男性思维剖析

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

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