Richard Seymour: How beauty feels

137,052 views ・ 2011-10-12

TED


Please double-click on the English subtitles below to play the video.

Prevodilac: Jelena Nedjic Lektor: Ana Zivanovic-Nenadovic
00:15
When I was little --
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Kada sam bio mali--
00:17
and by the way, I was little once --
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i da, ja jesam nekada bio malo dete--
00:19
my father told me a story
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otac mi je ispričao priču
00:21
about an 18th century watchmaker.
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o časovničaru iz 18. veka.
00:23
And what this guy had done:
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Taj tip je radio sledeće:
00:25
he used to produce these fabulously beautiful watches.
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on je proizvodio neopisivo lepe satove.
00:27
And one day, one of his customers came into his workshop
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Jednog dana jedna od njegovih mušterija je došla u radionicu
00:30
and asked him to clean the watch that he'd bought.
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i zamolila ga da očisti sat koji je kupio.
00:33
And the guy took it apart,
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Tip je rastavio sat
00:35
and one of the things he pulled out was one of the balance wheels.
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i jedan od delova koji je izvadio bio je deo uređaja za navijanje.
00:38
And as he did so, his customer noticed
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I kada je to učinio, mušterija je uočila
00:40
that on the back side of the balance wheel was an engraving,
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da je poleđina uređaja za navijanje ugravirana,
00:43
were words.
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nešto je bilo ispisano.
00:45
And he said to the guy,
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Potom je upitao časovničara,
00:47
"Why have you put stuff on the back
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"Zašto ste postavili to
00:49
that no one will ever see?"
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tako da graviru niko nikada ne vidi?"
00:51
And the watchmaker turned around and said,
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Časovničar se okrenuo i rekao,
00:54
"God can see it."
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"Bog može da je vidi."
00:56
Now I'm not in the least bit religious,
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Ja uopšte nisam religiozan,
00:58
neither was my father,
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a nije bio ni moj otac,
01:00
but at that point, I noticed something happening here.
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ali sam u tom momentu shvatio da se tu dešava još nešto.
01:03
I felt something
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Osetio sam nešto
01:05
in this plexus of blood vessels and nerves,
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u ovom spletu krvnih sudova i nerava,
01:09
and there must be some muscles in there as well somewhere, I guess.
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a pretpostavljam da se tu sigurno nalaze i neki mišići.
01:11
But I felt something.
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Ali sam osetio nešto.
01:13
And it was a physiological response.
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To je bio fiziološki odgovor.
01:16
And from that point on, from my age at the time,
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Od tog trenutka, od mog tadašnjeg uzrasta,
01:19
I began to think of things in a different way.
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počeo sam da razmišljam o stvarima na drukčiji način.
01:21
And as I took on my career as a designer,
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Kada sam počeo da se bavim dizajnom,
01:23
I began to ask myself the simple question:
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počeo sam da postavljam sebi jednostavno pitanje:
01:26
Do we actually think beauty,
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da li mi mislimo da je nešto lepo,
01:28
or do we feel it?
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ili mi to osećamo?
01:30
Now you probably know the answer to this already.
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Vi verovatno već znate odgovor na to.
01:32
You probably think, well, I don't know which one you think it is,
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Verovatno mislite, pa, ja ne znam šta ti misliš da je u pitanju,
01:35
but I think it's about feeling beauty.
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ali mislim da se radi o doživljaju lepote.
01:38
And so I then moved on into my design career
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Tada sam nastavio sa svojom karijerom u dizajnu
01:42
and began to find some exciting things.
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i počeo da otkrivam uzbudljive činjenice.
01:44
One of the most early work was done in automotive design --
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Jedno od najranijih dela primenjeno je u dizajniranju automobila--
01:47
some very exciting work was done there.
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veoma uzbudljive stvari su se dešavale.
01:49
And during a lot of this work,
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I tokom velikog perioda rada na tome,
01:51
we found something, or I found something,
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mi smo pronašli nešto, ili sam ja spoznao nešto
01:53
that really fascinated me, and maybe you can remember it.
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što me je potpuno fasciniralo, a možda se sećate toga.
01:56
Do you remember when lights used to just go on and off,
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Da li se sećate kada su se svetla prosto palila i gasila,
01:58
click click, when you closed the door in a car?
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klik-klik, kada zatvorite vrata automobila?
02:01
And then somebody, I think it was BMW,
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Potom je neko, mislim da je to bio BMW,
02:03
introduced a light that went out slowly.
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uveo svetla koja se lagano gase.
02:06
Remember that?
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Sećate li se?
02:08
I remember it clearly.
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Ja se jasno sećam toga.
02:10
Do you remember the first time you were in a car and it did that?
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Da li se sećate prvog puta kada ste sedeli u takvim kolima?
02:12
I remember sitting there thinking, this is fantastic.
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Ja se sećam da sam sedeći u tom trenutku razmišljao koliko je to fantastično.
02:15
In fact, I've never found anybody
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Činjenica je da nikada nisam pronašao osobu
02:17
that doesn't like the light that goes out slowly.
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kojoj se ne sviđa lagano gašenje svetla.
02:19
I thought, well what the hell's that about?
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Pomislih, pa o čemu se ovde zaboga radi?
02:21
So I started to ask myself questions about it.
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Pa sam počeo da postavljam sebi pitanja oko toga.
02:24
And the first was, I'd ask other people: "Do you like it?" "Yes."
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Ne početku sam ispitvao ljude: "Da li Vam se sviđa to?" " Da."
02:27
"Why?" And they'd say, "Oh, it feels so natural,"
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"Zašto?" Oni bi rekli, "Pa, deluje prirodno,"
02:29
or, "It's nice."
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ili pak, "Lepo je."
02:31
I thought, well that's not good enough.
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Pomislio sam da to nije dovoljno dobar odgovor.
02:33
Can we cut down a little bit further,
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Mogli bismo da analiziramo to malo dublje,
02:35
because, as a designer, I need the vocabulary, I need the keyboard,
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jer je meni kao dizajneru neophodan rečnik, ključ o tome
02:38
of how this actually works.
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kako stvari suštinski funkcionišu.
02:40
And so I did some experiments.
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Uradio sam neke eksperimente.
02:42
And I suddenly realized
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Iznenada sam shvatio
02:44
that there was something that did exactly that --
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da postoji još nešto što čini upravo istu stvar--
02:46
light to dark in six seconds --
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od svetlosti do tame za 6 sekundi--
02:48
exactly that.
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baš to.
02:50
Do you know what it is? Anyone?
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Da li znate šta je u pitanju? Bilo ko?
02:53
You see, using this bit, the thinky bit,
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Vidite, koristeći taj mali deo, deo koji razmišlja,
02:55
the slow bit of the brain -- using that.
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usporeni deo mozga--koristeći njega.
02:57
And this isn't a think, it's a feel.
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To nije misao, to je osećaj.
02:59
And would you do me a favor?
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Da li biste mi učinili uslugu?
03:01
For the next 14 minutes or whatever it is,
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Tokom sledećih 14 minuta ili već koliko,
03:03
will you feel stuff?
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da li biste osećali stvari?
03:05
I don't need you to think so much as I want you to feel it.
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Ja ne bih da vi previše razmišljate, pre bih da osećate.
03:08
I felt a sense of relaxation
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Ja se osećam opušteno
03:11
tempered with anticipation.
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i pun sam iščekivanja.
03:14
And that thing that I found
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Ono što sam pronašao jeste
03:17
was the cinema or the theater.
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bioskop ili pozorište.
03:19
It's actually just happened here --
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U principu se to baš desilo ovde--
03:21
light to dark in six seconds.
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od svetosti do tame u 6 sekundi.
03:24
And when that happens, are you sitting there going,
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Kada se to desi, da li sedite i mislite:
03:26
"No, the movie's about to start,"
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"Oh ne, počeće film uskoro."
03:28
or are you going, "That's fantastic. I'm looking forward to it.
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ili možda kažete: "Fantastično. Baš se radujem tome.
03:31
I get a sense of anticipation"?
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Iščekujem nesto?"
03:34
Now I'm not a neuroscientist.
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Ja nisam neuro-naučnik.
03:36
I don't know even if there is something called a conditioned reflex.
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Ja čak i ne znam da li tu postoji uslovni refleks.
03:38
But it might be.
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Ali može biti.
03:40
Because the people I speak to in the northern hemisphere
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Obzirom da ljudi sa kojima razgovaram na severnoj hemisferi
03:42
that used to go in the cinema get this.
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koji imaju naviku da odlaze u bioskope doživljavaju to.
03:44
And some of the people I speak to
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A neki od ljudi sa kojima sam razgovarao
03:46
that have never seen a movie or been to the theater
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koji nikada nisu bili u bioskopu ili pozorištu
03:48
don't get it in the same way.
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ne dožive to na isti način.
03:50
Everybody likes it,
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Svima se to sviđa,
03:52
but some like it more than others.
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ali se nekima sviđa više.
03:55
So this leads me to think of this in a different way.
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Usled toga sam počeo o tom fenomenu da razmišljam drugačije.
03:57
We're not feeling it. We're thinking beauty is in the limbic system --
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Mi ne osećamo to. Mi mislimo da je lepota u limbičkom sistemu--
04:00
if that's not an outmoded idea.
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ukoliko ovo nije zastarela ideja.
04:02
These are the bits, the pleasure centers,
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To su ti delići, centri uživanja,
04:05
and maybe what I'm seeing and sensing and feeling
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i možda sve ono što ja gledam, osećam i doživljavam
04:08
is bypassing my thinking.
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preduhitri moja razmišljanja.
04:10
The wiring from your sensory apparatus to those bits
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Prenos informacija od vašeg čulnog sistem do tih delova
04:13
is shorter than the bits that have to pass through the thinky bit, the cortex.
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je kraći od puta koji treba da prođu do dela za razmišljanje, korteksa.
04:16
They arrive first.
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Oni stižu prvi.
04:18
So how do we make that actually work?
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Pa kako onda sve to funkcioniše?
04:21
And how much of that reactive side of it
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Koliko je naša reakcija na informaciju
04:23
is due to what we already know,
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uslovljenja onim što već znamo,
04:25
or what we're going to learn, about something?
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ili onime što ćemo naučiti o nečemu?
04:27
This is one of the most beautiful things I know.
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Ovo je jedan od najlepših stvari za koju znam.
04:29
It's a plastic bag.
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Plastična kesa.
04:31
And when I looked at it first, I thought, no, there's no beauty in that.
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A kada sam je prvi put pogledao pomislio sam da nema nikave lepote u njoj.
04:34
Then I found out,
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Potom sam otkrio,
04:36
post exposure,
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nakon što sam je ugledao,
04:38
that this plastic bag if I put it into a filthy puddle
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da ukoliko ovu plastičnu vreću napunite prljavom baruštinom
04:41
or a stream filled with coliforms
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ili mlazom hloroforma
04:43
and all sorts of disgusting stuff,
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i različitim odvratnim stvarima,
04:45
that that filthy water
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ta prljava voda
04:47
will migrate through the wall of the bag by osmosis
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će procesom osmoze ući u kesu
04:50
and end up inside it as pure, potable drinking water.
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i dobijete veoma čistu, pijuću vodu.
04:54
And all of a sudden, this plastic bag
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Iznenada je meni ova plastična kesa
04:56
was extremely beautiful to me.
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postala neverovatno lepa.
05:00
Now I'm going to ask you again
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Sada ću vas ponovo zamoliti
05:02
to switch on the emotional bit.
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da se prešaltate na emotivni modul.
05:04
Would you mind taking the brain out,
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Da li biste isključili mozak,
05:06
and I just want you to feel something.
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jer bih ja da vi samo osetite nešto.
05:08
Look at that. What are you feeling about it?
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Pogledajte ovo. Kakve emocije vam pokreće?
05:11
Is it beautiful? Is it exciting?
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Da li je lepo? Da li je uzbudljivo?
05:14
I'm watching your faces very carefully.
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Ja pažljivo analiziram vaše grimase.
05:17
There's some rather bored-looking gentlemen
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Vidim gospodu kojoj je poprilično dosadno
05:19
and some slightly engaged-looking ladies
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i malo više zainteresovane dame
05:21
who are picking up something off that.
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koje poprimaju nešto od toga.
05:23
Maybe there's an innocence to it.
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Ima tu neke nevinosti možda.
05:25
Now I'm going to tell you what it is. Are you ready?
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A sada ću vam reći šta gledate. Jeste li spremni?
05:28
This is the last act on this Earth
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Ovo je poslednje delo na Zemlji
05:31
of a little girl called Heidi, five years old,
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male devojčice Hajdi, koja je imala 5 godina,
05:34
before she died of cancer to the spine.
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pre nego što je umrla od raka kičme.
05:37
It's the last thing she did,
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To je poslednja stvar koju je uradila,
05:39
the last physical act.
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poslednji fizički čin.
05:41
Look at that picture.
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Pogledajte tu sliku.
05:43
Look at the innocence. Look at the beauty in it.
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Pogledajte tu nevinost. Pogledajte lepotu u tome.
05:46
Is it beautiful now?
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Da li vam je sada to lepo?
05:48
Stop. Stop. How do you feel?
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Prestanite. Prestanite. Kako se osećate?
05:50
Where are you feeling this?
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Gde su ta vaša osećanja?
05:52
I'm feeling it here. I feel it here.
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Ja ih osećam ovde. Ja ih osećam baš ovde.
05:55
And I'm watching your faces,
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Posmatram vaša lica,
05:57
because your faces are telling me something.
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jer mi ona govore nešto.
05:59
The lady over there is actually crying, by the way.
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Vidim i damu koja plače.
06:02
But what are you doing?
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Ali šta vi radite?
06:04
I watch what people do.
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Ja posmatram šta ljudi rade.
06:06
I watch faces.
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Ja posmatram lica.
06:08
I watch reactions.
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Ja posmatram reakcije.
06:10
Because I have to know how people react to things.
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Jer ja moram da znam kako ljudi reaguju na stvari.
06:13
And one of the most common faces
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Najrasprostranjenija facijalna ekspresija
06:15
on something faced with beauty,
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kada ugledamo nešto lepo,
06:17
something stupefyingly delicious,
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nešto ošamućujuće ukusno,
06:19
is what I call the OMG.
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je ono što ja zovem: "Oh, Bože moj."
06:22
And by the way, there's no pleasure in that face.
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Uzgred budi rečeno, ne očitava se zadovoljstvo na tom licu.
06:24
It's not a "this is wonderful!"
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Nije to "baš je prelepo!" izraz.
06:26
The eyebrows are doing this, the eyes are defocused,
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Obrve čine ovo, oči nisu fokusirane,
06:29
and the mouth is hanging open.
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a usta su širom otvorena.
06:31
That's not the expression of joy.
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To nije izraz uživanja.
06:33
There's something else in that.
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Postoji tu nešto drugo.
06:35
There's something weird happening.
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Nešto čudno se dešava.
06:37
So pleasure seems to be tempered
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Čini se da je zadovoljstvo promereno
06:40
by a whole series of different things coming in.
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čitavim nizom različitih stvari koje su u to uključene.
06:42
Poignancy is a word I love as a designer.
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Nostalgija je reč koju ja kao dizajner jako volim.
06:45
It means something triggering a big emotional response,
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To znači da nešto pokreće snažni emotivni odgovor,
06:48
often quite a sad emotional response,
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često veoma tužan emotivan odgovor,
06:52
but it's part of what we do.
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ali to je deo onoga što mi činimo.
06:54
It isn't just about nice.
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Nije sve u tome da je nešto fino.
06:56
And this is the dilemma, this is the paradox, of beauty.
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Upravo u tome je dilema, to je paradoks lepote.
06:58
Sensorily, we're taking in all sorts of things --
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Preko svojih čula mi smo bombardovani različitim informacijama--
07:00
mixtures of things that are good, bad, exciting, frightening --
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mešavinom dobrih, loših, uzbudljivih, zastrašujućij stvari--
07:04
to come up with that sensorial exposure,
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kako bismo došli do doživljaja pravog utiska,
07:06
that sensation of what's going on.
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senzacije o tome šta se dešava.
07:08
Pathos appears obviously
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Sažaljenje se definitivno javlja
07:10
as part of what you just saw in that little girl's drawing.
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kao deo utiska kada ste videli crtež male devojčice.
07:13
And also triumph, this sense of transcendence,
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A takođe i trijumf, osećaj prevazilaženja,
07:16
this "I never knew that. Ah, this is something new."
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ono, "Ali nisam to mogao ni da pretpostavim. Ah, ovo je nešto novo."
07:19
And that's packed in there as well.
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I to je upakovano u tome takođe.
07:21
And as we assemble these tools,
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Dok mi uklapamo ova oruđa,
07:23
from a design point of view, I get terribly excited about it,
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sa dizajnerske tačke gledišta, ja postajem neverovatno uzbuđen oko toga,
07:26
because these are things, as we've already said,
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jer to su stvari, kao što smo već rekli,
07:28
they're arriving at the brain, it would seem,
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koje, čini se, stižu do mozga
07:30
before cognition, before we can manipulate them --
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pre spoznaje, pre mogućnosti da njima manipulišemo--
07:33
electrochemical party tricks.
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to su trikovi elektrohemijskog kola.
07:37
Now what I'm also interested in is:
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E pa sada, ono za šta sam ja takođe zainteresovan je
07:39
Is it possible to separate
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da li je moguće odvojiti
07:41
intrinsic and extrinsic beauty?
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urođenu od nametnute lepote?
07:43
By that, I mean intrinsically beautiful things,
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Pri tome mislim na stvari lepe same po sebi,
07:46
just something that's exquisitely beautiful,
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nešto što je samo po sebi isključivo lepo,
07:48
that's universally beautiful.
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nešto što je univerzalno lepo.
07:50
Very hard to find. Maybe you've got some examples of it.
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To je veoma teško pronaći. Možda vi imate neke dobre primere.
07:53
Very hard to find something that, to everybody,
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Teško je otkriti nešto što se
07:55
is a very beautiful thing,
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čini lepim svima,
07:57
without a certain amount of information packed in there before.
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bez određenih informacija koje su vam servirane o tome pre doživljaja stvari.
08:01
So a lot of it tends to be extrinsic.
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Tako da je mnogo toga u principu nametnuto.
08:03
It's mediated by information before the comprehension.
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Posredovano je informacijama pre našeg sagledavanja stvari.
08:07
Or the information's added on at the back,
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Ili informacijama koje naknadno dobijemo,
08:09
like that little girl's drawing that I showed you.
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kao u slučaju crteža male devojčice koji sam vam pokazao.
08:12
Now when talking about beauty
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Kada razgovaramo o lepoti
08:14
you can't get away from the fact
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ne možemo zaobići činjenicu
08:16
that a lot experiments have been done in this way
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da je na ovaj način urađeno mnogo eksperimenata
08:19
with faces and what have you.
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sa licima osoba ili čime god.
08:21
And one of the most tedious ones, I think,
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A jedno od najdosadnijih, čini mi se,
08:23
was saying that beauty was about symmetry.
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je mišljenje da je lepota oslikana u simetriji.
08:25
Well it obviously isn't.
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Ali očigledno nije.
08:27
This is a more interesting one
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Ovo je jedan od interesantnijih primera:
08:29
where half faces were shown to some people,
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polovina lica je pokazana ljudima
08:31
and then to add them into a list
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i potom je trebalo da rangiraju objekte
08:33
of most beautiful to least beautiful
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od najlepših do manje lepih,
08:35
and then exposing a full face.
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a potom su im pokazivani ceo profili.
08:37
And they found that it was almost exact coincidence.
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Rezultati su se potpuno podudarali.
08:39
So it wasn't about symmetry.
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Tako da se tu ne radi o simetriji.
08:42
In fact, this lady has a particularly asymmetrical face,
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U principu, ova dama ima baš asimetrično lice,
08:45
of which both sides are beautiful.
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a obe polovine su lepe.
08:48
But they're both different.
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Ali su različite.
08:50
And as a designer, I can't help meddling with this,
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Kao dizajner, ja ne mogu a da se ne bavim time
08:52
so I pulled it to bits and sort of did stuff like this,
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i onda sam sve to rastavio na delove i napravio nešto što liči na ovo,
08:55
and tried to understand what the individual elements were,
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pokušavajući da razumem koji su to pojedinačni elementi,
08:57
but feeling it as I go.
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ali osećajući ih dok sam to radio.
08:59
Now I can feel a sensation of delight and beauty
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Mogu da osetim uživanje i lepotu
09:02
if I look at that eye.
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kada pogledam to oko.
09:04
I'm not getting it off the eyebrow.
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Ali ne i kada gledam obrvu.
09:06
And the earhole isn't doing it to me at all.
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Ni ušna školjka me ne pokreće.
09:08
So I don't know how much this is helping me,
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Ne znam koliko mi ovo pomaže,
09:10
but it's helping to guide me to the places
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ali je dobar usmerivač ka odgovorima
09:12
where the signals are coming off.
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o tome odakle se odašilju signali.
09:14
And as I say, I'm not a neuroscientist,
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I kao što rekoh, nisam neuro-naučnik,
09:17
but to understand how I can start to assemble things
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ali na taj način shvatam kako da sastavim delove
09:19
that will very quickly bypass
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koji bi veoma brzo zaobišli
09:22
this thinking part
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taj deo zadužen za razmišljanje
09:24
and get me to the enjoyable precognitive elements.
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i koji bi me doveli do pre-kognitivnih elemanata u kojima uživam.
09:28
Anais Nin and the Talmud have told us time and time again
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Anais Nin i Talmud su nam više puta skrenuli pažnju
09:31
that we see things not as they are, but as we are.
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da mi ne vidimo stvari onakvim kakve one jesu, već kakvi smo mi.
09:34
So I'm going to shamelessly expose something to you,
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Tako da ću vam bez srama pokazati nešto
09:36
which is beautiful to me.
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što je meni veoma lepo.
09:38
And this is the F1 MV Agusta.
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A to je F1 MV Agusta.
09:43
Ahhhh.
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Ahhhhh.
09:45
It is really -- I mean, I can't express to you
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Stvarno, mislim da ne mogu da vam objasnim
09:47
how exquisite this object is.
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koliko je poseban ovaj objekat.
09:49
But I also know why it's exquisite to me,
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Ali ja i znam zašto je on toliko meni poseban,
09:52
because it's a palimpsest of things.
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zato što predstavlja složeni skup različitih fenomena.
09:55
It's masses and masses of layers.
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Čine ga čitavi slojevi i slojevi različitih stvari.
09:57
This is just the bit that protrudes into our physical dimension.
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Ovo je samo deo koji dospeva do naše fizičke dimenzije.
10:00
It's something much bigger.
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Nešto mnogo veće je u pitanju.
10:02
Layer after layer of legend, sport, details that resonate.
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To su slojevi i slojevi legendi, sporta, detalja koji rezonuju svojim frekvencijama.
10:05
I mean, if I just go through some of them now --
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Ukoliko samo obratim pažnju na neke od njih sada--
10:08
I know about laminar flow when it comes to air-piercing objects,
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svestan sam laminarnog strujanja koje je povezano sa objektima koji se kreću kroz vazduh,
10:11
and that does it consummately well, you can see it can.
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i kao što možete uočiti ova sprava to čini savršeno.
10:14
So that's getting me excited.
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To mene uzbuđuje.
10:16
And I feel that here.
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I ja to osećam ovde.
10:18
This bit, the big secret of automotive design --
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Ovaj delić, ta velika tajna auto-moto dizajna--
10:20
reflection management.
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način regulacije prelamanja svetlosti.
10:22
It's not about the shapes,
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Ne radi se tu o oblicima,
10:24
it's how the shapes reflect light.
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već o tome kako oblik odražava svetlost.
10:26
Now that thing, light flickers across it as you move,
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Taj objekat-svetlost prosto treperi oko njega dok se krećete
10:29
so it becomes a kinetic object,
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i postaje kinetički objekat,
10:31
even though it's standing still --
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iako i dalje stoji u mestu--
10:33
managed by how brilliantly that's done on the reflection.
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a to je rešeno na brilijantan način rešenjem problema refleksije.
10:36
This little relief on the footplate, by the way, to a rider
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Takođe, ovaj mali oslonac na osnovi za noge
10:39
means there's something going on underneath it --
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govori vozaču da se nešto dešava ispod toga--
10:41
in this case, a drive chain running at 300 miles and hour probably,
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u ovom slučaju to je pogonski lanac koji se kreće najverovatnije brzinom 480km/h,
10:44
taking the power from the engine.
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a pokreće ga snaga motora.
10:46
I'm getting terribly excited
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Ja se jako uzbudim dok
10:48
as my mind and my eyes flick across these things.
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moj um i moje oči sagledavaju ove fenomene.
10:51
Titanium lacquer on this.
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Presvučen je titanijuskim lakom.
10:54
I can't tell you how wonderful this is.
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Ne mogu vam objasniti koliko je to divno.
10:57
That's how you stop the nuts coming off at high speed on the wheel.
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Tako sprečite ispadanje matica sa točka pri velikim brzinama.
11:00
I'm really getting into this now.
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Stvarno postajem zainteresovan sada.
11:02
And of course, a racing bike doesn't have a prop stand,
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Naravno, trkački motor ne poseduje nožice za stajanje,
11:05
but this one, because it's a road bike,
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ali ovaj, obzirom da je u pitanju terenski motocikl,
11:07
it all goes away and it folds into this little gap.
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ih ima i one se lepo postave u ovu malu prazninu.
11:10
So it disappears.
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Tako da nestanu.
11:12
And then I can't tell you how hard it is to do that radiator, which is curved.
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Ne mogu vam objasniti koliko je teško napraviti taj auspuh koji je zakrivljen.
11:14
Why would you do that?
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Zašto biste to radili?
11:16
Because I know we need to bring the wheel farther into the aerodynamics.
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Jer, znam koliko je važno usavršiti aerodinamičnost točka.
11:19
So it's more expensive, but it's wonderful.
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Skuplje je, ali je veličanstveno.
11:21
And to cap it all,
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Kao šlag na torti,
11:23
brand royalty --
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brend kraljeva--
11:25
Agusta, Count Agusta,
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Agusta, Grofica Agusta,
11:27
from the great histories of this stuff.
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iz velelepne istorije ovih stvari.
11:29
The bit that you can't see is the genius that created this.
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Ono što ne možete da vidite je genije koji je stvorio ovu napravu.
11:32
Massimo Tamburini.
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Masimo Tamburini.
11:34
They call him "The Plumber" in Italy,
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Zovu ga "Vodoinstalater" u Italili,
11:36
as well as "Maestro,"
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ali ga zovu i "Maestro",
11:38
because he actually is engineer
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jer je on zapravo inženjer
11:41
and craftsman and sculptor at the same time.
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i zanatlija, i vajar istovremeno.
11:44
There's so little compromise on this, you can't see it.
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Ovde je zaista jako malo kompromisa, vi to ne možete da uvidite.
11:47
But unfortunately, the likes of me and people that are like me
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Na nesreću, ja i ljudi kao što sam ja
11:50
have to deal with compromise all the time with beauty.
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moraju da se nose sa kompromisima sve vreme dok stvaraju lepotu.
11:53
We have to deal with it.
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Mi moramo da se nosimo sa tim.
11:55
So I have to work with a supply chain, and I've got to work with the technologies,
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Ja moram da radim sa dobavljačima, i moram da radim koristeći tehnologije,
11:58
and I've got to work with everything else all the time,
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i moram da radim sa svim drugim stvarima sve vreme,
12:00
and so compromises start to fit into it.
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i tu se stvaraju kompromisi.
12:03
And so look at her.
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Pogledajte je.
12:05
I've had to make a bit of a compromise there.
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Morao sam da napravim mali kompromis ovde.
12:07
I've had to move that part across, but only a millimeter.
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Morao sam da pomerim delove, ali samo za milimetar.
12:09
No one's noticed, have they yet?
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Niko to nije primetio, zar ne?
12:11
Did you see what I did?
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Da li ste uočili šta sam uradio?
12:13
I moved three things by a millimeter.
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Pomerio sam tri stvari za 1 mm.
12:15
Pretty? Yes.
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Simpatično? Da.
12:17
Beautiful? Maybe lesser.
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Lepo? Možda malo manje.
12:19
But then, of course, the consumer says that doesn't really matter.
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Ali potrošač naravno kaže kako to ne utiče ni na šta.
12:23
So that's okay, isn't it?
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Tako da je to u redu, zar ne?
12:25
Another millimeter?
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Još jedan milimetar?
12:27
No one's going to notice those split lines and changes.
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Niko neće primetiti ove razdvojne linije i promene.
12:29
It's that easy to lose beauty,
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Toliko jednostavno izgubite lepotu,
12:31
because beauty's incredibly difficult to do.
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jer je neverovatno teško učiniti nešto lepim.
12:35
And only a few people can do it.
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Samo nekolicina ljudi može to da uradi.
12:37
And a focus group cannot do it.
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Fokus grupa to ne može da napravi.
12:40
And a team rarely can do it.
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Tim retko kada može to da uradi.
12:42
It takes a central cortex, if you like,
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Neophodna je kora velikog mozga, ako tako mogu da se izrazim,
12:45
to be able to orchestrate all those elements at the same time.
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kako biste mogli da koordinirate sve te elemente istovremeno.
12:48
This is a beautiful water bottle --
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Ovo je prelepa flaša vode--
12:50
some of you know of it --
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neki od vas su je videli ranije--
12:52
done by Ross Lovegrove, the designer.
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dizajnirao ju je Ros Lavgrov.
12:54
This is pretty close to intrinsic beauty. This one,
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Veoma je blizu apsolutnoj lepoti.
12:56
as long as you know what water is like
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Sve dok znate kakva je voda
12:58
then you can experience this.
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možete to doživeti.
13:00
It's lovely because it is an embodiment
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Prekrasna je jer je otelovljenje
13:02
of something refreshing and delicious.
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osvežavajuće i ukusne stvari.
13:04
I might like it more than you like it,
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Meni se možda sviđa više nego vama,
13:06
because I know how bloody hard it is to do it.
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jer ja znam koliko je prokleto teško napraviti to.
13:09
It's stupefyingly difficult
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Parališuće je teško
13:11
to make something that refracts light like that,
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da proizvedete nešto što prelama svetlost na takav način,
13:14
that comes out of the tool correctly,
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a bude isklesano baš kako treba,
13:16
that goes down the line without falling over.
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prati liniju bez prevrtanja.
13:18
Underneath this, like the story of the swan,
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Ispod ovoga, kao u priči o labudu,
13:21
is a million things very difficult to do.
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postoji milion stvari koje nije lako učiniti.
13:24
So all hail to that.
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Pa sva slava tome.
13:26
It's a fantastic example, a simple object.
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Fantastičan primer, jednostavan objekat.
13:29
And the one I showed you before was, of course, a massively complex one.
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Prethodni objekat koji sam vam pokazao je, naravno, izuzetno komplikovan.
13:32
And they're working in beauty
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Oni funkcionišu u cilju lepote
13:34
in slightly different ways because of it.
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na malo različite načine usled toga.
13:37
You all, I guess, like me,
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Pretpostavljam da vi svi kao i ja
13:39
enjoy watching a ballet dancer dance.
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uživate dok gledate balet.
13:41
And part of the joy of it is, you know the difficulty.
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I deo tog zadovoljstva nastaje usled toga što znate koliko je to teško.
13:44
You also may be taking into account the fact that it's incredibly painful.
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A isto tako razmatrate i činjenicu da je neverovatno bolno igrati balet.
13:47
Anybody seen a ballet dancer's toes
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Da li je iko video nožne prste balerina
13:49
when they come out of the points?
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u momentu preloma?
13:51
While she's doing these graceful arabesques and plies and what have you,
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Dok ona izvodi graciozne arabeske i piruete i šta god,
13:54
something horrible's going on down here.
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nešto strašno se dešava prstima nogu.
13:57
The comprehension of it
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Razumevanje toga
13:59
leads us to a greater and heightened sense
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dovodi do uzvišenijeg i pouzdanijeg osećaja
14:01
of the beauty of what's actually going on.
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lepote u onome što uočavamo.
14:03
Now I'm using microseconds wrongly here,
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Ja koristim sada mikrosekunde pogrešno u ovom momentu,
14:05
so please ignore me.
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pa me ignorišite.
14:07
But what I have to do now, feeling again,
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Ali ono što treba da uradim sada, osećajući ponovo,
14:09
what I've got to do is to be able to supply enough of these enzymes,
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jeste da obezbedim dovoljno tih enzima,
14:12
of these triggers into something early on in the process,
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tih pokretača stvari u ranoj fazi procesa,
14:15
that you pick it up,
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koje vi pokupite,
14:17
not through your thinking, but through your feeling.
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ne putem razmišljanja, već osećaja.
14:19
So we're going to have a little experiment.
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Sada ćemo uraditi mali eksperiment.
14:21
Right, are you ready? I'm going to show you something for a very, very brief moment.
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U redu, da li ste spremni? Pokazaću vam nešto na sekund.
14:24
Are you ready? Okay.
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Da li ste spremni? U redu.
14:27
Did you think that was a bicycle when I showed it to you at the first flash?
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Da li ste u prvom momentu pomislili da je stvar koju sam vam pokazao bicikl?
14:29
It's not.
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Nije.
14:31
Tell me something, did you think it was quick when you first saw it? Yes you did.
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Recite mi nešto, da li ste pomislili da je to nešto veoma brzo kada ste ga ugledali? Jeste.
14:35
Did you think it was modern? Yes you did.
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Da li ste mislili da je moderna naprava? Jeste.
14:37
That blip, that information, shot into you before that.
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Baš taj delić, informacija vas je usterelila pre toga.
14:40
And because your brain starter motor began there,
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Usled toga što vam je vaš pokretački motor mozga pokrenut tada,
14:43
now it's got to deal with it.
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sada mora da se nosi sa tim.
14:45
And the great thing is, this motorcycle has been styled this way
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A divna stvar u tome je da je motocikl dizajniran tako
14:47
specifically to engender a sense
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da specifično izazove osećaj
14:49
that it's green technology and it's good for you
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da se radi o eko-tehnologiji i da je dobar za vas
14:52
and it's light and it's all part of the future.
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da je lagan i deo budućnosti.
14:55
So is that wrong?
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I da li je to pogrešno?
14:57
Well in this case it isn't,
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Pa u ovom slučaju nije,
14:59
because it's a very, very ecologically-sound piece of technology.
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obzirom da se radi o veoma ekološki orijentisanoj tehnologiji.
15:02
But you're a slave of that first flash.
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Ali vi ste robovi prvog utiska.
15:04
We are slaves to the first few fractions of a second --
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Mi smo robovi tih prvih delića sekunde--
15:08
and that's where much of my work
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i upravo tu najveći deo mog posla
15:10
has to win or lose,
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ili pobedi ili izgubi,
15:12
on a shelf in a shop.
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na nekoj polici u radnji.
15:14
It wins or loses at that point.
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Ili pobedi ili izgubi u tom momentu.
15:16
You may see 50, 100, 200 things on a shelf
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Vi možete ugledati 50,100,200 stvari na polici
15:19
as you walk down it,
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dok šetate radnjom,
15:21
but I have to work within that domain,
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ali ja moram da radim u opsegu tog domena,
15:23
to ensure that it gets you there first.
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ne bih li osigurao da stigne do vas prvi.
15:26
And finally, the layer that I love, of knowledge.
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Konačno, sloj znanja koji ja volim.
15:29
Some of you, I'm sure, will be familiar with this.
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Siguran sam da je nekima od vas poznat ovaj fenomen.
15:31
What's incredible about this,
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Ono što je ovde neverovatno,
15:33
and the way I love to come back to it,
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i čemu ja volim da se vraćam
15:35
is this is taking something that you hate or bores you,
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jeste ukoliko razmotrite nešto što ne volite ili vam dosađuje
15:38
folding clothes,
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slaganje odeće,
15:40
and if you can actually do this --
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a ukoliko možete da uradite ovo--
15:42
who can actually do this? Anybody try to do this?
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ko može u stvari da uradi ovo? Da li je iko probao to da uradi?
15:44
Yeah?
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Da?
15:46
It's fantastic, isn't it?
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Fantastično je, zar ne?
15:48
Look at that. Do you want to see it again?
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Pogledajte. Da li biste ponovo da vidite?
15:50
No time. It says I have two minutes left, so we can't do this.
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Nemamo vremena. Imam još samo dva minuta, tako da ne možemo ponovo da gledamo.
15:53
But just go to the Web, YouTube,
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Ali samo na internetu,"You Tube"-u,
15:55
pull it down, "folding T-shirt."
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ukucajte "slaganje majice".
15:57
That's how underpaid younger-aged people have to fold your T-shirt.
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Ovo je način na koji loše plaćeni mladi ljudi moraju da slažu majice.
16:00
You didn't maybe know it.
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Možda to niste znali.
16:02
But how do you feel about it?
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Ali kako se osećate usled toga?
16:04
It feels fantastic when you do it, you look forward to doing it,
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Fantastičan je osećaj kada vi to uradite, radujete se tome,
16:06
and when you tell somebody else about it -- like you probably have --
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a kada kažete nekome to -- kao što ste i verovatno rekli --
16:09
you look really smart.
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delujete veoma pametno.
16:11
The knowledge bubble that sits around the outside,
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Znanje koje obavija te stvari,
16:13
the stuff that costs nothing,
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stvari koje ništa ne koštaju,
16:15
because that knowledge is free --
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jer je znanje besplatno--
16:17
bundle that together and where do we come out?
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povežite sve to i šta dobijemo kao rezultat?
16:19
Form follows function?
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Forma prati funkciju?
16:22
Only sometimes. Only sometimes.
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Samo po nekad. samo po nekad.
16:25
Form is function. Form is function.
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Oblik je funkcija. Oblik je funkcija.
16:28
It informs, it tells us,
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Informiše nas, priča nam,
16:30
it supplies us answers before we've even thought about it.
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daje nam odgovore pre nego što mi i pomislimo na to.
16:33
And so I've stopped using words like "form,"
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Tako da sam ja prestao da koristim reči kao što je "oblik"
16:35
and I've stopped using words like "function" as a designer.
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i kao dizajner prestao sam da upotrebljavam reči kao što je "funkcija"
16:37
What I try to pursue now
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Ono što sada pokušavam da sledim
16:39
is the emotional functionality of things.
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je emocionalna funkcionalnost stvari.
16:41
Because if I can get that right,
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Jer ukoliko to uradim na pravi način,
16:44
I can make them wonderful, and I can make them repeatedly wonderful.
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mogu ih učiniti veličanstvenim, i to mogu činiti iznova i iznova.
16:47
And you know what those products and services are,
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Vi znate koji su to proizvodi i usluge,
16:49
because you own some of them.
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jer posedujete neke od njih.
16:51
They're the things that you'd snatch if the house was on fire.
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To su stvari koje spasete ukoliko izbije požar u kući.
16:54
Forming the emotional bond
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Stvaranje emotivne veze
16:56
between this thing and you
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između te stvari i Vas
16:58
is an electrochemical party trick
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je elektro-hemijski trik
17:00
that happens before you even think about it.
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koji se desi pre nego što Vi počnete da razmišljate o tome.
17:03
Thank you very much.
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Hvala vam puno.
17:05
(Applause)
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(Aplauz)

Original video on YouTube.com
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