpetuity如履薄冰 -- forever永远.
这些人的生活与这部电影恒久地结合在了一起--永远
03:32
And so the film电影 explores探讨 this whole整个 idea理念 -- (Michael迈克尔 KassanKassan: It's redundant.)
这部电影探索的是这样一个观念 -- 迈克尔·坎森:这有些重复)
03:35
It's what? (MKMK: It's redundant.) In perpetuity如履薄冰, forever永远?
有些什么?(迈克尔·坎森:这有些重复)恒久,永远?
03:37
I'm a redundant person. (MKMK: I'm just saying.)
我说话常常意思重复(迈克尔·坎森:我就是随口说说)
03:40
That was more for emphasis重点.
这是为了强调
03:42
It was, "In perpetuity如履薄冰. Forever永远."
它是“恒久。永远。”
03:44
But not only are we going to have the brand X title标题 sponsor赞助,
但我们不仅会标出某某品牌赞助商
03:46
but we're going to make sure we sell out every一切 category类别 we can in the film电影.
还要在影片中将该品牌的每一系列产品都推销出去
03:48
So maybe we sell a shoe and it becomes the greatest最大 shoe you ever wore穿着 ...
这样,我们卖出一双鞋,这双鞋就成为史上最合脚的鞋...
03:50
the greatest最大 car汽车 you ever drove开车 from "The Greatest最大 Movie电影 Ever Sold出售,"
“史上最卖座电影”中的车是史上最好开的车
03:53
the greatest最大 drink you've ever had, courtesy礼貌 of "The Greatest最大 Movie电影 Ever Sold出售."
史上最好喝的饮料,进而使影片成为“史上最卖座电影”
03:56
Xavier泽维尔 Kochhar科赫哈: So the idea理念 is,
泽维尔·柯查尔:那么就是说,
03:59
beyond just showing展示 that brands品牌 are a part部分 of your life,
不仅仅只是展示品牌是人们生活的一部分
04:01
but actually其实 get them to finance金融 the film电影? (MS女士: Get them to finance金融 the film电影.)
而是让这些品牌赞助这部电影?(斯普尔洛克:让这些品牌赞助这部电影)
04:03
MS女士: And actually其实 we show显示 the whole整个 process处理 of how does it work.
斯普尔洛克:实际上,我们会展现营销的全过程
04:06
The goal目标 of this whole整个 film电影 is transparency透明度.
这部影片的拍摄目的在于透明度
04:08
You're going to see the whole整个 thing take place地点 in this movie电影.
在影片中,你将见证品牌营销的全过程
04:10
So that's the whole整个 concept概念,
这就是整部电影的理念
04:12
the whole整个 film电影, start开始 to finish.
从头至尾,贯穿影片
04:14
And I would love for CEGCEG to help make it happen发生.
希望CEG能够助我一臂之力
04:16
Robert罗伯特 Friedman弗里德曼: You know it's funny滑稽,
罗伯特. 弗里德曼:有意思的是
04:18
because when I first hear it,
最初听到这样想法时
04:20
it is the ultimate最终 respect尊重
我认为这是在对观众
04:22
for an audience听众.
表示最崇高的敬意
04:24
Guy: I don't know how receptive接受
但我不知道
04:26
people are going to be to it, though虽然.
人们能不能接受
04:28
XKXK: Do you have a perspective透视 --
泽维尔·柯查尔:对此你有没有一个预期 --
04:30
I don't want to use "angle角度" because that has a negative connotation意义 --
我不想用“立场”这个词,因为它带有消极色彩--
04:32
but do you know how this is going to play out? (MS女士: No idea理念.)
你觉得这部影片产生来什么样的结果?(斯普尔洛克:不知道)
04:34
David大卫 Cohn科恩: How much money does it take to do this?
大卫. 柯恩:拍摄这部影片需要多少钱?
04:37
MS女士: 1.5 million百万. (DCDC: Okay.)
一百五十万 (大卫·柯恩:好)
04:40
John约翰 Kamen假面: I think that you're going to have a hard time meeting会议 with them,
约翰·卡门:我认为想要与这些品牌打交道会非常困难
04:43
but I think it's certainly当然 worth价值 pursuing追求
但是,寻求这些大品牌的支持
04:45
a couple一对 big, really obvious明显 brands品牌.
肯定值得一试
04:47
XKXK: Who knows知道, maybe by the time your film电影 comes out,
泽维尔·柯查尔:谁知道啊,你的电影拍出来之后
04:50
we look like a bunch of blithering胡扯的 idiots白痴.
我们可能成了一群胡吹海侃的白痴
04:52
MS女士: What do you think the response响应 is going to be?
斯普尔洛克:你觉得他们会做出什么回答?
04:54
Stuart斯图尔特 RuderferRuderfer: The responses回复 mostly大多 will be "no."
斯图尔特. 鲁德尔弗:他们大部分会拒绝
04:57
MS女士: But is it a tough强硬 sell because of the film电影
斯普尔洛克:他们拒绝的原因是电影本身
04:59
or a tough强硬 sell because of me?
还是因为我本人?
05:01
JKJK: Both.
约翰·卡门:都有
05:03
MS女士: ... Meaning含义 not so optimistic乐观.
斯普尔洛克:情况不容乐观啊
05:05
So, sir先生, can you help me? I need help.
先生们,你们能帮我吗?我需要帮助。
05:08
MKMK: I can help you.
迈克尔·坎森:我可以帮你
05:10
MS女士: Okay. (MKMK: Good.)
斯普尔洛克:太好了。(迈克尔·坎森:很好。)
05:12
Awesome真棒.
太棒了
05:14
MKMK: We've我们已经 gotta总得 figure数字 out which哪一个 brands品牌.
迈克尔·坎森:我们必须锁定品牌
05:16
MS女士: Yeah. (MKMK: That's the challenge挑战.)
斯普尔洛克:没错。(迈克尔·坎森:这很困难。)
05:18
When you look at the people you deal合同 with ..
你将要与之打交道的那些人......
05:21
MKMK: We've我们已经 got some places地方 we can go. (MS女士: Okay.)
迈克尔·坎森:我们有一些人脉。(斯普尔洛克: 好的。)
05:23
Turn the camera相机 off.
把摄像机关掉
05:25
MS女士: I thought "Turn the camera相机 off"
斯普尔洛克:我以为,“把摄像机关掉”
05:27
meant意味着, "Let's have an off-the-record关闭记录 conversation会话."
意思是进行私下讨论
05:29
Turns out it really means手段,
结果,它的意思是
05:31
"We want nothing to do with your movie电影."
“我们不想和你的电影扯上任何关系。”
05:33
MS女士: And just like that, one by one,
斯普尔洛克:就这样,这些公司
05:36
all of these companies公司 suddenly突然 disappeared消失.
一个接着一个,统统消失了
05:39
None没有 of them wanted anything to do with this movie电影.
没有一个人愿意为这部电影出力
05:42
I was amazed吃惊.
我非常吃惊
05:44
They wanted absolutely绝对 nothing to do with this project项目.
他们对这个项目居然没有任何兴趣
05:46
And I was blown away, because I thought the whole整个 concept概念, the idea理念 of advertising广告,
我大吃一惊,我以为,打广告的理念与实质
05:48
was to get your product产品 out in front面前 of as many许多 people as possible可能,
就是把你的产品摆在尽可能多人的面前
05:50
to get as many许多 people to see it as possible可能.
让尽可能多的人见识到你的产品
05:53
Especially特别 in today's今天的 world世界,
尤其在现今世界
05:55
this intersection路口 of new media媒体 and old media媒体
新老媒介纵横交错
05:57
and the fractured骨折 media媒体 landscape景观,
在支离破碎的媒体天下
05:59
isn't the idea理念 to get
难道不应该
06:01
that new buzz-worthy嗡嗡声,值得 delivery交货 vehicle车辆
采用这样一种新式的传送方式
06:03
that's going to get that message信息 to the masses群众?
把信息传递给广大民众吗。
06:06
No, that's what I thought.
不,这只是我个人的想法
06:08
But the problem问题 was, you see,
问题在于,你们看
06:11
my idea理念 had one fatal致命 flaw缺陷,
我的想法有一个致命的错误
06:13
and that flaw缺陷 was this.
这个错误在这里。
06:16
Actually其实 no, that was not the flaw缺陷 whatsoever任何.
实际上不,这可一点错都没有
06:20
That wouldn't不会 have been a problem问题 at all.
这不是问题所在
06:22
This would have been fine.
这是可以接受的
06:24
But what this image图片 represents代表 was the problem问题.
但是,这幅图代表了其中的问题
06:26
See, when you do a Google谷歌 image图片 search搜索 for transparency透明度,
你瞧,如果你在谷歌图片中搜索“transparency(透明化)”
06:28
this is ---
这就是 --
06:30
(Laughter笑声)
(笑声)
06:32
(Applause掌声)
(掌声)
06:34
This is one of the first images图片 that comes up.
这就是排在搜索结果前列的图片之一
06:37
So I like the way you roll, Sergey谢尔盖 Brin布林. No.
我喜欢你的作风,谢尔盖·布林(谷歌创始人之一)
06:40
(Laughter笑声)
(笑声)
06:43
This is was the problem问题: transparency透明度 --
这就是问题所在:透明化 --
06:47
free自由 from pretense虚伪 or deceit谎言;
决不弄虚作假
06:50
easily容易 detected检测 or seen看到 through通过;
透明公开
06:52
readily容易 understood了解;
简单易懂
06:54
characterized特征 by visibility能见度 or accessibility无障碍 of information信息,
具有信息可见、易于获取的特性
06:56
especially特别 concerning关于 business商业 practices做法 --
与商业运作息息相关--
06:59
that last line线 being存在 probably大概 the biggest最大 problem问题.
最后一项可能是最大的问题
07:01
You see, we hear a lot about transparency透明度 these days.
你们看,最近我们经常听到透明化这个词
07:04
Our politicians政治家 say it, our president主席 says it,
我们的政治家们,我们的总统
07:07
even our CEO's首席执行官 say it.
甚至首席执行官们都在使用这个词
07:09
But suddenly突然 when it comes down to becoming变得 a reality现实,
然而,轮到付诸实践的时候
07:11
something suddenly突然 changes变化.
情况陡然发生了变化
07:13
But why? Well, transparency透明度 is scary害怕 --
为什么?透明化是洪水猛兽 --
07:15
(Roar怒吼)
(熊吼)
07:18
like that odd, still-screaming仍然尖叫 bear.
就像这只被定格但还在吼叫的熊
07:20
(Laughter笑声)
(众人笑)
07:23
It's unpredictable不可预料的 --
它令人捉摸不透--
07:25
(Music音乐)
(音乐)
07:27
(Laughter笑声)
(笑声)
07:29
like this odd country国家 road.
正如这条奇怪的乡间小路
07:31
And it's also very risky有风险.
看起来凶险异常
07:34
(Laughter笑声)
(笑声)
07:38
What else其他 is risky有风险?
那么还有什么是凶险的?
07:41
Eating an entire整个 bowl of Cool Whip鞭子.
吃掉整整一大碗Cool Whip冰淇淋
07:43
(Laughter笑声)
(笑声)
07:46
That's very risky有风险.
相当凶险
07:51
Now when I started开始 talking to companies公司
当我开始与公司进行对话
07:55
and telling告诉 them that we wanted to tell this story故事,
告诉他们我们想要讲述这样一个故事
07:57
and they said, "No, we want you to tell a story故事.
他们说:“哦,我们当然想让你们讲故事啦
07:59
We want you to tell a story故事,
我们希望你们讲故事,
08:01
but we just want to tell our story故事."
我们只是希望你们讲我们的故事。”
08:03
See, when I was a kid孩子
当我还是个孩子
08:06
and my father父亲 would catch抓住 me in some sort分类 of a lie谎言 --
我的父亲有时候会发现我在扯谎--
08:08
and there he is giving me the look he often经常 gave me --
他在用他一贯的方式盯着我看--
08:10
he would say, "Son儿子, there's three sides双方 to every一切 story故事.
他会说:“儿子,每一个故事都有三个面。
08:13
There's your story故事,
这里有你的故事,
08:17
there's my story故事
有我的故事,
08:20
and there's the real真实 story故事."
还有真实的故事。”
08:22
Now you see, with this film电影, we wanted to tell the real真实 story故事.
你们看,我们希望通过这部电影来讲述真实的故事
08:24
But with only one company公司, one agency机构 willing愿意 to help me --
而只有一家公司愿意帮助我--
08:27
and that's only because I knew知道 John约翰 Bond and Richard理查德 KirshenbaumKirshenbaum for years年份 --
因为我与约翰·邦德和理查德·科尔申波姆有多年的交情--
08:29
I realized实现 that I would have to go on my own拥有,
我意识到,求人不如求己
08:33
I'd have to cut out the middleman中间人
我必须跳过中间环节
08:35
and go to the companies公司 myself with all of my team球队.
带着我的团队直接与那些公司交涉
08:37
So what you suddenly突然 started开始 to realize实现 --
你突然间开始意识到--
08:40
or what I started开始 to realize实现 --
或当我开始意识到--
08:42
is that when you started开始 having conversations对话 with these companies公司,
你开始与这些公司对话时
08:44
the idea理念 of understanding理解 your brand is a universal普遍 problem问题.
对你自身品牌的理解是一个普遍问题
08:46
(Video视频) MS女士: I have friends朋友 who make great big, giant巨人 Hollywood好莱坞 films影片,
(视频)斯普尔洛克:我有两位朋友是拍摄好莱坞大电影的
08:49
and I have friends朋友 who make little independent独立 films影片 like I make.
我还认识像我一样制作小成本独立电影的朋友
08:51
And the friends朋友 of mine who make big, giant巨人 Hollywood好莱坞 movies电影
而我那些拍摄好莱坞电影的朋友
08:54
say the reason原因 their films影片 are so successful成功
告诉我,他们的电影之所以成功
08:56
is because of the brand partners伙伴 that they have.
得益于他们的品牌赞助商
08:58
And then my friends朋友 who make small independent独立 films影片
而我那些制作小成本独立电影的朋友说:
09:00
say, "Well, how are we supposed应该 to compete竞争
“我们怎么样才能完成
09:02
with these big, giant巨人 Hollywood好莱坞 movies电影?"
这些好莱坞大电影的制作呢?”
09:04
And the movie电影 is called
而这样一部电影就叫做
09:06
"The Greatest最大 Movie电影 Ever Sold出售."
“史上最卖座电影”
09:08
So how specifically特别 will we see Ban禁止 in the film电影?
那么在影片中我们将如何看待Ban这个品牌呢?
09:10
Any time I'm ready准备 to go, any time I open打开 up my medicine医学 cabinet内阁,
每当我准备出门,每当我打开橱柜
09:13
you will see Ban禁止 deodorant除臭剂.
你们都会看到Ban香体液
09:16
While anytime任何时候 I do an interview访问 with someone有人,
每当我与某人进行会谈
09:18
I can say, "Are you fresh新鲜 enough足够 for this interview访问?
我会说:“今天会谈,你足够清新了吗?
09:21
Are you ready准备? You look a little nervous紧张.
你准备好了吗?你看起来有点紧张。
09:24
I want to help you calm冷静 down.
我来帮你放松一下。
09:26
So maybe you should put some one before the interview访问."
或许你可以在会谈之前使用一些。”
09:28
So we'll offer提供 one of these fabulous极好 scents气味.
我们就把这些怡人的香体液摆出来
09:30
Whether是否 it's a "Floral花的 Fusion聚变" or a "Paradise天堂 Winds,"
不管是“四溢花香”或是“天堂风韵”
09:32
they'll他们会 have their chance机会.
总有一款适合您
09:34
We will have them geared面向 for both male or female --
我们会同时面向男士女士们推出这些产品--
09:36
solid固体, roll-on滚上 or stick, whatever随你 it may可能 be.
固体型,走珠型,或膏状,各种香体液一应俱全
09:39
That's the two-cent两分 tour游览.
这就是大致情况
09:42
So now I can answer回答 any of your questions问题
现在我会回答你们的任何问题
09:44
and give you the five-cent五分钱 tour游览.
好让你们进一步了解情况
09:46
Karen卡伦 Frank坦率: We are a smaller brand.
凯伦·弗兰克:我们是一个知名度较小的品牌
09:48
Much like you talked about being存在 a smaller movie电影,
就像你说到的小成本电影一样
09:50
we're very much a challenger挑战者 brand.
我们是一个刚起步的品牌
09:52
So we don't have the budgets预算 that other brands品牌 have.
我们不像其它大品牌那样财大气粗
09:54
So doing things like this -- you know,
而进行这样的宣传--你知道
09:56
remind提醒 people about Ban禁止 --
能够引起人们对Ban的关注--
09:58
is kind of why were interested有兴趣 in it.
这是吸引我们的地方
10:00
MS女士: What are the words that you would use to describe描述 Ban禁止?
斯普尔洛克:你们会用哪些词来形容Ban这个品牌?
10:02
Ban禁止 is blank空白.
Ban非常怎么样
10:04
KFKF: That's a great question.
凯伦·弗兰克:问得好
10:07
(Laughter笑声)
(众人笑)
10:10
Woman女人: Superior优越 technology技术.
女人:尖端科技
10:15
MS女士: Technology's技术的 not the way you want to describe描述 something
斯普尔洛克:科技不是最好的描述方式
10:17
somebody's某人的 putting in their armpit腋窝.
香体液是人们擦于腋下的产品
10:19
Man: We talk about bold胆大, fresh新鲜.
男人:我们谈到了大胆,清新
10:21
I think "fresh新鲜" is a great word that really spins自旋 this category类别 into the positive,
我想“清新”是这一系列产品的积极写照
10:23
versus "fights打架 odor气味 and wetness湿."
与“抑制体味,干爽舒适”相对应
10:26
It keeps保持 you fresh新鲜.
它让你感觉清新
10:28
How do we keep you fresher清新 longer -- better freshness新鲜,
你如何让身体持久清新--更加清新
10:30
more freshness新鲜, three times fresher清新.
三倍清新
10:32
Things like that that are more of that positive benefit效益.
这些都能产生积极效果
10:34
MS女士: And that's a multi-million数百万 dollar美元 corporation公司.
那可是个身家几百万的企业集团啊
10:38
What about me? What about a regular定期 guy?
那我呢?一个普通人怎么想?
10:41
I need to go talk to the man on the street,
我有必要问问大街上的人们
10:43
the people who are like me, the regular定期 Joes乔斯.
他们像我一样,是路人甲乙丙丁
10:45
They need to tell me about my brand.
他们需要告诉他们自己的品牌
10:47
(Video视频) MS女士: How would you guys describe描述 your brand?
(视频)斯普尔洛克:你们会怎样描述你们的品牌?
10:49
Man: Um, my brand?
男人:我的品牌?
10:53
I don't know.
我不知道
10:56
I like really nice不错 clothes衣服.
我喜欢非常好的服装
10:58
Woman女人: 80's revival复兴
八十年代复古风
11:00
meets符合 skater-punk滑冰朋克,
结合滑板朋克风格
11:02
unless除非 it's laundry洗衣店 day.
除非今天是洗衣日
11:04
MS女士: All right, what is brand Gerry格里?
斯普尔洛克:好,格里 ,什么是品牌?
11:06
Gerry格里: Unique独特. (MS女士: Unique独特.)
格里:与众不同 (斯普尔洛克:与众不同)
11:08
Man: I guess猜测 what kind of genre类型, style样式 I am
男人:我认为是我所特有的风格
11:10
would be like dark黑暗 glamor魅力.
应该是“暗色迷情”
11:12
I like a lot of black黑色 colors颜色,
我喜欢黑色
11:15
a lot of grays灰色 and stuff东东 like that.
灰色之类的事物
11:17
But usually平时 I have an accessory附件,
我通常会戴一个配件
11:19
like sunglasses墨镜,
比如太阳眼镜
11:21
or I like crystal水晶 and things like that too.
我还喜欢水晶配件
11:23
Woman女人: If Dan were a brand,
女人:如果丹是一个品牌
11:25
he might威力 be a classic经典 convertible可兑换
那他可能会是一款经典的敞篷车
11:27
Mercedes奔驰 Benz奔驰.
就像梅塞德斯. 奔驰
11:31
Man 2: The brand that I am
男人2:我的品牌
11:33
is, I would call it casual随便 fly.
我会叫它“不拘一格”
11:35
Woman女人 2: Part部分 hippie嬉皮士, part部分 yogi修道者,
女人2:有点嬉皮,有点瑜伽
11:37
part部分 Brooklyn布鲁克林 girl女孩 -- I don't know.
有点布鲁克林女孩的味道--我不知道
11:39
Man 3: I'm the pet宠物 guy.
男人3:我喜欢养宠物
11:41
I sell pet宠物 toys玩具 all over the country国家, all over the world世界.
我的宠物玩具销往全国,甚至全世界
11:43
So I guess猜测 that's my brand.
我想这就是我的品牌
11:45
In my warped扭曲 little industry行业, that's my brand.
在这个扭曲的小行业里,这就是我的品牌
11:47
Man 4: My brand is FedEx联邦快递 because I deliver交付 the goods产品.
男人4:我的品牌是“联邦快递”,我是送货的
11:50
Man 5: Failed失败 writer-alcoholic作家酒精 brand.
男人5:“落破酗酒作家”牌
11:53
Is that something?
这算吗?
11:55
Lawyer律师: I'm a lawyer律师 brand.
律师:我的品牌是律师
11:57
Tom汤姆: I'm Tom汤姆.
汤姆:我是“汤姆牌”
12:03
MS女士: Well we can't all be brand Tom汤姆, but I do often经常 find myself
斯普尔洛克:可我们不能都成为“汤姆牌”,但我经常发现自己
12:06
at the intersection路口 of dark黑暗 glamor魅力 and casual随便 fly.
是“暗色迷情”和“不拘一格”的结合体
12:09
(Laughter笑声)
(笑声)
12:12
And what I realized实现 is I needed需要 an expert专家.
我意识到,我需要的是一位专家
12:14
I needed需要 somebody who could get inside my head,
我系一位能够读懂我内心所想、
12:16
somebody who could really help me understand理解
一位能够真正帮助我
12:18
what they call your "brand personality个性."
了解何为“品牌个性”的人
12:20
And so I found发现 a company公司 called Olson奥尔森 Zaltman萨尔特曼 in Pittsburg匹兹堡.
于是我在匹兹堡找到了一家名为Olson Zaltman的公司
12:22
They've他们已经 helped帮助 companies公司 like Nestle贴近, Febreze纺必适, Hallmark霍尔马克
他们帮助过雀巢,宝洁公司的Febreze,贺曼(Hallmark)等品牌
12:24
discover发现 that brand personality个性.
发现他们的品牌个性
12:27
If they could do it for them, surely一定 they could do it for me.
如果他们能够帮助那些品牌,那么他们肯定能够帮助我
12:29
(Video视频) Abigail阿比盖尔: You brought your pictures图片, right?
(视频)艾比加尔:你把图片都带来了对吗?
12:32
MS女士: I did. The very first picture图片
斯普尔洛克:我带了。第一张图片
12:34
is a picture图片 of my family家庭.
是我的全家福
12:36
A: So tell me a little bit how it relates涉及 to your thoughts思念 and feelings情怀 about who you are.
艾比加尔:请告诉我这张照片跟你对自己感想有什么联系
12:38
MS女士: These are the people who shape形状 the way I look at the world世界.
斯普尔洛克:这些人帮助我形成了对世界的看法
12:41
A: Tell me about this world世界.
艾比加尔:这是个什么样的世界
12:43
MS女士: This world世界? I think your world世界 is the world世界 that you live生活 in --
斯普尔洛克:这个世界?我认为你的世界就是你生活的世界--
12:45
like people who are around you, your friends朋友, your family家庭,
你身边的所有人,你的朋友,家人
12:48
the way you live生活 your life, the job工作 you do.
你的生活方式,你的工作
12:51
All those things stemmed朵朵 and started开始 from one place地点,
这一切都有一个生根发芽发芽的地方
12:53
and for me they stemmed朵朵 and started开始 with my family家庭 in West西 Virginia弗吉尼亚州.
而对于我这个地方就是我在西弗吉尼亚州的家
12:55
A: What's the next下一个 one you want to talk about?
艾比加尔:下一张图呢?
12:58
MS女士: The next下一个 one: This was the best最好 day ever.
斯普尔洛克:下一张:这是我最开心的一天
13:00
A: How does this relate涉及 to your thoughts思念 and feelings情怀 about who you are?
艾比加尔:这与你对自己的看法有什么联系呢?
13:02
MS女士: It's like, who do I want to be?
斯普尔洛克:这与我想要成为什么样的人有关
13:04
I like things that are different不同.
我喜欢新奇的事物
13:06
I like things that are weird奇怪的. I like weird奇怪的 things.
我喜欢奇怪的事物
13:08
A: Tell me about the "why" phase -- what does that do for us?
艾比加尔:告诉我“为什么”--这对我们有什么帮助?
13:10
What is the machete弯刀? What pupa stage阶段 are you in now?
那把弯刀代表什么?你现在出于哪个孕育阶段?
13:12
Why is it important重要 to reboot重启? What does the red represent代表?
重整旗鼓为什么那么重要?红色代表什么?
13:14
Tell me a little bit about that part部分.
请解释一下这个部分
13:17
... A little more about you that is not who you are.
说一下哪些不符合你的风格
13:19
What are some other metamorphoses变态 that you've had?
你经过哪些蜕变?
13:22
... Doesn't have to be fear恐惧. What kind of roller滚筒 coaster杯垫 are you on?
不一定是恐惧。你所坐的是什么样的过山车?
13:24
MS女士: EEEEEEEEEEEE! (A: Thank you.) No, thank you.
斯普尔洛克:呀......! (艾比加尔:谢谢。)不,我谢谢你
13:26
A: Thanks谢谢 for you patience忍耐. (MS女士: Great job工作.)
艾比加尔:感谢你的耐心合作。(斯普尔洛克:你干得很好。)
13:28
A: Yeah. (MS女士: Thanks谢谢 a lot.) All right.
艾比加尔:是吗。(斯普尔洛克:非常感谢。)好的
13:30
MS女士: Yeah, I don't know what's going to come of this.
唉,我不知道最后的结果如何
13:32
There was a whole整个 lot of crazy going on in there.
这其中有太多复杂繁琐的事情了
13:34
Lindsay林赛 Zaltman萨尔特曼: The first thing we saw was this idea理念
林赛·左特曼:这个想法的第一印象
13:37
that you had two distinct不同, but complementary补充
你的品牌个性中有两个迥然不同
13:39
sides双方 to your brand personality个性 --
却相辅相成的两面--
13:41
the Morgan摩根 Spurlock斯普尔洛克 brand is a mindful铭记/play brand.
摩根·斯普尔洛克品牌是一个既有思想又玩世不恭的品牌
13:44
Those are juxtaposed并列 very nicely很好 together一起.
这两种很好地结合在一起
13:47
And I think there's almost几乎 a paradox悖论 with those.
这两者几乎形成一个矛盾体
13:49
And I think some companies公司
我认为一些公司
13:51
will just focus焦点 on one of their strengths优势 or the other
往往只偏重其优势的其中一项
13:53
instead代替 of focusing调焦 on both.
而不会两者兼顾
13:56
Most companies公司 tend趋向 to -- and it's human人的 nature性质 --
大多数公司偏向于--这也是人之常情--
13:58
to avoid避免 things that they're not sure of,
回避他们把握不准的事情
14:01
avoid避免 fear恐惧, those elements分子,
回避恐惧等等
14:03
and you really embrace拥抱 those,
而你却正好相反
14:05
and you actually其实 turn them into positives阳性 for you, and it's a neat整齐 thing to see.
你实际上把这些都转变成了积极因素,这是很好的
14:07
What other brands品牌 are like that?
那么类似的品牌有哪些呢?
14:10
The first on here is the classic经典, Apple苹果.
第一个就是最经典的,苹果公司
14:12
And you can see here too, Target目标, WiiWii游戏机,
另外还有Target,Wii
14:14
Mini微型 from the Mini微型 Coopers库珀, and JetBlue捷蓝航空.
Mini Coopers中的Mini,还有JetBlue
14:17
Now there's playful调皮 brands品牌 and mindful铭记 brands品牌,
有些品牌是“玩世不恭”的,有些品牌是有思想深度的
14:20
those things that have come and gone走了,
而这些品牌都不长久
14:22
but a playful调皮, mindful铭记 brand is a pretty漂亮 powerful强大 thing.
但一个既有思想深度,又有些玩世不恭的品牌,是非常有力量的
14:24
MS女士: A playful调皮, mindful铭记 brand. What is your brand?
斯普尔洛克:一个玩世不恭,又有思想的品牌。那么你的品牌呢?
14:27
If somebody asked you to describe描述 your brand identity身分, your brand personality个性,
如果有人让你描述自己的品牌定位,你的品牌个性
14:29
what would you be?
你会如何描述?
14:32
Are you an up attribute属性? Are you something that gets得到 the blood血液 flowing流动?
你是否高调?你会让人心潮澎湃吗?
14:34
Or are you more of a down attribute属性?
或者是低调品牌?
14:37
Are you something that's a little more calm冷静, reserved保留的, conservative保守?
你的品牌是否较为沉稳,矜持,保守?
14:39
Up attributes属性 are things like being存在 playful调皮,
高调品牌一般较为玩世不恭
14:42
being存在 fresh新鲜 like the Fresh新鲜 Prince王子,
就像Fresh Prince那样新奇
14:45
contemporary现代的, adventurous爱冒险的,
时尚,冒险
14:48
edgy前卫 or daring大胆 like Errol埃罗尔 Flynn弗林,
像埃罗尔·弗林那样前卫,大胆
14:50
nimble敏捷 or agile敏捷, profane粗俗, domineering盛气凌人,
敏捷,灵活,世俗,霸气
14:52
magical神奇 or mystical神秘 like Gandalf甘道夫.
像甘道夫那样神奇又神秘
14:55
Or are you more of a down attribute属性?
或者你的品牌较为低调?
14:57
Are you mindful铭记, sophisticated复杂的 like 007?
你像007那样深思熟虑,世故老道?
14:59
Are you established既定, traditional传统, nurturing培育, protective保护的,
你是否名声显赫,传统,孜孜不倦,保守
15:01
empathetic感情移入的 like the Oprah奥普拉?
像奥普拉那样煽情?
15:04
Are you reliable可靠, stable稳定, familiar,
你是否值得信赖,稳重,熟悉
15:06
safe安全, secure安全, sacred神圣,
安全,可靠,神圣
15:08
contemplative沉思 or wise明智的
充满思想与智慧
15:10
like the Dalai达赖 Lama喇嘛 or Yoda尤达?
就像达赖喇嘛或尤达大师(星战人物)那样?
15:12
Over the course课程 of this film电影,
从这部影片中
15:14
we had 500-plus-加 companies公司
我们发现了超过五百家
15:17
who were up and down companies公司
高调或低调品牌的公司
15:19
saying, "no," they didn't want any part部分 of this project项目.
他们说:“不”,他们不愿意与这部影片扯上任何关系
15:21
They wanted nothing to do with this film电影, mainly主要 because they would have no control控制,
他们不愿意与影片扯上关系,主要是因为他们没有控制权
15:23
they would have no control控制 over the final最后 product产品.
他们无法控制最终成品
15:26
But we did get 17 brand partners伙伴
但我们最终还是得到了17家合作公司
15:28
who were willing愿意 to relinquish放弃 that control控制,
他们愿意交出控制权
15:30
who wanted to be in business商业
他们愿意和像我这样
15:32
with someone有人 as mindful铭记 and as playful调皮 as myself
既有思想又玩世不恭的人合作
15:34
and who ultimately最终 empowered授权 us to tell stories故事
他们把讲述故事的权力完全交给了我们
15:37
that normally一般 we wouldn't不会 be able能够 to tell --
讲述那些鲜为人知的故事--
15:39
stories故事 that an advertiser广告 would normally一般 never get behind背后.
那些广告商从未深入发掘的故事
15:42
They enabled启用 us to tell the story故事 about neuromarketing神经营销学,
他们让我们讲述关于神经营销学的故事
15:45
as we got into telling告诉 the story故事 in this film电影
我们在电影中
15:48
about how now they're using运用 MRI'sMRI的
介绍他们如何先通过核磁共振成像技术
15:50
to target目标 the desire欲望 centers中心 of your brain
找到你大脑中控制欲求的区域
15:52
for both commercials广告 as well as movie电影 marketing营销.
再来做广告,拍摄营销式电影
15:54
We went to San Paulo圣保罗 where they have banned取缔 outdoor户外 advertising广告.
我们去到禁止户外广告圣保罗
15:57
In the entire整个 city for the past过去 five years年份,
这个城市在过去整整五年里
16:00
there's no billboards广告牌, there's no posters海报, there's no flyers传单, nothing.
没有设任何广告牌,张贴任何海报,没有发过任何宣传单,什么都没有
16:02
(Applause掌声)
(掌声)
16:05
And we went to school学校 districts
我们去到学校区
16:07
where now companies公司 are making制造 their way
在这里,各个公司试图把广告打入
16:09
into cash-strapped囊中羞涩 schools学校 all across横过 America美国.
全美所有财政紧张的学校
16:11
What's incredible难以置信 for me is the projects项目 that I've gotten得到 the most feedback反馈 out of,
让我意想不到的是,让我得到最多反馈
16:14
or I've had the most success成功 in,
或者让我取得最大收获的
16:17
are ones那些 where I've interacted互动 with things directly.
竟然是我亲自去处理的那些事情
16:19
And that's what these brands品牌 did.
这些品牌就是怎么做的
16:21
They cut out the middleman中间人, they cut out their agencies机构
他们跳过中间人,跳过中介
16:23
and said, "Maybe these agencies机构
认为,这些中介
16:25
don't have my best最好 interest利益 in mind心神.
可能并没有把我的利益放在首位
16:27
I'm going to deal合同 directly with the artist艺术家.
我将直接与艺术家交涉
16:29
I'm going to work with him to create创建 something different不同,
我将和他一起创造出一部不同凡响的影片
16:31
something that's going to get people thinking思维,
让人们从中有所领悟
16:33
that's going to challenge挑战 the way we look at the world世界."
这将颠覆我们对世界的看法
16:35
And how has that been for them? Has it been successful成功?
这对人们产生了什么影响?这么做成功了吗?
16:37
Well, since以来 the film电影 premiered首演 at the Sundance圣丹斯电影节 Film电影 Festival, let's take a look.
这部电影在圣丹斯电影节上首度上映,我们来看看
16:39
According根据 to BurrellesBurrelles, the movie电影 premiered首演 in January一月,
根据Burrelles 的数据,电影自一月份首度上映以来
16:42
and since以来 then -- and this isn't even the whole整个 thing --
-- 这还不是整部电影 --
16:45
we've我们已经 had 900 million百万 media媒体 impressions印象 for this film电影.
我们就得到了媒体对该电影的9亿次报道
16:47
That's literally按照字面 covering覆盖 just like a two and a half-week半周 period.
全部报道加起来时长为两周半
16:50
That's only online线上 -- no print打印, no TV电视.
这还只是网络上的情况--不包括报纸杂志,或电视
16:52
The film电影 hasn't有没有 even been distributed分散式 yet然而.
这部电影甚至还没有发行
16:54
It's not even online线上. It's not even streaming.
网络上没有 不能在线观看
16:56
It's not even been out into other foreign国外 countries国家 yet然而.
也没有在其它国家上映
16:58
So ultimately最终,
最后
17:01
this film电影 has already已经 started开始 to gain获得 a lot of momentum动量.
这部电影已经收到了广泛的关注
17:03
And not bad for a project项目 that almost几乎 every一切 ad广告 agency机构 we talked to
对于这样一部影片而已,这是个不错的成绩
17:06
advised建议 their clients客户 not to take part部分.
我们当时找的广告公司都建议客户不要参与
17:09
What I always believe
我始终相信
17:11
is that if you take chances机会, if you take risks风险,
如果你敢于尝试,敢于冒险
17:13
that in those risks风险 will come opportunity机会.
这些风险就会成为机遇
17:15
I believe that when you push people away from that,
我相信当你不让人们冒险
17:18
you're pushing推动 them more towards failure失败.
你就是在把他们推向失败
17:20
I believe that when you train培养 your employees雇员 to be risk风险 averse规避,
我相信,当你教育你的员工不去冒险
17:22
then you're preparing准备 your whole整个 company公司
那么你就是在将整个公司的利益
17:25
to be reward奖励 challenged挑战.
置于危险之中
17:27
I feel like that what has to happen发生 moving移动 forward前锋
我认为想要取得进步
17:29
is we need to encourage鼓励 people to take risks风险.
我们就必须鼓励人们敢于冒险
17:31
We need to encourage鼓励 people to not be afraid害怕
我们必须鼓励人们
17:34
of opportunities机会 that may可能 scare them.
不要害怕看似危险的机遇
17:36
Ultimately最终,, moving移动 forward前锋,
最终,勇往直前
17:38
I think we have to embrace拥抱 fear恐惧.
我认为我们必须直面恐惧
17:40
We've我们已经 got to put that bear in a cage.
必须把那只熊关进笼子里
17:42
(Laughter笑声)
(笑声)
17:44
Embrace拥抱 fear恐惧. Embrace拥抱 risk风险.
直面恐惧 直面风险
17:51
One big spoonful一匙 at a time, we have to embrace拥抱 risk风险.
一口接一口,直面风险
17:54
And ultimately最终, we have to embrace拥抱 transparency透明度.
最终,我们必须拥抱透明化
17:57
Today今天, more than ever,
现在,比以往任何时候
18:01
a little honesty诚实 is going to go a long way.
一点点诚信就能产生很强的生命力
18:03
And that being存在 said, through通过 honesty诚实 and transparency透明度,
我说过:通过诚信与透明
18:05
my entire整个 talk, "Embrace拥抱 Transparency透明度,"
我的整个演讲“拥抱透明化”
18:08
has been brought to you
由我在EMC的好友们
18:11
by my good friends朋友 at EMCEMC,
赞助播出
18:13
who for $7,100
他们以7100美元
18:16
bought the naming命名 rights权利 on eBay易趣.
在Ebay网上买下了演讲冠名权
18:18
(Applause掌声)
(掌声)
18:20
EMCEMC: Turning车削 big data数据
EMC: 变庞大数据
18:29
into big opportunity机会
为巨大机遇
18:32
for organizations组织 all over the world世界.
造福全球企业
18:34
EMCEMC presents礼物: "Embrace拥抱 Transparency透明度."
EMC为您呈现“拥抱透明化”
18:36
Thank you very much, guys.
非常感谢各位
18:39
(Applause掌声)
(掌声)
18:41
June六月 Cohen科恩: So, Morgan摩根,
琼·柯翰:那么,摩根
18:54
in the name名称 of transparency透明度,
为贯彻透明化的宗旨
18:57
what exactly究竟 happened发生 to that $7,100?
那7100美元被弄到哪儿去啦?
18:59
MS女士: That is a fantastic奇妙 question.
斯普尔洛克:这个问题问得太好了
19:01
I have in my pocket口袋 a check
我口袋里有一张支票
19:04
made制作 out to the parent organization组织 to the TEDTED organization组织,
是TED的母公司
19:07
the Sapling树苗 Foundation基础 --
种子基金会(Sapling Foundation)
19:09
a check for $7,100
开的一张7100美元支票
19:11
to be applied应用的 toward my attendance for next下一个 year's年份 TEDTED.
作为我明年TED的出场费
19:13
(Laughter笑声)
(笑声)
19:16
(Applause掌声)
(掌声)
19:18
Translated by Lili Liang
Reviewed by Felix Chen

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About the speaker:

Morgan Spurlock - Filmmaker
Morgan Spurlock makes documentary film and TV that is personal, political -- and, above all, deeply empathetic.

Why you should listen

Though it was as high-concept as any reality-TV show, Morgan Spurlock's 2004 film Super Size Me was something else entirely: a critique of modern fast-feeding, wrapped in the personal story of a charming, curious host. And "host" can be taken literally: eating only McDonald's for 30 days straight, Spurlock went into a shocking physical and emotional decline, showing via his own body the truth about junk food. After this Oscar-nominated doc came Spurlock's three-seasons-long unscripted TV show, 30 Days, based on another lifehack: Send a person to live, for 30 days, inside another worldview. Stories from 30 Days are human, engaging, surprising: An anti-immigrant activist warms to a tight-knit family of border-crossers; an outsourced US engineer meets the Indian engineer who holds his old job; a former pro football player spends 30 days navigating the world in a wheelchair.

In 2008, Spurlock released Where in the World Is Osama Bin Laden?, about his months-long trek through Afghanistan, Saudi Arabia, Egypt, Israel, Palestine ... following leads and interviewing people along the way. (In an interview, he guessed he got within 50 miles of Osama before winding up the hunt.) He was also part of a group-filmed version of Freakonomics. He wrote a book about his fast-food odyssey, called Don't Eat This Book -- while his wife, vegan chef Alex Jamieson, wrote a bestseller about the eight-week cleansing diet she put Spurlock on after he got supersized.

His latest film, The Greatest Movie Ever Sold, dives into the mysterious world of brand sponsorship, a major influence on how pop culture is developed and shared. Almost totally sponsored itself, the film was the first to be sold at Sundance 2011, and, it's said, made a profit before it even opened. The film debuts in US theaters on April 22, 2011.

 

More profile about the speaker
Morgan Spurlock | Speaker | TED.com