探求自我的世纪（2002）

Why they buy as they do.
为什么他们会那样购物
Why they respond to advertising as they do.
为什么他们对广♥告♥会那样反应
And this is Dr. Ernest Dichter.
这就是厄内斯特•迪克特博士
We don't go out and ask directly why do you buy and why don't you,
我们不会走出去直接问，为什么你买♥♥或不买♥♥
what we try to do instead
相反，我们试图做的是
is try to understand the total personality,the self image of the customer;
理解顾客的整体个性，顾客的自我形象
we use all the resources of modern social sciences.
我们利用了现代社会科学的全部资源
It opens up some stimulating psychological techniques for selling any new product.
它为销♥售♥新产品开辟了一些令人兴奋的心理技巧
Like the other psychoanalysts Dichter believed
像其他精神分♥析♥专家一样，迪克特相信
that American citizens were fundamentally irrational beings;
美国人基本上是非理性的动物
they could not be trusted.
他们并不可信
Their real reasons for buying products were rooted in unconscious desires and feelings.
他们购买♥♥产品的真正原因
And Dichter wanted to find ways to uncover what he called
迪克特想要找到办法来揭示
the secret self of the American consumer.
他所谓的美国消费者的隐秘自我
Fritz·Gehagen
弗里茨·格哈根 心理学家、迪克特的雇员
He was trying to get out of people's mind the unconscious motivations that they had for purchasing.
他试图洞悉人们购买♥♥行为的潜意识动机
These could be sexual, they could be psychological,
这些动机可能是性，可能是精神上的
they could be sociological, they could be a demand for status,
可能是社会性的，可能是追求地位
a demand for recognition.
可能是想获得认可
There were things that people couldn't verbalize or wouldn't verbalize
有些事情人们不能用语言表达，或不愿表达
because they were too secret to them, they were a part of their nature,
因为那对他们来说太私密了，是本性的一部分
and they would be embarrassed if they came out and said things like this.
将这种事说出口会很难堪
Hedy·Dichter
海蒂·迪克特 厄内斯特之妻
He would interview people
他会和人们面谈
but not ask them direct questions
但不直接问他们问题
but let them talk freely
而是让他们畅所欲言
like you do in psychoanalysis,
就像在心理分♥析♥中做的那样
and that was his background.
以上就是他的背景
And he said why can't we have a group therapy session about products？
他说，为什么我们不能就产品
And so Dichter built this room up above his garage
于是，迪克特在他家车♥库♥上建了个房♥间
and he said we can have psychoanalysis of products,
他说，我们可以对产品进行心理分♥析♥
they can actually act out and verbalize their wants and needs.
人们能够付诸行动，表达自己的需求
All we're gonna do is try a couple of these salad dressings.
我们要做的是，尝尝这些色拉酱
Now, let's see what happens.
现在，让我们看看会发生什么
That is a typical house laugh.
这是典型的一家人的笑声
And they could be observed and watched and other people could comment
他们可以被观察和注视，其他人可以评论
and they could talk about it and everybody could join in.
而且每个人都能加入探讨
He was the first to do this,this was absolutely the first time this was ever done.
迪克特第一个这么做的，这绝对是首创
And he had a movie projector up there where you could show advertisements and things like that,
他有一个电影放映机，可以放广♥告♥之类的
and people could react to them
人们可以对它们做出反应
and he invented the whole technique for mining the unconscious
他发明了整个技术，用来挖掘
about the hidden psychological wants that people had about products.
人们隐藏的、对产品的潜意识心理需求
This became the focus group.
这些成了焦点项目
Dichter's breakthrough came with a focus group study he did for Betty Crocker foods.
迪克特的突破，来自他为贝蒂克罗克
Like many food manufacturers in the early fifties
像50年代早期的许多食品制♥造♥商一样
they had invented a new range of instant convenience foods.
克劳客食品公♥司♥发明了一批新的快餐食品
But although consumers had told market researchers they would welcome the idea
尽管在市场调查中，消费者说他们喜欢这些产品
in fact they were refusing to buy them.
但实际上他们却拒绝购买♥♥
The worst problem was the Betty Crocker cake mix.
卖♥♥得最差的是贝蒂•克劳客的蛋糕粉
Dichter did a series of focus groups
迪克特召集了一些焦点小组
where housewives free associated about the cake mix.
让家庭主妇们随意地联想蛋糕粉
He concluded that they felt unconscious guilt about the new image been promoted
他的结论是，他们对这种被宣传为轻松省事的新形象
of ease and convenience.
会有无意识地内疚感
Bill·Schlackman
比尔·斯卡莱曼 心理学家，厄内斯特的员工
In other words he had understood that the barrier to the consumption of the product
换句话说，他明白这种产品的消费障碍
was housewives' feeling of guilt about using it.
是家庭主妇对于使用它的内疚感
They basically on one hand wanted to make it easier for themselves
基本上，她们一方面想让事情变得简单
but they felt guilty about it.
但又对此感到内疚
So what you've got to do in those circumstances is remove the barrier,
因此，你要做的就是去除这种心理障碍
the barrier being guilt.
这种让人感到内疚的障碍
And the way you do that is you give the housewife a greater sense of participation.
解决办法就是你要给家庭主妇一种参与感
And how do you do that？
你会怎么做呢？
By adding an egg.
打上一个蛋
As simple as that. As simple as that.
就这么简单？ 就这么简单
Dichter told Betty Crocker to put an instruction on the packet
迪克特告诉贝蒂克劳客公♥司♥，在包装上印一个说明
that the housewife should add an egg.
告诉家庭主妇，她们得打一个蛋进去
It would be an unconscious symbol he said,
他说，那将是一个无意识的象征
of the housewife mixing in her own eggs as a gift to her husband
家庭主妇亲自打上一个鸡蛋，作为给丈夫的礼物
and so would lessen the guilt.
而这样就会减少其内疚感
Betty Crocker did it, and the sales soared.
贝蒂•克劳客如法炮制后，销量急速上升
My cake is ready.
我的蛋糕准备好了！
The consumer may have basic needs
消费者可能有一些基本需求
that the consumer himself or herself doesn't fully understand.
而连他们自己都并不完全了解
You have to know what those needs are in order to fully exploit the consumer.
你必须知道那些需求是什么，才能充分掌控消费者
Is it wrong to give people what they want
通过解除人们的防御
by taking away their defenses,
而让人们得到他们想要的东西
helping remove their defenses?
这样做是错误的吗？
It seems so much longer than last year!
这看上去比去年的长好多啊！
It is. Nearly four inches longer in some models.
是的，有些型号♥长了将近四英寸
Dichter's success led to a rush by corporations and advertising agencies
迪克特的成功，让企业和广♥告♥代理商们
to employ psychoanalysts.
争相雇佣精神分♥析♥专家
They became known as the depth boys and they promised to show companies
他们被视作高手，向公♥司♥保证能将
how to make millions by connecting their products with people's hidden desires.
产品与人们隐藏的欲望相联♥系♥
Dichter himself became a millionaire,
迪克特自己也成了百万富翁
famous for inventing slogans like 'A Tiger in Your Tank'.
以发明了诸如“油箱里的老虎”这样的宣传语而著称
Even the marketing of the Barbie doll came from a children's focus group.
甚至芭比娃娃的营销也来自一个儿童焦点项目
But Dichter was convinced this was far more than just selling.
但迪克特确信，这远远不仅是营销
Like Anna Freud,
就像安娜 • 弗洛伊德一样
he believed that the environment could be used to strengthen the human personality,
他认为环境可以用来强化人的个性
and products had the power both to sate inner desires
而产品不仅能满足内在的愿望
and give people a feeling of common identity with those around them.
还能让人与周围的人们产生共鸣
It was a strategy for creating a stable society.
这是建立一个稳定社会的策略
Dichter called it the strategy of desire.
迪克特称之为“欲望的策略”
To understand a stable citizen you have to know that
身为一个稳定的公民，你必须知道
modern man quite oftentries to work off his frustrations
现代人常常试图通过消费上的满足
by spending on self-gratification.
来消除自己的挫折感
Modern man is eternally ready to fill out his self image
现代人永远准备通过购买♥♥
by purchasing products which compliment it.
来充实他的自我形象
If you identify yourself with a product
如果你通过一件产品而实现了自我
it can have a therapeutic value.
那么它就有治疗效果
It improves your self-image
它改进了你的自我形象
and you become a more secure person
让你变得更有安全感
and you have suddenly this confidence of going out in the world
你突然就有了走去外面世界的信心
and doing what you want successfully.
成功地做自己想做的事
And it's believed that would then improve the whole of our society
这被认为可以将我们整个社会
and become the best society on this planet.
改善成为世界上最好的社会
By the early fifties the ideas of psychoanalysis had penetrated deep into American life.
到50年代初，精神分♥析♥的思想
The psychoanalysts themselves became rich and powerful.
精神分♥析♥专家们也变得有钱有势
Many had consulting rooms overlooking Central Park in New York.
许多人拥有能俯瞰纽约中♥央♥公园的咨♥询♥室
Politicians and famous writers like Arthur Miller and Tennessee Williams became their patients.
政♥治♥家、著名作家如阿瑟•米勒和
They were seeking not just help,
他们寻求的不仅仅是帮助别人
but to understand the hidden roots of human behavior.
而是理解人类行为背后隐藏的根源
We were sought after. Washington was interested in what we think.
人们都来找我们，华盛顿也对我们的研究感兴趣
The important writers, important politicians, were undergoing psychoanalysis.
著名的作家，政♥治♥家，当时都在接受精神分♥析♥
We had waiting lists because there were so many patients that wanted to be analyzed.
我们有预约名单，因为有太多病人需要分♥析♥
So it gave us a little bit of a swelled head.
这让我们有一点自我膨胀
And as the psychoanalysts ideas took hold in America,
随着精神分♥析♥学的思想在美国开始扎根
a new elite began to emerge in politics, in social planning, and in business.
一个新的精英阶层开始出现在
What linked this elite was the assumption
联结这些精英阶层的是一种假设
that the masses were fundamentally irrational.
即大众从根本上来说是非理性的
To make a free market democracy like America work
要让美国这样的自♥由♥化民♥主♥发挥作用
one had to use psychological techniques to control mass irrationality.
就必须使用心理学技术来控制大众的非理性行为
They actually believed that this elite was necessary
他们实际上认为这种精英阶层是必要的
because individual citizens were not capable, if left alone,of being democratic citizens.
因为单一个体无法成为民♥主♥公民
The elite was necessary in order to create the conditions
精英阶层是必要的，以便创造条件
that would produce individuals capable of behaving as a good consumer
使个人能够成为一个良好的消费者
and also behaving as a democratic citizen.
和具有民♥主♥作风的公民
They didn't see their activities as anti-democratic;
他们并不认为这么做是反民♥主♥的
as undermining the capacity of individual citizens for democracy;
破坏公民个人的民♥主♥能力
quite the opposite. They understood
相反，他们明白