TED2012
John Hodgman: Design, explained.
John Hodgman: Dizajn, objašnjen.
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John Hodgman, komičar i stalni stručnjak, "objašnjava" dizajn tri konvencionalna moderna objekta. (Iz The Design Studio sesije na TED2012, koju su uredili gostujući urednici Chee Pearlman i David Rockwell.)
John Hodgman - Expert
John Hodgman is a writer, humorist, geek celebrity, former professional literary agent and expert on all world knowledge. He was the bumbling PC in Apple's long-running "I'm a Mac; I'm a PC" ad campaign. Full bio
John Hodgman is a writer, humorist, geek celebrity, former professional literary agent and expert on all world knowledge. He was the bumbling PC in Apple's long-running "I'm a Mac; I'm a PC" ad campaign. Full bio
Double-click the English transcript below to play the video.
00:16
Today I'm going to unpack for you
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Danas ću vam predstaviti
00:18
three examples of iconic design,
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tri primjera konvencionalnog dizajna,
00:21
and it makes perfect sense
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i to u potpunosti ima smisla
00:22
that I should be the one to do it
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što ću ja to učiniti
00:25
because I have a Bachelor's degree in Literature.
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zato što sam sveučilišni prvostupnik književnosti.
00:29
(Laughter)
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(Smijeh)
00:30
But I'm also a famous
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Ali, ja sam i poznata
00:31
minor television personality
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manja televizijska ličnost
00:34
and an avid collector of
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i pohlepni sakupljač
00:36
Design Within Reach catalogs,
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kataloga Design Within Reach,
00:37
so I pretty much know
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tako da manje-više znam
00:39
everything there is.
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sve što treba znati.
00:41
Now, I'm sure you
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Siguran sam
00:42
recognize this object;
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da prepoznajete ovaj objekt;
00:44
many of you probably saw it
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mnogi od vas su ga sigurno vidjeli
00:45
as you were landing your private zeppelins
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kada su prizemljavali svoje privatne cepeline
00:47
at Los Angeles International Airport
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u Međunarodnoj zračnoj luci u Los Angelesu
00:49
over the past couple of days.
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nekoliko posljednjih dana.
00:52
This is known as the Theme Building;
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Poznat je kao Theme Building;
00:55
that is its name for reasons
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to je njegovo ime iz razloga
00:57
that are still very murky.
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koji su još uvijek nepoznati.
00:59
And it is perhaps
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I to je možda
01:01
the best example we have in Los Angeles
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najbolji primjer drevne izvanzemaljske arhitekture
01:04
of ancient extraterrestrial architecture.
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koji imamo u Los Angelesu.
01:09
It was first excavated in 1961
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Iskopan je 1961.
01:12
as they were building LAX,
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kada se gradila zračna luka LAX,
01:14
although scientists believe that
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iako znanstvenici vjeruju da
01:15
it dates back to the year 2000
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datira iz 2000. godine
01:18
Before Common Era,
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prije nove ere,
01:20
when it was used as
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kada je korišten kao
01:21
a busy transdimensional space port
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prometni trodimenzionalni svemirski portal
01:24
by the ancient astronauts
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drevnih astronauta
01:26
who first colonized this planet
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koji su prvi kolonizirali ovaj planet
01:28
and raised our species
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i izdigli našu vrstu
01:29
from savagery by giving us
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iz divljaštva dajući nam
01:31
the gift of written language
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dar pisanog jezika
01:33
and technology and
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i tehnologije i
01:35
the gift of revolving restaurants.
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dar rotirajućih restorana.
01:37
It is thought to have been
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Vjeruje se da je bio
01:40
a replacement for the older space ports
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zamjena za starije svemirske portale
01:43
located, of course, at Stonehenge
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smještene, naravno, u Stonehengeu
01:46
and considered to be
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i smatra se
01:47
quite an improvement
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znatnim napretkom
01:48
due to the uncluttered design,
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zahvaljujući njegovom urednom dizajnu,
01:50
the lack of druids hanging around all the time
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tome što druidi ne vise uokolo cijelo vrijeme
01:53
and obviously, the much better
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i, očito, mnogo boljem
01:55
access to parking.
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pristupu parkiralištu.
01:56
When it was uncovered,
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Kada je otkriven,
01:59
it ushered in a new era
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uveo je novo doba
02:01
of streamlined, archaically futuristic design
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aerodinamičnog, arhaično futurističkog dizajna
02:04
called Googie,
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koji se zove Googie,
02:05
which came to be synonymous with
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koji je postao sinonim
02:07
the Jet Age, a misnomer.
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za Jet Age, što je pogrešno.
02:09
After all, the ancient astronauts who used it
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Ipak, drevni astronauti koji su ga koristili
02:12
did not travel by jet very often,
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nisu često putovali letjelicama,
02:14
preferring instead to travel by feathered serpent
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umjesto toga su radije putovali pernatom zmijom
02:17
powered by crystal skulls.
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koju su pokretale kristalne lubanje.
02:20
(Applause)
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(Pljesak)
02:22
(Music)
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(Glazba)
02:26
Ah yes, a table.
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Ah, da, stol.
02:30
We use these every day.
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Koristimo ga svaki dan.
02:31
And on top of it,
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A na njemu,
02:33
the juicy salif.
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Juicy salif cjedilo.
02:35
This is a design by Philippe Starck,
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To je dizajn Philippea Starcka,
02:36
who I believe is in the audience at this very moment.
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mislim da je upravo u publici.
02:38
And you can tell it is a Starck design
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A možete vidjeti da je to Starckov dizajn
02:40
by its precision, its playfulness,
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zbog njegove preciznosti, zaigranosti,
02:44
its innovation and
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inovativnosti i
02:46
its promise of imminent violence.
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njegovog očekivanja neposrednog nasilja.
02:49
(Laughter)
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(Smijeh)
02:51
It is a design that challenges your intuition --
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To je dizajn koji predstavlja izazov vašoj intuiciji -
02:54
it is not what you think it is when you first see it.
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nije ono što mislite kada ga prvi put vidite.
02:57
It is not a fork designed
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Nije to vilica smišljena
02:58
to grab three hors d'oeuvres at a time,
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za hvatanje tri zalogaja predjela odjednom,
03:02
which would be useful out in the lobby,
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što bi bilo korisno u predvorju,
03:04
I would say.
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rekao bih.
03:05
And despite its obvious
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I unatoč očitom
03:06
influence by the ancient astronauts
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utjecaju drevnih astronauta
03:08
and its space agey-ness and tripodism,
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i svojoj svemirskoj starosti i tronožnosti,
03:12
it is not something
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nije to nešto
03:13
designed to attach to your brain
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smišljeno da bi se pričvrstilo na vaš mozak
03:16
and suck out your thoughts.
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i isisalo vaše misli.
03:18
It is in fact a citrus juicer
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To je zapravo cjedilo za agrume
03:20
and when I say that,
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i nakon što to kažem,
03:22
you never see it as anything else again.
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više ga nikad ne vidite kao nešto drugo.
03:25
It is also not a monument to design,
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To isto tako nije spomenik dizajnu,
03:29
it is a monument to design's utility.
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već spomenik korisnosti dizajna.
03:31
You can take it home with you,
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Možete ga odnijeti doma sa sobom,
03:33
unlike the Theme Building,
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za razliku od Theme Buildinga,
03:35
which will stay where it is forever.
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koji će zauvijek ostati ondje gdje jest.
03:38
This is affordable
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Ovo si možete priuštiti
03:39
and can come home with you
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i može ići doma s vama
03:41
and, as such, it can sit
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i kao takvo može stajati
03:43
on your kitchen counter --
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na vašem kuhinjskom pultu -
03:45
it can't go in your drawers;
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ne možete ga spremiti u svoje ladice;
03:47
trust me, I found that out the hard way --
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vjerujte mi, otkrio sam to na teži način -
03:49
and make your kitchen counter into
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i pretvoriti svoj kuhinjski pult u
03:51
a monument to design.
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spomenik dizajnu.
03:53
One other thing about it,
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Još jedna stvar u vezi toga,
03:54
if you do have one at home,
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ako zaista imate jedno kod kuće,
03:56
let me tell you one of the features you may not know:
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dopustite da vam kažem jednu od njegovih karakteristika koju možda ne znate:
03:58
when you fall asleep,
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kada zaspite,
04:00
it comes alive
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ono oživi
04:03
and it walks around your house
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i hoda po vašoj kući
04:05
and goes through your mail
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i kopa po vašoj pošti
04:07
and watches you as you sleep.
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i gleda vas kako spavate.
04:09
(Applause)
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(Pljesak)
04:13
Okay, what is this object?
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Dobro, što je ova stvar?
04:20
I have no idea. I don't know what that thing is.
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Nemam pojma. Ne znam što je ta stvar.
04:23
It looks terrible. Is it a little hot plate?
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Izgleda grozno. Je li to mala grijaća ploča štednjaka?
04:25
I don't get it.
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Ne shvaćam.
04:27
Does anyone know? Chi?
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Zna li itko? Chee?
04:29
It's an ... iPhone. iPhone.
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To je.... iPhone. iPhone.
04:30
Oh yes, that's right, I remember those;
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Ah da, tako je, sjećam ih se;
04:33
I had my whole bathroom tiles
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zamijenio sam njima sve kupaonske pločice
04:35
redone with those back in the good old days.
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u dobra stara vremena.
04:38
No, I have an iPhone. Of course I do.
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Ma, imam ja iPhone. Naravno da ga imam.
04:40
Here is my well-loved iPhone.
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Evo mog voljenog iPhonea.
04:42
I do so many things on this little device.
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Toliko stvari radim na tom malom uređaju.
04:45
I like to read books on it.
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Volim čitati knjige na njemu.
04:47
More than that, I like to buy books on it
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Više od toga volim kupovati knjige na njemu,
04:49
that I never have to feel guilty about not reading
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za koje nikad ne moram osjećati krivnju ako ih ne čitam
04:51
because they go in here and I never look at them again
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zato što su spremljene u njemu i nikad ih više ne pogledam
04:53
and it's perfect.
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i to je savršeno.
04:56
I use it every day to
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Koristim ga svakodnevno
04:58
measure the weight of an ox,
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za mjerenje težine vola,
05:00
for example.
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na primjer.
05:02
Every now and then,
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Priznajem da,
05:04
I admit that I complete
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tu i tamo, obavim
05:05
a phone call on it occasionally.
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telefonski poziv na njemu.
05:07
And yet I forget about it all the time.
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A opet stalno zaboravljam na njega.
05:11
This is a design
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To je dizajn
05:13
that once you saw it,
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koji, kada ste ga jednom vidjeli,
05:15
you forgot about it.
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zaboravili ste na njega.
05:16
It is easy to forget the gasp-inducement
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Lako je zaboraviti uzdah koji je prouzrokovao,
05:19
that occurred in 2007 when you first
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što se dogodilo 2007. kada ste prvi put
05:22
touched this thing because it became
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dotaknuli ovu stvar zato što se
05:24
so quickly pervasive
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tako brzo proširio
05:26
and because of how instantly
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i zbog toga kako smo odmah
05:28
we adopted these gestures
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usvojili te geste
05:31
and made it an extension of our life.
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i učinili ih dodatkom našemu životu.
05:34
Unlike the Theme Building,
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Za razliku od Theme Buildinga,
05:36
this is not alien technology.
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to nije izvanzemaljska tehnologija.
05:38
Or I should say,
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Ili, trebao bih reći,
05:40
what it did was it took technology
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iskoristio je tehnologiju
05:42
which, unlike people in this room,
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koja se, za razliku od ljudi u ovoj prostoriji,
05:43
to many other people in the world,
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mnogim ljudima u svijetu
05:44
still feels very alien,
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još uvijek čini izvanzemaljskom,
05:46
and made it immediately and instantly feel
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i učinio ju je odmah
05:48
familiar and intimate.
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poznatom i bliskom.
05:50
And unlike the juicy salif,
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Za razliku od Juicy salif cjedila,
05:52
it does not threaten
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ne prijeti vam
05:54
to attach itself to your brain,
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da će se spojiti na vaš mozak,
05:56
rather, it simply
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već se jednostavno
05:58
attaches itself to your brain.
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spaja na vaš mozak.
06:00
(Laughter)
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(Smijeh)
06:02
And you didn't even notice it happened.
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A niste ni primijetili da se to dogodilo.
06:05
So there you go. My name is John Hodgman.
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Pa eto. Ja sam John Hodgman.
06:07
I just explained design.
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Upravo sam objasnio dizajn.
06:10
Thank you very much.
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Puno vam hvala.
06:12
(Applause)
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(Pljesak)
ABOUT THE SPEAKER
John Hodgman - ExpertJohn Hodgman is a writer, humorist, geek celebrity, former professional literary agent and expert on all world knowledge. He was the bumbling PC in Apple's long-running "I'm a Mac; I'm a PC" ad campaign.
Why you should listen
You may know him only as the PC in Apple's PC vs. Mac smackdown ads, or as the Daily Show with Jon Stewart's Resident Expert. But John Hodgman has many other claims to fame. He's the author of The Areas of My Expertise, which provides vital and completely fake details on the great lobster conspiracy, hoboes, nine US presidents who had hooks for hands, and how to win a fight; the followup More Information Than You Require; and his newest (and he claims last), That Is All.
He is a contributing writer for the New York Times Magazine; host of the Little Gray Book Lectures, a monthly series that has aired on This American Life; and an actual former professional literary agent.
John Hodgman | Speaker | TED.com