TED广告人谈人生启示.doc

Get this talk on DVD Click on any phrase to play the video at that point. Close This is my first time at TED. Normally, as an advertising man,?I actually speak at TED Evil, which is TEDs secret sister?that pays all the bills.?Its held every two years in Burma.?And I particularly remember a really good speech?by Kim Jong Il on how to get teens smoking again.?(Laughter) But, actually, its suddenly come to me after years working in the business,?that what we create in advertising,?which is intangible value -- you might call it perceived value,?you might call it badge value, subjective value,?intangible value of some kind --?gets rather a bad rap.?If you think about it, if you want to live in a world in the future?where there are fewer material goods, you basically have two choices.?You can either live in a world which is poorer,?which people in general dont like.?Or you can live in a world where actually intangible valueconstitutes a greater part of overall value,?that actually intangible value, in many ways?is a very, very fine substitute?for using up labor or limited resources?in the creation of things. Here is one example. This is a train which goes from London to Paris.?The question was given to a bunch of engineers,?about 15 years ago, How do we make the journey to Paris better??And they came up with a very good engineering solution,?which was to spend six billion pounds?building completely new tracks?from London to the coast,?and knocking about 40 minutes off a three-and-half-hour journey time.?Now, call me Mister Picky. Im just an ad man ...?... but it strikes me as a slightly unimaginative way of improving a train journeymerely to make it shorter.?Now what is the hedonic opportunity cost?on spending six billion pounds on those railway tracks? Here is my naive advertising mans suggestion.?What you should in fact do is employ all of the worlds top male?and female supermodels,?pay them to walk the length of the train, handing out free Chateau Petrus?for the entire