What Aristotle and Joshua Bell can teach us about persuasion
关于说服，亚里斯多德及乔舒亚·贝尔可以教我们些什么
作者：Conor Neill
9th of January, 2007 Joshua Bell, one of the greatest violinist in the world,played to a packed audience at Boston's stately Symphony Hall of 1,000 people where most seats went for more than $100.
2007年的一月九日，乔舒亚‧贝尔，一位堪称世界上最伟大的小提琴家，在可容纳千人、宏伟的波士顿音乐厅，对着爆满的听众席演奏，大多位置的票价都高过一百元美金。
violinist n小提琴家
packed adj 挤满的，拥挤的
例：packed audience of 1,000 people
挤满了一千名观众
He was used to full, sell-out shows.He was at the peak of his abilities and fame.Three days later,Joshua Bell played to an audience of nobody!Well, maybe six people paused for a moment,and one child stopped for a while looking,as if he understood that something special was happening.
他曾经习惯于座无虚席、票售一空的演出，那是他能力与名声的高峰。三天之后，乔舒亚‧贝尔在没有观众的情况下演奏！好吧，也许有六个人停下来注意了一小会儿，还有一个小孩停下来认真注视着，彷佛他了解这是一件极不寻常的事。
at the peak of 在…高峰期
stop for a while 停一会儿
Joshua said of the experience,"It was a strange feeling that people were actually ignoring me." Joshua was playing violin in a subway station."At a music hall, I'll get upset if someone coughs or if someone's cell phone goes off,but here my expectations quickly diminished.I was oddly grateful when somebody threw in a dollar."
乔舒亚谈到这段经历：“这是种奇怪的感觉，人们完全忽略我了。”乔舒亚是在一个地下铁车站演奏小提琴。“在音乐厅，如果有人咳嗽，或是有人手机响了，我会很生气，但在这儿我的期待很快地降低了。当有人丢入一块钱，我就异常地感动。”
cough v咳嗽
go off 响，突然发出巨响
diminish v减少，减小，降低
oddly adv异常地；出人意料地
What changed? Same music,on the same violin,played with the same passion and by the same man.Why did people listen and then not listen?
什么改变了？同样的音乐、同样的小提琴，用同样的热情，并由同一个人演奏。为什么人们会愿意听？又为什么会不屑一顾？
Aristotle would be able to explain.What does it take to persuade people? 2,300 years ago,Aristotle wrote the single most important work on persuasion,Rhetoric,the 3 means of persuasion:logos,ethos,and pathos.
亚里士多德可以给出解释，究竟是什么才可以说服人们？2300年前，亚里士多德写下了关于“说服”最为举足轻重的一篇著作《修辞学》，其中描述了说服别人的三种方法：喻理、喻德、以及喻情。
Rhetoric n修辞，修辞学
logos n理性；理法
ethos n（个人或团体的）精神特质，道德意识，价值观，信条
pathos n感染力；同情，怜悯
Logos is that the idea makes sense from the audience's point of view.This is usually different from the speaker's point of view,so work needs to be done to make the idea relevant to the world view,the pains and the challenges of the listeners.A good argument is like good music.Good music follows some rules of composition;good arguments follow some rules of logic.It makes sense to the audience.
喻理是指，这个想法可以让听众用他们的观点去理解。他们的观点通常与演说者的观点不同，所以演说内容必须和世界观点相结合，也包含了听众的自身面临的痛楚及挑战。好的说词就如同好的音乐，好的音乐遵循着某些作曲的规则；而好的论证则遵循着某些逻辑的规则，这样才能让听众理解。
relevant to 有关的，相应的；与……有关的
composition n音乐创作（技巧），作曲（技巧）
Ethos is reputation, what are you known for;credibility, do you look and act professional; trustworthy, are your motives clear,do you show the listener that you care about them as much as yourself? Authority is confidence plus a concise message,a clear, strong voice.
喻德是指：名声──你是靠什么闻名于世的；可靠度──你的行为与外表看起来是否专业；以及可信度──你的动机是否单纯，你是否让听众感到你在乎他们，跟在乎你自己一样？权威是自信再加简洁的句子、以及一个简单且强烈的语气。
credibility n可信性；可靠性
trustworthy adj值得信任的；可信的；可靠的
Authority n 权威，威信
concise adj简洁的；简明的；简练的；简明扼要的
Pathos is the emotional connection.Stories are an effective human tool for creating an emotional connection.There are moments where an audience is not ready to hear the message.A speaker must create the right emotional environment for their message.
喻情是指情感的联系，故事是人们用于建立情感联系的一种有效工具。有时候听众尚未准备好来听你想传递的讯息。演说者必须为想表达的讯息建立适当的情境。
What changed? Why did people travel for miles to hear him play one night,and not even pause for moment to listen the next morning? The answer is that ethos and pathos were missing.
是什么改变了？为什么人们不远千里来听乔舒亚这一晚的演奏？而又为什么隔一天后，连一刻也不愿意停下来聆听？原因是喻德和喻情消失了。
Ethos.The fact that the great concert hall hosts Joshua's concert transfers its trust to Joshua.We trust the institution, we now trust Joshua.The subway does not have our trust for musical talent,we do not expect to find great art,great music,or great ideas,so it confers no trust to Joshua.
喻德。一个雄伟的音乐厅为乔舒亚举办了音乐会，这传递了对乔舒亚的信任。我们相信音乐厅，所以我们相信乔舒亚。我们并不相信地下铁里会够有杰出的音乐，我们也不期待在此遇见极佳的艺术、极佳的音乐、或是极佳的想法，所以地下铁并没有为乔舒亚传递信任感。
transfer v转移
confer v授予，赋予
Pathos.The concert hall is designed for an emotional bond between an audience and an artist,a subway platform is not.The hustle and movement and stress is just not conducive to the emotional connection needed between performer and listener.
喻情。音乐厅是特别设计的，好让听众及演出者的情感得到联结，但地下铁并不是，匆忙、移动、及压力，对于双方的情感链接是没有帮助的。
hustlev n忙碌，熙熙攘攘
be conducive to 有利于 ; 有助于
Logos,ethos,pathos,the idea is nothing without the rest.This is what Joshua Bell learned on that cold, January day in 2007.If you have a great idea,how do you build credibility and emotional connection?
喻理、喻德、喻情，缺乏这些，一个想法就一文不值。这就是乔舒亚‧贝尔在2007那个寒冷的一月里所学到的。如果你有一个极佳的想法，你该如何建立可靠度和情度上的联系呢？
翻译人员: Minji Seo
校对人员: Sherry Chen
观看视频：英字
