kind of adamantly,

がんばって

up till the -- pretty much, last few days,

最後の最後までお願いしていたのですが

but was denied access to a slide projector.

結局プロジェクターの使用はダメでした

(Laughter)

（笑）

I actually find them a lot more emotional --

私が思うに スライドはとても感情的で

(Laughter)

（笑）

-- and personal,

親しみが持てるから いいなって思うんです

and the neat thing about a slide projector

その上 スライド・プロジェクターは

is you can actually focus the work,

PowerPointや他のソフトと違って

unlike PowerPoint and some other programs.

ピントを合わせられます

Now, I agree that

そのかわりに

you have to -- yeah, there are certain concessions

妥協しないといけない部分がある というのは否めませんが

and, you know, if you use a slide projector,

たとえば

you're not able to have the bad type

格好悪い文字を

swing in from the back or the side, or up or down,

縦 横 斜めから 飛び込ませたりすることはできません

but maybe that's an O.K. trade-off,

それはピントを合わせられるんなら

to trade that off for a focus.

仕方ないかなって思えますけどね

(Laughter)

（笑）

It's a thought. Just a thought.

ただの考えですが

And there's something nice about slides getting stuck.

スライドがひっかかったりするのも どこか素敵で

And the thing you really hope for

そういうときに 本当は心の中では

is occasionally they burn up,

たまに燃えたりしたらいいな､なんて

which we won't see tonight. So.

今晩はそんなことは起こりませんが

With that, let's get the first slide up here.

前置きはよしとして 最初のスライドをお見せしましょう

This, as many of you have probably guessed,

これは､誰が見ても当然ですが

is a

これは､誰が見ても当然ですが

recently emptied beer can in Portugal.

ポルトガルで撮った 飲み干したばかりのビール缶です

(Laughter)

（笑）

This -- I had just arrived in Barcelona for the first time,

これはバルセロナに初めて到着したとき

and I thought --

印象的だったんです

you know, fly all night, I looked up,

夜通しのフライトの後 これを見て

and I thought, wow, how clean.

なんて無駄のないデザインなんだって

You come into this major airport, and they simply have a B.

こんなメジャーな空港で､ バルセロナ（Barcelona）の「B」だけなんて

I mean, how nice is that?

なんて素晴らしい

Everything's gotten simpler in design,

近年は何でもシンプルになってきたけれど

and here's this mega airport,

こんな大規模な空港で

and God, I just -- I took a picture.

まさか！と思って撮った訳です

I thought, God, that is the coolest thing I've ever seen at an airport.

空港でこんなカッコいいもの見た事がない

Till a couple months later,

でも数ヶ月後

I went back to the same airport --

また同じ空港に､確か同じ便で

same plane, I think -- and looked up,

行く機会があって以前と同様に見上げたら

and it said C.

今度は「C」が見えて

(Laughter)

（笑）

It was only then that I realized

そのときようやく

it was simply a gate that I was coming into.

それがゲート番号だと分かったんです

(Laughter)

（笑）

I'm a big believer in the emotion of design,

僕は､デザインには感情が伴うと信じています

and the message that's sent

デザインには

before somebody begins to read,

文章を読んで､残りの情報を知る前に

before they get the rest of the information;

既に送られているメッセージがある

what is the emotional response they get to the product,

製品､物語､絵画など それがなんであれ

to the story, to the painting -- whatever it is.

そこに現れる感情的な反応は何なのか

That area of design interests me the most,

私が一番興味を惹かれる分野です

and I think this for me is a real clear,

このスライドは

very simplified version

これを説明するのに

of what I'm talking about.

一番シンプルな例だと思います

These are a couple of garage doors painted identical,

お互い隣同士の

situated next to each other.

全く同様の車庫ふたつ

So, here's the first door. You know, you get the message.

一つ目はこれ 何が言いたいのかお分かりですね

You know, it's pretty clear.

明確でしょう

Take a look at the second door and see

ではふたつ目を見てみましょう

if there's any different message.

違いがあるか考えてみてください

O.K., which one would you park in front of?

さて､どちらの前に駐車しますか？

(Laughter)

（笑）

Same color, same message, same words.

同じ色、同じ内容、同じ言葉

The only thing that's different

ひとつだけ違うのは

is the expression that the individual door-owner here put into the piece --

車庫主の”No Parking"（駐車禁止）の表現

and, again,

じゃあ

which is the psycho-killer here?

どちらが殺人鬼でしょう？

(Laughter)

（笑）

Yet it doesn't say that; it doesn't need to say that.

言わなくても伝わるんです

I would probably park in front of the other one.

私ならひとつめの車庫の前に駐車するでしょう

I'm sure a lot of you are aware

お気づきだと思いますが

that graphic design has gotten a lot simpler in the last

グラフィックデザインはこの5年ほどで

five years or so.

ずいぶんシンプルになりました

It's gotten so simple that it's already starting to kind of

シンプルになりすぎたせいか

come back the other way again and get a little more expressive.

すでに逆をいくものも出てきました

But I was in Milan and saw this street sign,

ミランにいたときこの標識を見つけて

and was very happy to

嬉しかったんです

see that apparently this idea of minimalism

ミニマリズムが

has even been translated by the graffiti artist.

まさか 落書きアートにまで応用されるとは

(Laughter)

（笑）だって

And this graffiti artist has come along,

このアーティストは

made this sign a little bit better, and then moved on.

標識をちょっといじって さっさと立ち去って行っちゃったんですよ

(Laughter)

（笑）

He didn't overpower it like they have a tendency to do.

よくやる「やり過ぎ」をしなかったんです

(Laughter)

（笑）

This is for a book by "Metropolis."

メトロポリスによる本のために

I took some photos, and this is

写真を何枚か撮ったのですが

a billboard in Florida,

これはフロリダにあった看板です

and either they hadn't paid their rent,

広告主が料金を払わなかったのか

or they didn't want to pay their rent again on the sign,

もう払わないと決めたのか､それとも

and the billboard people were too cheap to tear the whole sign down,

看板屋が広告をすべて剥がす費用をケチったのか

so they just teared out sections of it.

広告がつぎはぎになっていました

And I would argue that it's possibly more effective

僕はこれがオリジナルより

than the original billboard in terms of getting your attention,

注目を集めるという点で

getting you to look over that way.

効果的だと思います

And hopefully you don't stop and buy those awful pecan things -- Stuckey's.

製品自体はひどい製品ですけれども

This is from my second book.

私の2冊目の本からです

The first book is called, "The End of Print,"

１冊目は『印刷の終焉』と言います

and it was done along with a film,

ウィリアム・バロウズ氏と

working with William Burroughs.

同名の短編映画も制作しました

And "The End of Print" is now in its fifth printing.

その『印刷の終焉』なんですが 第５版目が印刷されました

(Laughter)

（笑）

When I first contacted William Burroughs about being part of it,

バロウズ氏に初めて連絡したとき

he said no; he said he didn't believe it was the end of print.

「印刷に終わりはない」と断られてしまいました

And I said, well, that's fine;

私はそれでも結構ですから

I just would love to have your input on this film and this book,

アドバイスを是非とお願いしました

and he finally agreed to it.

そうしてようやく協力を得た訳です

And at the end of the film, he says in this great voice

映画の最後､彼は素晴らしい声で

that I can't mimic but I'll kind of try, but not really, he says,

真似できないのが残念ですが

"I remember attending an exhibition called,

「私は『写真−絵画の終焉』と名付けられた

'Photography: The End of Painting.'"

美術展に行ったことがある」

And then he says, "And, of course, it wasn't at all."

そして言うんです 「もちろん終わりなんか来なかった」って

So, apparently when photography was perfected,

写真が確立されたとき

there were people going around saying,

絵画は終わったものと

that's it: you've just ruined painting.

考えた人もいました

People are just going to take pictures now.

これからはみんな写真を撮るだろうと

And of course, that wasn't the case.

それはもちろん間違いでした

So, this is from "2nd Sight,"

これは『セカンド・サイト』という

a book I did on intuition.

直感についての本です

I think it's not the only ingredient in design,

僕は､直感はデザインの構成要素で

but possibly the most important.

もっとも重要だと思います

It's something everybody has.

誰もが持っているものです

It's not a matter of teaching it;

教えればいいというものでもありません

in fact, most of the schools tend to discount intuition

実際に「直感」という要素を

as an ingredient of your working process

具体的に数字にできないがために

because they can't quantify it:

学校では直感を軽視しがちです

it's very hard to teach people the four steps to intuitive design,

直感的デザインを教えるのは難しいけれど

but we can teach you the four steps to a nice business card

名刺や会報の上手いデザインの仕方を

or a newsletter.

教えるのは簡単なことです

So it tends to get discounted.

だから軽視されがちになる

This is a quote from Albert Einstein, who says,

これはアインシュタインの言葉です

"The intellect has little to do on the road to discovery.

「発見に知性はほとんど必要ない

There comes a leap in consciousness --

一瞬の意識の跳躍 ー

call it intuition or what you will --

それを直感と呼んでもいいが

and the solution just comes to you, and you don't know from where or why."

答えはただやってくるものだ」

So, it's kind of like when somebody says, Who did that song?

例えば､誰の曲だったっけ？と

And the more you try to think about it,

考えれば考えるほど

the further the answer gets from you,

分からなくなり

and the minute you stop thinking about it,

考えるのをやめた途端

your intuition gives you that answer, in a sense.

直感が閃いて答えが分かるのと同じです

I like this for a couple of reasons.

これが好きな理由はいくつかあります

If you've had any design courses, they would teach you you can't read this.

デザイン教育では､これは読めないと教わりますが

I think you eventually can and, more importantly, I think it's true.

よく見れば読めるだけでなく 正にその通りなのです

"Don't mistake legibility for communication."

"Don't mistake legibility for communication." （訳：「読みやすさと意思疎通を混同するな」）

Just because something's legible doesn't means it communicates.

読みやすいからといって通じるわけではない

More importantly, it doesn't mean it communicates the right thing.

正しく通じるかどうかは別のことです

So, what is the message sent before

では実際に中身を理解する前に

somebody actually gets into the material?

受け取るメッセージとは何か

And I think that's sometimes an overlooked area.

見落としがちな分野だと思います

This is working with Marshall McLuhan.

マーシャル・マクルーハン氏をテーマにした本

I stayed and worked with his wife and son, Eric,

奥さんと息子エリック君と共に

and we came up with close to 600 quotes from Marshall

６００ほどのマクルーハン氏の名言を見つけました

that are just amazing in terms of being ahead of the times,

それらは時代の先を行っているものばかりで

predicting so much of what has happened

実際に広告や､テレビ､メディア業界で

in the advertising, television, media world.

起こった出来事を予測しているんです

And so this book is called "Probes." It's another word for quotes.

だから本のタイトルを『格言』と名付けました

And it's -- a lot of them are never -- have never been published before,

ほとんどのものが未発表のものばかりで

and basically, I've interpreted the different quotes.

僕なりに解釈してみました

So, this was the contents page originally.

これはもともと目次でした

When I got done it was 540 pages,

最初５４０ページあったのですが

and then the publisher, Gingko Press,

そのあと出版社が

ended up cutting it down considerably:

かなりページを削って

it's just under 400 pages now.

４００ページ程になりました

But I decided I liked this contents page --

でもこの目次のページが気に入っていたので

I liked the way it looks -- so I kept it.

キープした訳です

(Laughter)

（笑）

It now has no relevance to the book whatsoever,

全然実際の中身とは無関係ですが

but it's a nice spread, I think, in there.

いい見開きでしょう

(Laughter)

（笑）

So, a couple spreads from the book:

本の中からいくつか見開きを紹介します

here McLuhan says,

マクルーハン氏はこう言います

"The new media are not bridges between Man and Nature; they are Nature."

「ニューメディアは人間と自然の架け橋ではなく 自然の一部だ」

"The invention of printing did away with anonymity,

「印刷の発明は匿名性を廃止し

fostering ideas of literary fame

文学で名声を得ることや

and the habit of considering intellectual effort as private property,"

私有財産として 知的労力を扱う習慣を育成した」

which had never been done before printing.

印刷が存在しなければ 考えられなかったことです

"When new technologies impose themselves

「新技術が古いものに慣れきった

on societies long habituated to older technologies,

社会に登場するとき

anxieties of all kinds result."

様々な不安が浮き彫りになる」

"While people are engaged in creating a totally different world,

「人間は 今とは全く違った世界を 造り出そうと試みるが

they always form vivid images of the preceding world."

結局は 過去の鮮明な画像を 形作っているだけだ」

I hate this stuff. It's hard to read.

これは読みづらくて最悪ですね

(Laughter)

（笑）

(Applause)

（拍手）

"People in the electronic age have no possible environment except the globe,

「電子時代に生きる人間は 地球以外の環境を持たず

and no possible occupation except information gathering."

情報収集以外の仕事を持たない」

That was it. That's all he saw as the options. And not too far off.

これが彼の言葉です。そう外れてはいません

So, this is a project for Nine Inch Nails.

これはNine Inch Nailsのためにした仕事

And I only show it because it seemed like it got all this relevancy all of a sudden,

突然 関連性が見えてきたので､お見せすることにしました

and it was done right after 9/11.

9・11テロ直後にした仕事です

And I had recently discovered a bomb shelter

最近LAに買った家に

in the backyard of a house I had bought in LA

防空壕があることが分かりました

that the real estate person hadn't pointed out.

不動産屋は何も言わなかったんですけどね

(Laughter)

（笑）

There was some bomb shelter built, apparently in the '60s Cuban missile crisis.

60年代、キューバ危機の頃に 建てられたものがあるそうなんですが

And I asked the real estate guy what it was as we were walking by,

不動産屋にこれは何かと聞いたところ

and he goes, "It's something to do with the sewage system."

「下水関係の何かだ」って言うんで 気にせずにいたんです

I was, O.K.; that's fine.

「下水関係の何かだ」って言うんで 気にせずにいたんです

I finally went down there, and it was this old rusted circular thing,

ついに入ってみたら 中は錆びた円形をしていて

and two beds, and very kind of creepy and weird.

ベッドが2つあって､非常に不気味でした

And also, surprisingly, it was done in kind of a cheap metal,

驚いたことに防空壕は安い金属製で

and it had completely rusted through, and water everywhere, and spiders.

完全に錆びついて水浸し､蜘蛛もたくさん

And I thought, you know, what were they thinking?

何を考えてたんでしょう

You'd think maybe cement, possibly, or something.

セメントか何かにすれば良かったんじゃないか

But anyway, I used this for a cover for the Nine Inch Nails DVD,

とにかく、その防空壕を Nine Inch NailsのDVDのカバーに使いました

and I've also now fixed the bomb shelter with duct tape,

防空壕は その後 きちんと直しておきました ガムテープで

and it's ready. I think I'm ready. So.

もう何があっても大丈夫なはず

This is an experiment, really, for a client, Quicksilver,

Quicksilverと行った実験です

where we were taking what was a six-shot sequence

6枚の写真を連続に並べて

and trying to use print as a medium to get people to the Web.

印刷物を見た人を インターネットに誘導する試みでした

So, this is a six-shot sequence.

これが６枚の連続写真

I've taken one shot; I cropped it a few different ways.

1枚の写真を 違った方法でトリミングしました

And then the tiny line of copy says,

短い文章も添えました

If you want to see this entire sequence --

「この波乗りの全てを見たいのなら

how this whole ride was -- go to the website.

ウェブサイトへアクセス」

And my guess is that a lot of the surf kids did go to the site

これを見て､多くのサーファーがサイトを

to get this entire picture.

訪れたはずです

Got no way of tracking it, so I could be totally wrong.

確かめていないので､間違ってるかもしれませんが

(Laughter)

（笑）

I don't have the site. It's just the piece itself.

サイトはなくて､この印刷物だけですが

This is a group in New York called the Coalition for a Smoke-free Environment --

これはNYの禁煙推進グループから

asked me to do these posters.

依頼されたポスターです

They were wild-posted around New York City.

NYCのいたるところに出廻りました

You can't really -- well, you can't see it at all --

見えますか（訳：タバコはチンコを縮める）

but the second line is really the more kind of payoff, in a sense.

2行目がキモなんです

It says, "If the cigarette companies can lie, then so can we." But --

「タバコ会社が嘘をつけるなら､私達も」

(Laughter)

（笑）

(Applause)

（拍手）

-- but I did.

でも僕がやったんですけど

These were literally wild-posted all over New York one night,

これがNYのいたる所に一晩で張り出され

and there were definitely some heads turning,

かなりの人が振り返りました

you know, people smoking and, "Huh!"

タバコを吸っている人たちが「えっ？」て

(Laughter)

（笑）

And it was purposely done to look fairly serious.

真面目に見えるよう作ってありましたし