[Script Info]
Title: 
[Events]
Format: Layer, Start, End, Style, Name, MarginL, MarginR, MarginV, Effect, Text
Dialogue: 0,0:00:15.49,0:00:19.20,Default,,0000,0000,0000,,Today, my topic is the sister of rhetoric,
Dialogue: 0,0:00:19.20,0:00:22.41,Default,,0000,0000,0000,,that is, the written word.
Dialogue: 0,0:00:22.41,0:00:24.53,Default,,0000,0000,0000,,Who then among you believes
Dialogue: 0,0:00:24.53,0:00:29.08,Default,,0000,0000,0000,,that you can tell by looking\Nat a text, like an e-mail or a letter,
Dialogue: 0,0:00:29.08,0:00:32.75,Default,,0000,0000,0000,,whether it was written\Nby a man or a woman?
Dialogue: 0,0:00:32.75,0:00:34.37,Default,,0000,0000,0000,,Who believes that?
Dialogue: 0,0:00:34.67,0:00:36.39,Default,,0000,0000,0000,,Ah, there is a large number of you.
Dialogue: 0,0:00:36.39,0:00:38.29,Default,,0000,0000,0000,,And who does not believe that?
Dialogue: 0,0:00:38.29,0:00:40.83,Default,,0000,0000,0000,,- Ah, thank you for the light -\NAh, a little fewer.
Dialogue: 0,0:00:40.83,0:00:44.51,Default,,0000,0000,0000,,And who would not like to express\Nan opinion on this question?
Dialogue: 0,0:00:44.84,0:00:47.80,Default,,0000,0000,0000,,Ah, there's also a few doubters.
Dialogue: 0,0:00:48.37,0:00:50.79,Default,,0000,0000,0000,,Most people believe that you can tell,
Dialogue: 0,0:00:50.79,0:00:55.47,Default,,0000,0000,0000,,you can tell whether a text\Nwas written by a woman or a man.
Dialogue: 0,0:00:55.47,0:00:57.97,Default,,0000,0000,0000,,And, in fact, it is true.
Dialogue: 0,0:00:57.97,0:01:02.22,Default,,0000,0000,0000,,Women use, for example,\Nmore personal pronouns than men.
Dialogue: 0,0:01:03.11,0:01:06.18,Default,,0000,0000,0000,,This is interesting\Nfor criminal psychology
Dialogue: 0,0:01:06.30,0:01:08.72,Default,,0000,0000,0000,,and, today, also for us,\Nsince it is my topic.
Dialogue: 0,0:01:08.72,0:01:12.64,Default,,0000,0000,0000,,It's about the fact that, in our writing,\Nwe reveal very much more about ourselves
Dialogue: 0,0:01:12.64,0:01:14.13,Default,,0000,0000,0000,,than we are aware of.
Dialogue: 0,0:01:16.33,0:01:22.04,Default,,0000,0000,0000,,"Attitude" was a term also used today\Nby Christian Müller as a keyword.
Dialogue: 0,0:01:22.20,0:01:24.82,Default,,0000,0000,0000,,Within ourselves, we read\Nbetween the lines.
Dialogue: 0,0:01:24.82,0:01:28.78,Default,,0000,0000,0000,,It's clear to us that we have\Nwithin us a relationship aspect,
Dialogue: 0,0:01:28.78,0:01:32.09,Default,,0000,0000,0000,,to which we also give a lot of space.
Dialogue: 0,0:01:32.50,0:01:36.46,Default,,0000,0000,0000,,But what about professionally,\Nwhen writing is our job,
Dialogue: 0,0:01:36.46,0:01:39.92,Default,,0000,0000,0000,,or when reading, or in our everyday lives?
Dialogue: 0,0:01:40.07,0:01:44.88,Default,,0000,0000,0000,,Then it's usually the case that we think\Nthat we only work on a factual level.
Dialogue: 0,0:01:44.88,0:01:48.11,Default,,0000,0000,0000,,We try to dismiss the relationship aspect.
Dialogue: 0,0:01:48.11,0:01:52.11,Default,,0000,0000,0000,,The greatest category\Nthere is of this is nominal style.
Dialogue: 0,0:01:52.79,0:01:57.98,Default,,0000,0000,0000,,When I began sharing\Nmy knowledge with companies,
Dialogue: 0,0:01:57.98,0:02:02.41,Default,,0000,0000,0000,,I dealt with people\Nwho spoke quite normally.
Dialogue: 0,0:02:02.41,0:02:06.47,Default,,0000,0000,0000,,But they were the very gods\Nof correct officialese.
Dialogue: 0,0:02:06.47,0:02:08.69,Default,,0000,0000,0000,,So, I went in and said,
Dialogue: 0,0:02:08.69,0:02:12.23,Default,,0000,0000,0000,,"You must write like you speak,\Nfor it then becomes more personal."
Dialogue: 0,0:02:12.35,0:02:15.73,Default,,0000,0000,0000,,At which, one of them\Ngrabbed an e-mail and said,
Dialogue: 0,0:02:15.73,0:02:18.66,Default,,0000,0000,0000,,"We write with reference to\Nyour communication of June 17th
Dialogue: 0,0:02:18.66,0:02:20.49,Default,,0000,0000,0000,,regarding the event of May 15th",
Dialogue: 0,0:02:20.49,0:02:21.69,Default,,0000,0000,0000,,looked at me and said,
Dialogue: 0,0:02:21.69,0:02:22.92,Default,,0000,0000,0000,,"But we already do that."
Dialogue: 0,0:02:23.02,0:02:24.44,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:02:25.70,0:02:29.97,Default,,0000,0000,0000,,Then, it became clear to me\Nthat before we can learn new rules,
Dialogue: 0,0:02:29.97,0:02:34.78,Default,,0000,0000,0000,,rules like short sentences, action words,\Nreally important rules,
Dialogue: 0,0:02:34.78,0:02:39.82,Default,,0000,0000,0000,,before we learn them,\Nwe must first let go of the old ones.
Dialogue: 0,0:02:40.50,0:02:45.21,Default,,0000,0000,0000,,In a culture like ours, where we learn\Nto hold onto things tightly,
Dialogue: 0,0:02:45.21,0:02:49.06,Default,,0000,0000,0000,,letting go is a true challenge.
Dialogue: 0,0:02:49.58,0:02:52.09,Default,,0000,0000,0000,,"Holding on" is also embedded\Nin our "attitude".
Dialogue: 0,0:02:52.09,0:02:55.39,Default,,0000,0000,0000,,We hold on tightly to our attitude.
Dialogue: 0,0:02:55.82,0:03:01.04,Default,,0000,0000,0000,,And the writer's attitude is just as much\Ninformation that becomes embedded in texts
Dialogue: 0,0:03:01.04,0:03:05.27,Default,,0000,0000,0000,,as information as to whether\Na woman or a man wrote them.
Dialogue: 0,0:03:05.99,0:03:09.03,Default,,0000,0000,0000,,Of what is our attitude constituted?
Dialogue: 0,0:03:09.33,0:03:13.99,Default,,0000,0000,0000,,In quite large part, the view\Nthat we have of mankind.
Dialogue: 0,0:03:13.99,0:03:15.80,Default,,0000,0000,0000,,We take it with us wherever we go.
Dialogue: 0,0:03:15.80,0:03:19.72,Default,,0000,0000,0000,,Jim Henson was an exceptionally\Ngifted observer of people
Dialogue: 0,0:03:19.72,0:03:22.70,Default,,0000,0000,0000,,and also the creator of the Muppets.
Dialogue: 0,0:03:22.70,0:03:24.100,Default,,0000,0000,0000,,I have borrowed his characters today
Dialogue: 0,0:03:24.100,0:03:28.75,Default,,0000,0000,0000,,in order to vividly illustrate\Na model from psychology,
Dialogue: 0,0:03:28.75,0:03:31.42,Default,,0000,0000,0000,,or rather, since,\Nowing to copyright reasons,
Dialogue: 0,0:03:31.42,0:03:33.40,Default,,0000,0000,0000,,I cannot show the original figures,
Dialogue: 0,0:03:33.40,0:03:36.72,Default,,0000,0000,0000,,I have sketched them, and I hope\Nthat you will recognize them,
Dialogue: 0,0:03:36.72,0:03:38.69,Default,,0000,0000,0000,,but I will also say something about each.
Dialogue: 0,0:03:38.69,0:03:44.62,Default,,0000,0000,0000,,The model is from Thomas Harris\Nand is called: I'm OK, You're OK.
Dialogue: 0,0:03:44.73,0:03:47.03,Default,,0000,0000,0000,,A title not written\Nby an advertising copywriter
Dialogue: 0,0:03:47.03,0:03:49.11,Default,,0000,0000,0000,,but the model is really great.
Dialogue: 0,0:03:50.13,0:03:55.24,Default,,0000,0000,0000,,According to Harris, people can be\Ndivided into four categories,
Dialogue: 0,0:03:55.24,0:04:00.41,Default,,0000,0000,0000,,Thus, there are four life positions\Nthat make up our attitude.
Dialogue: 0,0:04:00.41,0:04:04.97,Default,,0000,0000,0000,,The first one is: "I'm not OK."
Dialogue: 0,0:04:05.04,0:04:10.53,Default,,0000,0000,0000,,That is, by the way, Beaker,\Nthe suffer-all guinea pig of the Muppets.
Dialogue: 0,0:04:11.77,0:04:17.02,Default,,0000,0000,0000,,"I'm not OK, and the rest\Nare also not OK."
Dialogue: 0,0:04:17.02,0:04:20.11,Default,,0000,0000,0000,,That is a life position that is truly sad
Dialogue: 0,0:04:20.11,0:04:23.06,Default,,0000,0000,0000,,since depression is woven into its fabric.
Dialogue: 0,0:04:23.06,0:04:27.71,Default,,0000,0000,0000,,Depression, or whoever does not\Nbecome depressed becomes a cynic.
Dialogue: 0,0:04:27.96,0:04:30.43,Default,,0000,0000,0000,,Like the grandpas in the theatre box.
Dialogue: 0,0:04:32.36,0:04:36.08,Default,,0000,0000,0000,,The second life position,\Nwe all know it, says:
Dialogue: 0,0:04:36.08,0:04:40.61,Default,,0000,0000,0000,,"I'm not OK, but the others are OK."
Dialogue: 0,0:04:41.21,0:04:44.64,Default,,0000,0000,0000,,People who have this life position
Dialogue: 0,0:04:44.64,0:04:48.43,Default,,0000,0000,0000,,are incredibly generous\Nand big-hearted towards others.
Dialogue: 0,0:04:48.43,0:04:50.75,Default,,0000,0000,0000,,When others slip up,
Dialogue: 0,0:04:50.75,0:04:54.79,Default,,0000,0000,0000,,they say, "Nothing too bad.\NHe's really such a nice guy."
Dialogue: 0,0:04:54.79,0:04:57.49,Default,,0000,0000,0000,,But when they themselves slip up,
Dialogue: 0,0:04:57.49,0:04:58.97,Default,,0000,0000,0000,,then they torment themselves,
Dialogue: 0,0:04:58.97,0:05:02.11,Default,,0000,0000,0000,,can't sleep, and think:\N"Oh God, how embarrassing!"
Dialogue: 0,0:05:02.35,0:05:04.91,Default,,0000,0000,0000,,That is symptomatic of this life position.
Dialogue: 0,0:05:04.98,0:05:08.04,Default,,0000,0000,0000,,Fozzie Bear, for example,\Nhas this combination.
Dialogue: 0,0:05:08.41,0:05:10.51,Default,,0000,0000,0000,,Fozzie Bear is slightly submissive,
Dialogue: 0,0:05:10.51,0:05:11.93,Default,,0000,0000,0000,,is a comedian
Dialogue: 0,0:05:11.93,0:05:15.99,Default,,0000,0000,0000,,who saves himself from embarrassing\Nsituations with bad jokes.
Dialogue: 0,0:05:15.99,0:05:19.30,Default,,0000,0000,0000,,I don't know if you are\Nfamiliar with it - I am.
Dialogue: 0,0:05:19.30,0:05:23.63,Default,,0000,0000,0000,,The next life position,\Nthe third according to Harris, says:
Dialogue: 0,0:05:23.63,0:05:27.08,Default,,0000,0000,0000,,"I'm OK, the others are not."
Dialogue: 0,0:05:29.26,0:05:31.84,Default,,0000,0000,0000,,This is also rather widespread.
Dialogue: 0,0:05:31.84,0:05:33.51,Default,,0000,0000,0000,,These are people who say:
Dialogue: 0,0:05:33.51,0:05:36.35,Default,,0000,0000,0000,,"I'm right, and you make\Nlife difficult for me."
Dialogue: 0,0:05:36.86,0:05:39.58,Default,,0000,0000,0000,,From that, you can clearly\Nrecognize this life position.
Dialogue: 0,0:05:39.61,0:05:43.52,Default,,0000,0000,0000,,An example of this is\Nthe mother of all divas, Miss Piggy.
Dialogue: 0,0:05:45.26,0:05:49.50,Default,,0000,0000,0000,,And the fourth life position,\Nand the one to aspire to,
Dialogue: 0,0:05:49.50,0:05:51.92,Default,,0000,0000,0000,,the one that is the stuff of happiness,
Dialogue: 0,0:05:51.92,0:05:55.74,Default,,0000,0000,0000,,it says: "I'm OK, and you're OK."
Dialogue: 0,0:05:56.35,0:05:58.69,Default,,0000,0000,0000,,This does not mean "fantastic".
Dialogue: 0,0:05:58.69,0:06:02.34,Default,,0000,0000,0000,,"Okay" does not mean "super",\Nor that one must be friends with everyone.
Dialogue: 0,0:06:02.44,0:06:07.28,Default,,0000,0000,0000,,"Okay" means "acceptance":\NI accept myself, and I accept you.
Dialogue: 0,0:06:07.28,0:06:10.48,Default,,0000,0000,0000,,People who have this life position
Dialogue: 0,0:06:10.48,0:06:13.35,Default,,0000,0000,0000,,do not let themselves\Nget easily worked up.
Dialogue: 0,0:06:13.66,0:06:19.32,Default,,0000,0000,0000,,Our attitude is naturally composed of\Nmore than just our life position.
Dialogue: 0,0:06:19.32,0:06:20.76,Default,,0000,0000,0000,,We have our ideas and beliefs.
Dialogue: 0,0:06:20.76,0:06:22.53,Default,,0000,0000,0000,,We have experiences.
Dialogue: 0,0:06:22.53,0:06:24.94,Default,,0000,0000,0000,,We have fears, we have wishes.
Dialogue: 0,0:06:24.95,0:06:29.26,Default,,0000,0000,0000,,All of that together\Nmakes up our attitude.
Dialogue: 0,0:06:29.58,0:06:33.50,Default,,0000,0000,0000,,And our attitude is something\Nwe seldom carry in our heads;
Dialogue: 0,0:06:33.50,0:06:35.84,Default,,0000,0000,0000,,rather almost always in our hearts.
Dialogue: 0,0:06:35.84,0:06:40.22,Default,,0000,0000,0000,,That is the reason why\Nthis information, our attitude,
Dialogue: 0,0:06:40.22,0:06:43.84,Default,,0000,0000,0000,,also seeps unconsciously into our writing.
Dialogue: 0,0:06:43.84,0:06:48.37,Default,,0000,0000,0000,,It is understood by others\Neven when it is not analysed.
Dialogue: 0,0:06:48.37,0:06:51.07,Default,,0000,0000,0000,,Professionally and in daily life,\Nas I said earlier,
Dialogue: 0,0:06:51.07,0:06:54.46,Default,,0000,0000,0000,,we pay little attention to\Nthis relationship aspect.
Dialogue: 0,0:06:54.46,0:06:57.24,Default,,0000,0000,0000,,We might, let's say, get a letter\Nfrom our medical insurer
Dialogue: 0,0:06:57.24,0:06:59.27,Default,,0000,0000,0000,,with undertones of irritation,
Dialogue: 0,0:06:59.27,0:07:02.50,Default,,0000,0000,0000,,just when we are preparing\Nto give a TEDx Talk for Tübingen.
Dialogue: 0,0:07:02.50,0:07:06.38,Default,,0000,0000,0000,,A circumstance in which such a letter\Ncan end up in front of a public audience.
Dialogue: 0,0:07:06.46,0:07:08.43,Default,,0000,0000,0000,,"Dear Mrs Sturm,
Dialogue: 0,0:07:08.43,0:07:09.88,Default,,0000,0000,0000,,Do you perhaps remember?
Dialogue: 0,0:07:09.88,0:07:13.31,Default,,0000,0000,0000,,We have asked you twice\Nin the past few weeks to help us.
Dialogue: 0,0:07:13.32,0:07:15.70,Default,,0000,0000,0000,,Both letters were in regard\Nto your checking over
Dialogue: 0,0:07:15.70,0:07:19.32,Default,,0000,0000,0000,,the free family insurance cover\Nfor your members.
Dialogue: 0,0:07:19.46,0:07:22.59,Default,,0000,0000,0000,,We are legally obligated\Nto assure ourselves that you do that.
Dialogue: 0,0:07:22.59,0:07:26.75,Default,,0000,0000,0000,,Unfortunately, we are still at this time\Nwithout the completed questionnaire."
Dialogue: 0,0:07:26.75,0:07:29.90,Default,,0000,0000,0000,,Now, imagine the Muppets\Nwere to receive a job offer
Dialogue: 0,0:07:29.90,0:07:32.73,Default,,0000,0000,0000,,from Novitas, the company health insurer.
Dialogue: 0,0:07:32.78,0:07:35.82,Default,,0000,0000,0000,,Fozzie Bear, you remember,\Nthe slightly submissive comedian,
Dialogue: 0,0:07:35.82,0:07:39.02,Default,,0000,0000,0000,,gets the task of rewriting this letter.
Dialogue: 0,0:07:39.89,0:07:41.95,Default,,0000,0000,0000,,It might then read:
Dialogue: 0,0:07:42.04,0:07:43.51,Default,,0000,0000,0000,,"Hello Mrs Sturm,
Dialogue: 0,0:07:43.51,0:07:45.90,Default,,0000,0000,0000,,We fully understand\Nthat you may have been so busy
Dialogue: 0,0:07:45.90,0:07:48.24,Default,,0000,0000,0000,,that our last two letters\Nescaped your attention.
Dialogue: 0,0:07:48.24,0:07:50.18,Default,,0000,0000,0000,,Unfortunately, we are obliged by law
Dialogue: 0,0:07:50.18,0:07:53.58,Default,,0000,0000,0000,,to check information regarding\Nyour family insurance every year.
Dialogue: 0,0:07:53.74,0:07:57.78,Default,,0000,0000,0000,,In truth, we would also much prefer\Nto do something better with our time.
Dialogue: 0,0:07:57.78,0:08:00.60,Default,,0000,0000,0000,,Please understand, therefore,\Nwe feel the problem equally."
Dialogue: 0,0:08:00.72,0:08:02.37,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:03.22,0:08:06.39,Default,,0000,0000,0000,,Now, I have two more\Nvariations from the Muppets,
Dialogue: 0,0:08:06.39,0:08:09.65,Default,,0000,0000,0000,,and I invite you to guess\Nwho probably wrote each one.
Dialogue: 0,0:08:09.73,0:08:12.76,Default,,0000,0000,0000,,First version: "Mrs Sturm,
Dialogue: 0,0:08:12.76,0:08:14.88,Default,,0000,0000,0000,,We have already\Nwritten to you twice before,
Dialogue: 0,0:08:14.88,0:08:17.19,Default,,0000,0000,0000,,and still not receive a reply from you.
Dialogue: 0,0:08:17.19,0:08:19.52,Default,,0000,0000,0000,,Had you been unwell, we would have known.
Dialogue: 0,0:08:19.59,0:08:20.70,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:20.84,0:08:22.24,Default,,0000,0000,0000,,So, no excuses.
Dialogue: 0,0:08:22.68,0:08:25.86,Default,,0000,0000,0000,,We await your reply together with\Na box of chocolates in expiation
Dialogue: 0,0:08:25.86,0:08:28.04,Default,,0000,0000,0000,,to arrive no later than\Nwithin 14 days time."
Dialogue: 0,0:08:29.48,0:08:31.94,Default,,0000,0000,0000,,Yes! Miss Piggy. Exactly.
Dialogue: 0,0:08:32.95,0:08:34.09,Default,,0000,0000,0000,,The next letter.
Dialogue: 0,0:08:34.09,0:08:37.14,Default,,0000,0000,0000,,Now it's got really difficult,\Nthis is a truly difficult one.
Dialogue: 0,0:08:37.50,0:08:38.76,Default,,0000,0000,0000,,"Mrs Sturm,
Dialogue: 0,0:08:38.76,0:08:40.46,Default,,0000,0000,0000,,Either you provide us with a reply,
Dialogue: 0,0:08:40.46,0:08:43.79,Default,,0000,0000,0000,,or your family members\Nwill cease to be covered.
Dialogue: 0,0:08:44.25,0:08:47.30,Default,,0000,0000,0000,,Something posed as a question\Nis thought to sound more friendly.
Dialogue: 0,0:08:47.30,0:08:50.78,Default,,0000,0000,0000,,So, what do you think,\Nwhich of us is in the better position?"
Dialogue: 0,0:08:50.78,0:08:52.59,Default,,0000,0000,0000,,(Laughter)
Dialogue: 0,0:08:53.68,0:08:56.50,Default,,0000,0000,0000,,Who could that be?
Dialogue: 0,0:08:58.07,0:09:01.39,Default,,0000,0000,0000,,Exactly, the two grandpas.
Dialogue: 0,0:09:02.30,0:09:08.00,Default,,0000,0000,0000,,Now, of course, opposite the writer,\Nthere stands always the reader.
Dialogue: 0,0:09:08.00,0:09:11.41,Default,,0000,0000,0000,,The reader has an equally complex\Nattitude make-up
Dialogue: 0,0:09:11.41,0:09:13.04,Default,,0000,0000,0000,,that he too carries within him.
Dialogue: 0,0:09:13.04,0:09:16.23,Default,,0000,0000,0000,,I would like to look at one aspect here,
Dialogue: 0,0:09:16.23,0:09:21.31,Default,,0000,0000,0000,,that, in advertising,\Nis the sacred cow, the sacred cash cow,
Dialogue: 0,0:09:21.31,0:09:24.97,Default,,0000,0000,0000,,which is the image\Nthe target audience has of itself.
Dialogue: 0,0:09:24.97,0:09:27.14,Default,,0000,0000,0000,,In advertising, we speak of\Ntarget audiences,
Dialogue: 0,0:09:27.14,0:09:29.07,Default,,0000,0000,0000,,not of readers or those addressed.
Dialogue: 0,0:09:30.41,0:09:34.76,Default,,0000,0000,0000,,This always means: You must know\Nwho your target audience is.
Dialogue: 0,0:09:34.76,0:09:36.86,Default,,0000,0000,0000,,True and vitally important,
Dialogue: 0,0:09:37.04,0:09:39.44,Default,,0000,0000,0000,,but what is still more important is:
Dialogue: 0,0:09:39.44,0:09:42.92,Default,,0000,0000,0000,,You must know who your target\Naudience would like to be,
Dialogue: 0,0:09:43.51,0:09:47.95,Default,,0000,0000,0000,,since advertising is always a compliment\Nto the target audience's self-image.
Dialogue: 0,0:09:49.80,0:09:53.33,Default,,0000,0000,0000,,Politics, by the way,\Nfunctions in exactly the same way.
Dialogue: 0,0:09:53.33,0:09:57.14,Default,,0000,0000,0000,,But we'll stay professionally with text,\Ncopywriters deal, of course, with text,
Dialogue: 0,0:09:57.14,0:09:59.86,Default,,0000,0000,0000,,and I have brought with me\Nsome examples for you
Dialogue: 0,0:10:00.66,0:10:03.34,Default,,0000,0000,0000,,on complimenting the self-image.
Dialogue: 0,0:10:04.19,0:10:08.57,Default,,0000,0000,0000,,"The best Bolognese of all time" - Knorr.
Dialogue: 0,0:10:08.87,0:10:12.47,Default,,0000,0000,0000,,Knorr also had at one time\Nthe slogan: "Eat like in Italy".
Dialogue: 0,0:10:13.44,0:10:16.72,Default,,0000,0000,0000,,"Wake the tiger in you" - Kellogg's.
Dialogue: 0,0:10:16.75,0:10:19.07,Default,,0000,0000,0000,,"Buy clothes the smart way" - KiK.
Dialogue: 0,0:10:19.68,0:10:24.53,Default,,0000,0000,0000,,"Have you decided\Nnever to become fat?" - Lätta.
Dialogue: 0,0:10:24.53,0:10:26.74,Default,,0000,0000,0000,,"For hard men" - Puschkin.
Dialogue: 0,0:10:26.74,0:10:28.12,Default,,0000,0000,0000,,Clear enough, right?
Dialogue: 0,0:10:28.53,0:10:30.84,Default,,0000,0000,0000,,Now, you can naturally think
Dialogue: 0,0:10:31.31,0:10:35.76,Default,,0000,0000,0000,,that the target audiences of these brands\Ndo not listen to such talk.
Dialogue: 0,0:10:35.88,0:10:39.12,Default,,0000,0000,0000,,But believe me, it works\Nfor every target audience.
Dialogue: 0,0:10:39.41,0:10:43.48,Default,,0000,0000,0000,,"Simply pay with your good name"\N- American Express.
Dialogue: 0,0:10:43.48,0:10:46.85,Default,,0000,0000,0000,,"No fear of the truth" - Der Spiegel.
Dialogue: 0,0:10:46.85,0:10:49.99,Default,,0000,0000,0000,,"You only live once" - Aston Martin.
Dialogue: 0,0:10:49.99,0:10:54.63,Default,,0000,0000,0000,,"Always a smart mind behind it"\N- Frankfurter Allgemeine Zeitung.
Dialogue: 0,0:10:55.30,0:11:00.63,Default,,0000,0000,0000,,Texts are, therefore,\Ninfluenced by the writer's attitude,
Dialogue: 0,0:11:00.63,0:11:06.20,Default,,0000,0000,0000,,and, ideally, they appeal to\Nthe target audience's aspirations.
Dialogue: 0,0:11:06.40,0:11:10.80,Default,,0000,0000,0000,,What does that mean for companies?
Dialogue: 0,0:11:12.27,0:11:16.34,Default,,0000,0000,0000,,Company values should\Nstand between the lines.
Dialogue: 0,0:11:16.34,0:11:21.53,Default,,0000,0000,0000,,The company's attitude\Nshould be reflected in the lines.
Dialogue: 0,0:11:21.53,0:11:25.08,Default,,0000,0000,0000,,Each company has\Nits own distinctive images,
Dialogue: 0,0:11:25.08,0:11:28.50,Default,,0000,0000,0000,,its own distinctive colours,\Nits own distinctive typography,
Dialogue: 0,0:11:28.50,0:11:32.30,Default,,0000,0000,0000,,but what about a distinctive language?
Dialogue: 0,0:11:32.30,0:11:37.02,Default,,0000,0000,0000,,Between the lines is often to be found\Nthe attitude of the individual employee,
Dialogue: 0,0:11:37.02,0:11:39.38,Default,,0000,0000,0000,,or the people from\Nthe advertising agencies,
Dialogue: 0,0:11:39.38,0:11:41.41,Default,,0000,0000,0000,,or from the PR agencies.
Dialogue: 0,0:11:41.65,0:11:45.55,Default,,0000,0000,0000,,It's a pity that while language\Nhas a very strong recognition factor,
Dialogue: 0,0:11:45.55,0:11:48.01,Default,,0000,0000,0000,,it is often disregarded.
Dialogue: 0,0:11:48.32,0:11:49.55,Default,,0000,0000,0000,,This means:
Dialogue: 0,0:11:49.55,0:11:53.86,Default,,0000,0000,0000,,Companies must make\Ntheir values so transparent
Dialogue: 0,0:11:53.87,0:11:55.71,Default,,0000,0000,0000,,that they are palpable to others.
Dialogue: 0,0:11:55.97,0:11:59.41,Default,,0000,0000,0000,,So, not just in the manuals,\Nbut made truly palpable,
Dialogue: 0,0:11:59.41,0:12:04.12,Default,,0000,0000,0000,,so that anyone writing company literature\Ncan take on the company persona.
Dialogue: 0,0:12:04.20,0:12:08.60,Default,,0000,0000,0000,,Only in this way can they write\Naccording to corporate identity.
Dialogue: 0,0:12:08.82,0:12:13.73,Default,,0000,0000,0000,,The greatest challenge is,\Nin fact, once again, letting go.
Dialogue: 0,0:12:15.18,0:12:18.81,Default,,0000,0000,0000,,For individuals, this means that we,\Nin the course of our lives,
Dialogue: 0,0:12:18.81,0:12:23.02,Default,,0000,0000,0000,,collect a whole treasure chest of values,
Dialogue: 0,0:12:23.02,0:12:25.42,Default,,0000,0000,0000,,and it's worthwhile, every now and again,
Dialogue: 0,0:12:25.44,0:12:28.56,Default,,0000,0000,0000,,to take these values out and consider:
Dialogue: 0,0:12:28.57,0:12:30.51,Default,,0000,0000,0000,,Is this one still valid,
Dialogue: 0,0:12:30.51,0:12:34.22,Default,,0000,0000,0000,,or is this value past its sell-by date?
Dialogue: 0,0:12:34.84,0:12:38.23,Default,,0000,0000,0000,,The whole chest, the values\Nthat we have inside it, our attitude,
Dialogue: 0,0:12:38.23,0:12:40.57,Default,,0000,0000,0000,,do they still belong together,
Dialogue: 0,0:12:40.57,0:12:42.54,Default,,0000,0000,0000,,or should we have a clear out?
Dialogue: 0,0:12:43.72,0:12:45.90,Default,,0000,0000,0000,,Ultimately, it's the case,
Dialogue: 0,0:12:45.90,0:12:49.01,Default,,0000,0000,0000,,that the more positive\Nthis treasure chest is
Dialogue: 0,0:12:49.01,0:12:50.60,Default,,0000,0000,0000,,that we carry around with us,
Dialogue: 0,0:12:50.60,0:12:55.43,Default,,0000,0000,0000,,the more positive will be\Nthe tone we weave into the lines we write.
Dialogue: 0,0:12:55.46,0:12:59.20,Default,,0000,0000,0000,,I would like to end with a quotation\Nfrom Thomas Carlyle.
Dialogue: 0,0:12:59.20,0:13:02.68,Default,,0000,0000,0000,,He in fact already knew it 200 years ago.
Dialogue: 0,0:13:02.68,0:13:06.97,Default,,0000,0000,0000,,"It is the heart always\Nthat sees, before the head can see."
Dialogue: 0,0:13:06.97,0:13:09.18,Default,,0000,0000,0000,,Thank you very much for listening.
Dialogue: 0,0:13:09.20,0:13:10.90,Default,,0000,0000,0000,,(Applause)