视频链接：https://www.bilibili.com/video/av51388508
文字稿先看下~
道恩·戈德沃姆是一位国际公认的嗅觉专家，她专注于北美、欧洲、中东、东欧、亚洲和拉丁美洲的香水市场。道恩罕见的联觉能力（融合她的视觉、触觉、听觉和嗅觉）造就了独特的气味创造过程，将品牌设计转化为一种完整的感官体验。
（讲的特别好~）
中英文稿
I can control your emotions and influence your behavior
我可以控制你的情绪、 影响你的行为，
without showing you anything, without touching you,
且不需要让你看任何东西、 不需要触碰你，
and without saying a single word to you.
不需要对你说任何一个字。
This power, most people, they rarely think about it.
大部份的人不会去思考这种力量。
In fact, most people are unaware
事实上，大多数人都没有 意识到这种力量，
that it is being used, or that they themselves are using it.
也不晓得自己正在运用这种力量。
It is so powerful that new mothers use it
这力量非常强大，
when they want to acclimate their baby outside of the womb.
以至新手妈妈会运用它来 让新生儿来适应子宫外的环境。
And even Hitler used it to unite a crowd with one of his speeches.
甚至希特勒也曾在他一个演讲中 运用这力量来凝聚众人。
This power is the power of smell.
这种力量，就是嗅觉的力量。
When we are only 12 weeks in our mother's stomach,
当我们在母亲的肚子里 只有十二周大的时候，
we have a fully developed sense of smell.
我们的嗅觉已发育完成。
After this first trimester
在首三个月之后，
we can actually smell what our mother's eating
我们就能够闻到母亲正在吃的东西，
as odor is the only sense that passes through the amniotic fluid.
因为嗅觉是唯一能够 穿透羊水的感官。
This is the beginning of our taste preferences.
这时，我们开始有了口味的偏好。
And then once we are born, our entire world is smell.
然后，一旦出生以后， 我们的整个世界都充满了气味。
It is our dominant and primary sense until we are 10 years of age.
在我们十岁之前， 嗅觉是主导我们的主要感官。
Our only other sense, if you can call it that,
我们唯一的另一种感官 （如果你可以称之为感官的话），
that's as fully developed at this stage is emotion.
也在这个阶段发育完成的，是情感。
And scent and emotion work together
嗅觉和情感共同帮助我们理解、
to help us to understand, comprehend, and create our new worlds.
领悟和创造我们崭新的世界。
Actually, when you smell an odor, you automatically link an emotion to it.
其实，你闻到气味时会很自然地 将它和某种情感联系起来。
And the scent and emotion remain forever linked together,
这种气味会和情感永远联系在一起，
floating around our olfactor memory,
漂浮在我们的嗅觉记忆中。
our smell memory,which is the largest and most acute part of our memory.
嗅觉记忆是我们记忆库中最大、 最敏锐的部分。
I call them scent emoticons,
我称之为气味的表情符号，
scent and emotion linked together forever.
气味和情感会永远地联系在一起。
This is why some of our most powerful memories are linked to smell.
这也是我们最深刻的记忆 总与气味有关的原因。
The smell of freshly cut grass,
刚割下的草的气味，
our Christmas tree,
我们的圣诞树，
our grandmother's house,
我们的奶奶的房子，
an ex-lover,
前度情人，
one whiff,
一个气味，
and we are immediately transported to another time, to another place.
就能让我们马上穿越到 另一个时空，另一个地方。
We remember the sights and the sounds.
我们可以记得那时候的情景和声音。
We can paint an entire picture of where we were.
我们能完全描绘出当时所处的地方。
We can even recall with incredible precision how we felt in that moment,
我们甚至可以很准确地回忆起 当时候的感受。
all with one smell.
所有一切，都只因那一丝气味。
And this is what I love about the sense of smell.
这就是我如此喜欢嗅觉的原因。
No other sense can transport us and make us feel that emotional connection
没有任何感官可以像嗅觉一样， 让我们穿越时空，感受到情感联系。
Many new mothers already know this,
很多新手妈妈都已知道这一点，
which is why they use a t-shirt or blanket with their scent on it
这就是为什么他们会用 带有自己气味的 T 恤或毯子，
to soothe their new baby when they need to separate from them.
在他们需要与孩子分开的时候， 可以抚慰孩子。
This allows a child to still feel safe when the mother is no longer holding them.
这能让母亲没抱着孩子的时候， 孩子仍然能够有种安全感。
At this stage in life, we imagine that touch is the most important.
在生命的这个阶段， 我们把触觉视为是最重要的。
But a child, a newborn child,
但一个孩子，一个新生儿，
will allow its mother to stop holding them if her smell is there.
如果母亲的气味依然存在， 他会愿意让母亲不需要再抱着他。
And the research on Hitler is amazing.
希特勒的实验是令人惊讶的。
He would have his people come in hours before he was to give a talk,
在他发表演讲之前，他会让 他的民众在几个小时前先到会场，
spray the entire arena with scent,
用香水喷洒整个会场，
so he could create the mood even before he took the stage.
那他就能在上台之前 就营造出一种氛围。
And it's not just mothers and dictators who understand -
而且不仅是母亲和独裁者理解这一点，
(Laughter)
（笑声）
how scent can influence behavior.
理解气味如何影响人们的行为。
The power of scent completely transformed the way
气味的力量彻底改变了
Procter & Gamble market laundry detergent.
宝洁公司洗衣粉的营销方式。
For years and years, the value proposition for laundry detergent
多年来，洗衣粉的价值主张是
was get your whites whiter and your brights brighter.
让你白色的衣物更白净， 明亮的衣物更明亮。
because when people were asked in focus groups
因为在焦点小组中被问及
what was important to them them,
什么对他们而言最重要时，
this is what they said.
这就是他们所给的答案。
So various brands competed:
因此，当各种品牌在竞争时：
one would use bleach; one would use oxygen;
这品牌会用漂白剂，那品牌会用氧，
another would use chloride.
另一个则会用氯化物。
But then, in the 1980s, Procter & Gamble decided to do some research.
然而，在 80 年代， 宝洁公司决定做些研究。
They hired a clever anthropologist
他们聘请了一位聪明的人类学家，
to go into people's homes and watch them do their laundry.
进入人们的家中， 观察他们洗衣服的过程。
This is what they discovered:
这是他们所发现的事情：
when people were done washing their clothes,
人们洗完衣服的时候，
no one held it up to the sunlight to see how bright it was,
并没有人把它拿到阳光下， 看它有多透亮，
and no one compared it to see how white it was.
也没有人会比较它的白净。
The first thing people did when they were finished washing their laundry
人们洗完衣物后做的第一件事，
was hold it up to their nose and smell it.
是把它凑到鼻子上闻一闻。
Because, at the end of the day,
因为，我们衣服的干净度
it doesn't make as much of a difference how clean our clothes look;
最终不会有太大的影响；
it matters if they smell clean.
重要的是它们闻起来感觉很干净。
But who cares?
但是谁在乎呢？
Unless you're a mother, a marketer, or a dictator,
除非你是母亲、营销人员或独裁者，
(Laughter)
（笑声）
why does this matter in the world?
为什么这件事对这世界很重要呢？
I believe that scent is completely underutilized in our lives.
我相信气味在我们的生活中 仍未被充分利用。
Scent has the potential to change the way in which we see the world.
气味可能会改变我们看待世界的方式。
Scent can make everything more enjoyable, more emotional, more memorable.
气味可以让一切变得更愉悦、 更感动、更难忘。
Think about when we want to go on a date.
试想想，我们想约会的时候，
We look in the mirror, we want to look nice,
我们会照镜子，我们想要自己好看，
we put on makeup,we pick out our favorite dress, maybe our favorite shirt,
我们会化妆，挑选出 最爱的连身裙或衬衫，
but few of us consider if our smell will attract our future mate.
但我们很少考虑到我们的气味 是否对未来伴侣来说有吸引力。
If we go on an anniversary, or we want to propose marriage,
如果我们庆祝周年纪念日， 或想要求婚，
we buy a ring, maybe flowers, a gift,
我们会买一枚戒指， 或是一束鲜花、一份礼物，
we set the stage, we dim the lights, we put on some soft music.
我们布置场地、调暗灯光， 播放柔和的音乐。
But do we ever consider
但我们是否考虑过房间的气味
if the smell of the room elicits the response that we want?
会不会引起我们想要的反应？
The lighting, the sound, the flowers, the scent,
灯光、音乐、鲜花、气味，
should all work together to help us say,
应该结合在一起，帮助我们表达：
"I love you, I want to dedicate my life to you."
“我爱你，我想 把我的一生献给你。”
Today scent is an obvious place, where it matters in laundry detergent,
如今，气味在洗衣粉中 扮演着很重要的角色，
but all companies should consider the emotional impact they can have
但所有公司都应该考虑到，仅仅增加一些气味
simply by adding a smell.
便能够带来的情感效果。
A recent study done in a Nike store showed
最近在耐吉门市 所进行的一项研究显示，
that when a brand-appropriate scent was used,
当店里使用了适合品牌形象的气味时，
customers felt the overall store experience was better,
顾客会感受到整体购物体验的改善，
the services were elevated,
服务质量的提升，
the impact of which meant customers spent more money.
促使了顾客更舍得掏腰包。
Now, when I talk to you about scent,
现在，当我和你谈论气味时，
I'm not talking to you about
我不是在和你谈论我们过去
the smells that we're used to experiencing in our life,
在生活中经历过的气味，
I'm not talking about the smell of lemons,
我说的不是柠檬的味道，
or the smell of apple, or the smell of vanilla;
苹果的味道，或香草的味道；
I'm talking about a highly sophisticated instrument
我所说的是，以一种高度复杂的方式
being used in a highly sophisticated way.
来操作高度复杂的工具。
For example, if I were to give you a talk on painting,
例如，如果我给一场关于绘画的演讲，
I would talk to you more than just about primary colors.
我会解说的不仅仅是原色。
Children's painting.
这是小孩的的画作。
What's amazing here:
这里最令人惊叹的是：
all of the colors that were used in that children's painting
这孩子的画作中所使用的颜色
are also used in this Monet.
也用于莫奈的这幅画中。
There are only three primary colors, that's all there are,
只用了三种原色，这就是全部了，
but it's how Monet mixes them together
但莫奈将三种颜色融合在一起的方式，
to evoke an entirely new scene and create an entirely new emotion.
唤起了一个全新的风貌， 创造了一种全新的情感。
The same goes for music.
音乐亦是如此。
There's only one scale of music, there are only seven notes,
只有一个音阶， 只有七个音符，
but chopsticks sounds very, very different to a Beethoven symphony.
但《筷子》听起来与 贝多芬的交响乐非常不一样。
It's not the number of notes that Beethoven uses;
不是因为贝多芬使用的音符数量；
it's how he mixes them together.
而是他如何将音符组合起来。
And scent works in exactly the same way.
气味的原理是一样的。
It's not the primary colors or simple ingredients or big notes,
不在于原色，简单的成分， 或大音符，
we can paint a Monet or create a Beethoven symphony with smell.
我们可以透过气味，划一幅莫奈式的 画作，或创造贝多芬式的交响曲。
This is what fascinates me.
这就是我对气味的着迷之处。
This is what I have dedicated my life to:
而我一生致力于：
to finding all of the grand paintings
去寻找可以为你的鼻子
and all of the master symphonies that I can compose ...for your nose.
所创造的 “伟大画作”和“大师级交响乐”。
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,
无论你是否喜欢毕加索多于莫奈， 或喜欢巴赫多于贝多芬，
the smells that you like or don't like
你喜欢或不喜欢的气味，
are not your own subjective opinion.
并不是你自己的主观意见。
They are rather almost entirely formed
它们几乎完全由
by your culture, your generation and your living environment
你的文化、 年代和生活环境所组成，
from the first 10 years of your life.
建立于你生命的第一个十年。
The smells that you find good, pleasant, pleasureful,
你觉得好闻、合意、愉悦的气味，
or bad, unhealthy, even gross,
或者难闻、不健康，甚至噁恶心的气味，
you learned when you were a child.
都是你小时候就学会的。
Your baby products, your suntan products,
你的婴儿用品、防晒用品、
your floor cleaners, your laundry detergent,
地板清洁剂、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
这些产品的重要性在于，
region to region, culture to culture, generation to generation.
它们根据区域、文化和年代而改变。
For example, Americans born before the 1940s,
例如，40 年代以前出生的美国人，
associate the smell of wood with their childhood
会将木材的气味 和他们的童年联系在一起，
because their toys were made from wood.
因为他们的玩具是用木头做的。
Americans born just after the 1940s
出生于 40 年代之后的美国人，
started to associate the smell of plastic and Play-Doh and crayons
开始把塑料、培乐多黏土 和蜡笔的味道
with their childhood.
和他们的童年联系在一起。
It's difficult for us to explain why we like something and why we don't.
我们很难解释我们对某些东西 喜欢或厌恶的原因。
Our sense of smell lives in the part of the brain
我们的嗅觉感官在大脑中
called the limbic system,
一个称为边缘系统的地方，
and the limbic system has no capacity for language.
而边缘系统是没有语言能力的。
So while we can describe a smell in simple terms,
因此，虽然我们可以 用一些简单的术语来描述气味，
we can say it's fresh, it's floral,
我们会形容它为很新鲜、像花香，
maybe it's too strong,
或太浓烈等，
we have a very difficult time saying why we like it or we don't.
但我们很难说出为什么喜欢或厌恶它。
Even some of us, we can describe a smell in great detail,
即使我们之中有些人可以像葡萄酒专家或专业嗅觉师一样
like a wine expert or a professional nose,
非常详细地描述气味，
we still can't tell you why we like it or not.
但我们仍然无法告诉你 对它感到喜欢或厌恶的原因。
And although the limbic system has no capacity for language,
虽然边缘系统没有语言能力，
it is responsible for emotion.
它对情感负有责任。
So while you can't tell me why you like something,
所以，当你无法告诉我 为什么你喜欢某个东西时，
you can tell me how it makes you feel.
你可以告诉我它带给你什么样的感觉。
And how do you feel right now?
你现在感觉如何？
Breathe in.
吸气。
There are smells around us at all times,
在任何时候、任何地方，
everywhere.
我们都被各种各样的气味围绕着。
If we can control these smells, we can actually use them as a tool.
如果我们可以控制这些气味， 其实我们可以将它们当作工具。
I want to create and use smells
我想创造和运用会让人们
that make people feel better when they're sick,
在生病时感到舒服一些的气味，
to make people feel happy when they're sad,
让人们难过时感到快乐，
to make people feel safe when they're displaced,
让人们在流离失所时感到安全，
to make people feel inspired and connected and loved.
让人们感到被启发、被联系和被爱。
We create all manner of things in this world to make us look good,
我们在这世上创造了各种东西 来让自己感觉良好，
but smell is the most natural and the most powerful way
但气味是让我们感觉良好
to make us feel good.
最自然、最有力的方式。
Thank you.
谢谢。
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