It showed you a product, told you what it did, where you could get it, and what it cost.

那時，廣告展示商品、告訴你要如何使用，還有在哪裡、多少錢可以買到商品。

Then, in 1960s America, a remarkable new way of advertising emerged, led by luminaries of Madison Avenue like William Bernbach, David Ogilvy, and Mary Wells Lawrence.

後來在 1960 年代，美國出現了一種非凡的新廣告方式，由麥迪遜大道的名人們領導，包括威廉·伯恩巴克、大衛·奧格威和瑪麗·威爾斯·勞倫斯。

In their work for brands like Esso, Avis, and Life Cereal, adverts cease to be in a narrow sense about the things that they were selling.

在他們為 Esso、Avis 和 Life Cereal 等品牌的作品中，廣告不再只是狹義地介紹他們賣的東西。

The focus of an ad might ostensibly be on a car, but our attention was also being directed at the harmonious, handsome couple holding hands beside it.

一個廣告的焦點可能很明顯地是一台車，但我們也會把注意力放到車子旁牽著手，和諧又俊美的情侶。

It might, on the surface, be an advert about soap, but the true emphasis was on the state of calm that accompanied the washing.

這表面上看起來可能是肥皂的廣告，但事實上是在強調洗澡後伴隨而來的放鬆狀態。

It might be whiskey one was being invited to drink, but it was the attitude of resoluteness and resilience on display that provided the compelling focal point.

這可能是吸引人喝威士忌的廣告，但展現出的堅決和強韌態度卻反成為引人注意的焦點。

Madison Avenue had made an extraordinary discovery: However appealing a product might be, there were many other things that were likely to be even more appealing to customers.

麥迪遜大道做出一個非凡的發現：不論一個商品多吸引人，可能還會出現其他更能吸引顧客的東西。

And by intwining their products with these ingredients, sales could be transformed.

他們藉由把商品跟這些元素結合在一起，就能產生銷售。

Patek Philippe is one of the giants of the global watchmaking industry.

百達翡麗是全球手錶製造業的龍頭之一。

Since 1996, they've been running a very distinctive series of adverts featuring parents and children; it's almost impossible not to have glimpse one somewhere.

從 1996 起，他們就進行一系列以特寫父母和小孩為特色的廣告。幾乎在每個地方都能看到。

In one example, a father and son are hanging out together in scenes which tenderly evoke filial and paternal loyalty and love.

在這個舉例的畫面中，一位爸爸和兒子一起出去玩，溫和地喚起孝順的心和對父親的忠誠和愛。

We can imagine the boy will grow up confident and independent, yet also respectful and warm.

我們可以想像這個男孩長大後會有自信、獨立、尊重人跟暖心。

The advert understands our deepest hopes around our children.

這個廣告理解我們對孩子寄與最深層的渴望。

It's moving because what it depicts is so hard to find in real life.

這很感人，因為在現實生活很難找到這樣的描繪。

We're often brought to tears not so much by what we have as by what we long for but cannot reach.

我們不會為已所擁有的，而是會為了渴望已久但不能得到的東西而哭泣。

Father-son relationships are dependably problematic, but in the world of Patek Philippe, we glimpse a kind of psychological paradise.

父子關係通常是複雜且緊張，但在百達翡麗的世界裡，我們可以隱約看到一種心理的天堂。

We can turn to Calvin Klein.

切換到 Calvin Klein。

The couple seem like they might have been together a while, they may have a couple of children, and they're in it for the long-term.

這對情侶看起來已經在一起一陣子，可能還有幾個小孩，看來他們會維持一段長期穩定的感情。

The perfume is called "Eternity".

這個香水叫作「永恆」。

But their passion is still so intense they have sex maybe a couple of times a day, often in unusual locations.

他們之間的情慾仍然是很強烈的，他們可能會在奇怪的地方一天歡愉上好幾次。

Calvin Klein knows all about what we really want in relationships.

Calvin Klein 了解我們在關係裡真正想要的東西。

It's brilliantly latched onto our deepest and, at the same time, our most elusive inner longings.

它成功地抓住我們最深，也最難以捉摸的內心渴望。

Adverts wouldn't work if they didn't operate with a very good understanding of what our real needs are, what we truly require to be happy.

如果廣告商沒有清楚知道我們真正的需求、能夠讓我們快樂的東西，那廣告就不會成功。

Their emotional pull is based on knowing us eerily well.

基於異常地理解我們，廣告商才能創造出情緒影響力。

As they recognize we are creatures who hunger for good family relationships, connections with others, a sense of freedom and joy, a promise of self-development, dignity, calm, and the feeling that we're respected.

當他們發現我們是渴望家庭和睦、人際關係融洽、自由和歡樂感、一個有自我展望、高尚、平靜的前途和受到重視的生物。

Yet, armed with this knowledge, they and the corporations who bankroll them are unwittingly, somewhat cruel to us.

有了這些資訊，廣告商和贊助他們的企業，對我們來說無意間是有點殘忍的。

For while they excite us with reminders of our buried longings, they cannot do anything wholehearted about quenching them.

因為他們用廣告刺激我們掩埋起來的渴望時，卻不能全心全意的壓制住那些渴望。

Adverts may want to sell us things, but incommensurate things in relation to the hopes they've aroused.

廣告想賣我們東西，但他們賣的東西卻與喚起的渴望沒有關聯。

Calvin Klein makes lovely cologne, Patek Philippe's watches are extremely reliable and beautiful agents of timekeeping.

Calvin Klein 製作美好的古龍水，百達翡麗的手錶是非常可靠且美麗的手錶代理商。

But these items cannot, by themselves, help us secure the goods our unconscious believed were on offer.

但這些商品本身並不能幫助我們得到那些潛意識真正想要的東西。

The real crisis of Capitalism is that product development lags so far behind the best insights of advertising.

資本主義的真正危機在於產品開發比廣告的最佳洞察力還落後很多。

Since the 1960s, advertising has worked out just how much we need help with the true challenges of life.

從 1960 年代開始，廣告就已經證實我們在生活中，遇到真實挑戰時會有多需要幫助。

Its fathomed how deeply we want to have better careers, stronger relationships, greater confidence.

它推測出我們有多想要更好的事業、更堅固的關係和更多的自信。

In most adverts, the pain and the hope of our lives have been superbly identified, but the products are almost comically at odds with the problems at hand.

在大部分的廣告，我們生活中的痛苦和希望都能很好地辨認出來，但商品卻可笑地與眼前的問題產生矛盾。

Advertisers are hardly to blame; they are, in fact, the victims of an extraordinary problem of modern Capitalism.

很難去怪罪廣告商，因為他們其實是現代資本主義中一個特殊問題的受害者。

While we have so many complex needs, we have nothing better to offer ourselves in the face of our troubles.

我們有這麼多複雜的需求，卻無法在面對問題時給自己一個有效的解決方法。

Then, perhaps, a slightly more accurate chronometer or a more subtly blended perfume.

反而只有一個更精確的天文錶或一個更細緻的混合香水。

Business needs to get more ambitious in the creation of new kinds of products in their own way as strange-sounding today as a wristwatch would have struck observers in 1500.

企業要以他們自己的方式，在創造新商品時投入更多野心，雖然現在聽起來很奇怪，但這就像在1500年時，手錶會引起大家注意一樣。

We need the drive of commerce to get behind filling the world in our lives with goods that really can help us to thrive, flourish, find contentment, and manage our relationships well.

我們需要商業的驅動力，讓他們在背後向全世界推動那些幫助我們成長、茁壯、有滿足感、管理好人際關係的產品。

To trace the future shape of Capitalism, we only have to think of all the needs we have that currently lie outside of commerce.

只要想想我們現在對商業之外的需求，就能描繪出未來資本主義的形式。

We need help in forming cohesive, interesting, benevolent communities.

我們需要幫助才能成立有凝聚性、有趣、有愛心的社會。

We need help in bringing up children.

我們需要協助教育小孩。

We need help in calming down at key moments.

我們需要幫助在關鍵時刻冷靜下來。

We require immense assistance in discovering our real talents in the workplace.

我們需要大量的協助在工作領域找到自己真正的才能。

Our higher needs are not trivial or minor ones, insignificant things we could easily survive without.

我們更重要的需求並不是瑣碎、次要或微小、非生存必要的事情，。

They are, in many ways, central to our lives.

那些在我們生活的重心需求。

We've simply accepted without adequate protest that there is nothing business could sell us to address them.

我們一昧地接受，卻沒有對那些企業沒辦法賣給我們解決問題的東西提出足夠抗議。

We don't know today quite what the businesses of the future will look like, just as half a century ago, no one could describe the corporate essence of the current large technology companies.

我們現在還不太確定未來的商業模式會是如何，就像半個世紀以前，沒人可以說出目前大型科技公司的企業本質。

But we can know the direction we need to head to.

但我們知道該前往的方向。

One where the drive and inventiveness of Capitalism tackles the higher, deeper problems of life.

用資本主義的驅動力和創造力對付生活中更重要、更困難的問題。

Advertising has, at least, done us the great service at hinting at the future shape of the economy.

廣告至少在未來經濟形式上做了很好的提示。

It already trades on all the right ingredients.

它已經利用了所有適當的元素。

The challenge now is to narrow the gap between the fantasies being offered and what businesses should be able to sell us.

現在的挑戰是縮小廣告播放出的幻想和企業應該要賣給我們的商品之間的差距。