評論
打印
I want to spend just a moment talking about
我想只花一點點時間來談?wù)?/div>
the model that we've developed, which allows us to start at the top
我們所發(fā)展而來的那個模型，那個允許我們從高處開始的模型
and look at the drivers of sound, analyze the soundscape
看一下那司機(jī)的聲音，分析下聲音的范圍，
and then predict the four outcomes I've just talked about.
然后預(yù)測一下我剛才所說的四種結(jié)果。
Or start at the bottom,
或者按下按鈕，
and say what outcomes do we want,
并說說我們希望怎樣的結(jié)果，
and then design a soundscape to have a desired effect.
然后設(shè)計一個產(chǎn)生效果的聲音范圍
At last we've got some science we can apply.
最終我們得到了我們可以應(yīng)用的一些科學(xué)。
And we're in the business of designing soundscapes.
我們在設(shè)計聲音范圍的一場生意中。
Just a word on music. Music is the most powerful sound there is,
關(guān)于音樂就說一句。音樂是最有威力的一種聲音
often inappropriately deployed.
但它經(jīng)常被錯誤地利用。
It's powerful for two reasons. You recognize it fast,
因為有兩個原因使其強(qiáng)大。首先你很快認(rèn)出了它
and you associate it very powerfully.
然后你展開了瘋狂的聯(lián)想。
I'll give you two examples.
我來給你兩個例子
Most of you recognize that immediately.
你們中大多數(shù)的人馬上就認(rèn)出了這調(diào)
The younger, maybe not.
年輕人，也許沒有認(rèn)出吧
And most of you associate that with something!
大多數(shù)人會聯(lián)系到什么吧！
Now, those are one-second samples of music.
現(xiàn)在，這些都是一秒的音樂的樣品。
Music is very powerful. And unfortunately
音樂很強(qiáng)大。但是不幸的是
it's veneering commercial spaces, often inappropriately.
音樂總是為一些用來裝飾那些不適合的商業(yè)場合。
I hope that's going to change over the next few years.
我希望在未來幾年有些變化
Let me just talk about brands for a moment,
讓我們先談?wù)撘粫荷虡?biāo)品牌，
because some of you run brands. Every brand is out there
因為你們中有些事經(jīng)營品牌企業(yè)的。所有的品牌如今
making sound right now.
都要有自己的主題音樂。
There are eight expressions of a brand in sound.
在品牌聲音中有8種表現(xiàn)方式。
They are all important. And every brand needs to have guidelines at the center.
他們都很重要。并且所有的品牌都需要把自己的準(zhǔn)則放在中心地位。
I'm glad to say that is starting to happen now.
我很高興地表示現(xiàn)在這一切就要發(fā)生了。
You all recognize that one. This is the
你們都認(rèn)得出那個聲音。這個是
most-played tune in the world today.
如今世界上被播放最多的調(diào)子了。
1.8 billion times a day, that tune is played.
這個鈴聲每天被播放18億次。
And it cost Nokia absolutely nothing.
并且對于諾基亞而言他們什么也沒花什么錢。
Just leave you with four golden rules, for those of you who run businesses,
這就給你們這些經(jīng)商的人留下了四條黃金法則，
for commercial sound.
關(guān)于商業(yè)音調(diào)。
First, make it congruent,
首先，有一致性，
pointing in the same direction as your visual communication.
和你們的視覺畫面要達(dá)到相同方向的溝通效果
That increases impact by over 1,100 percent.
這大概能增加百分之1100的影響力。
If your sound is pointing the opposite direction, incongruent,
如果你那聲音和畫面不一致，指向相反方向，
you reduce impact by 86 percent.
你會減少百分之86的魅力
That's an order of magnitude, up or down.
那是上下數(shù)量級的差別啊
This is important.
這非常重要
Secondly, make it appropriate to the situation.
其二 ，將其變得適合場景
Thirdly, make it valuable. Give people something with the sound.
第三，使其有用。給人們一些除了聲音之外的東西
Don't just bombard them with stuff.
不要僅僅用聲音來砌合事物
And, finally, test and test it again.
最后，反復(fù)反復(fù)的測試
Sound is complex. There are many countervailing influences.
聲音很復(fù)雜。有許多抵消的作用。
It can be a bit like a bowl of spaghetti:
就如一大碗通心粉：
sometimes you just have to eat it and see what happens.
有時候你得吃了它才知道會發(fā)生什么。
So I hope this talk has raised sound in your consciousness.
所以我希望這個關(guān)于聲音的演講可以提升你的意識
If you're listening consciously,
如果你用心聽，
you can take control of the sound around you.
你可以控制自己周圍的聲音
It's good for your health. It's good for your productivity.
這對你的身體有好處。這對你的效率也有好處。
If we all do that we move to a state
如果我們都那么做，我們就進(jìn)入了
that I like to think will be sound living in the world.
一個在世上聽上去存在的境界
I'm going to leave you with a little bit more birdsong.
我會給你們留下更多的一些些鳥鳴之歌。
I recommend at least five minutes a day, but there is no maximum dose.
我推薦你們每天至少聽5分鐘，但是沒有上限
Thank you for lending me your ears today.
謝謝你們今天借給了我你們的耳朵。
