男性思维剖析.doc

男性思维剖析-男性世界广告小秘诀（根据录音整理并翻译，和版权所有。如需转载，必须先与市场及公共关系部取得联系。）汤姆·多克托罗夫 简介智威汤逊-中乔广告公司东北亚区总裁兼大中华区首席执行官 2003年7月3日  注：汤姆·多克托罗夫先生基本上使用英文演讲，但是偶尔也使用了中文。我们在此保持了演讲内容的原来风貌。Today we are going to be talking about the mind of Chinese men. This is actually the result of a lot of plans that we have and observations we had in the market about what is motivating men. Motivating. The secret of advertising - actually the secret of brand loyalty - the secret to non-commoditization, the secret to China's fundamental economic challenge, which is of course overproduction and a deflationary price environment is the creation of brands that demand a price premium.The point is that advertising starts from the consumer inside. The consumer inside. The consumer psychology is what he is to profit. That's where loyalty comes from. That isn't just talking to an audience, but having a dialogue. What is a consumer inside? A consumer inside is fundamental. It answers the question why. 它解释根本的东西，根本的行为。A consumer inside explains behaviour and practice. A consumer inside stops when you can no longer answer the question why. You know you have an inside when there is no more why. So what we are going to do today is ultimately using our experience to come up with what I call a "master consumer inside". That is the one thing you women need to know about Chinese men to secure their romantic loyalty. And then what we are going to do is to translate that inside into different, more specific marketing applications and advertising strategies. This is not quantitative. 不是定量的，是抽象的，是一种概念的。 今天的中国，是个历史的机会。It is the new era, it is the new golden horizon that everyone of you can grab upon. So everything is perfect. Well, you know from my last presentation, nothing is perfect. The best inside has conflict. In all of us, in our heart, we have some conflicts. Are there underlying tensions? Now I hope, as I go forward, you can trust me when I say 中国男人比美国男人好很多。他们是最厉害的，最激进的，最接受挑战的。他们不是消极的，是积极的，只是他们还有一些弱点。所有文化，都有它们的长处和自己的弱点，对不对？Let's try to 坦诚相待。（Video shows the Chinese character for man： 男）这个是什么？What's on the top? 田；What's on the bottom? 力，OK? For our foreign guests here. This is the Chinese character for man. This is basically Chinese. Man's power in the field. Man works hard. Man does not have an easy life. He has burden. He has responsibility. Right? In China, in a Confucian society, man has to carry the weight of the family's success on the shoulder. And it has been this way for 2,500 years, 3,000 years, 4,000 years, 5,000 years. Patriarchy, 这个是孔子主义的社会。Confucian society is a patriarchic society. Confucian society which is ultimately what China still is today. Historically, woman has not had a lot of rights. The woman's primary obligation is to give birth to a child, a male heir. The man has the responsibility of succeeding and providing for the family. And it has been tough being a man in China. And it continues to be - tough to be a guy in China. You have so many responsibilities: 成家立业，三十而立,even in honouring your ancestors. OK? So you don't have to just care for your family, you don't just care for your children, not just extended family, but even dead people. All right? It's tough being a man.Now in a Confucian society, one of the things about Confucianism - its society is the world's first socially mobile society. By studying hard, you can move forward, it is also a regimented society, 就是说有很多的结构，有很多等级制度的。So, luckily, men always knew where he stood; men always knew whether he was measuring up to what a successful man should be - has always been like this. How was this in Confucian society? Well, success has always been relatively narrow. The definition of success has always been relatively "窄，比较窄". Society defines success. Success is not the individual. Western culture ultimately relies on the individual to define his own success. Asian culture, Confucian culture primarily relies on a society structural definition of success. It was a regimented pattern. It was a pattern that did not leave a lot of room for interpretation. But on the positive side, at least I know the way. What was the way? Those who excel scholarship become officials. Let me try to read this:"学而优则仕". How about this one? "劳心者治人，劳力者治于人"Those who work with mind rule; those who work with strength be ruled. In Chinese Confucian culture, the mind was the ultimate weapon. The mind was the ultimate weapon of success on the battlefield of life. Sharpen the mind, master the mind, you will succeed. But not just intelligence - focusing intelligence, structural intelligence, regimented intelligence. There was a clear hierarchy by absorbing and understanding Confucian texts, 比如说四书五经，等等. A man could move forward by becoming an expert at how Confucian defined the ideal society, and how successful dynasties and emperors defined the ideal society, all - mostly, more or less, give or take, they went up they went down, but they're still up there - Confucian precepts a man to succeed. There was a hierarchy, a narrow hierarchy. At the bottom of an imperial society were the merchants - those who worked with your hands. Excuse me, those who worked with your money. Actually, this has something in common with Europe in the Middle Ages. Jewish people, you know, 我是犹太人. The reason why Jewish people are so good with money is because when we were thrown out of most of the European society, the only thing we Jews were allowed to do was the dangerous work - touch the money. So we developed a special little skill. In China, it was the same as in Europe in a way, money was dirty. Well, it was not, but dealing with money was dirty. Farmers, they work with hands, they were the less level, they were producing something out of the earth in a fundamentally agricultural society. And finally scholars and officials, they were at the top of the hierarchy. There was not a lot of room for interpretation here. Now if you received wisdom contained in the classics, you looked back, you didn't look forward. You looked back. You memorized what was prescribed, what was mandated. It was not an assimilative intellect, it was a logical, analytic intellect. There was of course a hierarchy, a structural route to success. The district exams - became government students, those who passed. This is by way of 2% of the population, or 2% of the people who took the test, then provincial exams - became employable men, then metropolitan exams - became presentable scholars, and finally the palace exams. 0.2% of those people taking the tests became advance scholars. And this system of the civil service exams, basically continued until the fall of the Qing Dynasty, and it reached the peak of regimentation of rigidity - 不是灵活的，最高水平的死板 - in Qing Dynasty. So it was there from 2,000 years ago, 1,800 years ago really until 1900. But the good thing - there was one sure road to Rome - if I succeed at these tests, if I can master this knowledge, I will succeed. It is laid out for me. There is no guarantee that I can pass the tests, but there is guarantee that if I do pass the tests, things will be OK. Master your prescribed knowledge, assure your success, and ultimately, the success was within the control of yourself. If you sharpen your mind, if you take control of your mind, if you are able to discipline your intelligence and your intellect, you will succeed. But then things changed. Mao came.(Video shows the life during the Cultural Revolution )You know the Chinese character for revolution is what? 革命, what's its meaning? It has two meanings, right? One is leather, the other is an re-establishment of a described order. The Chinese definition of revolution is not the same as an American, Western, French, British, Italian definition. When we say revolution we mean things are going differently, but when Chinese say revolution they mean putting it back the way it should be. And of course you don't call the Communist revolution a "革命"，我们叫它"解放"。But it was a "革命"in the Chinese sense of the word. Because in the Chinese sense of the word, there were still many aspects of Confucianism on which Mao based his control. One of them, again, was continued regimentation of how to succeed. The content changed a little now, but success was again based on the assimilation and understanding of prescribed knowledge. Success under Mao until the early 80's was based on the command of Marxist, Leninist, Maoist, now Deng Xiaoping, Jiang Zemin knowledge. Pay off again from mastery. Pay off from mastery to become higher on the government structure in a Party career. Things are changing always today, payoff does no longer come from mastery. Today, payoff comes from many, many more things, so things are no as easy to be articulated as they were in the past. There are many forces shaping Chinese men today. Now, I do not want to suggest that American society does not also have a hierarchy. Of course, it too, has a hierarchy. But the social class system in America, although it is very hierarchical, we have, frankly speaking, we have lower lower, middle lower, upper lower, lower middle, middle middle, upper middle, lower upper, middle upper upper upper OK? We've got a lot of it, the difference is that there are many combinations that go into what your social economic status, and they have equal weights. One, your family's background. I, for example, is a Jewish person, and it's going to be very difficult for me to become upper class, because upper class is more than just money. Family background, education, money all of these come together into a very complex equation of what middle class means. In China, the definition of social hierarchy has always been relatively narrow. What I am going to say is something some of you might find controversial. The definition of success in class has always been, just as what it was in the past and continues to be up today, relatively strictly defined. DEng Xiaoping, when he went to Guang Zhou in 1992, he said, "To get rich is glorious." He defined a new social hierarchy, a new social hierarchy of money and wealth-defining status. This is not to say that it is the only thing that defines status. Pay off will make somebody successful, admiring. Scholarship will, too. The fact is that relative to other cultures it is our contention that money defines success. We do believe in China, relative to other cultures, even other Asian South-eastern Asian cultures and Japanese cultures, Taoist cultures for example, money takes on a new role, because it has been mandated and has been endorsed by leadership. Today, the hierarchy has reversed, but there are still a hierarchy - workers, farmers at the bottom (蓝领工是最低水平的), public servants, officials and businessmen at the top, which is why of course Jiang Zemin "三个代表"is in fact a quiet revolution. It implicitly recognizes that they perhaps represent the advanced productive forces of society, maybe. The goal of modern society is singularly, more so than other cultures, try to get money and become rich. There are pressures to become rich. How many men here can get married before their girlfriends' parents know you can afford a nice apartment in downtown Shanghai. Money is still the definition of a reliable person - somebody who can provide a "踏实将来、美满将来、幸福家庭". So, money is important. Now capitalism, on the other hand, is a little bit different. Capitalism is ultimately rooted in entrepreneurism, not just money, not just the acquisition of wealth. Capitalism is rooted in individual's ability to say, "You know what, I think I disagree with this. I'm going to do something in my own way." Why is Bill Gates so admired? Bill Gates is so admired not just because he was rich, but because he dropped out of Harvard, because he was able to say, "I have a better way." And then you became rich. It is an independent risk-taking initiative. Entrepreneurism is like gambling. It is yourself to overcome the odds of the system. It is an implicit belief that although there is no guaranteed path, if I believe that I can find my own way, I will. Entrepreneurism is fuelling capitalism. Go to Guang Zhou, you see it for yourself if you are in China today, but entrepreneurism in terms of moving against social structure isn't familiar to Chinese people, and hasn't been, it always has taken continued place within a fairly regimented social structure. Now, really this is a 1990's word, early 1990's. But this concept of being adrift boldly on a raft is not a concept that exists in the American capitalism. We don't have an equivalent translation of "下海". In fact, education, because of fundamentally different economic and social structures, is very different between capitalist societies and Confucian-day society. In Confucianism, education is just suggested, it's about mastery of fixed knowledge. Payoff comes from meticulous expertise, while meticulous means detail; expertise again mastery. It is static; it is deep; it is conceptual; it is beautiful; it is, however, static. Capitalism, on the other hand, depends on being able to analyse a new situation and to seize the opportunities. That's what education is. When the Western people take tests, they are weak and are the worst, for example, in America in the world, at math. Why is that? Because our education system isn't geared toward that. Our education system is geared more on a lateral, assimilative mode. The payoff is , as they say in Latin, anybody ever see the movie with Robin Williams? - "Seize the day!" I see an opportunity, and I'm going to catch it. It is dynamic, involving, and it implicitly recognizes that things never change. The Chinese government is now understanding that as well as it tries to reshape its curriculum for the colleges and high schools, but implicit in this is non-certainty - education cannot guarantee success today in China. That is why in just one poll on the Internet 75.43% - there is some quantitative support - suggests that the most important thing in success is a pioneering spirit, 1.3% say education; 2.39% say family background, 10.53% say opportunities, and 10.24% say the mind of a genius. This is to suggest that pioneering spirit is new ideal, and a new tool. It also requests a little bit of uncertainty. Confucian society defines success on a singular pattern. The route to success is under a "no pain, no gain" belief, like working out, like going to the gym, like diet. I'm going to go to pain, but I know I will get muscles and I will lose weight. It is certain - if I suffer, if I command, I can win. Capitalism, on the other hand, is based on the individual. He shapes his own definition. Success route is based on high risk, high return, just like what you're learning from efficient capital market. But it is uncertain. It is not certain. Actually there is an uneasy marriage in the minds of men when they are approaching their master inside, between society's definition of success which is fairly rigid and the way he gets the