音頻:
貼心提醒
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中英文稿
I can control your emotions and influence your behavior
我可以控制你的情緒、 影響你的行為，
without showing you anything, without touching you,
且不需要讓你看任何東西、 不需要觸碰你，
and without saying a single word to you.
不需要對你說任何一個字。
This power, most people, they rarely think about it.
大部份的人不會去思考這種力量。
In fact, most people are unaware
事實上，大多數人都沒有 意識到這種力量，
that it is being used, or that they themselves are using it.
也不曉得自己正在運用這種力量。
It is so powerful that new mothers use it
這力量非常強大，
when they want to acclimate their baby outside of the womb.
以至新手媽媽會運用它來 讓新生兒來適應子宮外的環境。
And even Hitler used it to unite a crowd with one of his speeches.
甚至希特勒也曾在他一個演講中 運用這力量來凝聚眾人。
This power is the power of smell.
這種力量，就是嗅覺的力量。
When we are only 12 weeks in our mother's stomach,
當我們在母親的肚子裡 只有十二周大的時候，
we have a fully developed sense of smell.
我們的嗅覺已發育完成。
After this first trimester
在首三個月之後，
we can actually smell what our mother's eating
我們就能夠聞到母親正在吃的東西，
as odor is the only sense that passes through the amniotic fluid.
因為嗅覺是唯一能夠 穿透羊水的感官。
This is the beginning of our taste preferences.
這時，我們開始有了口味的偏好。
And then once we are born, our entire world is smell.
然後，一旦出生以後， 我們的整個世界都充滿了氣味。
It is our dominant and primary sense until we are 10 years of age.
在我們十歲之前， 嗅覺是主導我們的主要感官。
Our only other sense, if you can call it that,
我們唯一的另一種感官 （如果你可以稱之為感官的話），
that's as fully developed at this stage is emotion.
也在這個階段發育完成的，是情感。
And scent and emotion work together
嗅覺和情感共同幫助我們理解、
to help us to understand, comprehend, and create our new worlds.
領悟和創造我們嶄新的世界。
Actually, when you smell an odor, you automatically link an emotion to it.
其實，你聞到氣味時會很自然地 將它和某種情感聯繫起來。
And the scent and emotion remain forever linked together,
這種氣味會和情感永遠聯繫在一起，
floating around our olfactor memory,
漂浮在我們的嗅覺記憶中。
our smell memory,which is the largest and most acute part of our memory.
嗅覺記憶是我們記憶庫中最大、 最敏銳的部分。
I call them scent emoticons,
我稱之為氣味的表情符號，
scent and emotion linked together forever.
氣味和情感會永遠地聯繫在一起。
This is why some of our most powerful memories are linked to smell.
這也是我們最深刻的記憶 總與氣味有關的原因。
The smell of freshly cut grass,
剛割下的草的氣味，
our Christmas tree,
我們的聖誕樹，
our grandmother's house,
我們的奶奶的房子，
an ex-lover,
前度情人，
one whiff,
一個氣味，
and we are immediately transported to another time, to another place.
就能讓我們馬上穿越到 另一個時空，另一個地方。
We remember the sights and the sounds.
我們可以記得那時候的情景和聲音。
We can paint an entire picture of where we were.
我們能完全描繪出當時所處的地方。
We can even recall with incredible precision how we felt in that moment,
我們甚至可以很準確地回憶起 當時候的感受。
all with one smell.
所有一切，都只因那一絲氣味。
And this is what I love about the sense of smell.
這就是我如此喜歡嗅覺的原因。
No other sense can transport us and make us feel that emotional connection
沒有任何感官可以像嗅覺一樣， 讓我們穿越時空，感受到情感聯繫。
Many new mothers already know this,
很多新手媽媽都已知道這一點，
which is why they use a t-shirt or blanket with their scent on it
這就是為什麼他們會用 帶有自己氣味的 T 恤或毯子，
to soothe their new baby when they need to separate from them.
在他們需要與孩子分開的時候， 可以撫慰孩子。
This allows a child to still feel safe when the mother is no longer holding them.
這能讓母親沒抱著孩子的時候， 孩子仍然能夠有種安全感。
At this stage in life, we imagine that touch is the most important.
在生命的這個階段， 我們把觸覺視為是最重要的。
But a child, a newborn child,
但一個孩子，一個新生兒，
will allow its mother to stop holding them if her smell is there.
如果母親的氣味依然存在， 他會願意讓母親不需要再抱著他。
And the research on Hitler is amazing.
希特勒的實驗是令人驚訝的。
He would have his people come in hours before he was to give a talk,
在他發表演講之前，他會讓 他的民眾在幾個小時前先到會場，
spray the entire arena with scent,
用香水噴灑整個會場，
so he could create the mood even before he took the stage.
那他就能在上臺之前 就營造出一種氛圍。
And it's not just mothers and dictators who understand -
而且不僅是母親和獨裁者理解這一點，
(Laughter)
（笑聲）
how scent can influence behavior.
理解氣味如何影響人們的行為。
The power of scent completely transformed the way
氣味的力量徹底改變了
Procter & Gamble market laundry detergent.
寶潔公司洗衣粉的營銷方式。
For years and years, the value proposition for laundry detergent
多年來，洗衣粉的價值主張是
was get your whites whiter and your brights brighter.
讓你白色的衣物更白淨， 明亮的衣物更明亮。
because when people were asked in focus groups
因為在焦點小組中被問及
what was important to them them,
什麼對他們而言最重要時，
this is what they said.
這就是他們所給的答案。
So various brands competed:
因此，當各種品牌在競爭時：
one would use bleach; one would use oxygen;
這品牌會用漂白劑，那品牌會用氧，
another would use chloride.
另一個則會用氯化物。
But then, in the 1980s, Procter & Gamble decided to do some research.
然而，在 80 年代， 寶潔公司決定做些研究。
They hired a clever anthropologist
他們聘請了一位聰明的人類學家，
to go into people's homes and watch them do their laundry.
進入人們的家中， 觀察他們洗衣服的過程。
This is what they discovered:
這是他們所發現的事情：
when people were done washing their clothes,
人們洗完衣服的時候，
no one held it up to the sunlight to see how bright it was,
並沒有人把它拿到陽光下， 看它有多透亮，
and no one compared it to see how white it was.
也沒有人會比較它的白淨。
The first thing people did when they were finished washing their laundry
人們洗完衣物後做的第一件事，
was hold it up to their nose and smell it.
是把它湊到鼻子上聞一聞。
Because, at the end of the day,
因為，我們衣服的乾淨度
it doesn't make as much of a difference how clean our clothes look;
最終不會有太大的影響；
it matters if they smell clean.
重要的是它們聞起來感覺很乾淨。
But who cares?
但是誰在乎呢？
Unless you're a mother, a marketer, or a dictator,
除非你是母親、營銷人員或獨裁者，
(Laughter)
（笑聲）
why does this matter in the world?
為什麼這件事對這世界很重要呢？
I believe that scent is completely underutilized in our lives.
我相信氣味在我們的生活中 仍未被充分利用。
Scent has the potential to change the way in which we see the world.
氣味可能會改變我們看待世界的方式。
Scent can make everything more enjoyable, more emotional, more memorable.
氣味可以讓一切變得更愉悅、 更感動、更難忘。
Think about when we want to go on a date.
試想想，我們想約會的時候，
We look in the mirror, we want to look nice,
我們會照鏡子，我們想要自己好看，
we put on makeup,we pick out our favorite dress, maybe our favorite shirt,
我們會化妝，挑選出 最愛的連身裙或襯衫，
but few of us consider if our smell will attract our future mate.
但我們很少考慮到我們的氣味 是否對未來伴侶來說有吸引力。
If we go on an anniversary, or we want to propose marriage,
如果我們慶祝周年紀念日， 或想要求婚，
we buy a ring, maybe flowers, a gift,
我們會買一枚戒指， 或是一束鮮花、一份禮物，
we set the stage, we dim the lights, we put on some soft music.
我們布置場地、調暗燈光， 播放柔和的音樂。
But do we ever consider
但我們是否考慮過房間的氣味
if the smell of the room elicits the response that we want?
會不會引起我們想要的反應？
The lighting, the sound, the flowers, the scent,
燈光、音樂、鮮花、氣味，
should all work together to help us say,
應該結合在一起，幫助我們表達：
"I love you, I want to dedicate my life to you."
「我愛你，我想 把我的一生獻給你。」
Today scent is an obvious place, where it matters in laundry detergent,
如今，氣味在洗衣粉中 扮演著很重要的角色，
but all companies should consider the emotional impact they can have
但所有公司都應該考慮到，僅僅增加一些氣味
simply by adding a smell.
便能夠帶來的情感效果。
A recent study done in a Nike store showed
最近在耐吉門市 所進行的一項研究顯示，
that when a brand-appropriate scent was used,
當店裡使用了適合品牌形象的氣味時，
customers felt the overall store experience was better,
顧客會感受到整體購物體驗的改善，
the services were elevated,
服務質量的提升，
the impact of which meant customers spent more money.
促使了顧客更捨得掏腰包。
Now, when I talk to you about scent,
現在，當我和你談論氣味時，
I'm not talking to you about
我不是在和你談論我們過去
the smells that we're used to experiencing in our life,
在生活中經歷過的氣味，
I'm not talking about the smell of lemons,
我說的不是檸檬的味道，
or the smell of apple, or the smell of vanilla;
蘋果的味道，或香草的味道；
I'm talking about a highly sophisticated instrument
我所說的是，以一種高度複雜的方式
being used in a highly sophisticated way.
來操作高度複雜的工具。
For example, if I were to give you a talk on painting,
例如，如果我給一場關於繪畫的演講，
I would talk to you more than just about primary colors.
我會解說的不僅僅是原色。
Children's painting.
這是小孩的的畫作。
What's amazing here:
這裡最令人驚嘆的是：
all of the colors that were used in that children's painting
這孩子的畫作中所使用的顏色
are also used in this Monet.
也用於莫奈的這幅畫中。
There are only three primary colors, that's all there are,
只用了三種原色，這就是全部了，
but it's how Monet mixes them together
但莫奈將三種顏色融合在一起的方式，
to evoke an entirely new scene and create an entirely new emotion.
喚起了一個全新的風貌， 創造了一種全新的情感。
The same goes for music.
音樂亦是如此。
There's only one scale of music, there are only seven notes,
只有一個音階， 只有七個音符，
but chopsticks sounds very, very different to a Beethoven symphony.
但《筷子》聽起來與 貝多芬的交響樂非常不一樣。
It's not the number of notes that Beethoven uses;
不是因為貝多芬使用的音符數量；
it's how he mixes them together.
而是他如何將音符組合起來。
And scent works in exactly the same way.
氣味的原理是一樣的。
It's not the primary colors or simple ingredients or big notes,
不在於原色，簡單的成分， 或大音符，
we can paint a Monet or create a Beethoven symphony with smell.
我們可以透過氣味，劃一幅莫奈式的 畫作，或創造貝多芬式的交響曲。
This is what fascinates me.
這就是我對氣味的著迷之處。
This is what I have dedicated my life to:
而我一生致力於：
to finding all of the grand paintings
去尋找可以為你的鼻子
and all of the master symphonies that I can compose ...for your nose.
所創造的 「偉大畫作」和「大師級交響樂」。
And here's the best part:
最精彩的部分是：
whether you like Picasso more than Monet or whether you prefer Bach to Beethoven,
無論你是否喜歡畢卡索多於莫奈， 或喜歡巴赫多於貝多芬，
the smells that you like or don't like
你喜歡或不喜歡的氣味，
are not your own subjective opinion.
並不是你自己的主觀意見。
They are rather almost entirely formed
它們幾乎完全由
by your culture, your generation and your living environment
你的文化、 年代和生活環境所組成，
from the first 10 years of your life.
建立於你生命的第一個十年。
The smells that you find good, pleasant, pleasureful,
你覺得好聞、合意、愉悅的氣味，
or bad, unhealthy, even gross,
或者難聞、不健康，甚至噁心的氣味，
you learned when you were a child.
都是你小時候就學會的。
Your baby products, your suntan products,
你的嬰兒用品、防曬用品、
your floor cleaners, your laundry detergent,
地板清潔劑、洗衣粉、
your toys, your food, the list continues.
玩具、食物等等。
What's important about these products is that they change
這些產品的重要性在於，
region to region, culture to culture, generation to generation.
它們根據區域、文化和年代而改變。
For example, Americans born before the 1940s,
例如，40 年代以前出生的美國人，
associate the smell of wood with their childhood
會將木材的氣味 和他們的童年聯繫在一起，
because their toys were made from wood.
因為他們的玩具是用木頭做的。
Americans born just after the 1940s
出生於 40 年代之後的美國人，
started to associate the smell of plastic and Play-Doh and crayons
開始把塑料、培樂多黏土 和蠟筆的味道
with their childhood.
和他們的童年聯繫在一起。
It's difficult for us to explain why we like something and why we don't.
我們很難解釋我們對某些東西 喜歡或厭惡的原因。
Our sense of smell lives in the part of the brain
我們的嗅覺感官在大腦中
called the limbic system,
一個稱為邊緣系統的地方，
and the limbic system has no capacity for language.
而邊緣系統是沒有語言能力的。
So while we can describe a smell in simple terms,
因此，雖然我們可以 用一些簡單的術語來描述氣味，
we can say it's fresh, it's floral,
我們會形容它為很新鮮、像花香，
maybe it's too strong,
或太濃烈等，
we have a very difficult time saying why we like it or we don't.
但我們很難說出為什麼喜歡或厭惡它。
Even some of us, we can describe a smell in great detail,
即使我們之中有些人可以像葡萄酒專家或專業嗅覺師一樣
like a wine expert or a professional nose,
非常詳細地描述氣味，
we still can't tell you why we like it or not.
但我們仍然無法告訴你 對它感到喜歡或厭惡的原因。
And although the limbic system has no capacity for language,
雖然邊緣系統沒有語言能力，
it is responsible for emotion.
它對情感負有責任。
So while you can't tell me why you like something,
所以，當你無法告訴我 為什麼你喜歡某個東西時，
you can tell me how it makes you feel.
你可以告訴我它帶給你什麼樣的感覺。
And how do you feel right now?
你現在感覺如何？
Breathe in.
吸氣。
There are smells around us at all times,
在任何時候、任何地方，
everywhere.
我們都被各種各樣的氣味圍繞著。
If we can control these smells, we can actually use them as a tool.
如果我們可以控制這些氣味， 其實我們可以將它們當作工具。
I want to create and use smells
我想創造和運用會讓人們
that make people feel better when they're sick,
在生病時感到舒服一些的氣味，
to make people feel happy when they're sad,
讓人們難過時感到快樂，
to make people feel safe when they're displaced,
讓人們在流離失所時感到安全，
to make people feel inspired and connected and loved.
讓人們感到被啟發、被聯繫和被愛。
We create all manner of things in this world to make us look good,
我們在這世上創造了各種東西 來讓自己感覺良好，
but smell is the most natural and the most powerful way
但氣味是讓我們感覺良好
to make us feel good.
最自然、最有力的方式。
Thank you.
謝謝。
(Applause)
（掌聲）
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