TEDGlobal 2009
Julian Treasure: The 4 ways sound affects us
Džulian Trežur: 4 načina na koji zvuk utiče na nas
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Puštajući zvučne efekte, prijatne i neprijatne, Džulijan Trežur (Julian Tresure) pokazuje kako zvuk utiče na nas na četiri značajna načina. Pažljivo slušajte šokantne činjenice o bučnim zajedničkim kancelarijama.
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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Tokom narednih pet minuta,
00:17
my intention is to transform your relationship with sound.
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moja namera je da promenim vaš odnos sa zvukom.
00:21
Let me start with the observation that most of the sound around us is accidental,
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Hajde da počnem sa zapažanjem da je većina okolnih zvukova slučajna.
00:24
and much of it is unpleasant. (Traffic noise)
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I da je većina njih neprijatna. (saobraćajna buka)
00:26
We stand on street corners, shouting over noise like this,
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Stojimo na ćoškovima ulica, nadvikujući se nad ovakvim zvukom,
00:28
and pretending that it doesn't exist.
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i pretvarajući se da ne postoji.
00:31
Well, this habit of suppressing sound has meant that our
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Dakle, ova navika da potiskujemo zvuk znači da je naš
00:33
relationship with sound has become largely unconscious.
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odnos sa zvukom postao većinom nesvestan.
00:36
There are four major ways sound is affecting you all the time,
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Postoje četiri značajna načina na koji zvuk deluje na vas sve vreme,
00:39
and I'd like to raise them in your consciousness today.
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i voleo bih da ih probudim u vašoj svesti danas.
00:42
First is physiological. (Loud alarm clocks)
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Prvi je fiziološki. (glasni budilnici)
00:47
Sorry about that. I've just given you a shot of cortisol, your fight/flight hormone.
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Izvinite zbog toga. Upravo sam vam dao injekciju kortizola, vašeg bori se/beži hormona.
00:50
Sounds are affecting your hormone secretions all the time,
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Zvuci utiču na izlučivanje vaših hormona sve vreme,
00:53
but also your breathing, your heart rate -- which I just also did --
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ali isto tako i na disanje, otkucaje srca, što sam upravo učinio,
00:56
and your brainwaves.
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i na vaše moždane talase.
00:58
It's not just unpleasant sounds like that that do it.
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Nisu samo neprijatni zvuci poput ovog ti koji to rade.
01:00
This is surf. (Ocean waves)
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Ovo je surfovanje. (morski talasi)
01:02
It has the frequency of roughly 12 cycles per minute.
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Frekvencija je grubo, 12 ciklusa u minuti.
01:04
Most people find that very soothing,
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Većina ljudi smatra to umirujućim
01:06
and, interestingly, 12 cycles per minute
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i zanimljivo, 12 ciklusa u minuti
01:08
is roughly the frequency of the breathing of a sleeping human.
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je otprilike frekvencija disanja tokom čovekovog sna.
01:11
There is a deep resonance with being at rest.
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Postoji duboka povezanost sa boravkom u mirnom stanju.
01:13
We also associate it with being stress-free
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Takođe ga povezujemo sa odsustvom stresa
01:15
and on holiday.
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i praznicima.
01:17
The second way in which sound affects you is psychological.
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Drugi način na koji zvuk utiče na nas je psihološki.
01:20
Music is the most powerful form of sound that we know
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Muzika je najjači poznati oblik zvuka,
01:23
that affects our emotional state. (Albinoni's Adagio)
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koji utiče na naše emocionalno stanje. (Albinonijev Adađo)
01:25
This is guaranteed to make most of you feel pretty sad
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Ovo će garantovano većinu vas učiniti prilično tužnima
01:27
if I leave it on.
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ako nastavim da je puštam.
01:29
Music is not the only kind of sound, however, which affects your emotions.
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Muzika nije jedina vrsta zvuka koja utiče na naše emocije.
01:32
Natural sound can do that too.
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Prirodni zvuci mogu da učine isto.
01:34
Birdsong, for example, is a sound which most people
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Cvrkut ptica, na primer, je zvuk koji većina ljudi
01:36
find reassuring. (Birds chirping)
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smatra utešnim. (zvuk ptica)
01:38
There is a reason for that. Over hundreds of thousands of years
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Postoji razlog za to. Hiljadama godina
01:40
we've learned that when the birds are singing, things are safe.
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smo učeni da kada ptice pevaju, stvari su sigurne.
01:43
It's when they stop you need to be worried.
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Kada prestanu, treba da se zabrinemo.
01:45
The third way in which sound affects you is cognitively.
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Treći način na koji zvuk utiče 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 možete da razumete dvoje ljudi koji istovremeno govore (" Ako slušate ovu verziju mene")
01:50
("me you're on the wrong track.") or in this case one person talking twice.
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("na pogrešnom ste putu.") ili u ovom slučaju jednu osobu koja govori dva puta.
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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Poslušajte drugu. ("Morate da odlučite koju verziju mene ćete slušati.")
01:55
We have a very small amount of bandwidth for processing auditory input,
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Imamo veoma malu mogućnost obrade opsega zvučnih draži,
01:58
which is why noise like this -- (Office noise) --
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zbog čega je zvuk poput ovog - (kancelarijska buka) -
02:00
is extremely damaging for productivity.
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izuzetno štetan za produktivnost.
02:03
If you have to work in an open-plan office like this,
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Ako morate da radite u zajedničkoj kancelariji poput ove,
02:06
your productivity is greatly reduced.
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vaša produktivnost je uveliko smanjena.
02:08
And whatever number you're thinking of, it probably isn't as bad as this.
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I koji god broj da zamišljate, verovatno nije loš poput ovog.
02:11
(Ominous music)
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(Preteća muzika)
02:15
You are one third as productive in open-plan offices as in quiet rooms.
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U zajedničkim kancelarijama produktivni ste samo jednu trećinu rada u tihim prostorijama.
02:18
And I have a tip for you. If you have to work in spaces like that,
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I imam savet za vas. Ako morate da radite u ovakvom prostoru,
02:21
carry headphones with you, with a soothing sound like birdsong.
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nosite slušalice sa sobom, sa umirujućim zvukom, poput cvrkuta ptica.
02:24
Put them on and your productivity goes back up to triple what it would be.
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Koristite ih i vaša produktivnost će biti tri puta veća.
02:27
The fourth way in which sound affects us is behaviorally.
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Četvrti način na koji zvuk utiče na nas, jeste ponašajni.
02:31
With all that other stuff going on, it would be amazing
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Sa svim ostalim stvarima koje nas okružuju, bilo bi čudno
02:33
if our behavior didn't change.
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da se naše ponašanje ne menja.
02:35
(Techno music inside a car) So, ask yourself: Is this person ever going to drive
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(tehno muzika u kolima). Zapitajte se: Da li će ova osoba ikada da vozi
02:37
at a steady 28 miles per hour? I don't think so.
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konstantnih 45km na sat? Mislim da ne.
02:41
At the simplest, you move away from unpleasant sound
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Najjednostavnije, pomerate se od neprijatnih zvukova
02:44
and towards pleasant sounds.
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ka prijatnim.
02:46
So if I were to play this -- (Jackhammer) --
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I ako bih sada pustio ovo - (bušilica) -
02:49
for more than a few seconds, you'd feel uncomfortable;
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više od par sekundi, osećali biste se neprijatno;
02:51
for more than a few minutes, you'd be leaving the room in droves.
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više od par minuta, masovno bi počeli da napuštate prostoriju.
02:54
For people who can't get away from noise like that,
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Zvuk poput ovog je izuzetno štetan za zdravlje,
02:56
it's extremely damaging for their health.
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onih ljudi koji ne mogu da pobegnu od njega.
02:58
And that's not the only thing that bad sound damages.
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I to nije jedina stvar kojoj loš zvuk šteti.
03:01
Most retail sound is inappropriate and accidental, and even hostile,
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Većina zvukova u maloprodajnim objektima je neodgovarajuća i slučajna, pa čak napadna,
03:04
and it has a dramatic effect on sales.
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i ima dramatičan učinak na prodaju.
03:07
For those of you who are retailers, you may want to look away
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Vi koji radite kao prodavci, možda ćete hteti da skrenete pogled
03:09
before I show this slide.
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pre nego što pustim sledeći slajd.
03:12
They are losing up to 30 percent of their business
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Oni gube do 30 posto svog prometa
03:14
with people leaving shops faster, or just turning around on the door.
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zbog ljudi koji brzo napuštaju radnje ili se okreću na vratima.
03:17
We all have done it, leaving the area
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Svi smo to radili, napuštali prostor
03:19
because the sound in there is so dreadful.
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jer je tamo zvuk očajan.
03:22
I want to spend just a moment talking about
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Želim da samo kratko vreme govorim o
03:24
the model that we've developed, which allows us to start at the top
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modelu koji smo razvili, koji nam dozvoljava da počnemo sa vrha
03:26
and look at the drivers of sound, analyze the soundscape
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i da pratimo puteve kojima zvuk ide, analiziramo zvuk,
03:29
and then predict the four outcomes I've just talked about.
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i da tako predvidimo jedan od četiri ishoda o kojima sam upravo govorio.
03:31
Or start at the bottom,
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Ili da počnemo od osnove,
03:33
and say what outcomes do we want,
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i kažemo koji ishod želimo,
03:35
and then design a soundscape to have a desired effect.
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i da tako kreiramo zvuk koji će isti efekat i proizvesti.
03:37
At last we've got some science we can apply.
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Napokon možemo da primenimo nešto od nauke.
03:39
And we're in the business of designing soundscapes.
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A mi smo u poslu stvaranje zvukova.
03:42
Just a word on music. Music is the most powerful sound there is,
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Samo reč o muzici. Muzika je najmoćniji zvuk koji postoji,
03:45
often inappropriately deployed.
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često neodgovarajuće raspoređen.
03:47
It's powerful for two reasons. You recognize it fast,
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Moćan je iz dva raloga. Brzo je prepoznajete.
03:50
and you associate it very powerfully.
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I asocijacije su vrlo moćne.
03:52
I'll give you two examples. (First chord of The Beatles' "A Hard Day's Night")
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Daću vam dva primera. (Prvi akordi pesme "A Hard Day's Night", The Beatles)
03:55
Most of you recognize that immediately.
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Većina vas je odmah prepoznaje.
03:57
The younger, maybe not. (Laughter)
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Mlađi možda ne. (smeh)
04:00
(First two notes of "Jaws" theme) And most of you associate that with something!
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(Prve dve stavke teme "Jaws") I većina vas to povezuje sa nečim!
04:03
Now, those are one-second samples of music.
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Sad, to su jednosekundni muzički primeri.
04:05
Music is very powerful. And unfortunately
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Muzika je veoma moćna. I nažalost
04:07
it's veneering commercial spaces, often inappropriately.
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često na neodgovarajući način popunjava komercijalne prostore.
04:10
I hope that's going to change over the next few years.
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Nadam se da će se to promeniti tokom narednih nekoliko godina.
04:13
Let me just talk about brands for a moment,
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Dozvolite da vam govorim o robnim markama na trenutak,
04:15
because some of you run brands. Every brand is out there
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jer neki od vas vode te marke. Svaka postojeća marka (brend)
04:17
making sound right now.
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proizvodi zvuk upravo sada.
04:19
There are eight expressions of a brand in sound.
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Postoji osam zvučnih izraza jedne marke.
04:21
They are all important. And every brand needs to have guidelines at the center.
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Svi oni su vrlo značajni. I svaki brend mora imati smernice u centru.
04:24
I'm glad to say that is starting to happen now.
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Drago mi je reći da to počinje da se dešava.
04:26
(Intel ad jingle)
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(intelov reklamni džingl)
04:29
You all recognize that one. (Nokia ringtone) This is the
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Svi prepoznajete ovaj. (Nokijina melodija) Ovo je
04:31
most-played tune in the world today.
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najviše puštana melodija na svetu danas.
04:33
1.8 billion times a day, that tune is played.
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1.8 milijardi puta dnevno.
04:37
And it cost Nokia absolutely nothing.
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A to Nokiju apsolutno ništa nije koštalo.
04:40
Just leave you with four golden rules, for those of you who run businesses,
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Oni koji vode privatni biznis, ostaviću vas sa četiri zlatna pravila,
04:42
for commercial sound.
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za komercijalni zvuk.
04:44
First, make it congruent,
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Prvo, učinite da se slaže,
04:46
pointing in the same direction as your visual communication.
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sa porukom vaše vizuelne komunikacije.
04:48
That increases impact by over 1,100 percent.
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To povećava uticaj za više od 1.100 posto.
04:51
If your sound is pointing the opposite direction, incongruent,
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Ako vaš zvuk ide u suprotnom smeru,
04:55
you reduce impact by 86 percent.
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smanjujete uticaj za 86 odsto.
04:57
That's an order of magnitude, up or down.
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To je red veličina, gore ili dole.
04:59
This is important.
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Ovo je važno.
05:01
Secondly, make it appropriate to the situation.
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Drugo, da odgovara situaciji.
05:04
Thirdly, make it valuable. Give people something with the sound.
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Treće, dajte mu vrednost. Dajte ljudima nešto sa zvukom.
05:06
Don't just bombard them with stuff.
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Nemojte ih samo bombardovati stvarima.
05:08
And, finally, test and test it again.
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I konačno, iznova i iznova ga testirajte.
05:10
Sound is complex. There are many countervailing influences.
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Zvuk je kompleksan. Postoji mnogo kompenzatornih uticaja.
05:12
It can be a bit like a bowl of spaghetti:
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Može da liči pomalo na tanjir špageta,
05:14
sometimes you just have to eat it and see what happens.
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ponekad jednostavno morate da ih pojedete da vidite šta će se dogoditi.
05:18
So I hope this talk has raised sound in your consciousness.
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Dakle, nadam se da je ovaj razgovor podigao zvuk u vašoj svesti.
05:20
If you're listening consciously,
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Ako ste svesno slušali,
05:22
you can take control of the sound around you.
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možete da preuzmete kontrolu nad zvukom oko vas.
05:24
It's good for your health. It's good for your productivity.
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Dobro je za vaše zdravlje. Dobro je za vašu produktivnost.
05:26
If we all do that we move to a state
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Ako svi to učinimo, prelazimo na stanje
05:28
that I like to think will be sound living in the world.
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za koje ja mislim da će biti zvuk koji živi u svetu.
05:31
I'm going to leave you with a little bit more birdsong. (Birds chirping)
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Ostaviću vas sa još malo ptičije pesme. (cvrkut ptica)
05:33
I recommend at least five minutes a day, but there is no maximum dose.
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Preporučujem bar pet minuta dnevno, ali ne postoji maksimalna doza.
05:36
Thank you for lending me your ears today.
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Hvala vam što ste mi pozajmili vaše uši danas.
05:38
(Applause)
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(aplauz)
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