探求自我的世纪（2002）

and Eddie knew that was not the way the world worked.
而埃迪知道，那不是世界运作的方式
Bernays set out to experiment with the minds of the popular classes.
伯奈斯开始对大众阶层展开心理试验
His most dramatic experiment was to persuade women to smoke.
他最富戏剧性的实验是劝说妇女吸烟
At that time there was a taboo against women smoking
那时候女性吸烟是种禁忌
and one of his early clients George Hill, the President of the American Tobacco corporation
而他的早期客户之一，美国烟草公♥司♥主席乔治•希尔
asked Bernays to find a way of breaking it.
让伯奈斯想办法打破这一禁忌
He says we're losing half of our market.
他说我们失去了半个市场
Because men have invoked a taboo against women smoking in public.
就因为男人视女性在公共场合吸烟为禁忌
Can you do anything about that? I said let me think about it.
你能做点什么？我说让我考虑一下
And then I said: If I may have permission to see a psychoanalyst
然后我说，请允许我去找一位精神分♥析♥学家
to find out what cigarettes mean to women.
看看香烟对女性意味着什么
He said: what'll cost? So I called up Dr. Brille,
他说这要花费多少？ 于是我请来布里尔医生
A.A. Brille, who was the leading psychoanalyst in New York at the time.
A.A.布里尔是当时纽约首屈一指的精神分♥析♥师
How come you didn't call your uncle? Why didn'y you call your uncle?
你怎么不请你的舅舅？为什么？
Cause he was in Vienna..
因为他在维也纳
A.A. Brille was one of the first psychoanalysts in America.
A.A.布里尔是美国最早的精神分♥析♥师之一
And for a large fee, he told Bernays
为了巨额酬金，他告诉伯奈斯
that cigarettes were a symbol of the penis and of male sexual power.
香烟是阴♥茎♥的一种象征，就像男人的性权力
He told Bernays that if he could find a way to connect cigarettes
他对伯奈斯说，假如能找到一种方法
with the idea of challenging male power
把香烟和挑战男性权力联♥系♥起来
then women would smoke, because then they would have their own penises.
那么女人就会吸烟，因此她们便有了自己的“阴♥茎♥”
Every year New York held an Easter day parade to which thousands came.
每年纽约都有成千上万的人参加复活节游♥行♥
And Bernays decided to stage an event there
伯奈斯决定在此策划一个事件
He persuaded a group of rich debutants to hide cigarettes under their clothes.
他劝说一些初入社交圈的富家女把香烟藏在衣服下
Then, they should join the parade and at a given signal from him
然后她们去参加游♥行♥，一旦伯奈斯发出信♥号♥♥
they were to light up the cigarettes dramatically.
她们就会戏剧性的点起香烟
Bernays then informed the press that he had heard that a group of suffragettes
伯奈斯然后告知报社，他听说一些女权运动者
were preparing to protest by lighting up what they called torches of freedom.
准备点燃她们的“自♥由♥火炬”以为抗♥议♥
He knew this would be an outcry,
他知道这将引起强烈抗♥议♥
and he knew that all of the photographers would be there to capture this moment
也知道所有摄影师会在那儿抓拍这一瞬间
so he was ready with a phrase which was "torches of freedom".
所以他准备了一个短语：自♥由♥火炬
So here you have a symbol,
这就成了一个标志
women, young women, debutantes,
女人，年轻女人，公共场所抽烟的富家女
smoking a cigarette in public with a phrase
与这个短语联♥系♥了起来
that means anybody who believes in this kind of equality
这就意味着，假如你相信男女是平等的
pretty much has to support them in the ensuing debate about this,
那就必须在随后而来的争论中支持她们
because... "torches of freedom".
因为“自♥由♥火炬”
I mean, What's on all our American coins? it's liberty, she's holding up the torch, you see?
你说它出现在美国硬币上？ 那是自♥由♥，而她正举着火炬，看到吗？
and so all of this is there together, there's emotion, there's memory and there's a rational phrase,
于是一切就绪，这里有情感、有记忆、还有理性短语
even knowing it's using a lot of emotionall, it's a phrase that works in a rational sense...
就算掺杂了大量情感，有个短语还是起着理性作用的
And all of this is together...
而这些东西聚在一起时...
And So the next day this was not just in all the New York papers
这事明天就不只是出现在纽约的报纸上了
it was across the United States and around the world.
而是要风靡整个美国和全世界
And from that point forward the sale of cigarettes to woman began to rise.
由于这种观点的散播，香烟的妇女销♥售♥额开始上升
He had made them socially acceptable with a single symbolic act.
他只通过一个简单的象征性行为
What Bernays had created was the idea
伯奈斯创造的想法就是
that if a women smoked it made her more powerful and independent.
女人吸烟会让她变得更有权力和独♥立♥
An idea that still persists today.
今天这种想法仍然存在
It made him realize that it was possible to persuade people to behave irrationally
这使他意识到，说服人们做出非理性的行为是可能的
if you link products to their emotional desires and feelings.
只要你把他们的情绪、欲求与产品相联♥系♥的话
The idea that smoking actually made women freer, was completely irrational.
“吸烟使女人更自♥由♥”其实是完全荒谬的
But it made them feel more independent.
但那能让她们感觉更独♥立♥
It meant that irrelevant objects could become powerful emotional symbols
那意味着无关紧要的事物
of how you wanted to be seen by others.
有可能成为象征你权威感的标志
Bernays saw the way to sell product
埃迪•伯奈斯看到了销♥售♥产品的方法
Peter Strauss 1948-1952
彼得·施特劳斯 伯奈斯的雇员
was not to sell it to your intellect,
它并非是向你的理智销♥售♥
that you ought to buy an automobile,
不是说你应该购买♥♥一部汽车
but that you will feel better about it if you have this automobile.
而是告诉你，如果有一辆汽车你会感觉更好
I think he originated that idea, that they weren't just purchasing something
我认为这是他原创的思想，即他们不仅是买♥♥了东西
that they were engaging themselves emotionally or personally in that product or service.
而且还在该产品或服务中投入了个人情感
It's not that you think you need a new piece of clothing
不是你认为你需要一件新衣服
but you will feel better with the piece of clothing.
而是你得到一件衣服会感觉更好
That was his contribution in a very real sense.
从某种意义上说，这是他的贡献
We see it all over the place today, but I think he originated the idea,
如今它随处可见，但我想那是伯奈斯的原创
the emotional connect to a product or service.
将产品或服务与情感相联♥系♥
What Bernays was doing fascinated America's corporations.
伯奈斯的工作让美国的公♥司♥为之着迷
They had come out of the war rich and powerful, but they had a growing worry.
这些公♥司♥从战争中获取财富和权力，但也有成长的烦恼
The system of mass production had flourished during the war
大规模生产体系在战争期间十分繁荣
and now millions of goods were pouring off production lines.
但现在几百万的商品被撤下生产线
that they were frightened of was the danger of overproduction,
因为他们害怕生产过剩的危险
that there would come a point when people had enough goods and would simply stop buying.
总有一天，当人们拥有足够的商品时就会停止购买♥♥
Up until that point, the majority of products were still sold to the masses on the basis of need.
在此之前，多数产品仍需要向大众出♥售♥
While the rich had long been used to luxury goods,
虽然富人早已惯于使用奢侈品
for the millions of working class Americans most products were still advertised as necessities.
但对于数百万美国工薪阶层来说
Goods like shoes, stockings, even cars
诸如鞋子，袜子，甚至汽车这样的商品
were promoted in functional terms, for their durability.
都以其持久耐用的功能而促销
The aim of the advertisements were simply to shown people the products practical virtues, nothing more.
广♥告♥的目的仅仅是向人们展示产品的实用价值，仅此而已
What the corporations realized they had to do
商家们意识到他们必须要做的是
was transform the way the majority of Americans thought about products.
改变多数美国人对于商品的思维方式
One leading Wall Street banker, Paul Mazer of Leahman Brothers was clear about what was necessary.
成功的华尔街银行家之一，莱曼兄弟的
We must shift America, he wrote, from a needs, to a desires culture.
我们必须升级美国，他写到，从需求到欲望的文化
People must be trained to desire, to want new things even before the old had been entirely consumed.
人们必须被培养出渴望，去想要新东西
We must shape a new mentality in America.
我们必须在美国塑造一种全新的心态
Man's desires must overshadow his needs.
人们的欲求必须盖过他的所需
Prior to that time
在那之前
Peter Solomon
彼得·所罗门 莱曼兄弟投资银行家
there was no American consumer, there was the American worker, and there was the American owner.
不存在美国消费者，只有美国工人和美国业主
And they manufactured, and they saved and they ate what they had to and the people shopped for what they needed.
他们生产、储蓄、吃必需品，按基本需要购物
And while the very rich may have bought things they didn't need, most people did not.
少数富人可能会购买♥♥他们不必需的东西
most people did not.
- 但大多数人都不会这样
And Mazer envisioned a break with that,
梅泽尔想打破这一局面
where you would have things that you didn't actually need, but you wanted, as opposed to needed.
让你想要实际上不必需的东西
And the man who would be at the center of changing that mentality for the corporations,
而为商家改变社会心态的关键人物
was Edward Bernays.
就是爱德华•伯奈斯
Stuart Ewen
斯图尔特·埃文 公共关系史学家
Bernays really is the guy within the United States,more then anybody else
伯奈斯确实是美国之内少有的
who sort of brings out to the table psychological theory as something that is an essential part
从商家的角度把心理学理论用到实处
of how, from the corporate side, of how we are going to appeal to the masses effectively
作为必要方法高效吸引大众的人
and the whole sort of merchandising establishment and the sales establishment
而整个商品机构和销♥售♥机构
is ready for Sigmund Freud.
都为西格蒙德 • 弗洛伊德准备好了
I mean they are ready for understanding what motivates the human mind.
我是说他们已准备好去理解
And so there's this real openness to Bernays techniques being used to sell products to the masses.
所以这才是伯奈斯的技巧被用于
Beginning in the early 20's the New York banks
20世纪初的开始，纽约银行资助
funded the creation of chains of department stores across America.
创建了遍布美国的连锁百货商场
They were to be the outlets for the mass produced goods.
它们将成为大批量产品的销♥售♥渠道
And Bernays' job was to produce the new type of customer.
而伯奈斯的工作就是制♥造♥新型顾客
Bernays began to create many of the techniques of mass consumer persuasion that we now live with.
他开始创造许多至今仍在使用的
He was employed by William Randolph Hurst to promote his new women's magazines,
他受雇于威廉•兰道夫•赫斯特，促销其新版妇女杂♥志♥
and Bernays glamorized them by placing articles and advertisements
伯奈斯通过投放文章和广♥告♥来美化它们
that linked products made by others of his clients
将其他客户的产品与电影明星联♥系♥到一起
to famous film stars like Clara Bow, who was also his client.
如著名电影明星克拉拉•鲍，她也是他的客户
Bernays also began the practice of product placement in movies,
伯奈斯也开始将产品植入电影
and he dressed the stars at the films premieres
他让明星们在首映式上
with clothes and jewelry from other firms he represented.
穿着他所在的其他公♥司♥的衣服和珠宝
He was, he claimed, the first person to tell car companies
他宣称自己是第一个告诉汽车公♥司♥
they could sell cars as symbols of male sexuality.
可以把汽车作为男性的性能力标志来销♥售♥的人
He employed psychologists to issue reports that said products were good for you
他雇佣心理学家发表报告，宣称产品对你有益
and then pretended they were independent studies.
并假装他们是在做独♥立♥研究
He organized fashion shows in department stores
他在百货公♥司♥组织时装秀
and paid celebrities to repeat the new and essential message,
并付钱让名人们重复一个全新而重要的讯息
you bought things not just for need but to express your inner sense of your self to others.
你买♥♥东西不仅是为需要，而是为了向他人展示自我内涵
Mrs. Stillman
斯蒂尔曼夫人 20年代著名飞行家
There's a psychology of dress,have you ever thought about it?
这里是一种穿衣心理学，你想过没有？
How it can express your character?
怎样才能表达你的个性？
You all have interesting characters but some of them are all hidden.
你们都具有趣味的个性，但有些被掩盖住了
I wonder why you all want to dress always the same, with the same hats and the same coats.
我很好奇为什么你们总是穿的一样
I'm sure all of you are interesting and have wonderful things about you,
我相信你们所有人都很有趣，都有自己的优点
but looking at you in the street
但是看看你在街上的样子
you all look so much the same.
你们看起来都差不多