[Music]

hello

i'm neil gibson i'm here to talk to you

about how comics can transform how you

communicate

i like to start off by talking about my

grandmother

she was a remarkable woman she was like

the martha stewart of northern ireland

she she actually had to stop entering

baking and garden competitions because

she kept winning them all

um yet despite her vast knowledge of

cooking and baking

she never once ate chinese food

she was convinced it was made of cats

and dogs foreign muck she had no

interest

and we'd laugh at her and try and get it

to try but she refused and she was

convinced and she said that when the

first

chinese restaurant opened up in the

village all the stray cats disappeared

and we'd laugh listening to her but that

was a belief she genuinely had and

and she wouldn't change her mind

and when it comes to comics i find some

people have

in my view a misguided belief a lot of

people think

comics are just for kids especially in

the uk

and i i mean i was i thought that too i

we went to loud comics when i was at

school uh at nine years i went to new

school

i was nine years old no band there

because i considered it rotted your

brain

so i didn't read them until i was 14 i

saw someone had a copy of the beano and

i picked it up and it was

awful in my opinion so i thought i'm i'm

grounded for comics

and then in my 20s i was living abroad

and uh

i read a good one and i couldn't believe

how much it made me think

the visual metaphors the visual puns the

complexity of the characters and the

storyline the dialogue and the world

that was created

and told visually in a stunning way i i

thought it was it was a work of art

and i it opened my mind to i never

considered that and then i became

a big fan of comics and um as you can

see i

i remember i flew back to london i was i

met a friend in a restaurant

and she was a bit late so i was reading

a comic

and she was surprised to finally reading

that and said he can't keep reading

comics forever

and i found that very very odd um

i understand it because i had to

prejudice against it but you don't see

people saying you can't keep reading

books forever

or you can't go to the theater forever

or you can't stop watching

can't keep watching films forever people

don't say that but they do say that

about comics they consider comics

infantile

and what's happening is that people are

confusing

content for the media for example you

have

sesame street and peppa pig but you also

have game of thrones and news night and

panorama

you have pantomimes and children's plays

you also have shakespeare the next west

end big production

i don't think a medium can be childish

but i

grant you that a lot of stuff in comics

is a lot of it is rubbish

but then i think a lot of things in

every medium is rubbish

i'm sure you've all read a bad book or

seen some terrible daytime tv or

um or badly active play for example

but the thing with all mediums is that

they all have their advantage

and advantages and i'd like to tell you

a few of the advantages of comics

and i'd like to start with pacing

can you remember being in a maths class

where the teacher is going a bit too

quickly and you can't process everything

that's going on

because for her it's so simple it's

these are the basic steps and

so she'll um run through one quickly

or even just skip one entirely because

it's so obvious and for some of the

other students it may be as

well but maybe for you it's going a bit

too fast

or maybe it's just going too slow all

the steps are going

it's so slow come on just you don't i

don't need all this

people go at different paces now

with someone speaking in real life or

with the film

or tv you're special tv tv film you're

at the director's mercy it's where it's

been edited

that's the speed it goes out however

with the book um and with comics you get

to go at your own pace you can spend as

long as you like to absorb the

information or skip through it quickly

if you've got it

and with comics you have the added

benefit of the pictures

because pictures really say a thousand

words with one image you can see

a character's body language their their

emotions on their on their face you can

with the coloring and see the tone of

what's going on there and you can also

read what they're saying

i'm going to show you now four images

and in a split second you'll see three

things in each image

you'll know what it is actually the

image you're looking at you're going to

see a face or a body and you're also

going to see

an emotion okay so here they are

okay so first of all you saw the sink

and you saw the toothbrush holder and

the bag and the clouds

you also saw a face in the first three

and then and the body in the clouds

and look at the sink looks like you're

worried below that you have the bag

which is

um almost smug really and then you have

this happy smiley toothbrush holder

and then you have uh the body and that

could be like

superhero about to crush someone with

their powers or it could be somebody's

been crucified it's a bit ambiguous

but you can see something's there and

why did i mention this

is because with no effort you instantly

made sense of those pictures

you see so all of that having to even

think

our brains are hardwired to

visualization

i'd like to ask you a question about

that now and do you try and come up with

an answer

before you before i give it to you i

want you to think about it

because by doing that you'd be surprised

and learn more

what percentage of neurons in the brain

cortex do you think is devoted towards

hearing

what about touch more or less than

hearing

think about what music people listen to

it's eight percent about vision

30 10 times more than hearing

vision dominates the other senses

even your retina itself is an outcrop of

the human brain

we are hardwired to understand images

more than text

but it's not just the comprehension

understanding what you're seeing that's

being effortless it's also the retention

and this is really important

several universities including the

university of oklahoma or the university

of sheffield have done studies uh on the

effectiveness of comic books

versus standard textbooks not

surprisingly uh most people prefer

reading information in graphic novel

format roughly eighty percent

but importantly it's not just the

preference or ease the recall

when you read uh graphic novels is

significantly higher

they've done tests in um with cat scans

and

mris where people are watching a film

reading a book reading comic and with

comics the blood flow is the highest

your attention memory retention is

higher because you're processing the

text and also the visuals at the same

time

editorial superiority effect if i

present information to you early

your average people remember about 10 of

it 72 hours after the fact

but if you add in a picture as you're

talking recall source to 65

now that bears repeating adding a

picture to what you're saying

means your people's recall goes up six

times six fold the difference that's

extraordinary difference

so i'm not going to show you um

different ways to communicate

it's here's a simple

excel spreadsheet there's uh three

different regions and the production

over four quarters

some people will understand what that

means instantly but from the vast

majority

once you add a chart you can see the

trends much more easily you say okay red

is rising

the two declining and manager would uh

region one will think oh i need to take

action

okay that should be obvious that people

find it easier to see

charts rather than the actual just

numbers but what's important is when you

add the chart you show them that people

remember

what your message was after the fact

so comics not only easier for people to

understand

but it's also important they'll remember

more afterwards so if you're trying to

communicate something important i highly

suggest using comics

so how can you do that if you're trying

to learn though

well i'm sure you're familiar with the

doppler effects that's when a car goes

past your pitch rises as it approaches

and falls when it goes away it goes

this car goes past you well stars

act like that as well with light south

astronomers know how far away stars are

because if it's moving away to you or

towards you it shifts in the light

spectrum towards either the blue end or

red end of the spectrum

let's say you've got a physics exam how

you remember which is which when you're

under pressure is red closer or is it

further away

i'm going to show you one image now and

you'll remember it for the rest of your

life you'll never forget this

here we are the red sun

is setting over the blue sea which is in

front of you so red means

it's further away blue is closer that's

it

no effort in your part you'll remember

that for the rest of your lives

which is closer which is further away

and

you can do this for so many things

especially if you're studying and you

can do it with your friends get them

straight images and see theirs and

theirs is better it takes more than mine

great

i work with schools about this to try

and help people learn more because i

care about this

now primarily i make comics for

entertainment that's what we do

but we also have worked with

corporations if they want to do

advertising or

training manuals get to teach people

stuff

when we first started making them we

found something unexpected

the first project i did was a warehouse

comic

for an international company they had a

new warehousing system and they want to

teach people how to use the new system

and we drew in the president and the

vice president and they'd be arguing

with each other and making jokes and

explaining the system

and and showing how it worked

and yes they were happy with that taught

the employees how to use it

but the reason they were really happy is

because everyone read it

they were used to sending out training

manuals or various things and people

wouldn't read them in their emails

they're too busy

this when it was printed was shared with

many people

because it was different it was funny

and it was something

that wasn't just dry text

and whenever you want to teach anyone

anything

what you really care about is results at

the end didn't make a difference

and i'd like to show you kilpatrick's

model for sequential learning for me

i like to start this at the bottom going

backwards

what you care about when you teach

someone something is results did it make

a difference

it's only going to make a difference if

they use what you taught them

they're only going to use what you

taught them if they learn

what you taught them and they're much

more likely to learn it if they like it

so comics well they're fun they're not

intimidating block of text people prefer

reading them training manuals

and memory retention is higher and

they're quick to read you can learn more

faster

and do they use it depends on the

situation but

they're more likely to be shared by

those because it's a name different and

it's fun

it depends it does depend on the

situation because it goes back to

content again

if you make a manual and it's no good

it's not going to have the results you

want

but you're never going to know unless

you try and comics are being used in

many

different ways now not just training

even google used it to teach people

about the chrome

chrome browser when that launcher uses

comics to teach people uh there's a

universities in japan and in bangalore

india which teaches medicine

using comic books because they found it

to be very effective

in the sheer number of of things people

have to learn

and in south africa they're even using

comics as a legal document

let me show you this here you can see on

the top right hand side

someone picking in the calendar three

weeks at your probation period

okay picking fruit then left hand side

if you don't meet the quota

you go home on the right hand side you

go above the minimum quota for

that time period welcome to the team

this is the contract

sign here

this demonstrates the versatility of

comics and clear communication is

critical in the modern digital reality

not all adults can formulate uh what

their thoughts precisely

and i work with an israeli company to

develop a course for children teaching

them

to develop better stories having skills

from a young age with the use of comics

so i do implore you to try making comics

to teach to get a

point get your point across but it's not

just making comics uh that's important

you can

you consume comics to learn what to

learn better

uh and the range of comic content is

enormous

mouse was the first comic to win a pure

surprise it's a

fantastic story about the holocaust and

frames in a very moving yet digestible

way

i learned the theory of relativity by my

roommate

at university studying physics he had

this introducing einstein comic

and it's fascinating i still remember

theory relativity to this day because of

that comic

you can also learn about the economy or

i learned personal journeys about what

it's

really like in north korea or in

palestine uh through these

comics and my a japanese friend of mine

she read some of the classics of english

literature from shakespeare and

jane austen so that when she moved to

london she could go to business meetings

or

dinner parties and talk about british

culture in a knowledgeable way

without having to spend the time to

properly consume it in its original

format

may not be the best way to experience

the art but it depends on what your

objectives are

so i'm going to leave you with this um

not everyone is visually orientated

ed some people are kinesthetic some

people are auditory

ed catmull of pixar fame is famous for

not being able to read poetry but then

he tried

audio books and he became addicted he

loves poetry but he can only hear it he

can't read it

comics isn't the best medium for

everyone but for the vast majority of

people it is the best way to learn

it really is so important to give it a

shot if you want to communicate to

people so they understand what you're

trying to say

and remember it comics did transform

your my life

and i hope they can transform yours

thank you

{{}}

[音乐]

你好，

我是尼尔·吉布森，我来这里是想和你

谈谈漫画如何改变你的

交流方式

我喜欢从谈论我的

祖母开始

她是一个了不起的女人她就像

北爱尔兰的玛莎·斯图尔特

她 她实际上不得不停止参加

烘焙和园艺比赛，因为

她一直在赢得所有比赛

会嘲笑她并尝试让它

尝试，但她拒绝了，她被

说服了，她说当村里

第一

家中餐馆开业时，

所有的流浪猫都消失了

，我们会听她笑，但那

是 相信她真的有，

而且她不会改变主意

，当谈到漫画时，我发现有些

人

在我看来有一种被误导的信念，很多

人认为

漫画只是给孩子们看的，尤其是

在英国

和 ii 我的意思是我也这么认为

我在学校的时候我们去看了大声漫画

呃九岁我去了新

学校

我九岁 没有乐队在那里

因为我认为它腐烂了你的

大脑

所以我直到 我 14 岁时，我

看到有人有一本 beano 的副本，

我把它捡了起来，

在我看来这很糟糕，所以我想我

是漫画的基础

，然后在我 20 多岁的时候，我住在国外

，呃，

我读了一本 好一个，我简直不敢

相信它让我

觉得视觉隐喻视觉双关语

人物和

故事情节的复杂性对话和世界

以惊人的方式创造和讲述我

认为这是一个 艺术品

，我打开了我的思路，我从来没有

考虑过，然后我成为

了漫画的忠实粉丝，嗯，正如你所

看到的，

我记得我飞回伦敦，我

在一家餐馆遇到了一个朋友

，她有点 迟到了，所以我在

看漫画

，她很惊讶终于读到了

，并说他c 不要永远看

漫画

，我发现这很奇怪，嗯，

我理解它，因为我

不得不反对它，但你看不到

人们说你不能永远看书，

或者你不能去剧院 永远，

或者你不能停止看

不能永远看电影 人们

不会这么说，但他们确实说

他们认为漫画

幼稚，

而正在发生的事情是人们

混淆

了媒体的内容，例如你

有

芝麻街 还有小猪佩奇，但你也

有权力的游戏、新闻之夜和

全景

你有哑剧和儿童剧

你也有莎士比亚下一个西区的

大制作

我不认为媒介可以是幼稚的，

但我

承认你有很多东西 在漫画

中很多都是垃圾，

但是我认为

每种媒体中的很多东西都是垃圾

我敢肯定你们都读过一本糟糕的书，或者

看过一些糟糕的白天电视或

嗯，或者是非常活跃的游戏，

但是 所有媒介的东西 是

他们都有自己的优势

和优势，我想告诉

你一些漫画的优势

，我想从节奏开始

你记得在数学课

上老师也有一点吗

很快，你无法处理

正在发生的所有事情，

因为对她来说这很简单，

这些是基本步骤，

所以她会快速完成一个

，甚至完全跳过一个，因为

它是如此明显，对于

其他一些学生来说 可能也是这样，

但对你来说，它可能有点

太快了，

或者它只是太慢了所有

的步骤都在进行

它太慢了，来吧，只是你不需要我

不需要所有这些

人现在以不同的速度前进

与现实生活中的人

或电影

或电视交谈，您是特别的电视电影，

您受导演的摆布，这是它被编辑的地方，这

就是它的输出速度，但是

随着书和漫画，您可以

去 只要你喜欢腹肌，你就可以按照自己的步调

掌握信息或快速跳过它，

如果你有它，

并且使用漫画，你可以获得图片的额外

好处，

因为图片真的用一张图片说出一千个

单词你可以看到

一个角色的肢体语言他们的

情绪在他们的脸上 您可以

使用颜色并查看

那里发生的事情的基调，您还可以

阅读他们在说什么

我现在要向您展示四张图片，

并且在瞬间您将

在每张图片中看到三

件事 会知道它实际上是什么

你正在看的图像 你会

看到一张脸或一个身体 你

也会看到

一种情绪

看到牙刷架

、袋子和云彩，

你还看到了前三个中的一张脸

，然后是云彩中的身体

，看看水槽，

看起来你在担心下面的袋子

，

嗯，几乎是自鸣得意 然后你就有了

这个快乐的笑脸牙刷

架 d 然后你有身体，这

可能就像

超级英雄即将用

他们的力量粉碎某人，或者可能有人

被钉在十字架上，这有点模棱两可，

但你可以看到那里有东西，

为什么我提到这一点

是因为你毫不费力地立即

理解了你看到的那些图片

，所以所有这些都不得不

认为

我们的大脑与可视化是硬连线

的 你我

想让你考虑一下，

因为这样做你会感到惊讶

并了解更多

你认为大脑皮层中有多少神经元

专门用于

聆听触摸比聆听更多或更少

考虑人们听什么音乐

8% 是关于视觉的

30 是听觉的 10 倍

视觉主导其他感官

甚至你的视网膜本身就是

人类大脑的露头

我们天生理解图像

而不是文本

但是 这不仅是

理解你所看到的内容

是毫不费力的，还有保留

，这非常重要，

包括

俄克拉荷马大学或谢菲尔德大学在内的几所大学

已经对漫画书与标准教科书的有效性进行了研究，这

并不

奇怪 嗯，大多数人喜欢

阅读图画小说

格式的信息，大约 80%，

但重要的是，

当你阅读图画小说时，这不仅仅是偏好或易于回忆，

他们已经

在人们正在观看的地方进行了猫扫描和核磁共振的测试。 看电影

看书 看漫画 看

漫画 血流量最高

你的注意力记忆保留率

更高 因为你同时处理

文本和视觉

编辑优势效应 如果我

早点向你提供信息

你的普通人记得 事后 72 小时内大约有 10 个，

但如果你添加图片 当你说的

时候，记得把来源回忆到 65

现在需要重复

在你所说的内容中添加图片，这

意味着你的人们的回忆上升了

六倍六倍的差异，这是

非凡的差异，

所以我不会向你展示

不同的方式 为了沟通

，这里有一个简单的

excel 电子表格，有呃三个

不同的地区和

四个季度以上的生产，

有些人会立即理解这意味着什么，

但是从绝大多数人中，

一旦你添加图表，你可以

更容易地看到趋势，你说好的红色

是

上升两个下降，

经理会认为哦，我需要采取

行动

好吧，这应该很明显，人们

发现更容易看到

图表而不是实际的

数字，但重要的是当你

添加图表时你会向他们展示 人们

事后记得你的信息是什么，

所以漫画不仅让人们更容易

理解，

而且他们事后会记得更多也很重要

所以如果你想

传达一些重要的东西，我强烈

建议你使用漫画，

所以如果你想学得很好，你怎么能做到这一点，

我敢肯定你熟悉

当汽车

驶过你的球场时的多普勒效应 当它接近时上升，

当它离开时下降 它会离开

这辆车从你身边经过

朝向光谱的蓝色端或

红色端

假设你有一个物理考试

你如何记住哪个是当你

承受压力时哪个是红色更近还是

更远

我现在要给你看一张图片

你会在你的余生中记住它

你永远不会忘记

这里我们是红色的

太阳在你面前的蓝色大海上落下

所以红色意味着

它更远蓝色更近那是

它

不费吹灰之力 你的部分，你会

记得 你的

余生更近了，更远了

，

你可以做很多事情，

特别是如果你正在学习，

你可以和你的朋友一起做给他们

直接的图像，看看他们的，

他们的更好，这比我的需要更多

太好了，

我与学校合作，

试图帮助人们了解更多，因为我现在主要

关心这一点

当我们第一次开始制作它们时，我们

发现了一些意想不到

的东西我做的第一个项目是

为一家国际公司制作仓库漫画，他们有一个

新的仓储系统，他们想

教人们如何使用新系统

，我们吸引了总裁和

副总裁，他们会

互相争吵，开玩笑，

解释系统

，并展示它是如何工作的

，是的，他们很高兴教

给 emp loyees 如何使用它，

但他们真正高兴的原因是

因为每个人都阅读它，

他们习惯于发送培训

手册或各种东西，人们

不会在他们的电子邮件中阅读

它们他们太忙

了，当它被打印时被分享 和很多人在一起，

因为它是不同的，这很有趣，

而且它

不仅仅是枯燥的文字

，每当你想教任何人

任何

你真正关心的

是最终的结果并没有什么不同

，我想要 向您展示 kilpatrick

的顺序学习模型，

我喜欢从底部开始，

倒退

您在教某人某事时所关心的

是结果是否

有所作为只有当

他们使用您教给他们的内容时才会有所作为

如果他们学习

了你教给他们的东西，他们只会使用你教给他们的东西

，如果他们喜欢它，他们更有可能学习它，

所以漫画很好，他们很有趣，他们不会

恐吓文本块的人 更喜欢

阅读他们的培训手册

，记忆力更高，

阅读速度更快，你可以学得更快

，他们是否使用它取决于

情况，但

他们更有可能被

那些人分享，因为它的名字不同而且

很有趣

这取决于它确实取决于

情况，因为

如果你制作一本手册，它会再次回到内容，这不好，

它不会有你想要的结果，

但你永远不会知道，除非

你尝试并且漫画被用于

现在有很多不同的方式，不仅是培训，

甚至谷歌也用它来教人们

关于 chrome

chrome 浏览器的知识，当那个启动器使用

漫画教人们时，呃

，日本和印度班加罗尔有一所大学

使用漫画书教授医学，因为他们发现

它非常

在人们必须学习的大量事物中有效

，在南非，他们甚至将

漫画用作法律文件

让我在这里向您展示，您可以

在右上角看到 h

在你试用期的三周内让某人在日历上

采摘 好的，然后在左边采摘水果

如果你没有达到配额，

你就回家，在右边

你超过那段时间的最低配额

欢迎加入团队

这是这里的合同

标志

这表明漫画的多功能性

和清晰的沟通

在现代数字现实中至关重要

并非所有成年人都能

准确地表达他们的想法

，我与一家以色列公司

合作为儿童开发一门课程，教

他们

更好地发展 故事

从小就有使用漫画的技巧，

所以我恳请你尝试制作漫画

来教

你明白你的观点，但这

不仅仅是制作漫画，嗯，重要的是

你

可以消费漫画来学习学习什么

更好，

嗯，漫画内容的范围是

巨大的

鼠标是第一个赢得纯粹

惊喜的漫画这是一个

关于大屠杀和

av 框架的精彩故事 非常动人但

易于理解的方式我在大学学习物理学的室友学习了相对论，他有这个介绍爱因斯坦的漫画

，这很有趣我至今仍然记得

相对论，因为

那部漫画

你也可以了解经济或者

我学习了个人 通过这些漫画

了解朝鲜或巴勒斯坦的真实情况

，我的一个日本朋友

她读

了莎士比亚和

简奥斯汀的一些英国文学经典，这样当她搬到

伦敦时，她就可以去参加商务会议

或

晚宴

，以知识渊博的方式谈论英国文化，

而不必花时间以

原始形式正确消费它

可能不是体验艺术的最佳方式，

但这取决于你的

目标是什么，

所以我要 把这个留给你

不是每个人都是视觉导向的

ed 有些人是动觉的 有些

人是听觉的

ed catmull of pixar f ame以

不会读诗而闻名，但后来

他尝试了有

声读物，他上瘾了他

喜欢诗歌但他只能听到他

不能读它

漫画不是对每个人来说都是最好的媒介，

但对绝大多数人来说

人们这是最好的学习方式，

如果你想与人交流，试一试真的很重要，

这样他们才能理解你

想说的

并记住漫画确实

改变了我的生活

，我希望他们能改变 你的

谢谢