探求自我的世纪（2002）

We're all unequal...No one, thank Heavens, is quite like anyone else..
我们都是不相同的…谢天谢地，没有人跟别人完全一样
However, much, the socialists may pretend otherwise...
然而，在很大程度上，社♥会♥主♥义♥者可能会假装不是这样…
And we believe that everyone has the right to be unequal,
我们相信每个人都有权利不相同
But to us, every human being is equally important...
但对我们来说，每个人都同等重要…
A man's right to work as he will,
一个人有权按自己的意愿工作
to spend what he earns, to own property,
有权花费自己收入，拥有自己的财产
to have the state as servant and not as master..
让国家作为仆人，而不是主人
They are the essence of a free economy...
它们是自♥由♥经济的本质
and on that freedom, all our other freedoms depend...
在此自♥由♥的基础上，我们所有的自♥由♥都取决于此
Mrs. Thatcher's vision, was of a society in which the wants and desires
撒切尔夫人的愿景是建立一个，数百万个体的需求和欲望
of millions of individuals would be satisfied through the free market.
都将通过自♥由♥市场而得到满足的社会
This, she believed, would be the engine to regenerate Britain.
她相信，这将是振兴英国的动力
And with her ascent to power, the advertising and marketing industries flourished.
随着她的掌权，广♥告♥和营销行业蓬勃发展
Their task was to find out what the British people really wanted and then sell it to them.
他们的任务是找出英国人的真正所想，然后卖♥♥给他们
In this new climate, the focus group flourished,
在这种新的氛围下，焦点小组蓬勃发展
and those who ran them borrowed from the techniques of psychotherapy
那些小组负责人借鉴了心理治疗的技术
to delve ever deeper into people's feelings about products.
深入研究了人们对产品的感受
Peter Cooper
皮特·库伯 市场营销研究董事
We're trying to understand how people feel about brands, how they relate to brands,
我们试图了解人们对品牌的看法，他们与品牌的关系
that is to see what the brand's personality is, as far as consumers are concerned..
从而看出品牌的个性所在，这也是消费者所关心的
There are a number of techniques which are very very helpful for getting to that,
这里有一些技巧非常有助于此
to their understanding,..
去理解他们的…
The consumer is given crayons, to doodle, to express their feelings,
消费者被给予蜡笔，用涂鸦表达他们的感受
to go inside their own head to put out their feeling and to somehow get them onto paper...
进入自己的大脑，把他们的情感以某种方式呈现在纸上…
And here's our ordinary drinkers, expressing their feelings about drinking Guiness
这里是我们的普通饮酒者对于饮用吉尼斯的感受
here you see a rich, very female aspect of Guiness,
你可以看到吉尼斯丰富的，非常女性化的一面,
so if you were describing a woman, who somehow to you, had that character...
如果你描绘一个女人，对你而言，她的特点有…
What sort of person is it? Paullie A...She used to lay in bed,
那是个怎样的人？
surrounded with magazines and chocolates, like a 50s starlet..
周围都是杂♥志♥和巧克力，就像50年代的小明星…
Out of this research the marketeers began to detect a new individualism.
从这项研究中，市场营销者开始发现一种新的个人主义
In particular among those who had voted conservative for the first time in 1979.
特别是那些在1979年第一次投票给保守党的人
They no longer wanted to be seen as part of social classes but to express themselves.
他们不再想被视为社会阶层的一部分，而是想表达自己
And crucial to this were the products they chose to buy.
对此至关重要的是他们选择购买♥♥的产品
We identify that there was this trend towards
我们发现有这样一种趋势
Stephen Wells
斯蒂芬·威尔斯 消费者连线联合创始人
what we called individualism where people still wanted to be part of a crowd
我们称之为个人主义，人们仍然希望成为群体的一部分
but to express themselves as individuals within it.
但要作为一种独特个体融于其中
To have their own personalities, to be, I suppose, their own man.
拥有自己的个性，我想是，成为自己的主宰
I didn't want to be the same as anybody else..
我不想和其他人一样
I wanted it to be little bit different, little bit individual...
我想要有点不同，有点个性…
It's quite individual upstairs, it's not remarkable, but I think it's quite individual...
楼上非常个性，也没什么突出的，但我认为非常个性化…
It is expensive, it's Italian, it's good quality, quite different...
这很贵 意大利产的 质量很好，十分不同…
We want to set our own standards, so no one else has got what we've got...
我们想制定自己的标准，这样就
we just didn't want to be the same as everybody else, we wanted to be different..
我们只是不想和其他人一样，我们想与众不同
Business responded eagerly to this new individualism
商业界积极反馈这种新的个人主义
and it soon became one of the main forces driving the growing consumer boom in Britain.
很快便成为推动英国消费繁荣的主要力量之一
Using the data from the focus groups, manufacturers created new ranges of products
利用焦点群体的数据，制♥造♥商创造了一系列新产品
that allow people to express their individuality.
让人们能够表达自己的个性
Business also recategorized people.
商业也重新规划了人们
They were no longer divided by social class
他们不再被社会阶层所划分
but by their inner psychological needs.
而是被内心的心理需求所划分
If the primary need is security and belonging we call the groups Mainstreamers,
如果首要的需求是安全感和归属感
John Banks
约翰·班克斯 扬·罗比凯广♥告♥公♥司♥主席
if it's status and the esteem of others then it's Aspirers,
如果是地位和他人的尊重，那么就是有抱负的人
if it's control it's Succeeders, and if it's self-esteem it's Reformers.
如果是控制，就是成功人士；如果是自尊，那就是改革者
And this new marketing culture began to take over the institutions
这种新的营销文化开始接管
previously dominated by a partition elite, particularly the world of journalism.
从前由派系精英统治的机构，特别是新闻业
The assault was led by the profession of public relations.
这次侵袭是由公♥关♥专业领导的
In the past PR had been seen as seedy and corrupt,
在过去，公♥关♥被认为是肮脏和腐♥败♥的
but now it became a glamorous business, promoting products and celebrities.
但现在它变成了推销产品和名人的迷人行业
And one of the rising stars was another member of the Freud family,
其中一个后起之秀，是弗洛伊德家族的另一位成员
Matthew Freud, the son of the liberal MP (Member of Parliament) Clement.
马修•弗洛伊德，国会议员克莱门特的儿子
What Freud and other PRs realized
弗洛伊德和其他公共关系人士意识到
was that they could use their celebrities as levers
他们可以利用名人作为杠杆
to infiltrate their advertising into the editorial content of newspapers.
将他们的广♥告♥渗透到报纸的社论内容中
The newspapers were offered exclusive interviews with celebrities
这些报纸获得了名人的独家采访
but only if they also agreed to mention products
但前提是他们也同意提及弗洛伊德企业的客户产品
made by Freud's corporate clients, in terms dictated by the company.
这些产品是由弗洛伊德的公♥司♥指定的
What happened with Freud was you effectively got some kind of product placement
弗洛伊德所做的是，你实际上得到了某种广♥告♥植入权
Matthew Wright（1993-2000）
马修·赖特 小报记者
or even product-- the manufacturers of products got some degree of control over how their products would appear in print.
甚至制♥造♥商对产品的出现和印刷有一定程度的控制
So if for example you wanted to write about princess passion for stuffed crust pizza
例如，如果你想写一篇关于公主热爱硬皮披萨的文章
you would sign a contract which guaranteed that you would mention the firm Pizza Hut
你会签一份保证你会提到必胜客公♥司♥的合同
at least twice in certain positions in the introductory paragraph of the article
在文章开头的段落中，至少要在某些位置放两次
and you would agree to run the Pizza Hut logo at such and such a size and such and such a place
并同意把必胜客的标志以一定大小放在某处
and of course that you would agree to run the enclosed pictures of princess eating her stuffed crust pizza.
当然，你还会答应顺便附上公主吃硬皮披萨的照片
There was no choice about you would run this article in the press,
关于这篇文章的发表，你是没有选择的
as you were effectively told how to run the article in the press… -by Freuds? -by Freuds.
实际上是被人告知你要如何在媒体上发表
It's a rise of the corporate culture and the rise of business.
这是企业文化和商业的兴起
To traditional journalists, this infiltration of advertising into the editorial pages
对于传统的新闻工作者来说
was a corruption of their profession.
广♥告♥渗透到社论版是他们职业的堕落
But to Mrs. Thatcher's allies like Rupert Murdoch who owned The Sun and The Times,
但对于撒切尔夫人的盟友，比如拥有
it was part of a democratic revolution against an arrogant elite
这是一场民♥主♥革命的一部分
who had for too long ignored the feelings of the masses.
以反对长♥期♥以来忽视大众感受的傲慢精英阶层
They hate to see someone communicating with the masses.
他们讨厌看到有人与大众交流
They feel that newspapers, the written word is not for the masses.
他们觉得报纸上的文字不适合大众
That should be left to television or perhaps to nobody.
这个问题应该留给电视台或其他什么人
Rupert Murdoch
鲁珀特·默多克 泰♥晤♥士♥报♥老板
I'm very proud of The Sun and The Sun was not represented tonight in your film
我为《太阳报》感到骄傲，它今晚并没出现在你的节目里
you just took page three which everyone seems so fascinated with,
你只看了第三页，每个人似乎都很着迷
what about page one, or page two, every other page of the paper.
但第一页，第二页，其他页都怎样呢
That was typical piece of slanting and elitism by the BBC,
这是BBC典型的偏见和精英主义
who after all in order to get viewers for this program,
为了吸引观众收看这个节目
put on a very sexy episode of Star Trek which I was just watching out in the room there.
他们放了一集非常性感的《星际迷航》
I don't think they put it on to get us viewers I think we are just lucky to follow them.
我不认为他们放那个是为了吸引观众
They try to carry viewers into these programs, I know how it's done.
他们试图把观众带入这些节目，我知道这是怎么做的
By the late 80s Mrs. Thatcher and her allies in advertising and the media
到了80年代后期，撒切尔夫人和她广♥告♥媒体方面的盟友
had brought the desires of the individual to the center of society.
已经把个体的欲望带到了社会的中心
As last week's episode showed it was the same transformation
正如上期节目所示，这与里根总统
that President Reagan had brought about in America.
对美国进行的变革是一样的
Both politicians had encouraged business to take over from government
两位政♥治♥家都鼓励企业从政♥府♥手中
the role of fulfilling the needs of the people.
接过满足人♥民♥需求的责任
In the process, consumers were encouraged
在这个过程中，消费者被鼓励
to see the satisfaction of their desires as the overriding priority.
把满足自己的欲望视为压倒一切的首要任务
To Thatcher and Reagan this was a new and better form of democracy.
对撒切尔和里根来说，这是一种新的更好的民♥主♥形式
But to their opponents in the parties of the left,
但是对他们左翼政党中的对手来说
they had summoned up the most selfish and greedy aspects of human nature.
他们唤起了人性中最自私和贪婪的一面
Ronald Reagan and Margaret Thatcher both embraced an economic philosophy
里根和撒切尔夫人都信奉一种经济哲学
that says the unit of judgment was not only the individual
即判断的单位不仅是个体
Robert Reich（1993 - 1997）
罗伯特·莱克 克♥林♥顿♥内阁成员
but it was the individual's personal satisfaction,
而且是个体的满足感
the individual's own unique happiness and well being.
个人独特的幸福和福祉
It was in a sense the triumph of regarding individuals
某种意义上来说，这是一种胜利
as purely emotional beings
把个人看作纯粹的情绪体存在
who have needs and wants and desires that need to be satisfied and can be satisfied unconsciously.
他们有需要、想要和欲望需要满足
It goes way back to the early part of the 20th century
可以追溯到20世纪早期
to Freud, to notions of the unconscious,
弗洛伊德关于潜意识的概念
the assumptions that in terms of our rational minds we are little corks
假设我们的理性思维方面是小软木塞
bobbing around on this great sea of hopes and fears and desires
在满是希望、恐惧和欲望的大海上浮动
of which we are only thinly aware and that the world of a marketer,
我们只是很少意识到，这个营销者的世界
the role of somebody selling something, including a politician
人们充当买♥♥卖♥♥双方的角色，包括政客在内
is to appeal to this great swamp of desire, of unconscious desire.
就是要诉诸于欲望的沼泽，无意识的欲望
The left believed the opposite.
左派则持相反的观点
That the way to create a better society,
创造一个更好的社会的方法
was not to treat people as emotional isolated individuals,
不是把人们当作情绪化的孤立个体
but to persuade them to realize that they had common interests with others.
而是说服他们意识到，他们和其他人有共同利益
To help them rise above their individual feelings and fears.
帮助他们克服个人的情感和恐惧
Let me assert my firm belief
让我申明我坚定的信念
that the only thing we have to fear is fear itself.
我们唯一需要恐惧的，就是恐惧本身
Nameless, unreasoning, unjustified terror
一种莫名的、丧失理智的、毫无根据的恐惧