爱上asmr助眠视频站
It all started when people discovered that softly-spoken instructional videos on YouTube – often including tapping, brushing and stroking sounds – gave them a curious head-tingling sensation and an almost euphoric feeling of calm.
这一切开始于人们发现YouTube上轻柔讲话的指导性视频能让他们感觉到一种奇特的大脑酥麻感和一种令人极其兴奋的平静，视频里通常有敲击、刷和轻抚的声音。
This autonomous sensory meridian response (ASMR) has since become a global phenomenon and a new self-help book, Brain Tingles, is hoping to encourage more of us to experience it in our everyday lives.
自此，自感极致反应（ASMR）在全球轰动；于此同时，一本励志书籍《大脑刺痛》也希望更多人能够在日常生活中多多接触ASMR。
Its author, Dr Craig Richard, suggests parents can use ASMR techniques – such as whispering, stroking a child’s arm, repetitively tapping, and crinkling paper – to calm children and encourage them to sleep. “It’s about bringing ASMR techniques into the real world,” he says.
《大脑刺痛》的作者克雷格·理查德博士建议父母可以利用ASMR技巧，例如低语、轻抚孩子的胳膊、重复性敲击声和揉纸的沙沙声，来安抚孩子或哄他们睡觉。他说：“这是ASMR技巧的现实应用。”
Videos of “ASMRtists” whispering, chewing ice, stroking towels and scratching their beards have been viewed online millions of times and as a result the phenomenon has attracted scrutiny from scientists, psychologists – and the Chinese government. In June, China’s anti-pornography office banned all ASMR videos, claiming the move would “protect minors from harmful content”, even though a 2015 study by Swansea University found people were 17 times more likely to use ASMR videos to help them to fall asleep than for sexual stimulation.
各种“ASMR家”的细语、嚼冰块声、摩擦毛巾声和刮胡子声的视频已有数百万的网络点击量，后来这一现象引起了科学家和心理学家的注意，同时还有中国政府。尽管2015年斯旺西大学的一项研究表明用ASMR来助眠的人是将其作为性刺激的人的17倍，六月份时，中国“扫黄打非办公室”仍禁看了所有ASMR视频，并官方宣称这样“可以避免未成年人接收不良信息”。
In Britain, ASMR has also caught the attention of advertisers who see this as a potentially powerful new way to sell their products. In the past two months, Renault and Harley-Davidson have followed in the footsteps of Ikea, Glenmorangie whisky and Carphone Warehouse in creating online videos and soundtracks designed to trigger ASMR. The content ranges from a 25-minute film of smoothing bedsheets and scrunching pillows (Ikea) to the sound of drumming fingers on a car bonnet (Renault) and gently revving engines (Harley-Davidson). Heather Andrew, chief executive of Neuro-Insight Market Research, says the focus in advertising now is on soft repetitive sounds rather than the traditional approach where “the sound tends to be an afterthought”.
在英国，ASMR这一形式也吸引了广告商，他们认为这是一个有发展的新型有力营销方式。过去的两个月里，雷诺和哈雷戴维森紧跟宜家、格兰杰威士忌和“手机仓库”创作网上视频和配音达到ASMR效果。内容有宜家25分钟的铺床、揉枕头的电影，也有雷诺用手指敲击引擎盖的音频，还有哈雷戴维森轻轻加速引擎的声音。神经洞察市场调查的首席执行官海瑟·安德鲁说：“现在广告应关注轻柔的重复声音，而不是像传统做法那样‘声音是之后才添加的’。”
“If an advertiser can give someone a pleasurable experience through sound, that person is going to be less critical when viewing the advertiser’s product,” says psychologist Tim Wheeler, professor of communication at Chester University. “It is not so much an appeal to reason as an appeal to emotion by the advertiser. If, simultaneously, the advertiser can put someone into a relaxed, passive state, that person is going to be much more susceptible to acting on that emotional appeal.”
切斯特大学的沟通学教授、心理学家蒂姆·威勒说：“如果广告商能利用声音给观者一种愉快的体验，之后这些人对他的产品也就不会很挑剔。与其说这是广告商创造的诉诸理性，不如说是诉诸情感。如果他同时可以让观者放松、顺从，那么观者就更容易对这种情感诉求做出反应。”
He has noticed that TV and cinema advertisements now use more softly-spoken narrators and non-vocal repetitive sounds than in the past. “ASMR triggers are starting to break through the surface [of mainstream advertising] and I think that will increase in the future,” he says.
蒂姆·威勒注意到现在电视和影院广告都比以往更多使用声音温和的旁白和重复的动作的声音。他说：“ASMR开始冲破主流广告的形式，而且这一趋势会持续下去。”
But not everyone is affected by these triggers – estimates of the percentage of the population that experiences ASMR range from 20% to 70%.
但并非所有人都对ASMR有感觉，体验过ASMR的人口比例估计是20%到70%。
“A lot of people who don’t experience ASMR find it hard to believe it is real,” says Dr Giulia Poerio, a psychologist at the University of Sheffield. But her recent research has shown that those who experience ASMR from watching videos not only feel relaxed but also have significantly reduced heart rates compared with those who do not experience it. The effect was clinically significant and comparable with a mindfulness meditation.
谢菲尔德大学的心理学家茱莉亚·皮瑞欧认为：“许多没有经历过ASMR的人不敢相信这是真的。”但她最近一个研究表明那些看ASMR视频的人不仅仅是感到放松，相比于没看ASMR的人，他们的心率也明显放缓。临床上来讲，ASMR效果显著，和冥想有可比性。
The most popular video from ASMRtist Emma Smith, known online as WhispersRed, has been viewed more than 10 million times. It shows her crackling plastic, stroking rice granules and rubbing her face against fluffy microphones. “I’m helping people all over the world to sleep. I’m helping them get through depression,” she says.
ASMR中最流行的视频被观看了近一千万次，出自艾玛·史密斯，就是网友熟知的WhispersRed，她录制塑料的噼啪声，搓米粒声，在毛绒话筒上蹭脸的声音。她说：“我在帮助全世界失眠的人睡觉，帮助他们摆脱抑郁。”
The former marketing executive makes the videos in her “tingle shed” at the bottom of her garden. She says she is picky about the brands she works with and emphasised that “ASMR is more about kindness and love than it is about selling things”. And she believes people are sophisticated enough to be able to resist advertisements using ASMR triggers. “You’re not putting a spell on anyone.”
前市场营销总裁在她花园下面专门的“刺痛小屋”里做视频。她说她很挑剔一起工作的品牌，并且强调：“ASMR的用处更多在于温柔和爱，不仅仅是卖东西。你并不能对所有人下咒。”她相信人们足够聪明去抗拒那些用ASMR博眼球的广告。
