He says the campaign aims to change consumer behavior through the use of soft power, not hard power.

VOA: standard.2009.10.19

I would say, part of what we look at are hard quantitative factors, but probably more important than the numbers are the soft qualitative attributes.

我想,我们看重的,是一些硬性的量化因素,这可能比那些抽象的特质属性,更为重要

耶鲁公开课 - 金融市场课程节选

I'm the heterogeneous system, soft stuff, hard stuff, liquid stuff.

我是非均匀系统，有软的物质，硬的物质，液体物质等。

麻省理工公开课 - 热力学与动力学课程节选