ABOUT THE SPEAKER
Jonathan Klein - Executive
Jonathan Klein runs Getty Images, a stock photo agency whose vast archive of still photography and illustrations is a mainstay of the creative class.

Why you should listen

Even if you're an infrequent (or less sporty) user of the World Wide Web, chances are the last time you logged on -- perhaps on the very last page you visited -- you've come across an image sourced from stock photo agency Getty Images. Photos and illustrations from Getty can be found everywhere, for just about every purpose you can imagine. It shouldn't surprise you that Getty began in the Internet age, leaving print-era agencies in the dust by using Internet and CD-ROM distribution since day one.

Jonathan Klein, Getty's co-founder (along with Mark Getty) and the current CEO, helped drive its success over the past 15 years. He led it during its aggressive archive acquisition campaign through the '90s and now in the 2000s, adding to its formidable collection of editorial photos, footage and music. But his business skill is only part of his story; to hear Klein talk, one is quick to catch his passionate enthusiasm for the power of images -- not only to document moments in our lives and in history, not just to sell products or turn over PR campaigns -- but to shift public opinion and, perhaps, make the world more just.

Klein serves on the board of the Business Coalition on HIV/AIDS and on the board of Real Networks (media software company and creator of the popular RealPlayer).

More profile about the speaker
Jonathan Klein | Speaker | TED.com
TED2010

Jonathan Klein: Photos that changed the world

Jonathan Klein: Fotos que mudaram o mundo

Filmed:
1,357,336 views

Fotografias fazem mais do que documentar a história - elas são a própria história. Na Universidade TED, Jonathan Klein da Getty Images, mostra algumas das mais icônicas imagens, e fala sobre o que acontece quando uma geração olha para uma imagem tão poderosa que não consegue desviar o olhar - ou tão pouco repeti-lo.
- Executive
Jonathan Klein runs Getty Images, a stock photo agency whose vast archive of still photography and illustrations is a mainstay of the creative class. Full bio

Double-click the English transcript below to play the video.

00:15
In my industry,
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No meu segmento,
00:17
we believe that images can change the world.
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nós acreditamos que as imagens podem mudar o mundo.
00:20
Okay, we're naive, we're bright-eyed and bushy-tailed.
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Ok. Somos ingênuos, somos ávidos pela vida e esperançosos.
00:23
The truth is that we know that the
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A verdade é que sabemos que
00:25
images themselves don't change the world,
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as imagens por si só não mudam o mundo,
00:27
but we're also aware that, since the beginning of photography,
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mas também sabemos que, desde o início da fotografia,
00:30
images have provoked reactions in people,
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as imagens tem provocado reações das pessoas,
00:33
and those reactions have caused change to happen.
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e essas reações tem provocado mudanças.
00:36
So let's begin with a group of images.
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Vamos começar com um grupo de imagens.
00:39
I'd be extremely surprised
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Eu ficaria extremamente surpreso
00:41
if you didn't recognize many or most of them.
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se você não reconhecesse muitas ou a maioria delas.
00:44
They're best described as iconic:
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Elas são melhor descritas como icônicas,
00:46
so iconic, perhaps, they're cliches.
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tão icônicas que talvez sejam cliches.
00:49
In fact, they're so well-known
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De fato, elas são tão bem conhecidas
00:51
that you might even recognize them
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que você deve reconhece-las
00:53
in a slightly or somewhat different form.
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de uma maneira levemente diferente.
00:57
(Laughter)
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(Risos)
01:00
But I think we're looking for something more.
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Mas eu creio que estamos olhando para algo a mais.
01:02
We're looking for something more.
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Nós estamos buscando algo mais.
01:04
We're looking for images that shine
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Estamos à busca de imagens que brilham
01:06
an uncompromising light on crucial issues,
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uma luz sem precedentes em temas cruciais,
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images that transcend borders, that transcend religions,
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imagens que transcedem as fronteiras, transcendem religiões,
01:12
images that provoke us
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imagens que nos incintam
01:14
to step up and do something --
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a levantar e fazer algo,
01:16
in other words, to act.
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em outra palavras, a agir.
01:18
Well, this image you've all seen.
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Bem, essa imagem, todos já viram,
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It changed our view of the physical world.
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Ela mudou nossa visão do mundo físico.
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We had never seen our planet from this perspective before.
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Nunca antes, havíamos visto nosso planeta dessa perspectiva.
01:26
Many people credit
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Muitas pessoas creditam
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a lot of the birth of the environmental movement
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boa parte do nascimento do movimento ambientalista
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to our seeing the planet like this
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ao fato de vermos o nosso planeta desse jeito
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for the first time --
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pela primeira vez,
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its smallness, its fragility.
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sua pequenez, sua fragilidade.
01:37
Forty years later, this group, more than most,
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40 anos depois, esse grupo, mais do que a maioria,
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are well aware of the destructive power
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está bem consciente que o poder de destruição
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that our species can wield over our environment.
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que nossas espécies podem causar ao nosso ambiente.
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And at last, we appear to be doing something about it.
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E por fim, parece que estamos a fazer algo sobre isso.
01:49
This destructive power takes many different forms.
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A força destrutiva que vem de diferentes formas.
01:52
For example, these images taken by Brent Stirton
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Por exemplo, essas imagens feitas por Brent Stirton
01:55
in the Congo.
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no Congo,
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These gorillas were murdered, some would even say crucified,
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esses gorilas que foram assassinados, alguns até diriam que foram crucificados,
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and unsurprisingly,
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e surpreendentemente
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they sparked international outrage.
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dispararam uma revolta internacional.
02:04
Most recently,
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Mais recentemente,
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we've been tragically reminded of the destructive power of nature itself
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fomos lembrados de maneira trágica do poder destruidor da natureza
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with the recent earthquake in Haiti.
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com o recente terremoto no Haiti.
02:12
Well, I think what is far worse
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O que penso ser ainda pior
02:15
is man's destructive power over man.
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é o poder destrutivo do homem sobre o homem.
02:17
Samuel Pisar, an Auschwitz survivor, said,
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Samuel Pisar, um sobrevivente de Auschwitz disse,
02:20
and I'll quote him,
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e vou citá-lo,
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"The Holocaust teaches us that nature,
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"O Holocausto nos ensina que a natureza,
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even in its cruelest moments,
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mesmo nos seus momentos mais cruéis,
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is benign in comparison with man,
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é bondosa em comparação com o homem,
02:30
when he loses his moral compass and his reason."
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quando ele perde o norte moral e sua razão."
02:33
There's another kind of crucifixion.
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Há um outro tipo de crucificação.
02:36
The horrifying images from Abu Ghraib
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As imagens horrorosas de Abu Ghraib
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as well as the images from Guantanamo
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assim como a imagens de Guantanamo
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had a profound impact.
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causaram profundo impacto.
02:42
The publication of those images,
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A publicação dessas imagens,
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as opposed to the images themselves,
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em oposição às imagens em si,
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caused a government to change its policies.
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fizeram com que o governo mudasse suas políticas.
02:49
Some would argue that it is those images
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Alguns argumentam que foram essas imagens
02:51
that did more to fuel the insurgency in Iraq
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que mais combustível deram para a insurreição no Iraque
02:54
than virtually any other single act.
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do que virtualmente qualquer outro ato isolado.
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Furthermore, those images forever removed
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Diria mais, que essas imagens removeram de vez
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the so-called moral high ground of the occupying forces.
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o chamado piso moral superior das forças de ocupação.
03:02
Let's go back a little.
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Voltemos um pouco.
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In the 1960s and 1970s,
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Nos anos de 1960 e 1970,
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the Vietnam War was basically shown
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a guerra do Vietnã basicamente era apresentada
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in America's living rooms day in, day out.
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nas salas dos lares americanos, quase todo dia.
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News photos brought people face to face
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Novas fotos colocaram o povo de frente - face a face
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with the victims of the war: a little girl burned by napalm,
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com as vítimas da guerra, uma pequena garota sendo queimada por napalm,
03:17
a student killed by the National Guard
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um estudante sendo morto pela Guarda Nacional
03:19
at Kent State University in Ohio during a protest.
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na Universidade Kent State em Ohio, durante um protesto.
03:22
In fact, these images became
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De fato, essas imagens se transformaram
03:24
the voices of protest themselves.
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por si mesmas, em vozes de protestos.
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Now, images have power
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Agora, as imagens tem o poder
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to shed light of understanding
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de jogar luz de entendimento
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on suspicion, ignorance,
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na suspeição, na ignorância,
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and in particular -- I've given a lot of talks on this
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e em particular - eu tenho feito muitas palestras
03:34
but I'll just show one image --
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a respeito, mas eu vou mostrar apenas uma imagem --
03:37
the issue of HIV/AIDS.
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no tema de HIV/AIDS.
03:40
In the 1980s, the stigmatization of people with the disease
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Nos anos de 1980 pessoas eram estigmatizadas pela doença
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was an enormous barrier
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o que criava uma enorme barreira
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to even discussing or addressing it.
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para até discutirmos ou endereçarmos a questão.
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A simple act, in 1987, of the most famous woman in the world,
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Um singelo ato, em 1987, da mais famosa mulher no mundo,
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the Princess of Wales, touching
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a Princesa do País de Gales, tocando
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an HIV/AIDS infected baby
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um bebê infectado de HIV/AIDS,
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did a great deal, especially in Europe, to stop that.
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fez muito, especialmente na Europa, a cessar isso.
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She, better than most, knew the power of an image.
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Ela, melhor que a maioria, sabia o poder de uma imagem.
04:01
So when we are confronted by a powerful image,
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Então quando somos confrontados por uma imagem tão poderosa,
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we all have a choice:
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nós todos temos uma escolha.
04:05
We can look away, or we can address the image.
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Podemos virar o rosto, ou podemos focar na imagem.
04:08
Thankfully, when these photos appeared in
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Quando essas fotos sairam (no jornal)
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The Guardian in 1998,
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The Guardian, em 1998,
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they put a lot of focus and attention and, in the end, a lot of money
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colocaram muito foco e atenção, e ao final muito dinheiro,
04:15
towards the Sudan famine relief efforts.
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direcionado ao esforço de alívio da fome no Sudão.
04:17
Did the images change the world?
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As imagens mudaram o mundo?
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No, but they had a major impact.
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Não, mas elas tiveram um grande impacto.
04:22
Images often push us to question our core beliefs
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As imagens quase sempre nos empurram a questionar o núcleo de nossas crenças
04:24
and our responsibilities to each other.
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e nossas responsabilidades um pelo outro.
04:27
We all saw those images after Katrina,
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Vimos essas imagens após Katrina,
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and I think for millions of people
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e eu creio que para milhões de pessoas,
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they had a very strong impact.
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tiveram um impacto muito forte,
04:33
And I think it's very unlikely
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e penso que seja pouco provável
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that they were far from the minds of Americans
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que elas estivessem longe das mentes dos americanos
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when they went to vote in November 2008.
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quando foram votar em Novembro de 2008.
04:41
Unfortunately, some very important images
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Infelizmente, algumas imagens muito importantes
04:44
are deemed too graphic or disturbing for us to see them.
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são verdadeiramente muito fortes ou perturbadoras para que as vejamos.
04:48
I'll show you one photo here,
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Vou mostrar uma foto aqui,
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and it's a photo by Eugene Richards of an Iraq War veteran
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e é uma foto por Eugene Richards um veterano da guerra do Iraque
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from an extraordinary piece of work,
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uma obra extraordinaria,
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which has never been published, called War Is Personal.
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que nunca foi publicada, chamada de "Guerra é Pessoal."
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But images don't need to be graphic
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Mas as imagens não precisam ser artísticas
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in order to remind us of the tragedy of war.
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para que nos lembre da tragédia da guerra.
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John Moore set up this photo at Arlington Cemetery.
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John Moore fez essa foto no cemitério de Arlington.
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After all the tense moments of conflict
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Após todos os momentos tensos do conflito,
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in all the conflict zones of the world,
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em todas as zonas conflituosas do mundo,
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there's one photograph from a much quieter place
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há uma fotografia de um lugar muito mais calmo
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that haunts me still, much more than the others.
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que ainda hoje me assombra, muito mais do que as outras.
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Ansel Adams said, and I'm going to disagree with him,
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Ansel Adams disse, e eu discordo dele,
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"You don't take a photograph, you make it."
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"Você não tira uma fotografia, você faz uma."
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In my view, it's not the photographer who makes the photo,
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Na minha visão, não é o fotógrafo que faz a foto,
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it's you.
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é você.
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We bring to each image
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Nós trazemos para cada imagem
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our own values, our own belief systems,
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nossos valores, nosso sistema de crenças,
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and as a result of that, the image resonates with us.
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e como resultado disso, a imagem ressoa conosco.
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My company has 70 million images.
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Minha empresa tem 70 milhões de imagens.
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I have one image in my office.
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Eu tenho uma imagem em meu escritório.
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Here it is.
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Aqui está ela.
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I hope that the next time you see
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Espero que da proxima vez que você olhar
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an image that sparks something in you,
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uma imagem que dispare algo em você,
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you'll better understand why,
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que você entenda o por que,
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and I know that speaking to this audience,
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e eu sei que, ao falar para este público,
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you'll definitely do something about it.
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vocês certamente farão algo a respeito.
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And thank you to all the photographers.
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E obrigado a vocês por todos os fotógrafos.
05:54
(Applause)
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(Aplausos)
Translated by Volney Faustini
Reviewed by Belucio Haibara

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ABOUT THE SPEAKER
Jonathan Klein - Executive
Jonathan Klein runs Getty Images, a stock photo agency whose vast archive of still photography and illustrations is a mainstay of the creative class.

Why you should listen

Even if you're an infrequent (or less sporty) user of the World Wide Web, chances are the last time you logged on -- perhaps on the very last page you visited -- you've come across an image sourced from stock photo agency Getty Images. Photos and illustrations from Getty can be found everywhere, for just about every purpose you can imagine. It shouldn't surprise you that Getty began in the Internet age, leaving print-era agencies in the dust by using Internet and CD-ROM distribution since day one.

Jonathan Klein, Getty's co-founder (along with Mark Getty) and the current CEO, helped drive its success over the past 15 years. He led it during its aggressive archive acquisition campaign through the '90s and now in the 2000s, adding to its formidable collection of editorial photos, footage and music. But his business skill is only part of his story; to hear Klein talk, one is quick to catch his passionate enthusiasm for the power of images -- not only to document moments in our lives and in history, not just to sell products or turn over PR campaigns -- but to shift public opinion and, perhaps, make the world more just.

Klein serves on the board of the Business Coalition on HIV/AIDS and on the board of Real Networks (media software company and creator of the popular RealPlayer).

More profile about the speaker
Jonathan Klein | Speaker | TED.com