男性思維剖析男性世界廣告小秘訣英文

男性思維剖析-男性世界廣告小秘訣（根據(jù)錄音整理并翻譯，ＧＥ和ＣＥＩＢＳ版權(quán)所有。如需轉(zhuǎn)載，必須先與ＣＥＩＢＳ市場及公共關(guān)系部取得聯(lián)系。）湯姆·多克托羅夫[簡介]智威湯遜-中喬廣告公司東北亞區(qū)總裁兼大中華區(qū)首席執(zhí)行官注：湯姆·多克托羅夫先生基本上使用英文演講，但是偶爾也使用了中文。我們在此保持了演講內(nèi)容的原來風(fēng)貌。TodaywearegoingtobetalkingaboutthemindofChinesemen.Thisisactuallytheresultofalotofplansthatwehaveandobservationswehadinthemarketaboutwhatismotivatingmen.Motivating.Thesecretofadvertising-actuallythesecretofbrandloyalty-thesecrettonon-commoditization,thesecrettoChina'sfundamentaleconomicchallenge,whichisofcourseoverproductionandadeflationarypriceenvironmentisthecreationofbrandsthatdemandapricepremium.Thepointisthatadvertisingstartsfromtheconsumerinside.Theconsumerinside.Theconsumerpsychologyiswhatheistoprofit.That'swhereloyaltycomesfrom.Thatisn'tjusttalkingtoanaudience,buthavingadialogue.Whatisaconsumerinside?Aconsumerinsideisfundamental.Itanswersthequestionwhy.它解釋根本的東西，根本的行為。Aconsumerinsideexplainsbehaviourandpractice.Aconsumerinsidestopswhenyoucannolongeranswerthequestionwhy.Youknowyouhaveaninsidewhenthereisnomorewhy.SowhatwearegoingtodotodayisultimatelyusingourexperiencetocomeupwithwhatIcalla"masterconsumerinside".ThatistheonethingyouwomenneedtoknowaboutChinesementosecuretheirromanticloyalty.Andthenwhatwearegoingtodoistotranslatethatinsideintodifferent,morespecificmarketingapplicationsandadvertisingstrategies.Thisisnotquantitative.不是定量的，是抽象的，是一種概念的。今天的中國，是個(gè)歷史的機(jī)會。Itisthenewera,itisthenewgoldenhorizonthateveryoneofyoucangrabupon.Soeverythingisperfect.Well,youknowfrommylastpresentation,nothingisperfect.Thebestinsidehasconflict.Inallofus,inourheart,wehavesomeconflicts.Arethereunderlyingtensions?NowIhope,asIgoforward,youcantrustmewhenIsay中國男人比美國男人好很多。他們是最厲害的，最激進(jìn)的，最接受挑戰(zhàn)的。他們不是消極的，是積極的，只是他們還有一些弱點(diǎn)。所有文化，都有它們的長處和自己的弱點(diǎn)，對不對？Let'stryto坦誠相待。（VideoshowstheChinesecharacterforman：男）這個(gè)是什么？What'sonthetop?田；What'sonthebottom?力，OK?Forourforeignguestshere.ThisistheChinesecharacterforman.ThisisbasicallyChinese.Man'spowerinthefield.Manworkshard.Mandoesnothaveaneasylife.Hehasburden.Hehasresponsibility.Right?InChina,inaConfuciansociety,manhastocarrytheweightofthefamily'ssuccessontheshoulder.Andithasbeenthiswayfor2,500years,3,000years,4,000years,5,000years.Patriarchy,這個(gè)是孔子主義的社會。Confuciansocietyisapatriarchicsociety.ConfuciansocietywhichisultimatelywhatChinastillistoday.Historically,womanhasnothadalotofrights.Thewoman'sprimaryobligationistogivebirthtoachild,amaleheir.Themanhastheresponsibilityofsucceedingandprovidingforthefamily.AndithasbeentoughbeingamaninChina.Anditcontinuestobe-toughtobeaguyinChina.Youhavesomanyresponsibilities:成家立業(yè)，三十而立,eveninhonouringyourancestors.OK?Soyoudon'thavetojustcareforyourfamily,youdon'tjustcareforyourchildren,notjustextendedfamily,butevendeadpeople.Allright?It'stoughbeingaman.NowinaConfuciansociety,oneofthethingsaboutConfucianism-itssocietyistheworld'sfirstsociallymobilesociety.Bystudyinghard,youcanmoveforward,itisalsoaregimentedsociety,就是說有很多的結(jié)構(gòu)，有很多等級制度的。So,luckily,menalwaysknewwherehestood;menalwaysknewwhetherhewasmeasuringuptowhatasuccessfulmanshouldbe-hasalwaysbeenlikethis.HowwasthisinConfuciansociety?Well,successhasalwaysbeenrelativelynarrow.Thedefinitionofsuccesshasalwaysbeenrelatively"窄，比較窄".Societydefinessuccess.Successisnottheindividual.Westerncultureultimatelyreliesontheindividualtodefinehisownsuccess.Asianculture,Confuciancultureprimarilyreliesonasocietystructuraldefinitionofsuccess.Itwasaregimentedpattern.Itwasapatternthatdidnotleavealotofroomforinterpretation.Butonthepositiveside,atleastIknowtheway.Whatwastheway?Thosewhoexcelscholarshipbecomeofficials.Letmetrytoreadthis:"學(xué)而優(yōu)則仕".Howaboutthisone?"勞心者治人，勞力者治于人"Thosewhoworkwithmindrule;thosewhoworkwithstrengthberuled.InChineseConfucianculture,themindwastheultimateweapon.Themindwastheultimateweaponofsuccessonthebattlefieldoflife.Sharpenthemind,masterthemind,youwillsucceed.Butnotjustintelligence-focusingintelligence,structuralintelligence,regimentedintelligence.TherewasaclearhierarchybyabsorbingandunderstandingConfuciantexts,比如說四書五經(jīng)，等等.AmancouldmoveforwardbybecominganexpertathowConfuciandefinedtheidealsociety,andhowsuccessfuldynastiesandemperorsdefinedtheidealsociety,all-mostly,moreorless,giveortake,theywentuptheywentdown,butthey'restillupthere-Confucianpreceptsamantosucceed.Therewasahierarchy,anarrowhierarchy.Atthebottomofanimperialsocietywerethemerchants-thosewhoworkedwithyourhands.Excuseme,thosewhoworkedwithyourmoney.Actually,thishassomethingincommonwithEuropeintheMiddleAges.Jewishpeople,youknow,我是猶太人.ThereasonwhyJewishpeoplearesogoodwithmoneyisbecausewhenwewerethrownoutofmostoftheEuropeansociety,theonlythingweJewswereallowedtodowasthedangerouswork-touchthemoney.Sowedevelopedaspeciallittleskill.InChina,itwasthesameasinEuropeinaway,moneywasdirty.Well,itwasnot,butdealingwithmoneywasdirty.Farmers,theyworkwithhands,theywerethelesslevel,theywereproducingsomethingoutoftheearthinafundamentallyagriculturalsociety.Andfinallyscholarsandofficials,theywereatthetopofthehierarchy.Therewasnotalotofroomforinterpretationhere.Nowifyoureceivedwisdomcontainedintheclassics,youlookedback,youdidn'tlookforward.Youlookedback.Youmemorizedwhatwasprescribed,whatwasmandated.Itwasnotanassimilativeintellect,itwasalogical,analyticintellect.Therewasofcourseahierarchy,astructuralroutetosuccess.Thedistrictexams-becamegovernmentstudents,thosewhopassed.Thisisbywayof2%ofthepopulation,or2%ofthepeoplewhotookthetest,thenprovincialexams-becameemployablemen,thenmetropolitanexams-becamepresentablescholars,andfinallythepalaceexams.0.2%ofthosepeopletakingthetestsbecameadvancescholars.Andthissystemofthecivilserviceexams,basicallycontinueduntilthefalloftheQingDynasty,anditreachedthepeakofregimentationofrigidity--不是靈活的，最高水平的死板-inQingDynasty.Soitwastherefrom2,000yearsago,1,800yearsagoreallyuntil1900.Butthegoodthing-therewasonesureroadtoRome-ifIsucceedatthesetests,ifIcanmasterthisknowledge,Iwillsucceed.Itislaidoutforme.ThereisnoguaranteethatIcanpassthetests,butthereisguaranteethatifIdopassthetests,thingswillbeOK.Masteryourprescribedknowledge,assureyoursuccess,andultimately,thesuccesswaswithinthecontrolofyourself.Ifyousharpenyourmind,ifyoutakecontrolofyourmind,ifyouareabletodisciplineyourintelligenceandyourintellect,youwillsucceed.Butthenthingschanged.Maocame.(VideoshowsthelifeduringtheCulturalRevolution)YouknowtheChinesecharacterforrevolutioniswhat?革命,what'sitsmeaning?Ithastwomeanings,right?Oneisleather,theotherisanre-establishmentofadescribedorder.TheChinesedefinitionofrevolutionisnotthesameasanAmerican,Western,French,British,Italiandefinition.Whenwesayrevolutionwemeanthingsaregoingdifferently,butwhenChinesesayrevolutiontheymeanputtingitbackthewayitshouldbe.Andofcourseyoudon'tcalltheCommunistrevolutiona"革命"，我們叫它"解放"。Butitwasa"革命"intheChinesesenseoftheword.BecauseintheChinesesenseoftheword,therewerestillmanyaspectsofConfucianismonwhichMaobasedhiscontrol.Oneofthem,again,wascontinuedregimentationofhowtosucceed.Thecontentchangedalittlenow,butsuccesswasagainbasedontheassimilationandunderstandingofprescribedknowledge.SuccessunderMaountiltheearly80'swasbasedonthecommandofMarxist,Leninist,Maoist,nowDengXiaoping,JiangZeminknowledge.Payoffagainfrommastery.PayofffrommasterytobecomehigheronthegovernmentstructureinaPartycareer.Thingsarechangingalways…today,payoffdoesnolongercomefrommastery.Today,payoffcomesfrommany,manymorethings,sothingsarenoaseasytobearticulatedastheywereinthepast.TherearemanyforcesshapingChinesementoday.Now,IdonotwanttosuggestthatAmericansocietydoesnotalsohaveahierarchy.Ofcourse,ittoo,hasahierarchy.ButthesocialclasssysteminAmerica,althoughitisveryhierarchical,wehave,franklyspeaking,wehavelowerlower,middlelower,upperlower,lowermiddle,middlemiddle,uppermiddle,lowerupper,middleupperupperupper…OK?We'vegotalotofit,thedifferenceisthattherearemanycombinationsthatgointowhatyoursocialeconomicstatus,andtheyhaveequalweights.One,yourfamily'sbackground.I,forexample,isaJewishperson,andit'sgoingtobeverydifficultformetobecomeupperclass,becauseupperclassismorethanjustmoney.Familybackground,education,money…allofthesecometogetherintoaverycomplexequationofwhatmiddleclassmeans.InChina,thedefinitionofsocialhierarchyhasalwaysbeenrelativelynarrow.WhatIamgoingtosayissomethingsomeofyoumightfindcontroversial.Thedefinitionofsuccessinclasshasalwaysbeen,justaswhatitwasinthepastandcontinuestobeuptoday,relativelystrictlydefined.DEngXiaoping,whenhewenttoGuangZhouin1992,hesaid,"Togetrichisglorious."Hedefinedanewsocialhierarchy,anewsocialhierarchyofmoneyandwealth-definingstatus.Thisisnottosaythatitistheonlythingthatdefinesstatus.Payoffwillmakesomebodysuccessful,admiring.Scholarshipwill,too.Thefactisthatrelativetootherculturesitisourcontentionthatmoneydefinessuccess.WedobelieveinChina,relativetoothercultures,evenotherAsian…South-easternAsianculturesandJapanesecultures,Taoistculturesforexample,moneytakesonanewrole,becauseithasbeenmandatedandhasbeenendorsedbyleadership.Today,thehierarchyhasreversed,buttherearestillahierarchy-workers,farmersatthebottom(藍(lán)領(lǐng)工是最低水平的),publicservants,officialsandbusinessmenatthetop,whichiswhyofcourseJiangZemin"三個(gè)代表"isinfactaquietrevolution.Itimplicitlyrecognizesthattheyperhapsrepresenttheadvancedproductiveforcesofsociety,maybe.Thegoalofmodernsocietyissingularly,moresothanothercultures,trytogetmoneyandbecomerich.Therearepressurestobecomerich.Howmanymenherecangetmarriedbeforetheirgirlfriends'parentsknowyoucanaffordaniceapartmentindowntownShanghai.Moneyisstillthedefinitionofareliableperson-somebodywhocanprovidea"踏實(shí)將來、美滿將來、幸福家庭".So,moneyisimportant.Nowcapitalism,ontheotherhand,isalittlebitdifferent.Capitalismisultimatelyrootedinentrepreneurism,notjustmoney,notjusttheacquisitionofwealth.Capitalismisrootedinindividual'sabilitytosay,"Youknowwhat,IthinkIdisagreewiththis.I'mgoingtodosomethinginmyownway."WhyisBillGatessoadmired?BillGatesissoadmirednotjustbecausehewasrich,butbecausehedroppedoutofHarvard,becausehewasabletosay,"Ihaveabetterway."Andthenyoubecamerich.Itisanindependentrisk-takinginitiative.Entrepreneurismislikegambling.Itisyourselftoovercometheoddsofthesystem.Itisanimplicitbeliefthatalthoughthereisnoguaranteedpath,ifIbelievethatIcanfindmyownway,Iwill.Entrepreneurismisfuellingcapitalism.GotoGuangZhou,youseeitforyourselfifyouareinChinatoday,butentrepreneurismintermsofmovingagainstsocialstructureisn'tfamiliartoChinesepeople,andhasn'tbeen,italwayshastakencontinuedplacewithinafairlyregimentedsocialstructure.Now,reallythisisa1990'sword,early1990's.ButthisconceptofbeingadriftboldlyonaraftisnotaconceptthatexistsintheAmericancapitalism.Wedon'thaveanequivalenttranslationof"下海".Infact,education,becauseoffundamentallydifferenteconomicandsocialstructures,isverydifferentbetweencapitalistsocietiesandConfucian-daysociety.InConfucianism,educationisjustsuggested,it'saboutmasteryoffixedknowledge.Payoffcomesfrommeticulousexpertise,whilemeticulousmeansdetail;expertiseagainmastery.Itisstatic;itisdeep;itisconceptual;itisbeautiful;itis,however,static.Capitalism,ontheotherhand,dependsonbeingabletoanalyseanewsituationandtoseizetheopportunities.That'swhateducationis.WhentheWesternpeopletaketests,theyareweakandaretheworst,forexample,inAmericaintheworld,atmath.Whyisthat?Becauseoureducationsystemisn'tgearedtowardthat.Oureducationsystemisgearedmoreonalateral,assimilativemode.Thepayoffis,astheysayinLatin,anybodyeverseethemoviewithRobinWilliams?-"Seizetheday!"Iseeanopportunity,andI'mgoingtocatchit.Itisdynamic,involving,anditimplicitlyrecognizesthatthingsneverchange.TheChinesegovernmentisnowunderstandingthataswellasittriestoreshapeitscurriculumforthecollegesandhighschools,butimplicitinthisisnon-certainty-educationcannotguaranteesuccesstodayinChina.ThatiswhyinjustonepollontheInternet75.43%-thereissomequantitativesupport-suggeststhatthemostimportantthinginsuccessisapioneeringspirit,1.3%sayeducation;2.39%sayfamilybackground,10.53%sayopportunities,and10.24%saythemindofagenius.Thisistosuggestthatpioneeringspiritisnewideal,andanewtool.Italsorequestsalittlebitofuncertainty.Confuciansocietydefinessuccessonasingularpattern.Theroutetosuccessisundera"nopain,nogain"belief,likeworkingout,likegoingtothegym,likediet.I'mgoingtogotopain,butIknowIwillgetmusclesandIwillloseweight.Itiscertain-ifIsuffer,ifIcommand,Icanwin.Capitalism,ontheotherhand,isbasedontheindividual.Heshapeshisowndefinition.Successrouteisbasedonhighrisk,highreturn,justlikewhatyou'relearningfromefficientcapitalmarket.Butitisuncertain.Itisnotcertain.Actuallythereisanuneasymarriageinthemindsofmenwhentheyareapproachingtheirmasterinside,betweensociety'sdefinitionofsuccesswhichisfairlyrigidandthewayhegetstherewhichisbroadandbecomingincreasinglymoredynamic.Mentodaybelievethattheyusedtoknowthewaybutnow...successiswho,whom?You'vegotaroof,you'vegotamouth,you'vegotanothermouth,you'vegotmoney,you'vegotfield,you'vegotboost,you'vegotconsumptionofwealth.Togetrichisglorious,thatistheideal,buthowcanIgetthere?DEngXiaopingsayscrossingtheriverbyfeelingthestones."摸著石頭過河。"Notsocertain,isit?Crossingtheriverbyfeelingthestones-it'satryingperiod,it'srisk-taking,it'samaze.SoChinesementodayhaveamagnificentdestination-theyarefreer,theyhavemorechoices,andtheycangrabthegoldenringastheyevercouldbefore,butthereisanunsureroad.HowdoIgetthere?NowthisisnottosaythatChinesemenarefearful.Chinesemenarethemostambitious,aggressivemenontheplanet.Theycanmoveforward,theresultwashewastofallanxiety.Chinesemenhave"焦慮".焦慮不是怕的意思。焦慮是一個(gè)不明的、不舒服的感覺。It'snotfear,it'slikehavingalittlerockinyourshoethatnevercomesout.Andultimately,whatmarketerstodoishelpChinesemenmanagethisanxiety.Becausetoday,Chinesemendonotfeelliketheycancontroltheirdestinieslikewhattheycouldinthepast.Todaythepayoffisbrighterthanever,buttheabilitytocontrolitislessintheircontrol,lessintheirhands.Andwhatyouaregoingtobedoingishavingthismasterinsideabouttheconflictbetweenarigidsocialdefinitionofsuccessandalackofsurenessifwe'regettingthereintodifferentadvertisingthathadbeenusedsuccessfullyinChinainmarketingtoChinesemen.婦So盈l肚et切u智s腳be西gi釋n養(yǎng)wi散th圣t仰he作f呢ol桃lo圾wi很ng燥s因ix查a紐dv傅er講ti垃si沙ng盞t找he瓜me枯s.斥T返he勁f混ir寨st贊o譽(yù)ne索i蘭s匙th潛e赤mo池st肅o求bv登io深us據(jù)-嶺P沒ro塔je癥ct幟S額ta瞇tu療s.沖表咸現(xiàn)出蒜地位匠。P貿(mào)eo梅pl斬e勺ha趣ve夕a德nx碧ie撤ty欲（焦鄙慮）遙,尖so尚t幼he華y原h(huán)a翻ve澇t問o,建i葉f縫th政ey殘d升on畝't狂r浮ea像ll虛y惹ha界ve曠c尺on嘆fi爬de蔥nc學(xué)e,簡i屯f殺th超ey猶r豬ea村ll預(yù)y資ar盯e忠no殺t蜂su勵(lì)re枝o徑f趕th棋e(cuò)i臉r殖so詠ci煤al爆s舊ta笛tu嚷re哭o執(zhí)f奧th蹲ei咐r帝pr績es睛ti微ge度,喝th遞ey萌h企av利e育to爭d坐is減pl罷ay襲w彼ha晃t未th勾ey擠d溜o舉ha汽ve期.退Th懂ey衫h篇av滿e鉤to占m傲ag脈ni仔fy裁w恥ha倚t旗th挑ey臭d蒼o脂ha取ve烤a陵nd語t分he而y黎ha泉ve乘t煎o稍fe零el稱b測ig薦ge食r榮th呀an猶p釀er踐ha格ps倉t嫂he筐y蔥do著i家ns鑼id壞e.稿N想ow青l(xiāng)將et石's竟c忘la土im抄a蘿f錘ew桶w布ay揚(yáng)s諸th者at睛,獄th殲is侮i吃s泄ag峽ai竊n吐th炒e貧mo影st誘b你as猴ic褲m陰ar掏ke夫ti星ng講r貼ul父e基in小C暈hi涉ne隨se磚m熊en穗m駐ar賠ke咐ti仇ng艷-俊s目ta慈tu避s.構(gòu)O敘K?士T絲he陜r(jià)e沉's啊n碗ot某a奔l離ot雙o壘f背ro域om摔f北or獸i恭nt父er周pr禽et勿at同io音n程he園re剛.過He卵h池as愉t深o荷be凳b睛ig刻,考he組h格as料t仇o獲be獄b代ol勉d,呆h月e狡ha朵s愉to萌b酷e閱ba耕ld辛.質(zhì)Le券t'步s蒜se盟e嗚so碧me友p搞ub獵li捎c帽ex亭am農(nóng)pl叫es暮:終fi修r(nóng)s勒t,震海漢王金妹樽誦(v騎id調(diào)eo式s卷ho升w)阿W僅hy栽?擔(dān)OK受?咸Th末is罰i午s概ba由si析ca瓣ll掏y滴us病in龜g摘al會l摔im壇pe塵ri癢al鐘i僵ma播ge獸ry赴a舅s狀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