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1、www.XiYuS锡育软件Over the next five minutes,my intention is to transform yourrelationship with sound.在接下来的5分钟里 我想把你们与声音的关系作个转变00:15Let me start with the observation that most of the soundaround us is accidental.首先，请允许我以这样的观察开始，我发现大多数围绕我们的声音是偶然性的。00:21And much of it is unpleasant.(Traffic noise)We stand
2、onstreet corners,shouting over noise like this,and pretendingthat it doesnt exist.并且许多声音也是不愉悦的。（交通的噪音）我们站在街巷的角落，像这样盖过噪音来说话，就当那噪音不存在一样。00:24Well,this habit of suppressing sound has meant that ourrelationship with sound has become largely unconscious.好，这样一种压制其他声音的习惯意味着我们 与声音的关系变得更无意识了00:31There are fo
3、ur major ways sound is affecting you all the time,and Id like to raise them in your consciousness today.声音通过这样4种主要的方式一直影响着你们 而今天我想唤起你们对于声音的知觉。00:36First is physiological.(Loud alarm clocks)Sorry about that.Ive just given you a shot of cortisol,your fight/flighthormone.首先声音是生理的。（闹铃声）（对刚才突然的声音表示）抱歉。我刚
4、给了你们一记皮质醇（荷尔蒙)你们的的冲击，00:42Sounds are affecting your hormone secretions all the time,but also your breathing,your heart rate,which I just also did,and your brainwaves.这样的声音一直影响着你们的荷尔蒙分泌物，但同时你们的呼吸，你们的心跳频率，就像我刚才那样 还有你们的脑电波00:50suppressing:adj.制止的/v.镇压;禁止(suppress的现在分词)unconscious:adj.无意识的;失去知觉的;不省人事的;未
5、发觉的consciousness:n.意识;知觉;觉悟;感觉 physiological:adj.生理学的，生理的 cortisol:n.生化皮质醇;考的索;药氢化可的松 hormone:n.生理激素,荷尔蒙 secretions:n.分泌物(secretion的复数)brainwaves:脑波(brainwave的复数)Its not just unpleasant sounds like that that do it.对它们而言这声音不仅仅是不愉悦。00:58This is surf.(Ocean waves)It has the frequency of roughly 12cycle
6、s per minute.这是拍岸浪花的声音（大海的波）它有着大约每分钟12转的频率01:00Most people find that very soothing,and,interestingly,12cycles per minute is roughly the frequency of the breathingof a sleeping human.许多人觉得那声音非常抚慰人心的，而，有趣的是，12转每分钟的频率 恰巧是一个沉睡着的人的呼吸频率,01:04There is a deep resonance with being at rest.从而形成了这样一种与人类休息时的共鸣。
7、01:11We also associate it with being stress-free,and on holiday.我们也将此与其他的状态联系起来：比如没有压力的时候，又如放假之时。01:13The second way in which sound affects you is psychological.第二种声音影响你们方式是心理上的。01:17Music is the most powerful form of sound that we know thateffects our emotional state.(Albinonis Adagio)音乐是我们所知道的最能 影
8、响着我们情绪的一种声音表现形式。（悠缓小提琴）01:20This is guaranteed to make most of you feel pretty sad if Ileave it on.这样的声音一定会让你们都感到有些伤感 如果我一直放下去。01:25Music is not the only kind of sound,however,which affectsyour emotions.然而，音乐并不是唯一的一种影响着你们情绪的声音形式。01:29Natural sound can do that too.自然之音亦有此效。01:32cycles:n.周期(cycle的复数);
9、循环动作;圈数/v.循环;骑自行车(cycle的三单形式)soothing:adj.抚慰的;使人宽心的/v.安慰;减轻痛苦(soothe的现在分词)interestingly:adv.有趣地 resonance:n.力共振;共鸣;反响 at rest:静止;休息;安眠 stress-free:adj.无压力的;无应力 psychological:adj.心理的；心理学的；精神上的Birdsong,for example,is a sound which most people findreassuring.(Birds chirping)There is a reason for that.O
10、verhundreds of thousands of years weve learned that when thebirds are singing,things are safe.比如鸟鸣，这种声音对于大多数人而言 都是一种安慰。（鸟鸣）这正是在经历了成百上千年 我们认识到鸟的歌声是安全的表现的原因。01:34Its when they stop you need to be worried.而当它们停下也就是你们需要担心的时候了。01:43The third way in which sound affects you is cognitively.第三种声音影响着你们的方式是认知性
11、的。01:45You cant understand two people talking at once(If yourelistening to this version of)你不会同时理解两个人在同时说话（“如果你在听这个版本”）01:48(me youre on the wrong track.)or in this case one persontalking twice.（“的我你就在错误的音轨上了”）或者在这种情况下一个人说话两次。01:50Try and listen to the other one.(You have to chose which meyoure goin
12、g to listen to.)We have a very small amount of尝试听另一个人（“你们要决定你们到底听哪一个”）我们大脑只有很小一部分可以带宽可以用来处理声像的输入 这正是为什么如（办公室里）TED演讲者：Julian Treasure|Julian Treasure演讲标题：Julian Treasure:The 4 ways sound affects us|4种声音影响我们的方式内容概要：Julian Treasure studies sound and advises businesses on how best to use it.声音有愉悦的也有刺耳的，
13、Julian Treasure给我们展示了声音4种影响着我们的方式。仔细听，你将会发现有关我们开放式的、嘈杂办公室的一些令人惊讶的事实。youre going to listen to.)We have a very small amount ofbandwidth for processing auditory input,which is why noiselike this-(Office noise)-is extremely damaging forproductivity.来处理声像的输入 这正是为什么如（办公室里）这样的闹声 对于生产力有着如此巨大的破坏力01:52If you
14、have to work in an open-plan office like this,yourproductivity is greatly reduced.如果你要在这样一个公开的办公室里工作，你的效率就大打折扣了。02:03And whatever number youre thinking of,it probably isnt asbad as this.并且无论你在想着怎样的数字，也许并不会像这样糟糕。02:08Birdsong:n.鸟鸣声 reassuring:adj.安心的;可靠的;鼓气的/v.使放心(reassure的ing形式)cognitively:adv.认知地ba
15、ndwidth:n.电子物带宽;通信频带宽度 auditory:n.听众；礼堂/adj.听觉的；耳朵的(Ominous music)You are one third as productive in open-plan offices as in quiet rooms.(有预示作用的音乐）你在一个开放式的办公室里面的效率是安静的房间内的三分之一。02:11And I have a tip for you.If you have to work in spaces likethat,carry headphones with you,with a soothing sound likebir
16、dsong.那让我给你个小建议吧。如果你需要在那样的开放环境下工作，带上你的耳机，和如鸟鸣般和谐的音乐。02:18Put them on and your productivity goes back up to triplewhat it would be.在你工作的时候带上耳机，你的效率变会恢复三倍变为它本来的样子。02:24The fourth way in which sound affects us is behaviorally.第四种声音影响你的方式是通过行为的02:27With all that other stuff going on,it would be amazing
17、if ourbehavior didnt change.当周围有声音的时候，如果我们的行为完全不变，那将会是一件令人惊讶的事情了。02:31(Techno music inside a car)So,ask yourself:Is this personever going to drive at a steady 28 miles per hour?I dontthink so.（?在车里的枯燥的声音）所以，问问你自己吧：这人是不是准备就 一直用28英里每小时的速度开下去？我不这么认为。02:35At the simplest,you move away from unpleasant so
18、und andtowards pleasant sounds.用最简单的方式说，你会离开不舒服的声音 并前往和谐的声音。02:41So if I were to play this-(Jackhammer)-for more than afew seconds,youd feel uncomfortable;for more than a fewminutes,youd be leaving the room in droves.所以如果我们播放这个声音-（手提钻）-过不了几秒，你们觉得不舒服了吧；过不了几分钟，你们会成群结队离开这里。02:46For people who cant get
19、away from noise like that,itsextremely damaging for their health.因为人们不能摆脱这样的噪声，对于他们的身体也是极大的伤害。02:54headphones:n.电讯耳机;听筒;电子头戴式受话器(headphone的复数形式)behaviorally:adv.行为;举止 drive at:用意所在 droves:n.一群人;畜群(drove的复数)/v.买卖;驱赶(drove的三单形式)And thats not the only thing that bad sound damages.而且那并不是噪音唯一破坏的02:58Most
20、 retail sound is inappropriate and accidental,and evenhostile,and it has a dramatic effect on sales.大多数零售商发出的声音是不正确的，随意性的，甚至是带有敌意的。并且对于销量也有着巨大的影响作用。03:01For those of you who are retailers,you may want to lookaway before I show this slide.对于你们其中这些零售商，在我展示这些画面前，你们或许不想再看。03:07They are losing up to 30 p
21、ercent of their business withpeople leaving shops faster,or just turning around on thedoor.这些声音使得生意少去了百分之三十 人们加快步伐离开商店，或者只是在门口望一望。03:12We all have done it,leaving the area because the sound inthere is so dreadful.我们都做过这样的事情，离开那片地域 只因为那里的声音太令人不快乐。03:17I want to spend just a moment talking about the m
22、odel thatweve developed,which allows us to start at the top and lookat the drivers of sound,analyze the soundscape,and thenpredict the four outcomes Ive just talked about.我想只花一点点时间来谈论 我们所发展而来的那个模型，那个允许我们从高处开始的模型 看一下那司机的声音，分析下声音的范围，然后预测一下我刚才所说的四种结果。03:22Or start at the bottom,and say what outcomes do
23、 we want,and then design a soundscape to have a desired effect.或者按下按钮，并说说我们希望怎样的结果，然后设计一个产生效果的声音范围03:31At last weve got some science we can apply.最终我们得到了我们可以应用的一些科学。03:37retail:vt.零售;转述/vi.零售/n.零售/adv.以零售方式/adj.零售的 inappropriate:adj.不适当的;不相称的 retailers:贸易零售商 dreadful:adj.可怕的；糟透的，令人不快的 soundscape:n.音
24、景;音响范围And were in the business of designing soundscapes.我们在设计声音范围的一场生意中。03:39Just a word on music.Music is the most powerful sound thereis,often inappropriately deployed.关于音乐就说一句。音乐是最有威力的一种声音但它经常被错误地利用。03:42Its powerful for two reasons.You recognize it fast.因为有两个原因使其强大。首先你很快认出了它03:47And you associat
25、e it very powerfully.然后你展开了疯狂的联想。03:50Ill give you two examples.(First chord of The Beatles AHard Days Night)Most of you recognize that immediately.我来给你两个例子（甲壳虫的音乐“A HARDDAYS NIGHT”的第一个和弦）你们中大多数的人马上就认出了这调03:52The younger,maybe not.(Laughter)年轻人，也许没有认出吧（笑）03:57(First two notes of Jaws theme)And most
26、of you associate（Jaws 主题的前两个音符）大多数人会联系到什么吧！04:00(First two notes of Jaws theme)And most of you associatethat with something!么吧！04:00Now,those are one-second samples of music.现在，这些都是一秒的音乐的样品。04:03www.XiYuS锡育软件Music is very powerful.And unfortunately its veneeringcommercial spaces,often inappropriatel
27、y.音乐很强大。但是不幸的是 音乐总是为一些用来装饰那些不适合的商业场合。04:05I hope thats going to change over the next few years.我希望在未来几年有些变化04:10Let me just talk about brands for a moment,because some ofyou run brands.Every brand is out there making sound rightnow.让我们先谈论一会儿商标品牌，因为你们中有些事经营品牌企业的。所有的品牌如今 都要有自己的主题音乐。04:13inappropriatel
28、y:adv.不适当地 deployed:v.部署(deploy的过去式);展开 powerfully:adv.强大地;强烈地;非常 chord:n.弦;和弦 Beatles:n.披头士合唱(摇滚乐队)There are eight expressions of a brand in sound.在品牌声音中有8种表现方式。04:19They are all important.And every brand needs to haveguidelines at the center.他们都很重要。并且所有的品牌都需要把自己的准则放在中心地位。04:21Im glad to say that i
29、s starting to happen now.我很高兴地表示现在这一切就要发生了。04:24(Intel ad jingle)You all recognize that one.(Nokia ringtone)This is the most-played tune in the world today.（因特尔广告的叮当声）你们都认得出那个声音。（诺基亚铃声）这个是 如今世界上被播放最多的调子了。04:261.8 billion times a day,that tune is played.这个铃声每天被播放18亿次。04:33And it cost Nokia absolutely
30、 nothing.并且对于诺基亚而言他们什么也没花什么钱。04:37Just leave you with four golden rules,for those of you whorun businesses,for commercial sound.这就给你们这些经商的人留下了四条黄金法则，关于商业音调。04:40First,make it congruent,pointing in the same direction asyour visual communication.首先，有一致性，和你们的视觉画面要达到相同方向的沟通效果04:44That increases impact b
31、y over 1,100 percent.这大概能增加百分之1100的影响力。04:48If your sound is pointing the opposite direction,incongruent,you reduce impact by 86 percent.如果你那声音和画面不一致，指向相反方向，你会减少百分之86的魅力04:51Thats an order of magnitude,up or down.那是上下数量级的差别啊04:57guidelines:n.指导方针/参考 tune in:收听;调谐;使协调 congruent:adj.适合的,一致的;全等的;合谐的 in
32、congruent:adj.不一致的;不协调的;不和谐的;不合适的(名词incongruence,副词incongruently)magnitude:n.大小;量级;地震震级;重要;光度This is important.这非常重要04:59Secondly,make it appropriate to the situation.其二，将其变得适合场景05:01Thirdly,make it valuable.Give people something with thesound.第三，使其有用。给人们一些除了声音之外的东西05:04Dont just bombard them with s
33、tuff.不要仅仅用声音来砌合事物05:06And,finally,test and test it again.最后，反复反复的测试05:08Sound is complex.There are many countervailing influences.声音很复杂。有许多抵消的作用。05:10It can be a bit like a bowl of spaghetti:sometimes you justhave to eat it and see what happens.就如一大碗通心粉：有时候你得吃了它才知道会发生什么。05:12So I hope this talk has
34、raised sound in your consciousness.所以我希望这个关于声音的演讲可以提升你的意识05:18If youre listening consciously,you can take control of thesound around you.如果你用心听，你可以控制自己周围的声音05:20Its good for your health.Its good for your productivity.这对你的身体有好处。这对你的效率也有好处。05:24If we all do that we move to a state that I like to think
35、 will besound living in the world.如果我们都那么做，我们就进入了 一个在世上听上去存在的境界05:26Im going to leave you with a little bit more birdsong.(Birdschirping)I recommend at least five minutes a day,but thereis no maximum dose.我会给你们留下更多的一些些鸟鸣之歌。（鸟鸣叫）我推荐你们每天至少听5分钟，但是没有上限05:31bombard:vt.轰炸;炮击/n.射石炮 influences:n.影响,影响力;作用(i
36、nfluence的复数形式)/vt.影响,感化(influence的三单形式)spaghetti:n.意大利式细面条 consciously:adv.自觉地;有意识地 dose:n.剂量;一剂,一服/vi.服药/vt.给药;给服药Thank you for lending me your ears today.谢谢你们今天借给了我你们的耳朵。05:36(Applause)（掌声）05:38lending:n.出借;出借物/adj.出借的/v.贷款;提供(lend的ing形式);借给*Warning:本文是由生成导出，请用于个人学习，不要用于商业用途。否则，导致的一切法律后果，均由您个人承担，锡育软件概不负责。*