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I want to spend just a moment talking about
我想只花一点点时间来谈论
the model that we've developed, which allows us to start at the top
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
and look at the drivers of sound, analyze the soundscape
看一下那司机的声音，分析下声音的范围，
and then predict the four outcomes I've just talked about.
然后预测一下我刚才所说的四种结果。
Or start at the bottom,
或者按下按钮，
and say what outcomes do we want,
并说说我们希望怎样的结果，
and then design a soundscape to have a desired effect.
然后设计一个产生效果的声音范围
At last we've got some science we can apply.
最终我们得到了我们可以应用的一些科学。
And we're in the business of designing soundscapes.
我们在设计声音范围的一场生意中。
Just a word on music. Music is the most powerful sound there is,
关于音乐就说一句。音乐是最有威力的一种声音
often inappropriately deployed.
但它经常被错误地利用。
It's 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
and you associate it very powerfully.
然后你展开了疯狂的联想。
I'll give you two examples.
我来给你两个例子
Most of you recognize that immediately.
你们中大多数的人马上就认出了这调
The younger, maybe not.
年轻人，也许没有认出吧
And most of you associate that with something!
大多数人会联系到什么吧！
Now, those are one-second samples of music.
现在，这些都是一秒的音乐的样品。
Music is very powerful. And unfortunately
音乐很强大。但是不幸的是
it's veneering commercial spaces, often inappropriately.
音乐总是为一些用来装饰那些不适合的商业场合。
I hope that's going to change over the next few years.
我希望在未来几年有些变化
Let me just talk about brands for a moment,
让我们先谈论一会儿商标品牌，
because some of you run brands. Every brand is out there
因为你们中有些事经营品牌企业的。所有的品牌如今
making sound right now.
都要有自己的主题音乐。
There are eight expressions of a brand in sound.
在品牌声音中有8种表现方式。
They are all important. And every brand needs to have guidelines 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。
I'm glad to say that is starting to happen now.
我很高兴地表示现在这一切就要发生了。
You all recognize that one. This is the
你们都认得出那个声音。这个是
most-played tune in the world today.
如今世界上被播放最多的调子了。
1.8 billion times a day, that tune is played.
这个铃声每天被播放18亿次。
And it cost Nokia absolutely nothing.
并且对于诺基亚而言他们什么也没花什么钱。
Just leave you with four golden rules, for those of you who run businesses,
这就给你们这些经商的人留下了四条黄金法则，
for commercial sound.
关于商业音调。
First, make it congruent,
首先，有一致性，
pointing in the same direction as your visual communication.
和你们的视觉画面要达到相同方向的沟通效果
That increases impact by over 1,100 percent.
这大概能增加百分之1100的影响力。
If your sound is pointing the opposite direction, incongruent,
如果你那声音和画面不一致，指向相反方向，
you reduce impact by 86 percent.
你会减少百分之86的魅力
That's an order of magnitude, up or down.
那是上下数量级的差别啊
This is important.
这非常重要
Secondly, make it appropriate to the situation.
其二 ，将其变得适合场景
Thirdly, make it valuable. Give people something with the sound.
第三，使其有用。给人们一些除了声音之外的东西
Don't just bombard them with stuff.
不要仅仅用声音来砌合事物
And, finally, test and test it again.
最后，反复反复的测试
Sound is complex. There are many countervailing influences.
声音很复杂。有许多抵消的作用。
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.
有时候你得吃了它才知道会发生什么。
So I hope this talk has 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
If you're listening consciously,
如果你用心听，
you can take control of the sound around you.
你可以控制自己周围的声音
It's good for your health. It's good for your productivity.
这对你的身体有好处。这对你的效率也有好处。
If we all do that we move to a state
如果我们都那么做，我们就进入了
that I like to think will be sound living in the world.
一个在世上听上去存在的境界
I'm going to leave you with a little bit more birdsong.
我会给你们留下更多的一些些鸟鸣之歌。
I recommend at least five minutes a day, but there is no maximum dose.
我推荐你们每天至少听5分钟，但是没有上限
Thank you for lending me your ears today.
谢谢你们今天借给了我你们的耳朵。
