探求自我的世纪（2002）

I'm a bookseller, I sell books,
我是个书商，卖♥♥书的
I'm a businessman,
我是个商人
but that doesn't necessarily mean that I believe in capitalism,
但这并不意味着，我信奉资本主义
it just happens to be what I am doing now.
这只是我现在正在做的事而已
SRI created a simplified questionnaire with just 30 key questions.
SRI 设计了一份简化问卷，只有30个关键问题
Anyone who answered them could be immediately be fitted into a dozen or so, of these groups.
任何回答这些问题的人都可以
It allowed businesses to identify which groups were buying their products
这让企业能够识别哪些群体在购买♥♥自己的产品
and from that how the goods could be marketed
以及从中得知这些产品该如何营销
so they became powerful emblems of those groups inner values and lifestyles.
从而能成为这些群体内在价值和生活方式的有力象征
It was the beginning of lifestyle marketing.
这就是“生活方式营销”的开始
So it allowed people not just to look at people as demographics
因此，它不仅把人们看作是年龄、收入
groups of age and income or whatever,
或其他什么的人口统计学群体
but to really understand the underlying motivations.
而且还能真正理解其背后的动机
I mean most of marketing was looking at people's actions
我的意思是，大多数市场营销都是观察人们的行为
and trying to figure out what to do,
并试图弄清该做什么，而我们所做的是
but what we were doing is…we were trying to look at people's underlying values
我们试图观察人们的潜在价值观
so that we could predict what is their lifestyle,
这样我们就可以预测他们的生活方式
what kind of house did they live in, what kind of car did they drive.
他们住在什么样的房♥子里，开什么样的车
So the corporations were then able to sell things to them by understanding them,
所以公♥司♥能够通过了解他们向他们销♥售♥产品
by having labels, by knowing what people looked like,
通过标签，通过知道人们的长相
by where they lived, by what their lifestyles are.
通过他们住在哪里，他们的生活方式
If a new product expressed a particular group's values, it would be bought them.
如果一个新产品表达了一个特定
This is what made the Values and Lifestyles system so powerful.
这就是VALs体系如此强大的原因
It's ability to predict what new products, self-actualizers would choose.
它能够预测自我实现者会选择什么样的新产品
This power was about to be demonstrated dramatically.
这种力量即将被戏剧性地展现
VALs was about to show not just what products they would buy,
VALs将要展现的不仅是他们将要购买♥♥什么产品
but the politicians they were going to choose to elect.
还有他们打算选出的政客
Ladies and gentleman, the next president of the USA - Ronald Reagan!
女士们先生们，下届美国总统——罗纳德•里根！
In 1980, Ronald Reagan ran for president.
1980年，罗纳德•里根当选总统
He and his advisors were convinced they could win on a program of a new individualism.
他和他的顾问们相信，他们能够
It would be an attack on 50 years of government interference in people's lives.
这将是对50年来政♥府♥干预人♥民♥生活的一次攻击
Jeffery·Bell（1976 - 1981）
杰弗里·贝尔 里根演讲撰稿人
I wrote a speech about let the people make the basic decisions,
我写了篇演讲，有关让人♥民♥基本自主决定
get judges out of the way, get bureaucrats out of the way,
让法官走开，让官僚走开
get centralized government out of the way.
让中♥央♥政♥府♥不再碍事
I gave Reagan a choice of several titles for the speech,
我给了里根选了几个演讲题目
and the one he picked was Let the People Rule, Let the People Regain Rule,
他挑的题目是让人♥民♥来统治，让人♥民♥重获统治权
regain control over their own destiny away from a remote elite in Washington.
摆脱华盛顿的精英阶层，重新掌握自己的命运
I would like to think that the kind of leadership that I would exercise in Washington
我愿意认为，我在华盛顿所行使的领导权
is not the kind of leadership that I would pretend
不是那种，我假装自己能够解决
that I can solve all the problems I've been discussing here
当前讨论的所有问题的领导权
but that together, you and I can...
而是我能与你们一起…
I would like to be, to take the lead
我愿意带头
in taking government off the backs of the american people and turning you loose...
卸下政♥府♥给人♥民♥背上的重担，让你们解脱…
It was radical.
这是激进的做法
Modern Republicans thought it was suicide, Jimmy Carter called it ridiculous,
新共和党人认为这是自杀，吉米•卡特斥其荒谬
the press was extremely negative,
媒体报道也非常负面
but the odd thing was that it polled it very well in New Hampshire,
但奇特的是，在新罕布♥什♥尔州的民调却非常好
the first primary state that we had to win.
这是我们赢得的第一个初选州
What was odd was there seemed to be a strange mosaic of support for Reagan's policies.
奇特的是，对里根政策的支持
The traditional pollsters could see no coherent pattern across class, age or gender.
传统的民♥意♥调查人员看不到
But those who had designed the Values and Lifestyles system believed that they knew why.
但那些设计了VALs体系的人相信他们知道原因
They were testing their system in both America and Britain
他们在美国和英国对自己的体制进行了测试
and they were convinced that both Reagan's and Thatcher's message
确信里根和撒切尔“个体自♥由♥”的信♥号♥♥
about individual freedom would appeal to the group at the top of their hierarchy,the inner directeds,
会对他们的高层，即核心主导圈产生吸引力
because it fitted with the way they saw themselves.
因为这符合他们对自己的看法
They were really concerned about being individuals, about being individualistic,
他们真正关心的是个体，关心个人主义
Christine MacNulty（1978-81）
克里斯汀·麦克纳尔蒂 SRI VALs小组项目经理
and so in the early stages when we were looking at
所以在早期阶段，当我们看到
the messages that both Thatcher and Reagan were putting across
撒切尔和里根传达的信息时
we said they are using words that will really appeal to a lot of younger people
我们说他们使用的词汇将真正吸引很多年轻人
and particularly to the people who are moving towards self-actualization.
特别是那些正在走向自我实现的人
We called them the inner directed people.
我们称他们为内部主导者
A lot of our colleagues said that's absolutely ridiculous
我们许多同事说，这绝对是荒谬的
because inner directeds are very socially aware,very socially concerned,
因为核心主导者非常有社会意识，非常关心社会
they'll never vote conservative, or they'll never vote for the Republicans,
他们永远不会投票给保守派，或者永远不会投给共和党
but we said if Thatcher and Reagan continue to appeal to them in this way they really will.
但是我们说，如果撒切尔和里根继续
The idea that the new self actualizing individuals would choose a politician from the right, not the left,
认为自我实现的新个体会从
seemed extraordinary.
这一想法似乎很不寻常
To test their prediction
为了验证他们的预测
the values and lifestyles team did a survey of voting intentions
VALs研究小组
and they correlated it with their new psychological categories.
并将调查结果与新的心理类别进行关联
When we said in our surveys who are you going to vote for,
当我们在民♥意♥调查中问，你会投票给谁的时候
sure enough it was the inner directeds that said they were going to vote for Thatcher and for Reagan.
毫无疑问是内部主导者说
And they made the difference in those elections.
他们在那些选举中发挥了重要作用
because of their voting for Thatcher and Reagan..
因为他们给撒切尔和里根投了票
And it really surprised my colleagues even within my own organization.
这真的让我的同事们感到惊讶，即使是在自己的团队里
It really showed the power of this approach
它真正展现了这种方法的力量
because it's very difficult to identify inner directed on the street.
因为街上是很难找出那些内部主导者的
These people who voted for Thatcher and Reagan, these inner directeds, came from any walk of life.
这些投票给撒切尔和里根的人
It's really hardly correlated in social class at all.
这与社会阶层几乎没什么联♥系♥
I mean if you just go along and look at age, sex, and social class,
我的意思是，如果你只关注年龄、性别和社会阶层
you would never pick them up.
你永远也注意不到它们
But if you really go along with a questionnaire that gets at their values
但如果你真的去做一份调查问卷，了解他们的价值观
then you can identify them very easily, and that was completely new.
那么就可以很容易地识别他们，这是全新的方法
That was new? and that was completely new.
新方法？ 是的，这是全新的方法
At the beginning of 1981, Ronald Reagan was inaugurated as president.
1981年初，罗纳德•里根就任总统
But he took charge of a country that was facing economic disaster.
但他掌管的国家正面临着经济灾难
The terrible inflation of the 1970s destroyed much of America's traditional heavy industries.
70年代可怕的通货膨胀，摧毁了美国许多传统的重工业
Millions were unemployed.
上百万人就此失业
But true to his campaign promises, Reagan told the country
但里根信守他的竞选承诺，他告诉全国人♥民♥
he would not step into help as all previous governments had since the war.
他不会像战后历届前任政♥府♥那样伸出援手
These United States are confronted with an economic affliction of great proportions.
这些美国所面临的巨大的经济困难…
We suffer from the longest and one of the worst sustained inflations in our national history.
我们遭受了我国历史上持续
Idle industries have cast workers into unemployment, human misery, and personal indignity.
荒废的工业使工人失业，陷入痛苦和个人的屈辱
In this present crisis, government is not the solution to our problem;
在当前的危机中，政♥府♥不是我们问题的解决方案
government is the problem.
政♥府♥自己才是问题所在
But America's ailing economy was about to be rescued not by government,
但拯救美国经济衰败的不是政♥府♥
but by the new groups market researchers had identified, the self-actualizing individuals.
而是市场研究人员认定的新团体——自我实现者
They were about to become the motor for what would be called the new economy.
他们即将成为所谓新经济的发动机
You can be what you wanna be!
你可以成为你想成为的人！
So, what do you really want?
那么，你想要的是什么？
A tasty product that's good for me...
一个对我有益的美味产品…
What do you want that for?
你要那个想做什么？
Renee M. Love
瑞妮 ·M· 爱 欧米茄集团董事长、首席执行官
One technique is that we ask people the same question over and over again.
其中一个技巧是，我们一遍又一遍
We say what do you want, what do you really want, what do you want that for
我们说你想要什么，你真正想要的
and they start to talk about it
然后他们就开始谈论这些
and they kind of get intimate with what's going on.
他们对这类事情很熟悉
What we're doing with that technique is unpeeling the onion.
我们用这种技术做的是剥洋葱
If you want to think of a person as having layers and layers and layers of protection,
如果你认为一个人有层层的保护
thoughts, behavior and belief
像是思想，行为和信仰
we want to get to the center core.
那么我们想要到达其核心
In the wake of the invention of Values and Lifestyles
随着“价值观与生活方式”的发明
a vast industry of psychological market research grew out.
一个庞大的心理市场研究行业应运而生
And the old technique of the focus group invented by the Freudian psychoanalysts of the 50s,
焦点小组的老方法是由弗洛伊德派
was used in a new and powerful way.
以一种全新而有力的方式被使用
The original aim of the focus group had been to find ways to entice people
焦点小组最初的目的是想方设法吸引人们
to buy a limited range of mass-produced goods.
购买♥♥有限范围的批量生产出的商品
But now focus groups were used in a different way,
但现在焦点小组被用在不同的方式
to explore the inner feelings of lifestyle groups
去探索个性生活群体的内心感受
and out of that invent whole new ranges of products
好从中发明出一系列全新的产品
which would allow those groups to express what they felt was their individuality.
让这些群体能够表达他们的个性
And the generation who had once rebelled against the conformity imposed by consumerism,
曾经反抗消费主义强加给他们的一致性的那代人
now embraced it because it helped them to be themselves.
现在接受了它，因为它能帮助他们做自己
What capitalism managed to do that was brilliant
资本主义的成功之处在于
was to actually create products that people like me would be interested in.
它实际上创造出了像我这样的人会感兴趣的产品
That people like Jerry Rubin would be interested in.
杰瑞•鲁宾这样的人会感兴趣的东西
Capitalism developed a whole industry
资本主义发展出一个完整的产业
at developing products that evoke a larger sense of self,
开♥发♥的产品，唤起了更大的自我意识