TED2010
Jonathan Klein: Photos that changed the world
Jonathan Klein - Fotky, ktoré zmenili svet
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Fotografie robia viac než len dokumentujú dejiny, oni ich vytvárajú. Johnatan Klein zo spoločnosti Getty Images navštívil TED University, aby ukázal niekoľko ikonických fotografií a hovoril o tom, čo sa stane, keď jedna generácia vidí obraz taký silný, že nemôže odvrátiť zrak, alebo sa pozrieť späť.
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. Full bio
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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V mojom odbore
00:17
we believe that images can change the world.
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veríme, že obrazy vedia zmeniť svet.
00:20
Okay, we're naive, we're bright-eyed and bushy-tailed.
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Dobre, sme naivní a horliví.
00:23
The truth is that we know that the
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Pravda je taká, že vieme, že
00:25
images themselves don't change the world,
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obrázky ako také svet nezmenia.
00:27
but we're also aware that, since the beginning of photography,
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Ale tiež vieme, že od počiatku fotografie,
00:30
images have provoked reactions in people,
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obrázky vyvolávali v ľuďoch reakcie
00:33
and those reactions have caused change to happen.
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a práve tieto reakcie viedli ku zmenám.
00:36
So let's begin with a group of images.
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Začnime teda so skupinou obrázkov.
00:39
I'd be extremely surprised
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Bol by som veľmi prekvapený,
00:41
if you didn't recognize many or most of them.
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keby ste nespoznali mnohé alebo väčšinu z nich.
00:44
They're best described as iconic:
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Najlepšie sa dajú opísať ako ikonické.
00:46
so iconic, perhaps, they're cliches.
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Také ikonické, že sú možno až klišé.
00:49
In fact, they're so well-known
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V skutočnosti, sú také známe,
00:51
that you might even recognize them
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že ich môžete spoznať
00:53
in a slightly or somewhat different form.
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aj v mierne zmenenej podobe.
00:57
(Laughter)
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(Smiech)
01:00
But I think we're looking for something more.
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Ale myslím, že hľadáme niečo viac.
01:02
We're looking for something more.
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Hľadáme niečo viac.
01:04
We're looking for images that shine
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Hľadáme obrázky, ktoré vrhnú
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an uncompromising light on crucial issues,
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nekompromisné svetlo na dôležité problémy.
01:09
images that transcend borders, that transcend religions,
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Obrázky, ktoré prekonávajú hranice, prekonávajú náboženstvá.
01:12
images that provoke us
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Obrázky, ktoré nás donútia
01:14
to step up and do something --
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postaviť sa a niečo urobiť.
01:16
in other words, to act.
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Inými slovami, ktoré nás donútia konať.
01:18
Well, this image you've all seen.
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Tento obrázok ste všetci videli.
01:21
It changed our view of the physical world.
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Zmenil našu predstavu o fyzickom svete.
01:23
We had never seen our planet from this perspective before.
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Nikdy predtým sme našu planétu nevideli z takého pohľadu.
01:26
Many people credit
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Mnohí ľudia pripisujú
01:28
a lot of the birth of the environmental movement
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zrod environmentálneho hnutia
01:30
to our seeing the planet like this
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práve momentu, keď sme našu planétu videli
01:32
for the first time --
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takto po prvýkrát.
01:34
its smallness, its fragility.
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Aká je malá a krehká.
01:37
Forty years later, this group, more than most,
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40 rokov neskôr si naša spoločnosť, viac než väčšina ostatných,
01:40
are well aware of the destructive power
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uvedomuje ničivú silu,
01:42
that our species can wield over our environment.
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ktorou vie náš druh zasiahnuť svet okolo nás.
01:45
And at last, we appear to be doing something about it.
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A konečne sa zdá, že s tým niečo robíme.
01:49
This destructive power takes many different forms.
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Táto ničivá sila má mnohé podoby.
01:52
For example, these images taken by Brent Stirton
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Napríklad tieto fotky, ktoré urobil Brent Stirton
01:55
in the Congo.
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v Kongu.
01:57
These gorillas were murdered, some would even say crucified,
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Tieto gorily boli zavraždené, niekto by dokonca povedal, že boli ukrižované.
02:00
and unsurprisingly,
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Nie je teda prekvapujúce,
02:02
they sparked international outrage.
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že vyvolali národné pobúrenie.
02:04
Most recently,
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Nedávno
02:06
we've been tragically reminded of the destructive power of nature itself
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sme znovu tragicky pocítili ničivú silu prírody
02:09
with the recent earthquake in Haiti.
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pri nedávnom zemetrasení na Haiti.
02:12
Well, I think what is far worse
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Myslím si však, že ďaleko horšia
02:15
is man's destructive power over man.
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je ničivá sila človeka voči inému človeku.
02:17
Samuel Pisar, an Auschwitz survivor, said,
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Samuel Pisar, ktorý prežil Osvienčim, povedal
02:20
and I'll quote him,
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a citujem:
02:22
"The Holocaust teaches us that nature,
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"Holokaust nás naučil, že príroda,"
02:24
even in its cruelest moments,
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je i vo svojich najkrutejších okamihoch,
02:27
is benign in comparison with man,
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neškodná v porovnaní s človekom,
02:30
when he loses his moral compass and his reason."
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keď stratil svoj morálny kompas a svoj rozum."
02:33
There's another kind of crucifixion.
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Tu je ďalšie ukrižovanie.
02:36
The horrifying images from Abu Ghraib
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Hrozné zábery z Abu Ghraib,
02:38
as well as the images from Guantanamo
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ako aj z Guantanama
02:40
had a profound impact.
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mali silný dopad.
02:42
The publication of those images,
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Zverejnenie týchto fotiek,
02:44
as opposed to the images themselves,
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nie fotky samotné,
02:46
caused a government to change its policies.
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prinútili vládu zmeniť svoj prístup.
02:49
Some would argue that it is those images
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Niektorí tvrdia, že práve tieto fotky,
02:51
that did more to fuel the insurgency in Iraq
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viac než čokoľvek iné, podnietili
02:54
than virtually any other single act.
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povstanie v Iraku.
02:56
Furthermore, those images forever removed
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Navyše navždy zosadili okupujúce sily
02:59
the so-called moral high ground of the occupying forces.
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z trónu morálnej nadradenosti.
03:02
Let's go back a little.
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Vráťme sa o kúsok späť.
03:04
In the 1960s and 1970s,
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V 60-tych a 70-tych rokoch
03:06
the Vietnam War was basically shown
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televízia denne prinášala vojnu vo Vietname
03:08
in America's living rooms day in, day out.
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do obývačiek Američanov.
03:10
News photos brought people face to face
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Nové zábery postavili ľudí tvárou v tvár
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with the victims of the war: a little girl burned by napalm,
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obetiam vojny. Dievčatko spálené napalmom,
03:17
a student killed by the National Guard
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študent, ktorého zabila Národná garda
03:19
at Kent State University in Ohio during a protest.
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na pôde Kent State University v Oháju počas protestu.
03:22
In fact, these images became
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Tieto obrázky sa stali
03:24
the voices of protest themselves.
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hlasom protestu.
03:26
Now, images have power
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Obrazy majú schopnosť
03:28
to shed light of understanding
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vrhnúť svetlo
03:30
on suspicion, ignorance,
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na podozrenie, nevedomosť
03:32
and in particular -- I've given a lot of talks on this
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a predovšetkým, už som o tom veľakrát hovoril,
03:34
but I'll just show one image --
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ale ukážem vám len jeden obrázok -
03:37
the issue of HIV/AIDS.
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problém s HIV/AIDS.
03:40
In the 1980s, the stigmatization of people with the disease
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V 80-tych rokoch bolo stigmatizovanie ľudí s touto chorobou
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was an enormous barrier
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neprekonateľnou prekážkou tomu,
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to even discussing or addressing it.
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aby sa o nej vôbec hovorilo a aby sa podnikli nejaké kroky.
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A simple act, in 1987, of the most famous woman in the world,
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Keď sa v roku 1987 najslávnejšia žena na svete,
03:50
the Princess of Wales, touching
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Princezná z Walesu, dotkla dieťaťa
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an HIV/AIDS infected baby
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nakazeného HIV/AIDS,
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did a great deal, especially in Europe, to stop that.
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jej jednoduchý čin znamenal veľa, najmä v Európe, aby zastavil túto stigmatizáciu.
03:57
She, better than most, knew the power of an image.
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Ona poznala silu obrazu viac než ktokoľvek iný.
04:01
So when we are confronted by a powerful image,
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Takže keď vidíme veľmi silný obraz,
04:03
we all have a choice:
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máme možnosť voľby.
04:05
We can look away, or we can address the image.
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Môžme odvrátiť zrak, alebo začať konať.
04:08
Thankfully, when these photos appeared in
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Našťastie, keď sa v roku 1998 tieto fotky objavili
04:10
The Guardian in 1998,
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v časopise Guardian,
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they put a lot of focus and attention and, in the end, a lot of money
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sústredili veľa pozornosti a napokon aj veľa peňazí
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towards the Sudan famine relief efforts.
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na pomoc hladujúcim v Sudáne.
04:17
Did the images change the world?
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Zmenili tieto obrazy svet?
04:19
No, but they had a major impact.
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Nie, ale mali naň silný dopad.
04:22
Images often push us to question our core beliefs
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Obrázky nás často nútia premýšľať o našich presvedčeniach
04:24
and our responsibilities to each other.
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a našej vzájomnej zodpovednosti.
04:27
We all saw those images after Katrina,
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Všetci sme videli tieto obrazy po zásahu hurikánu Katrina
04:29
and I think for millions of people
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a myslím si, že na milióny ľudí
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they had a very strong impact.
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mali veľmi silný účinok.
04:33
And I think it's very unlikely
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Myslím si, že je veľmi nepravdepodobné,
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that they were far from the minds of Americans
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že ich Američania nemali na mysli,
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when they went to vote in November 2008.
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keď išli v Novembri 2008 voliť.
04:41
Unfortunately, some very important images
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Nanešťastie, niektoré veľmi dôležité obrázky
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are deemed too graphic or disturbing for us to see them.
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sú pokladané za príliš názorné a šokujúce, aby sme ich videli.
04:48
I'll show you one photo here,
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Ukážem vám jednu fotku,
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and it's a photo by Eugene Richards of an Iraq War veteran
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Urobil ju Eugene Richards a je to fotka veterána vojny v Iraku,
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from an extraordinary piece of work,
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z jedinečnej, nikdy nepublikovanej zbierky,
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which has never been published, called War Is Personal.
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s názvom Vojna je osobná.
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But images don't need to be graphic
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Ale obrázky nemusia byť šokujúce,
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in order to remind us of the tragedy of war.
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aby nám pripomenuli, že vojna je tragická.
05:02
John Moore set up this photo at Arlington Cemetery.
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John Moore urobil túto fotku na Arlingtonskom cintoríne.
05:05
After all the tense moments of conflict
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Po všetkých tých napätých konfliktných momentoch,
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in all the conflict zones of the world,
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vo všetkých konfliktných zónach na svete,
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there's one photograph from a much quieter place
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existuje jedna fotka z oveľa tichšieho miesta,
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that haunts me still, much more than the others.
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ktorá ma stále máta. Oveľa viac než ostatné.
05:17
Ansel Adams said, and I'm going to disagree with him,
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Ansel Adams povedal, a v tom s ním nesúhlasím,
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"You don't take a photograph, you make it."
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"Fotograf fotku nielen urobí, on ju vytvorí."
05:23
In my view, it's not the photographer who makes the photo,
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Podľa môjho názoru to nie je fotograf, kto fotku vytvára,
05:25
it's you.
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ste to vy všetci.
05:27
We bring to each image
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Každý z nás si k obrázku prinesie
05:29
our own values, our own belief systems,
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vlastné hodnoty, vlastnú vieru
05:31
and as a result of that, the image resonates with us.
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a výsledkom toho je, že v nás tieto obrazy rezonujú.
05:34
My company has 70 million images.
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Moja spoločnosť vlastní 70 miliónov obrázkov.
05:36
I have one image in my office.
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Ja mám v mojej kancelárii len jeden.
05:39
Here it is.
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Toto je on.
05:41
I hope that the next time you see
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Dúfam, že najbližšie keď uvidíte nejaký
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an image that sparks something in you,
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obrázok, ktorý vo vás niečo zapáli,
05:45
you'll better understand why,
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budete lepšie chápať prečo.
05:47
and I know that speaking to this audience,
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Hovorím k tomuto publiku a viem,
05:50
you'll definitely do something about it.
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že niečo urobíte.
05:52
And thank you to all the photographers.
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Vďaka všetkým fotografom.
05:54
(Applause)
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Potlesk.
ABOUT THE SPEAKER
Jonathan Klein - ExecutiveJonathan 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).
Jonathan Klein | Speaker | TED.com