▷ If I offer you a bottle of red wine, and I say one of them cost $75 and one of them cost $20, if you know a lot about wine, you may look at the labels, you may taste them, and if you're really good, you may be able to tell me this $25 bottle of wine is really the better wine. Most people don't have that ability. They're going to give me the $75. That creates this perverse setting in which if I raise the price, instead of the quantity demand falling, I can actually see the quantity go up. They're called Veblen goods, in which the price itself is interpreted by people as a signal. ▶Abram - Other famous Veblen goods include Birkin bags, Cristal champagne and lawyers. ▷ I do think that there is an aspirational quality to diamonds, wherethe price, the fact that it is expensive, adds desire. Because it's a sense of arriving, it's a sense of aspiration. ▶ And it means that people will pay top dollar for them, even if an option exists that's structurally identical. The structure of a diamond is simple. All carbon atoms, each one forming four bonds with its neighbors. In graphite, also all carbon, atoms form three bonds. And that tiny difference is why graphite is soft enough to be a pencil, and why diamonds are so hard, they can only be cut by another diamond. ▶ We actually first figured out how to make diamods in a lab back in th 1950s. ▷ I twiddled around a little bit and saw the sparkles. My knee weakened. I had to sit down. ================================================== Veblen goods : 베블런재 (가격 상승과 함께 수요가 증가하는 상품) Vebleneffect : 가격이 오르고 있음에도 불구하고 특정 계층의 허영심 또는 과시욕으로 인해 수요가 줄어들지 않고 오히려 증가하는 현상 graphite[ˈɡræfaɪt] : 흑연 twiddle : (영)(손가락으로) 빙빙 돌리다[배배 꼬다](흔히 초조하거나 따분해서 하는 행동을 나타냄)
▶ That's scientist Tracy Hall in an interview with the BBC describing the moment he and his team became the first to consistently and publicly create a diamond in 1954. ▷ And at that instant, I knew that man had finally turned graphite into diamond. ▶ And today, we can pump gem-quality stones out of machines. ▷ There are two completely separate ways to grow a diamond. High-pressure, high-temperature diamond grow this recreating the conditions in nature with which carbon crystallizes into diamond. Chemical vapor deposition is a methodology to grow diamonds where hydrocarbon gases are injected into a growth chamber, and microwave plasma energy is used to break apart the bonds of that hydrocarbon, allowing free carbon atoms to rain down on a plate of diamond, and atom by atom, grow that diamond vertically, resulting in extraordinarilyhigh-purity, high-quality diamonds. ================================================= Chemical Vapor Deposition : (기계공학) CVD법 methodology : 방법론 hydrocarbon : 탄화수소 microwave plasma : 마이크로파 플라즈마 break apart : 쪼개다 free carbon atom : 유리탄소 원자
▷ A diamond is a diamond, regardless of whether it's made in a lab or whether it comes from the earth. ▶ Take a guess. Which of these is lab-grown? You definitely couldn't tell. ▷ It takes very specialized laboratory equipment to detect the minute differences between the two products. ▶ And as lab-grown diamonds have gotten better, they've also gotten cheaper, which brings us to number seven in the playbook--if you can't beat them, join them. In 2016, De Beers and its peers in the natural-diamond industries slapped back against lab-grown diamonds with an ad campaign called "Real Is Rare." Bat then in 2018, De Beers actually launched their own lab-grown diamond line at the lowest prices on the market. They claim that's how much they're worth since they're mass-produced. But some say this is a strategy to make lab-grown diamonds seem worse. ▷ The efforts of De Beers to price light-box diamonds at such a low price point are a very clear effort to denigrate the product. Laboratory-grown diamonds are superior to dirt diamonds or mined diamonds that have come out of the earth. ================================================ minute[maɪ|njut] differences : 사소한 차이 slap back against : 반격하다 take a guess : 추측을 해보다
▶ Abram - A diamond should be cut not too flat, not too deep. It should be either colorless or a bright color, but not in between. It should be clear, free of the inclusions that scientists love. And it should be big. That system for grading diamonds was invented in the 1940s by a gem research institute. They started selling certificates. ▷ I think that everybody feels very assured when they get some kind of certificate and some kind of understanding of where their diamond lands, in terms of the grading system. ▶ Abram - De Beers promoted the 4C system, helping it take off. Conveniently, a lot of their diamonds were big and clear. And demand for them kept going up. But in countries where diamonds are mined, that demand sometimes meant funding for conflict. Between 1992 and 1998, a rebel group in Angola raised more than $3.7 bilion from diamond sales, fueling a war that killed at least half a million Angolans. Diamond sales also helped fund conflicts in Sierra Leone, the Ivory Coast, and Liberia. Eventually, this drew international attention and backlash. ▷ Blood diamonds ▶ Abram - But in the U.S., the demand for diamonds remained pretty much the same. And while there is now a certification system to try to stop the sale of diamonds smuggled from conflict zones, no one knows for sure now well it's worked, because the diamond supply chain is incredibly opaque. ▷ I think it's difficult if you don't have any paperwork with the diamond to really fully understand where it came from. But around the same time that blood diamonds were making headlines, De Beers and its playbook faced its biggest threat yet--real competition. ▷ I think most people think that all diamonds come from Africa, but it's actually important to understand Russia's the largest supplier of diamonds in the world. ============================================= grading - 등급매기기 Blood diamonds - 총기 및 군수품 구입을 위해 전쟁지역에서 채굴, 판매되는 다이아몬드
▶ Abram - For decades, De Beers had an exclusive deal to buy most of the Soviet Union's diamonds. But when the Soviet Union collapsed, so did the deal. Then, in 2005, De Beers settled anantitrustlawsuit that had accused them of a conspiracy to fix the price of diamonds. De Beers agreed to pay $295 million back to American consumers. And in a separate case with the U.S. government, De Beers plead guilty toprice-fixing. De Beers' market share began to go down. But something strange happened. the price of diamonds diddn't. De Beers is no longer the biggest player, but diamond companies still look to their playbook. ▷ Alrosa is the largest producer of diamonds worldwide. We have about a 27% market share, which means that one out of every four diamonds is an Alrosa diamond. ▷ The top three producers--De Beers, Russia's Alrosa, and Rio Tinto--none of them actually manage a strategic stockpile the way that De Beers did during the monopoly era, but they will withhold goods from the market if they feel there isn't substantial demand. ▶ How do you think about stockpiling diamnonds, and how does the industry make sure that there aren't too many diamonds on the market in such a way that would cause the price to go down? ▷ Yeah. There's a party line that i'm supposed to say about that, which---. Sometimes, of course, there's more supply than demand, and certainly when that happens, we don't look to reduce pricing because we don't want to jeopardize the inherent value of the diamond or what ultimately the consumer is going to be purchasing. ▷ At this point, I can't really imagine who is incentivized to have the price fall. ▶ And that even includes consumers. ========================================== antitrust : (법)독점금지의 price-fixing : (회사들 간의) 가격담합 market share : 시장점유율 party line : 기본방침
▶ Abram - The campaign was such a hit, De Beers ran it again. This time in Japan. In 1967, when that campaign began, almost no Japanese brides received a diamond. Twenty years later, over 70% of them did. In the 1990s, De Beers turned to China same slogan...Same result. These ads are trying to create demand, and that's not some dirty trick. That's capitalism. ▷ I can convince you that you actually want to buy a pet rock, which, to me, was, like, the dumbest idea in the world, but people were able to be convinced you should value this pet rock. That's why ad companies get paid what they get paid. ▶ Abram - De Beers was just remarkably good at this. But not all De Beers' efforts have been successful. In the 1980s, De Beers tried to get women to buy diamonds for men. That one didn't stick. De Beers tried again to get women to buy diamonds in a 2003 campaign called, "Raise Your Right Hand," with the idea being that an empowered woman would have an engagement ring on her left hand and a diamond ring she bought herself on her right. That one didn't take off, either. Diamonds may be worn by women, but the primary consumers of diamonds are men. For a few years, De Beers commissioned surveys. One question asked if you'd want a diamond ring if it meant forgoing other things. In 1990, only 22% of women said yes, but for men, it was 59%. Many men reported that buying a diamond engagement ring was a mark of adulthood.
▷ I think it is, in some ways, a symbol that I've arrived, and I'm able to make such a significant purchase and kind of take this step. ▶ Abram -This set the stage for De Beers' next play--linking the amount a man spent on a diamond to his professional success. It's become a cultural norm in the United States. The rule of thumb--diamonds should be about two months' salary. De Beers came up with that. In Japan, they came up with three months. That link between diamonds and a man's professional success grew in a way that De Beers may not have anticipated. And rappers started name-dropping their favorite jeweler. ▷ How much value we have here? I would say about 35 milion. I have put diamonds on almost everything. I think I once made a toothbrush in diamonds and gold. It's a sign of success. Like you would say, "Honey, I love you. And this is how much I love you. This is how big I love you." This is a 75-carat...vivid yellow. ▶ Abram - Carat, color. What he's talking about was another play. Number five--define value. If you walk into any diamond store today, they'll probably tell you about the 4Cs. ▷ The 4Cs are the four most important characteristics of a diamond. They represent cut, color, clarity and carat weight, which is the size of your diamond.
▶ Abram - We all live on a thin, solid crust above hot molten metal soup. That crust is typically less than 40 kilimeters deep, just twice the length of Manhattan. Rubies, sapphires, emeralds.... these all form there. But a diamond's home is deeper. Scientists measure pressure in pascals, and where diamonds form, pressures are five to six gigapascals. ▷ If you think of 80 elephants standing on your big toe, that is the pressure that is equivalent to five to six gigapascals. ▶ Abram - Every other precious gem is made up of combinations of elements. A diamond? Only one. Carbon. From a scientific perspective, the most important part of a diamond is this. ▷ These are small pieces of the mantle that's been trapped during diamond growth, and so these inclusions are actually the only direct samples that scientists have to study the deep earth. ▶ Abram - And those inclusions can be dated. If this is all of human history, and this is the time of the dinosaurs, this is the period when all the diamonds we see today were born. ▷ The oldest diamonds that have been dated actually predate life on Earth. ====================================== Carbon - 탄소 inclusion - 포함 predate - 보다 앞서오다
▶ Abram - Over 25 million years ago, diamonds blasted to the surface in rare and violent explosions. In the most seismically active regions, they just evaporated. In the more stable areas, they survived. This is a map of seismic waves through the Earth. The most stable areas are the pink ones. And that's where diamonds lay unnoticed for millions of years. The earliest piece of surviving diamond jewelry is this ring made around 300 B.C. Over the next 2,000 years, diamonds popped up in crowns, rings, and pins alongside other precious gems. And sometimes they were wedding gifts, like the diamond ring exchanged in the betrothal of Archduke Maximilian of Austria and Mary of Burgundy. But diamonds wouldn't become the unrivaled gemstone of love until these diamond deposits were discovered in South Africa 400 years later. Enter Cecil Rhodes, a British 17-year-old sent to South Africa, then Cape Colony. He would one day be remembered as a colonizer of Rhodesia, now Zimbabwe and Zambia, the namesake of Rhodes University, the creator of the Rhodes Scholarship, a zealousimperialist, and the founder of the company that would dominate the diamond industry for more than a century-De Beers. Under its watch, diamonds transformed from a gem like any other into a cultural touchstone. To understand how they pulled that off, you have to learn the De Beers' playbook. The first play--control supply. In the 1870s, Rhodes started buying up his competitors. ▷ I think it's important to understand De Beers didn't necessarily produce all of the diamonds in the world. They produced a lot of the diamonds. They bought supply from other producers, and this allowed them to basically ccontrol supply. ▶ Abram - Around 90% of the world's supply within two decades. ========================================= blast - 폭발시키다 alongside - 나란히, 옆에 unrivaled - 비할데 없는, 무적의 betrothal[ bɪ|troʊðl ] - (격식,구식)약혼(=engagement) namesake - 이름이 같은 사람 Cecil Rhodes - 영국의 아프리카 식민지 정치가, 케이프주 식민지 총독이 되어 다이아몬드광 ·금광을 비롯하여 철도 ·전신 사업 등을 경영하며 남아프리카의 경제계를 지배하고, 거대한 재산을 모았다. 유산 6백만 파운드의 대부분을 옥스퍼드의 장학금으로 기증, 그의 유언에 의해 설립된 로즈 재단(The Rhodes Trust)에서 매년 세계 각국의 인재들을에게 영국 옥스퍼드 대학교의 대학원 학위과정 수학을 지원하는 장학금이 주어진다. De Beers - 세계 최대의 다이아몬드 판매상 touchstone - 판단기준(=standard) playbook - (정치,상업 캠페인 따위의) 계획, 전술
▷ I'm planning on proposing to my boyfriend, shortly. ▷ The weeks leading up to that are, like, the most stressful, nerve-wracking. ▷ You know when you get to the point that you, like, all you can hear is, like, badum, badum, badum. ▷ He got down on one knee, and pulled this box out of his pocket, which I had no idea was there. ▷ And he's like, "I want to be with you forever." And everything went black and disappeared, and I was in this space with him, and my knees were weak. ▶ Cleo Abram - You probably know what they bought. Diamonds are the world's most popular gemstone. But if you compare them to other jewels, it's not obvious why. These are just as sparkly as a diamond. These look indistinguishable from diamonds. One of these is a man-made diamond. Scientists can now create diamonds in a lab that are structurally identical to diamonds mined from the earth. And yet, every year, people spend their savings to buy the real thing.
✔ nerve → 용기, 배짱, 뻔뻔함 ✔ nerve-wracking → 긴장되거나 초조하게 만드는 상황 둘 다 감정과 관련 있지만, nerve는 개인의 성격이나 행동을, nerve-wracking은 특정한 경험이나 상황을 설명할 때 사용합니다.
▷ It is the single most expensive thing that either one of us has purchased. It was the most beautiful and most significant thing ever to me. Somebody that can afford to give you nice diamond, no? It's nice. ▶ Cleo Abram - So what exactly makes these rocks so special? What is the value of a diamond? ▷ Diamonds, forged by nature and crafted by man. ▷ It may be a cliché to say that this is "rich soil," but this time, it's literally true. ▷ It's beautiful. And he designed it. ▷ Make sure it stays on that finger. ▷ Of course. ▷ It's not a purchase that's logical. It's supposed to be illogical. It's not rational. ▷ They just seem representative of these terrible things. It's like this waste of money, and we're only doing it to show other people. ▷ What do people want? How much do they want it? What are they willing to pay for it?
After three hot summer months of equally heated debate, the delegates appointed a Committee of Detail to put its decisions in writing. Near the end of the convention, a Committee of Style and Arrangement kneaded it into its final form, condensing 23 articles into seven in less than four days. On September 17, 1787, 38 delegates signed the Constitution. George Reed signed for John Dickinson of Delware, who was absent, bringing the total number of signatures to 39. It was an extraordinary achievement. Tasked with revising the existing government, the delegates came up with a completely new one. Wary about centralized power and loyal to their states, they created a powerful central government. Representing wildly different interests and views, they crafted compromises. It stands today as one of the longest-lived and most emulated constitutions in the world.
America's Founding Documents
Ratification
The founders set the terms for ratifying the Constitution. They bypassed the state legislatures, reasoning that their members would be reluctant to give up power to a national government. Instead, they called for special ratifying conventions in each state. Ratification by 9 of the 13 states enacted the new government. But at the time, only 6 of 13 states reported a pro-Constitution majority. The Federalists, who believed that a strong central government was necessary to face the nation’s challenges, needed to convert at least three states. The Anti-Federalists fought hard against the Constitution because it created a powerful central government that reminded them of the one they had just overthrown, and it lacked a bill of rights. The ratification campaign was a nail-biter. The tide turned in Massachusetts, where the “vote now, amend later” compromise helped secure victory in that state and eventually in the final holdouts. ============================================= ▶ a bill of rights : 기본적 인권에 관한 선언(권리장전) a formal declaration of the legal and civil rights of the citizens of any state, country, federation, etc Federalist : 연방제지지자
Just a few years after the Revolutionary War, James Madison, Alexander Hamilton, and George Washington feared their young country was on the brink of collapse. America’s first constitution, the Articles of Confederation, gave the Confederation Congress the power to make rules and request funds from the states, but it had no enforcement powers, couldn’t regulatecommerce, or print money. The states’ disputes over territory, war pensions, taxation, and trade threatened to tear the young country apart. Alexander Hamilton helped convince Congress to organize a Grand Convention of state delegates to work on revising the Articles of Confederation. ============================== ▶ the Revolutionary War - 미국독립전쟁 ▶ the Articles of Confederation - 연방 규약(1781년 북부 13주가 제정한 미국 최초의 헌법, 1789년에 현행 헌법으로 개정) ▶ Confederation Congress - 연합의회 ▶ The United States Constitutional Convention - 필라델피아 제헌회의 55 delegates attended the Constitutional Convention sessions, but only 39 actually signed the Constitution
The Constitutional Convention assembled in Philadelphia in May of 1787. The delegates shuttered the windows of the State House and swore secrecy so they could speak freely. Although they had gathered to revise the Articles of Confederation, by mid-June they had decided to completely redesign the government. There was little agreement about what form it would take. One of the fiercest arguments was over congressional representation—should it be based on population or divided equally among the states? The framerscompromised by giving each state one representative for every 30,000 people in the House of Representatives and two representatives in the Senate. They agreed to count enslaved Africans as three-fifths of a person. Slavery itself was a thorny question that threatened to derail the Union. It was temporarily resolved when the delegates agreed that the slave trade could continue until 1808. ============================== ▶ the State House : 주의사당 ▶ congressional representation : 의회대표 ▶ the House of Representatives : 하원 ▶ the Senate : 상원 ▶ the slave trade : 노예매매, 노예무역
▶ Narrator : For thousands of years, philosophers have tried to explain beauty. Aristotle said, "Beauty depends on magnitude and order." Confucius said, "I have not seen one who loves virtue as he loves beauty." Kant said, "The beautiful is that which pleases universally, without a concept." In the Renaissance, the seeds of an answer were planted when an Italian mathematician named a number the Divine Proportion in a book illustrated by Leonardo da Vinci. Mathematicians have been fixatedon this number since ancient times, because it kept coming up in geometry. In the 1800s, a German psychologist decided this number was the universal law of beauty, and today it's known in popular culture as the golden ratio, with people claiming to find it in all kinds of human masterpieces all over the world. But, there's a problem with that. ▷ Neuroscientist: When people have tried to study it directly, it's not so clear that everybody responds specifically to the golden rectangle. ================================ philosopher - 철학자 universally - 보편적으로, 일반적으로 the Divine Proportion 신의 비율 1.618 the golden ratio - 황금비율 4:3 fixate - 고정시키다, 고착시키다, fixate on - (병적으로)집착하게 하다, 주의를 집중하다
▶ Narrator: Study after study has found little evidence that people are especially drawn to rectangles with this exact proportion. We do like rectangles though. It's the best flowing configuration for images from plane to brain. As in, the fastest shape our brains can process. Pleasant to look at because it's easy on the eyes. And many scientists today believe the reason for this boils down to survival. More than 150 million years ago, dinosaurs dominated the Earth. But to understand how humans see the world, you have to look down at the dinosaur's feet. That's where our ancestors, small shrew-like mammals, spent their time and they had a pretty dimview of the world. They perceived just two colors : blue and red. They were also nocturnal to evade their better-seeing predators and constantly scanned their environment horizontally. And that may be the simple reason we make so many things in that shape today. Visual beauty is based in vision, of course, and our vision evolved because it helped us survive. When the dinosaurs went extinct, our ancestors came out into the light. And over time, their eyes developed, opening up all the colors of the rainbow we know today. And many things we're still visually drawn to are things that helped our ancestors survive. Flowers indicated that something might turn into fruit. Water sources signal the possible bounty of nourishment. And places of refuge helped us evade predators. We still like landscapes that resemble where early humans evolved. ============================================
