Tesla CEO Elon Musk: Advertising needs to be as close to content as possible

All right, you just finished your annual meeting. You took a lot of questions from a very eager audience. I feel like most of it you've shared before, but there was some news, and I want to start there.

好的，你刚刚结束了年度会议。你面对了一群非常渴望的观众提出的很多问题。我感觉你分享的大多数内容都曾提过，但也有一些新闻，我想从那里开始说起。

Advertising.

None

You got a big applause. You didn't sound like you were going to advertise that much, but you did at least seem to open the way to saying, OK, we might consider doing some advertising. Why? Well, I mean, I believe in listening to shareholders. And I actually was surprised by the level of enthusiasm for advertising, since we were not historically done that.

你得到了热烈的掌声。你并没有像你要做很多广告，但是你至少似乎打开了一条路，表示“好吧，我们可能会考虑做一些广告”。为什么呢？因为我相信要倾听股东的意见。实际上，我对广告的热情水平感到惊讶，因为我们历史上并没有做过这样的事情。

But the perhaps is some good logic to it in that if we're simply saying that information by, I say, the Tesla Twitter account or my Twitter account were somewhat preaching to the converted, and not reaching people that are not already convinced, essentially. So I think they probably have a good point. Well, I think it's worth a try, and we'll see how it affects.

也许有一个好的逻辑在于，如果我们仅仅是通过像特斯拉Twitter账号或我的Twitter账号这样的途径发布信息，那么这些信息可能只是在对已经信服的人进行说教，并没有影响那些并未被说服的人。因此，我认为他们可能是有道理的。不过，我认为这个想法值得一试，我们可以看看它的影响如何。

Do you have any idea how you'd like to try it, or what that would involve?

你有没有想过如何尝试它，或者这需要什么？

Well, I mean, I have some general thoughts about advertising that if advertising is informative and entertaining, then it can start to approach content. So I think sometimes advertising is perhaps non-reformative, or perhaps in some cases bit misleading. And in fact, we've lost some advertisers on Twitter because community notes apply to advertising too. And so if somebody advertises something that isn't perhaps a bit inaccurate, then it gets community noted. And then they get my ad installed advertising. But we're caring enough about the truth that we're willing to give advertising dollars on Twitter, or even in order to have the least inaccurate source.

我想说，对于广告，如果它具有信息性和娱乐性，那就可以接近内容了。有时候广告可能是没有改革性的，或者在某些情况下有点误导性。事实上，我们在Twitter上失去了一些广告商，因为社区笔记也适用于广告。如果有人广告的东西可能有一些不准确的地方，那么就会被社区记录下来，然后我会去安装广告。但是我们关心真相，我们愿意在Twitter上花钱投放广告，甚至为了获得最少误导的来源。

And I want to talk about that. But I want to obviously spend some time on Tesla.

我想谈一谈这个话题。但是我当然想花点时间谈谈特斯拉。

Again, back to ads, though. I mean, am I going to start to see Teslas during the NFL broadcast on a given Sunday, Monday, Thursday, the NFL's always on?

再回到广告方面。我的意思是，我会在某个周日、周一、周四NFL直播中开始看到特斯拉的广告吗？毕竟NFL总是在播放。

Well, bear in mind, I mean, I only just agreed to it. So I'd like to have a fully formed strategy.

请记住，我的意思是，我只是刚同意这个计划，因此我希望有一个完整的策略。

Well, how much time does go into when you think about these things? I mean, was it something you decided to do up on stage, or at least did you know coming in, I may, you know, this comes up that I may go there?

好吧，你考虑这些事情需要多少时间？我的意思是，你是在台上决定要这样做的，或者至少在开始时你就知道，这种情况可能会发生，我可能会去那里吗？

No, I mean, the questions are not scripted in any way.

不，我的意思是问题不是以任何方式脚本化的。

Right. So in that moment, you just said, all right, we'll do some ads.

好的，所以在那一刻，你说我们会做一些广告。意思是，你决定做一些广告。

That's right.

没错。意思是表示同意或确认某件事情。

So we're only like 20 minutes later, and I'm asking you detailed questions.

所以我们只晚了大约20分钟，我问你详细的问题。意思是说，大约晚了20分钟后，我就开始向你提问并希望得到详细的回答。

Yeah, I have any answers, I guess.

嗯，我想我有答案。

I'm not sure what the most speculative thing is, except that, like I said, I believe that advertising should be informative about a product. It should be, ideally, aesthetically pleasing. It should be, you know, beautiful. It should have some artistic element to it. And it should be something that you don't regret watching after it's done. And I think if advertising fits those criteria that it starts to approach content, and that you want advertising that is as close to content as possible, such that you don't regret the time you spent watching it.

我不确定最具投机性的是什么，但我认为广告应该为产品提供信息，这是我之前说过的。理想情况下，广告应该是美观的，应该有艺术元素。而且，看完广告后你应该不会后悔。如果广告符合这些标准，那么它就开始接近内容了。我认为，人们需要的是尽可能接近内容的广告，这样你不会后悔花费时间观看它。