TED2012
John Hodgman: Design, explained.
Džon Hodžman (John Hodgman): Objašnjavanje dizajna
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Readability: 4.2
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Džon Hodžman, komičar i stručnjak za sve, "objašnjava" dizajn tri kultna moderna objekta. (Sa sesije "Dizajn studio" na TED2012, koju su priredili gosti Či Perlman i Dejvid Rokvel)
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 primera kultnog dizajna,
00:21
and it makes perfect sense
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i ima savršenog smisla
00:22
that I should be the one to do it
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da to ja uradim
00:25
because I have a Bachelor's degree in Literature.
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zato što sam diplomirao književnost.
00:29
(Laughter)
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(Smeh)
00:30
But I'm also a famous
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Takođe 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 strastveni kolekcionar
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 poprilično dobro znam
00:39
everything there is.
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sve što treba da se zna.
00:41
Now, I'm sure you
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Siguran sam da
00:42
recognize this object;
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prepoznajete ovu zgradu,
00:44
many of you probably saw it
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mnogi od vas su je verovatno videli
00:45
as you were landing your private zeppelins
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kada ste prizemljavali svoje
privatne cepeline
privatne cepeline
00:47
at Los Angeles International Airport
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na Međunarodnom aerodromu
u Los Anđelesu
u Los Anđelesu
00:49
over the past couple of days.
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tokom poslednjih par dana.
00:52
This is known as the Theme Building;
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Poznata je kao "Tematska zgrada";
00:55
that is its name for reasons
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tako se naziva s razlozima
00:57
that are still very murky.
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koji su još uvek veoma nejasni.
00:59
And it is perhaps
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Verovatno je
01:01
the best example we have in Los Angeles
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u Los Anđelesu najbolji primer
01:04
of ancient extraterrestrial architecture.
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drevne vanzemaljske arhitekture.
01:09
It was first excavated in 1961
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Prvi put je otkopana 1961. godine
01:12
as they were building LAX,
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dok su gradili Međunarodni
aerodrom u Los Anđelesu,
aerodrom u Los Anđelesu,
01:14
although scientists believe that
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međutim naučnici veruju
01:15
it dates back to the year 2000
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da potiče iz 2000. godine
01:18
Before Common Era,
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pre opšte ere,
01:20
when it was used as
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kada su je koristili,
01:21
a busy transdimensional space port
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kao prometnu transdimenzionalnu
svemirsku luku,
svemirsku luku,
01:24
by the ancient astronauts
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drevni astronauti
01:26
who first colonized this planet
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koji su prvi naselili ovu planetu
01:28
and raised our species
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i podigli našu vrstu
01:29
from savagery by giving us
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iz divljaštva tako što su nam dali
01:31
the gift of written language
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dar pisanog jezika,
01:33
and technology and
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tehnologiju
01:35
the gift of revolving restaurants.
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i dar restorana koji se okreće.
01:37
It is thought to have been
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Veruje se da je to bila
01:40
a replacement for the older space ports
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zamena za starije svemirske luke,
01:43
located, of course, at Stonehenge
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koje su se nalazile, naravno,
kod Stounhendža
kod Stounhendža
01:46
and considered to be
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i smatrala se
01:47
quite an improvement
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popriličnim napretkom
01:48
due to the uncluttered design,
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zbog preglednog dizajna,
01:50
the lack of druids hanging around all the time
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manjka druida koji su
džabalebarili sve vreme
džabalebarili sve vreme
01:53
and obviously, the much better
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i očigledno, zbog mnogo boljeg
01:55
access to parking.
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pristupa parkingu.
01:56
When it was uncovered,
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Kada je otkrivena,
01:59
it ushered in a new era
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najavila je novu eru
02:01
of streamlined, archaically futuristic design
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unapređenog, arhaično
futurističkog dizajna
futurističkog dizajna
02:04
called Googie,
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zvanog Gugi,
02:05
which came to be synonymous with
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koji je greškom postao sinonim
02:07
the Jet Age, a misnomer.
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za eru mlaznjaka.
02:09
After all, the ancient astronauts who used it
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Naposletku, drevni astronauti
koji su ga koristili
koji su ga koristili
02:12
did not travel by jet very often,
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nisu putovali mlaznjacima
veoma često,
veoma često,
02:14
preferring instead to travel by feathered serpent
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više su voleli da putuju
pernatim zmijama
pernatim zmijama
02:17
powered by crystal skulls.
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koje se napajaju kristalnim lobanjama.
02:20
(Applause)
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(Aplauz)
02:22
(Music)
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(Muzika)
02:26
Ah yes, a table.
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Ah da, sto.
02:30
We use these every day.
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Koristimo ih 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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sočni salif.
02:35
This is a design by Philippe Starck,
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Ovo je dizajn Filipa Starka,
02:36
who I believe is in the audience at this very moment.
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koji je, verujem,
u publici ovog trenutka.
u publici ovog trenutka.
02:38
And you can tell it is a Starck design
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Vidi se da je ovo dizajn Starka
02:40
by its precision, its playfulness,
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po njegovoj preciznosti, razigranosti
02:44
its innovation and
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inovaciji
02:46
its promise of imminent violence.
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i nagoveštavanju
neposrednog nasilja.
neposrednog nasilja.
02:49
(Laughter)
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(Smeh)
02:51
It is a design that challenges your intuition --
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To je dizajn koji izaziva
vašu intuiciju -
vašu intuiciju -
02:54
it is not what you think it is when you first see it.
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nije ono što mislite da jeste
na prvi pogled.
na prvi pogled.
02:57
It is not a fork designed
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Nije viljuška dizajnirana
02:58
to grab three hors d'oeuvres at a time,
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da zgrabi tri 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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Uprkos očiglednom
03:06
influence by the ancient astronauts
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uticaju drevnih astronauta
03:08
and its space agey-ness and tripodism,
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i tronožnom izgledu
iz svemirskog doba,
iz svemirskog doba,
03:12
it is not something
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nije dizajnirano
03:13
designed to attach to your brain
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kao nešto što bi vam
se nakačilo na mozak
se nakačilo na mozak
03:16
and suck out your thoughts.
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i posisalo misli.
03:18
It is in fact a citrus juicer
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Zapravo je sokovnik za voće,
03:20
and when I say that,
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i kada to kažem,
03:22
you never see it as anything else again.
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nikad više ga nećete videti
kao nešto drugo.
kao nešto drugo.
03:25
It is also not a monument to design,
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Takođe nije spomenik dizajnu,
03:29
it is a monument to design's utility.
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spomenik je korisnosti dizajna.
03:31
You can take it home with you,
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Možete ga odneti kući,
03:33
unlike the Theme Building,
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za razliku od "Tematske zgrade",
03:35
which will stay where it is forever.
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koja će zauvek ostati gde jeste.
03:38
This is affordable
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Ovo je dostupno
03:39
and can come home with you
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i može da ode kući sa vama
03:41
and, as such, it can sit
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i kao takvo može da stoji
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 može da vam stane u fioke.
03:47
trust me, I found that out the hard way --
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Verujte mi, saznao sam to
na teži način -
na teži način -
03:49
and make your kitchen counter into
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i može da vam pretvori kuhinjski pult
03:51
a monument to design.
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u spomenik dizajnu.
03:53
One other thing about it,
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Ima samo jedna stvar,
03:54
if you do have one at home,
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ako imate jedan ovakav kod kuće,
03:56
let me tell you one of the features you may not know:
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dozvolite da vam kažem za jednu opciju
koju možda niste znali.
koju možda niste znali.
03:58
when you fall asleep,
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Kada zaspite,
04:00
it comes alive
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ovaj aparat oživi
04:03
and it walks around your house
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i šeta vašom kućom,
04:05
and goes through your mail
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gleda vašu poštu
04:07
and watches you as you sleep.
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i posmatra vas dok spavate.
04:09
(Applause)
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(Aplauz)
04:13
Okay, what is this object?
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U redu, šta je ovo?
04:20
I have no idea. I don't know what that thing is.
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Nemam pojma.
Ne znam šta je to.
Ne znam šta je to.
04:23
It looks terrible. Is it a little hot plate?
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Izgleda užasno.
Da li je to maleni rešo?
Da li je to maleni rešo?
04:25
I don't get it.
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Ne razumem.
04:27
Does anyone know? Chi?
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Da li neko zna? Či?
04:29
It's an ... iPhone. iPhone.
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To je... Ajfon. Ajfon.
04:30
Oh yes, that's right, I remember those;
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A da, tako je, sećam se toga,
04:33
I had my whole bathroom tiles
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u dobra, stara vremena, njima sam
04:35
redone with those back in the good old days.
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popločao celo kupatilo.
04:38
No, I have an iPhone. Of course I do.
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Ne, imam ajfon.
Naravno da ga imam.
Naravno da ga imam.
04:40
Here is my well-loved iPhone.
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Evo ga moj ljubljeni ajfon.
04:42
I do so many things on this little device.
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Radim toliko stvari
na ovom malenom uređaju.
na ovom malenom uređaju.
04:45
I like to read books on it.
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Volim da sa njega čitam knjige.
04:47
More than that, I like to buy books on it
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Štaviše, volim da preko njega
kupujem knjige
kupujem knjige
04:49
that I never have to feel guilty about not reading
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za koje se nikad ne osećam loše
jer ih nisam pročitao
jer ih nisam pročitao
04:51
because they go in here and I never look at them again
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jer se nalaze ovde
i nikad ne moram ponovo da ih vidim
i nikad ne moram ponovo da ih vidim
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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Svakog dana ga koristim
04:58
measure the weight of an ox,
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da izmerim koliko je težak vo,
05:00
for example.
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na primer.
05:02
Every now and then,
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Priznajem da na njemu ponekad
05:04
I admit that I complete
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obavim i neki
05:05
a phone call on it occasionally.
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telefonski razgovor.
05:07
And yet I forget about it all the time.
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A ipak stalno zaboravljam na njega.
05:11
This is a design
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Ovo je dizajn koji,
05:13
that once you saw it,
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kada ga jednom vidite,
05:15
you forgot about it.
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zaboravite na njega.
05:16
It is easy to forget the gasp-inducement
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Lako je zaboraviti uzdahe
05:19
that occurred in 2007 when you first
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koji su se javili 2007.
kada ste prvi put
kada ste prvi put
05:22
touched this thing because it became
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dotakli ovu stvar jer je tako brzo
05:24
so quickly pervasive
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postala rasprostranjena
05:26
and because of how instantly
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i zato što smo tako brzo
05:28
we adopted these gestures
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usvojili ove gestove
05:31
and made it an extension of our life.
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i učinili ga produžetkom svog života.
05:34
Unlike the Theme Building,
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Za razliku od "Tematske zgrade",
05:36
this is not alien technology.
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ovo nije vanzemaljska tehnologija.
05:38
Or I should say,
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Ili je bolje da kažem,
05:40
what it did was it took technology
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ova stvar je uzela tehnologiju
05:42
which, unlike people in this room,
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koja je za većinu
drugih ljudi na svetu
drugih ljudi na svetu
05:43
to many other people in the world,
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još uvek vanzemaljska,
05:44
still feels very alien,
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za razliku od ljudi u ovoj prostoriji,
05:46
and made it immediately and instantly feel
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i načinila je takvom
da odmah imate osećaj
da odmah imate osećaj
05:48
familiar and intimate.
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intimnosti i poznatosti.
05:50
And unlike the juicy salif,
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I za razliku od sočnog salifa,
05:52
it does not threaten
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ne postoji pretnja
05:54
to attach itself to your brain,
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da će se zakačiti za vaš mozak,
05:56
rather, it simply
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zapravo, on se samo
05:58
attaches itself to your brain.
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kači na vaš mozak.
06:00
(Laughter)
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(Smeh)
06:02
And you didn't even notice it happened.
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A niste ni primetili da se to desilo.
06:05
So there you go. My name is John Hodgman.
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Eto ga. Zovem se Džon Hodžman.
06:07
I just explained design.
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Upravo sam objasnio dizajn.
06:10
Thank you very much.
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Hvala vam mnogo.
06:12
(Applause)
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(Aplauz)
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