TEDGlobal 2009
Julian Treasure: The 4 ways sound affects us
Julian Treasure: Štirje načini vpliva zvoka na nas
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S predvajanjem zvočnih efektov, tako prijetnih kot neprijetnih, Julian Treasure prikaže, kako na nas učinkuje zvok na štiri različne načine. Bodite pozorni na presenetljivo dejstvo o velikih pisarnah odprtega tipa.
Julian Treasure - Sound consultant
Julian Treasure studies sound and advises businesses on how best to use it. Full bio
Julian Treasure studies sound and advises businesses on how best to use it. Full bio
Double-click the English transcript below to play the video.
00:15
Over the next five minutes,
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V naslednjih petih minutah
00:17
my intention is to transform your relationship with sound.
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je moj namen, da preoblikujem vaš odnos do zvoka.
00:21
Let me start with the observation that most of the sound around us is accidental,
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Naj začnem z opazko, da je večina zvoka okrog nas naključna.
00:24
and much of it is unpleasant. (Traffic noise)
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In večina tega je neprijetna. (prometni hrup)
00:26
We stand on street corners, shouting over noise like this,
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Stojimo na uličnih vogalih, kričimo preko takega hrupa,
00:28
and pretending that it doesn't exist.
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in se pretvarjamo, da ne obstaja.
00:31
Well, this habit of suppressing sound has meant that our
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No, ta navada potlačiti zvok pomeni, da je naš
00:33
relationship with sound has become largely unconscious.
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odnos z zvokom postal zelo nezaveden.
00:36
There are four major ways sound is affecting you all the time,
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Zvok ves čas učinkuje na nas na štiri glavne načine in
00:39
and I'd like to raise them in your consciousness today.
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danes bi jih rad zbudil v vaši zavesti.
00:42
First is physiological. (Loud alarm clocks)
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Prvi je fiziološki. (glasen zvok budilke)
00:47
Sorry about that. I've just given you a shot of cortisol, your fight/flight hormone.
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Oprostite zaradi tega. Pravkar sem vam dal dozo kortizola, vašega "boj ali beg" hormona.
00:50
Sounds are affecting your hormone secretions all the time,
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Zvoki ves čas vplivajo na izločanje hormonov in tudi
00:53
but also your breathing, your heart rate -- which I just also did --
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na vaše dihanje, bitje srca - kar sem ravnokar pokazal -
00:56
and your brainwaves.
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ter na vaše možganske valove.
00:58
It's not just unpleasant sounds like that that do it.
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In tega ne storijo samo neprijetni zvoki, kot je bil tale.
01:00
This is surf. (Ocean waves)
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To je valovanje. (ocean)
01:02
It has the frequency of roughly 12 cycles per minute.
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Frekvenca teh valov je približno 12 na minuto.
01:04
Most people find that very soothing,
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Večino ljudi to pomirja in
01:06
and, interestingly, 12 cycles per minute
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zanimivo, 12 na minuto
01:08
is roughly the frequency of the breathing of a sleeping human.
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je tudi približno frekvenca dihanja pri spečem človeku.
01:11
There is a deep resonance with being at rest.
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To močno povezujemo z umirjenim stanjem.
01:13
We also associate it with being stress-free
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To povezujemo tudi s tem, da ni stresa,
01:15
and on holiday.
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kot da bi bili na počitnicah.
01:17
The second way in which sound affects you is psychological.
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Drugi vpliv zvoka je psihološki.
01:20
Music is the most powerful form of sound that we know
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Glasba je najmočnejša oblika zvoka, ki jo poznamo,
01:23
that affects our emotional state. (Albinoni's Adagio)
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ki vpliva na naše čustveno stanje. (Albinonijev Adagio)
01:25
This is guaranteed to make most of you feel pretty sad
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Zagotovo bi večina postala precej žalostna,
01:27
if I leave it on.
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če bi pustil to glasbo.
01:29
Music is not the only kind of sound, however, which affects your emotions.
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Glasba pa ni edina oblika zvoka, ki ima učinek na vaša čustva.
01:32
Natural sound can do that too.
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To lahko storijo tudi naravni zvoki.
01:34
Birdsong, for example, is a sound which most people
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Ptičje petje, na primer, je zvok,
01:36
find reassuring. (Birds chirping)
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ki večino ljudi pomirja. (čivkanje)
01:38
There is a reason for that. Over hundreds of thousands of years
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Za to obstaja razlog. V stotih tisočih let
01:40
we've learned that when the birds are singing, things are safe.
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smo se naučili, da so med ptičjim petjem, stvari varne.
01:43
It's when they stop you need to be worried.
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Zaskrbeti nas mora, ko ptice utihnejo
01:45
The third way in which sound affects you is cognitively.
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Tretji način, kako zvok učinkuje na nas, je kognitivni.
01:48
You can't understand two people talking at once ("If you're listening to this version of")
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Ne morete razumeti dveh, ki govorita hkrati
01:50
("me you're on the wrong track.") or in this case one person talking twice.
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ali v tem primeru enega, ki govori dvakrat.
01:52
Try and listen to the other one. ("You have to choose which me you're going to listen to.")
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Morate se odločiti, katerega boste poslušali.
01:55
We have a very small amount of bandwidth for processing auditory input,
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Imamo zelo majhno pasovno širino za procesiranje zvoka,
01:58
which is why noise like this -- (Office noise) --
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zato tak hrup -- (pisarniški hrup) --
02:00
is extremely damaging for productivity.
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zelo zmanjšuje učinkovitost.
02:03
If you have to work in an open-plan office like this,
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Če delate v pisarni odprtega tipa, kot je ta,
02:06
your productivity is greatly reduced.
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je vaša učinkovitost precej zmanjšana.
02:08
And whatever number you're thinking of, it probably isn't as bad as this.
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Karkoli ste si mislili, verjetno si niste mislili, da je razlika tako velika.
02:11
(Ominous music)
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(strašljiva glasba)
02:15
You are one third as productive in open-plan offices as in quiet rooms.
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V pisarnah odprtega tipa ste le tretjino tako učinkoviti kot v mirnih prostorih.
02:18
And I have a tip for you. If you have to work in spaces like that,
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Imam namig za vas. Če že morate delati v prostorih, kot je ta,
02:21
carry headphones with you, with a soothing sound like birdsong.
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imejte s seboj slušalke s pomirjajočim zvokom, kot je ptičje petje.
02:24
Put them on and your productivity goes back up to triple what it would be.
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Dajte si jih na ušesa in vaša učinkovitost bo do trikrat večja kot sicer.
02:27
The fourth way in which sound affects us is behaviorally.
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Četrti način, kako zvok vpliva na nas, je vedenjski.
02:31
With all that other stuff going on, it would be amazing
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Poleg vseh teh drugih dogajanj ob zvoku, bi bilo neverjetno,
02:33
if our behavior didn't change.
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če se naše vedenje ne bi spremenilo.
02:35
(Techno music inside a car) So, ask yourself: Is this person ever going to drive
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(tehno glasba v avtu) Torej, vprašajte se: Bo ta oseba kadarkoli vozila
02:37
at a steady 28 miles per hour? I don't think so.
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zmernih 50 km/h? Mislim, da ne.
02:41
At the simplest, you move away from unpleasant sound
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V osnovi se umikamo od neprijetnih zvokov
02:44
and towards pleasant sounds.
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in približujemo prijetnim.
02:46
So if I were to play this -- (Jackhammer) --
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Če bi predvajal to -- (zvok vrtalnika) --
02:49
for more than a few seconds, you'd feel uncomfortable;
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več kot nekaj sekund, bi se počutili neprijetno;
02:51
for more than a few minutes, you'd be leaving the room in droves.
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več kot nekaj minut in trumoma bi zapuščali prostor.
02:54
For people who can't get away from noise like that,
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Za ljudi, ki se ne morejo izogniti takšnemu hrupu,
02:56
it's extremely damaging for their health.
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je to zelo nevarno za njihovo zdravje.
02:58
And that's not the only thing that bad sound damages.
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In to ni edina stvar, ki jo poškoduje slab zvok.
03:01
Most retail sound is inappropriate and accidental, and even hostile,
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Večina zvoka v trgovinah je neprimerna, škodljiva, celo sovražna,
03:04
and it has a dramatic effect on sales.
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in ima dramatičen učinek na prodajo.
03:07
For those of you who are retailers, you may want to look away
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Tisti, ki ste trgovci, bi mogoče raje pogledali proč,
03:09
before I show this slide.
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preden pokažem to stran.
03:12
They are losing up to 30 percent of their business
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Izgubljajo do 30 odstotkov posla,
03:14
with people leaving shops faster, or just turning around on the door.
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saj ljudje zapuščajo trgovine hitreje ali se obrnejo že na vratih.
03:17
We all have done it, leaving the area
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Vsi smo že to storili, zapustili prostor,
03:19
because the sound in there is so dreadful.
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ker je bil zvok v notranjosti tako grozen.
03:22
I want to spend just a moment talking about
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Trenutek bi rad namenil še modelu,
03:24
the model that we've developed, which allows us to start at the top
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ki smo ga razvili in ki nam dovoljuje, da začnemo z vrha
03:26
and look at the drivers of sound, analyze the soundscape
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in pogledamo generatorje zvoka, analiziramo zvočno okolje in
03:29
and then predict the four outcomes I've just talked about.
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nato predvidimo štiri izzide, o katerih sem ravnokar govoril.
03:31
Or start at the bottom,
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Ali pa začnemo spodaj,
03:33
and say what outcomes do we want,
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ugotovimo, katere rezultate želimo imeti in
03:35
and then design a soundscape to have a desired effect.
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nato oblikujemo zvočno okolje, primerno željenemu učinku.
03:37
At last we've got some science we can apply.
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Konec koncev imamo znanost, ki jo lahko uporabimo.
03:39
And we're in the business of designing soundscapes.
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Smo v poslu oblikovanja zvočnega okolja.
03:42
Just a word on music. Music is the most powerful sound there is,
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Samo še beseda o glasbi. Glasba je najmočnejši zvok nasploh in
03:45
often inappropriately deployed.
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pogosto neprimerno uporabljena.
03:47
It's powerful for two reasons. You recognize it fast,
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Močna je zaradi dveh razlogov. Hitro jo prepoznate in
03:50
and you associate it very powerfully.
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ima močno asociacijo.
03:52
I'll give you two examples. (First chord of The Beatles' "A Hard Day's Night")
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Dal vam bom dva primera. (prvi akord "A Hard Day's Night" The Beatles)
03:55
Most of you recognize that immediately.
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Večina vas to prepozna takoj.
03:57
The younger, maybe not. (Laughter)
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Mlajši mogoče ne. (smeh)
04:00
(First two notes of "Jaws" theme) And most of you associate that with something!
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(Prvi dve noti filmske glasbe filma "Žrelo") In večina vas to poveže z nečim!
04:03
Now, those are one-second samples of music.
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To so enosekundni vzorci glasbe.
04:05
Music is very powerful. And unfortunately
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Glasba je zelo močna. In žal jo pri opremljanju
04:07
it's veneering commercial spaces, often inappropriately.
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trgovskih prostorov, pogosto uporabljamo neprimerno.
04:10
I hope that's going to change over the next few years.
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Upam, da se bo to spremenilo v naslednjih nekaj letih.
04:13
Let me just talk about brands for a moment,
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Še nekaj besed o blagovnih znamkah,
04:15
because some of you run brands. Every brand is out there
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ker ste nekateri zadolženi za blagovne znamke. Vsaka blagovna znamka
04:17
making sound right now.
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ima svoj zvok.
04:19
There are eight expressions of a brand in sound.
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Poznamo osem zvočnih oblik za blagovne znamke.
04:21
They are all important. And every brand needs to have guidelines at the center.
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Vse so pomembni. Blagovne znamke morajo upoštevati te smernice.
04:24
I'm glad to say that is starting to happen now.
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Zadovoljen sem, da se je to začelo dogajati.
04:26
(Intel ad jingle)
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(glasba iz Intel reklame)
04:29
You all recognize that one. (Nokia ringtone) This is the
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Vsi prepoznate tole. (zvonjenje Nokie) To je
04:31
most-played tune in the world today.
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najbolj pogosto predvajana melodija na svetu.
04:33
1.8 billion times a day, that tune is played.
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Ta melodija je predvajana 1,8 miljardkrat na dan.
04:37
And it cost Nokia absolutely nothing.
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In Nokie to ne stane čisto nič.
04:40
Just leave you with four golden rules, for those of you who run businesses,
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Za konec vam pustim 4 zlata pravila, za tiste, ki imate svoj posel,
04:42
for commercial sound.
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za zvok vaše blagovne znamke.
04:44
First, make it congruent,
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Prvič, naredite ga skladnega,
04:46
pointing in the same direction as your visual communication.
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naj gre v isto smer kot vidna komunikacija.
04:48
That increases impact by over 1,100 percent.
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To poveča vpliv za več kot 1100 odstotkov.
04:51
If your sound is pointing the opposite direction, incongruent,
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Če vaš zvok ni skladen,
04:55
you reduce impact by 86 percent.
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zmanjšate vpliv za 86 odstotkov.
04:57
That's an order of magnitude, up or down.
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To je red velikosti, gor ali dol.
04:59
This is important.
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To je pomembno.
05:01
Secondly, make it appropriate to the situation.
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Drugič, naredite ga primernega situaciji.
05:04
Thirdly, make it valuable. Give people something with the sound.
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Tretjič, naredite ga vrednega. Z zvokom ljudem nekaj dajte.
05:06
Don't just bombard them with stuff.
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Ne jih samo obstreljevati s stvarmi.
05:08
And, finally, test and test it again.
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In končno, preizkušajte ga znova in znova.
05:10
Sound is complex. There are many countervailing influences.
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Zvok je kompleksen. Ima veliko izravnavalnih vplivov.
05:12
It can be a bit like a bowl of spaghetti:
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Lahko je kot skleda špagetov:
05:14
sometimes you just have to eat it and see what happens.
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včasih jih je treba samo pojesti in videti, kaj se zgodi.
05:18
So I hope this talk has raised sound in your consciousness.
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Upam, da je ta govor dvignil vašo zavest o zvoku.
05:20
If you're listening consciously,
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Če poslušate zavestno,
05:22
you can take control of the sound around you.
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potem lahko nadzorujete zvok okrog sebe.
05:24
It's good for your health. It's good for your productivity.
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Dobro je za vaše zdravje. Dobro je za vašo učinkovitost.
05:26
If we all do that we move to a state
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Če nam to uspe, potem se bomo vsi dvignili na nivo,
05:28
that I like to think will be sound living in the world.
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kjer bomo lahko zaživeli v sozvočju.
05:31
I'm going to leave you with a little bit more birdsong. (Birds chirping)
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Pustil vas bom s ptičjim petjem.
05:33
I recommend at least five minutes a day, but there is no maximum dose.
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Priporočam ga najmanj 5 minut na dan, ni pa omejitve navzgor.
05:36
Thank you for lending me your ears today.
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Hvala, da ste mi danes posodili svoja ušesa.
05:38
(Applause)
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(aplavz)
ABOUT THE SPEAKER
Julian Treasure - Sound consultantJulian Treasure studies sound and advises businesses on how best to use it.
Why you should listen
Julian Treasure is the chair of the Sound Agency, a firm that advises worldwide businesses -- offices, retailers, airports -- on how to design sound in their physical spaces and communication. He asks us to pay attention to the sounds that surround us. How do they make us feel: productive, stressed, energized, acquisitive?
Treasure is the author of the book Sound Business, a manual for effective sound use in every aspect of business. His most recent book, How to be Heard: Secrets for Powerful Speaking and Listening, based on his TED Talk, offers practical exercises to improve communication skills and an inspiring vision for a sonorous world of effective speaking, conscious listening and understanding. He speaks globally on this topic.
Julian Treasure | Speaker | TED.com