The key to media's hidden codes - Ben Beaton

Transcriber: Ido Dekkers Reviewer: Emma Gon

(Music)

Prevoditelj: Ivan Stamenković Recezent: Senzos Osijek

(Glazba)

Every movie you've ever seen,

Svaki film koji ste vidjeli,

every TV show, every magazine,

svaka TV serija, svaki časopis,

every time you surf the Internet,

svaki put kad ste na Internetu,

you're absorbing information,

absorbirate informacije,

a bit like a sponge absorbs water.

pomalo kao što spužva absorbira vodu.

The words on the screen, the images,

Riječi na ekranu, slike,

the colors, the sounds, the angle of the camera,

boje, zvukovi, kut kamere,

every detail is designed to make you think,

svaki detalj je dizajniran da mislite,

act or feel a certain way.

ponašate se ili osjećate na određeni načn.

Your brain is subconsciously decoding images and sounds,

Vaš mozak podsvjesno dekodira slike i zvukove

and just by being alive today,

i samo zato što ste živi danas,

by interacting with and reading all these different types of media,

u interakciji i čitanjem svih ovih medija,

you're already an expert

već ste stručnjak

at decoding and understanding these hidden messages.

u dekodiranjui shvaćanju tih skrivenih poruka.

A set of codes and conventions that work together

Set kodova i naputaka koji rade skupa

to make you feel happy, angry, afraid, excited.

da biste se osjećali sretno, ljutito, prestrašeno, uzbuđeno.

To make you want to buy a particular product --

Da poželite kupiti određeni proizvod --

a refreshing drink, a new phone.

osvježavajuće piće, novi telefon.

To style your hair a certain way.

Da se češljate na određeni način.

To cheer for the hero or boo the villain.

Da navijate za heroja ili protiv zlikovca.

Welcome to the family tree of technical codes.

Dobro došli na obiteljsko stablo tehničkih kodova.

So what constitutes a code?

Što čini kod?

First of all, it has to be recognized by all who read it.

Prvo, moraju ga prepoznati svi koji ga čitaju.

Imagine a busy city where motorists don't know how to read the traffic signals.

Zamislite grad u kojem vozači ne znaju prometne znakove.

We all have to know red equals stop,

Svi moramo znati da crveno znači stop,

green means go, for the system to work.

zeleno znači kreni, kako bi sustav radio.

Otherwise it would be chaos.

Inače bi imali kaos.

Secondly, codes are made meaningful by their context.

Kao drugo, kodovi moraju biti značajni zbog svog konteksta.

We can't fully interpret or decipher a code

Ne možemo u potpunosti dešifrirati kod

until we see how it relates to other signs and symbols.

dok ne shvatimo u kakvom je odnosu s drugim znakovima i simbolima.

Look at these two intersecting lines.

Pogledajte ove dvije linije koje se presjecaju.

Without any context, things around the code to help you understand or make meaning from it,

Bez konteksta, stvari oko koda pomažu da ga shvatite,

it's hard to know exactly what these lines represent.

teško je znati što ove crte predstavljaju.

They could be a cross, symbolizing religion,

Mogle bi biti križ koji predstavlja religiju,

an add sign, symbolizing a mathematical concept,

i dodajte znak, koji simbolizira matematički koncept,

the letter T from the alphabet,

slovo T iz abecede,

or they could just be two lines intersecting.

ili mogu biti dvije crte koje se presijecaju,

If we add a crescent moon shape,

ako dodamo polumjesec,

and a circle with a line on it in front,

i krug sa crtom ispred,

the two lines now have a context,

dvije linije imaju kontekst,

a relationship to their surroundings,

u odnosu na njihovo okruženje,

and are magically revealed as the letter T.

i čarobno postaju slovo T.

By adding additional information around the code,

Dodajući informacije oko koda,

we've changed its context, and therefore given it a concrete meaning.

promijenili smo kontekst, i dali mu značenje.

Let's meet the family.

Upoznajmo obitelj.

Technical Codes, Senior has three sons:

Tehnički kodovi, stariji ima tri sina:

Symbolic Codes, Written Codes and Technical Codes, Junior.

simbolički kodovi, pisani i tehnički kodovi mlađi.

Symbolic Codes has three sons:

Simbolički kodovi ima tri sina:

Symbolic Color, Symbolic Objects

Simboličke boje, predmeti

and Symbolic Animals.

i simboličke životinje.

This branch of the family is all about representation.

Ova grana obitelji radi na predstavljanju.

Red represents hot

Crveno je vruće,

or stop or danger, depending on its context.

ili stani, ili opasnost, ovisno o kontekstu.

So if you see a red light above a yellow and a green light

Ako vidite crveno svijetlo iznad žutog i zelenog svjetla

on a pole above the road,

na stupu iznad ceste,

you know by this context that the light represents stop.

znate prema kontekstu da svjetlo predstavlja stop.

Written Codes has three sons:

Pisani kodovi ima tri sina:

You and Only You, Buzzwords and Catchphrase.

Ti i samo ti, Popularne riječi i doskočice.

These guys are all about saying a lot with a little,

Ovi dečki žele reći puno s jako malo

or planting a word in your subconscious

ili usaditi riječ u vašu podsvijest

that triggers a response whenever you hear or read it.

koja pokreće reakciju kada ju čujete ili pročitate.

Have you noticed how many times I've said the word "you?"

Primjećujete li kako je sve usmjereno na vas?

You should feel like it's directed specifically at you, and only you,

Trebali biste se osjećati kako je usmjerno baš na vas i samo vas,

that it's addressing your needs and desire to learn about your world.

da ispunjava vaše potrebe i želje da naučite nešto o svom svijetu.

If I tell you that all the cool, fresh and hip people are buying

Ako vam kažem da svi ljudi u trendu kupuju

a new drink or wearing a particular brand,

novo piće ili nosi određenu marku,

the buzzwords "new," "fresh" or "free"

popularne riječi su "novo", "svježe" ili "slobodno"

make the product seem more interesting and appealing.

kako bi se proizvod činio zanimljiviji i privlačniji.

If I wrap that product or idea in a simple phrase

Ako zamotam proizvod ili ideju u jednostavnu frazu

that's easy to remember and becomes part of your everyday speech,

koju je lako zapamtit i postane dio vašeg svakodnevnog govora,

then every time you hear or say those few words,

onda svaki put kad čujete ili kažete ovih par riječi

your brain connects them to the product.

vaš mozak ih povezuje s proizvodom.

So Just Do It, Think Different,

Tako da Just Do It, Think Different,

and Enjoy the power of the catchphrase.

i Enjoy u moći popularnih riječi.

And Technical Codes, Junior has three sons:

I tehnički kodovi, mlađi ima tri sina:

Camera Angles, Framing and Lighting.

Ugao kamere, okvir i osvjetljenje.

For these boys, it's all about how the camera is placed,

Za ove dečke sve je u postavljanju kamere,

how objects, people and places are shot,

kako su predmeti, ljudi i mjesta snimljeni,

and what we see on screen -- or just as importantly, what we don't see.

i što vidimo na ekranu -- i jednako važno što ne vidimo.

When the camera is placed high above the subject,

Kada je kamera visoko iznad subjekta,

it makes you look small, insignificant and powerless.

čini se da ste maleni, neznačajni i bespomoćni.

And the reverse is also true, when the camera is below.

I obrnuto je istinito, kada je kamera ispod.

So is this video trying to manipulate you to buy something?

Ovaj video pokušava manipulirati vama kako bi nešto kupili?

Yes, an idea.

Da, ideju.

The idea that understanding the relationship between technical codes

Ideju da razumjevanje odnosa tehničkih kodova

and the role they play in shaping your understanding of the world around us

i uloge koju igraju u oblikovanju našeg shvaćanja svijeta oko nas

through the media we consume is fun and interesting.

kroz medije koje konzumiramo je zabavna i zanimljiva.

Is it trying to make you feel a certain way?

Pokušavali učiniti da se osjećate na određeni način?

Absolutely.

Apsolutno.

Every image, every word,

Svaka slika i svaka riječ,

has been carefully crafted to work together

pažljivo je odabrana kako bi radila zajedno

to make you feel positive about the idea

i postigla da se osjećate dobro u vezi ideje

that you need to be educated to engage with what you read,

da morate biti obrazovani kako bi se bavili onime što čitate,

watch and listen to in movies,

gledate i slušate u filmovima,

TV shows, magazines

serijama, časopisima

and on the Internet.

i na Internetu.

By understanding these codes,

Shvaćajući ove kodove,

and how they work together to subconsciously change the way you think,

i kako oni rade podsvjesno na tome da izmijenite mišljenje,

feel and act towards products and ideas,

osjećaje i ponašanje prema proizvodima i idejama,

you'll be aware of these techniques

bit ćete svjesni ovih tehnika

and able to identify their impact on you.

i uvidjeti njihov učinak na vas.

One of the most powerful advertising mediums in the world

Jedan od najsnažnijih oglašivačkih medija na svijetu

is word of mouth.

je usmeno prenošenje.

If you've ever recommended a product or movie, a service, or even a video online,

Ako ste ikad preporučili proizvod ili film, uslugu ili video,

then you've played your part in passing the message.

onda ste odigrali važnu ulogu u prenošenju ove poruke.

So soak all this information up.

Upijte sve ove informacije.

Recognize how the family tree of technical codes

Prepoznajte kako obiteljsko stablo tehničkih kodova

works on you, and those around you, to make an impact

djeluje na vas, i one oko vas, kako bi imali utjeca.

Find excellent examples,

Pronađite odlične primjere,

and spread the word.

i proširite riječ.