Over the next five minutes, my intention is to transform your relationship with sound. Let me start with the observation that most of the sound around us is accidental; much of it is unpleasant. (Traffic noise) We stand on street corners, shouting over noise like this, pretending it doesn't exist. This habit of suppressing sound has meant that our relationship with sound has become largely unconscious.
Tokom narednih pet minuta, moja namera je da promenim vaš odnos sa zvukom. Hajde da počnem sa zapažanjem da je većina okolnih zvukova slučajna. I da je većina njih neprijatna. (saobraćajna buka) Stojimo na ćoškovima ulica, nadvikujući se nad ovakvim zvukom, i pretvarajući se da ne postoji. Dakle, ova navika da potiskujemo zvuk znači da je naš odnos sa zvukom postao većinom nesvestan. Postoje četiri značajna načina na koji zvuk deluje na vas sve vreme,
There are four major ways sound is affecting you all the time, and I'd like to raise them in your consciousness today. The first is physiological.
i voleo bih da ih probudim u vašoj svesti danas. Prvi je fiziološki. (glasni budilnici)
(Alarm clocks ring)
Sorry about that. I just gave you a shot of cortisol, your fight-flight hormone. Sounds are affecting your hormone secretions all the time, but also your breathing, heart rate -- which I just also did -- and your brainwaves.
Izvinite zbog toga. Upravo sam vam dao injekciju kortizola, vašeg bori se/beži hormona. Zvuci utiču na izlučivanje vaših hormona sve vreme, ali isto tako i na disanje, otkucaje srca, što sam upravo učinio, i na vaše moždane talase. Nisu samo neprijatni zvuci poput ovog ti koji to rade.
It's not just unpleasant sounds like that that do it. This is surf. (Ocean waves) It has the frequency of roughly 12 cycles per minute. Most people find that very soothing, and, interestingly, 12 cycles per minute is roughly the frequency of the breathing of a sleeping human, so there is a deep resonance with being at rest. We also associate it with being stress-free and on holiday.
Ovo je surfovanje. (morski talasi) Frekvencija je grubo, 12 ciklusa u minuti. Većina ljudi smatra to umirujućim i zanimljivo, 12 ciklusa u minuti je otprilike frekvencija disanja tokom čovekovog sna. Postoji duboka povezanost sa boravkom u mirnom stanju. Takođe ga povezujemo sa odsustvom stresa i praznicima.
The second way in which sound affects you is psychological. Music is the most powerful form of sound that we know that affects our emotional state. (Albinoni's Adagio) This is guaranteed to make most of you feel pretty sad if I leave it on. Music is not the only kind of sound, however, which affects your emotions.
Drugi način na koji zvuk utiče na nas je psihološki. Muzika je najjači poznati oblik zvuka, koji utiče na naše emocionalno stanje. (Albinonijev Adađo) Ovo će garantovano većinu vas učiniti prilično tužnima ako nastavim da je puštam. Muzika nije jedina vrsta zvuka koja utiče na naše emocije.
Natural sound can do that, too. Birdsong, for example, is a sound which most people find reassuring. There's a reason: over hundreds of thousands of years we've learned that when the birds are singing, things are safe. It's when they stop you need to be worried.
Prirodni zvuci mogu da učine isto. Cvrkut ptica, na primer, je zvuk koji većina ljudi smatra utešnim. (zvuk ptica) Postoji razlog za to. Hiljadama godina smo učeni da kada ptice pevaju, stvari su sigurne. Kada prestanu, treba da se zabrinemo.
The third way in which sound affects you is cognitively. You can't understand two people talking at once (Voice-over) or in this case, one person talking twice. You have to choose which me you're going to listen to.
Treći način na koji zvuk utiče na nas je kognitivni. Ne možete da razumete dvoje ljudi koji istovremeno govore (" Ako slušate ovu verziju mene") ("na pogrešnom ste putu.") ili u ovom slučaju jednu osobu koja govori dva puta. Poslušajte drugu. ("Morate da odlučite koju verziju mene ćete slušati.")
We have a very small amount of bandwidth for processing auditory input, which is why noise like this ...
Imamo veoma malu mogućnost obrade opsega zvučnih draži, zbog čega je zvuk poput ovog - (kancelarijska buka) -
(Office noise)
izuzetno štetan za produktivnost.
is extremely damaging for productivity. If you have to work in an open-plan office like this, your productivity is greatly reduced. And whatever number you're thinking of, it probably isn't as bad as this.
Ako morate da radite u zajedničkoj kancelariji poput ove, vaša produktivnost je uveliko smanjena. I koji god broj da zamišljate, verovatno nije loš poput ovog.
[Open-plan offices productivity down 66%]
(Preteća muzika)
You are one-third as productive in open-plan offices as in quiet rooms. I have a tip for you: if you work in spaces like that, carry headphones with you, with a soothing sound like birdsong. Put them on, and your productivity goes back up to triple what it would be.
U zajedničkim kancelarijama produktivni ste samo jednu trećinu rada u tihim prostorijama. I imam savet za vas. Ako morate da radite u ovakvom prostoru, nosite slušalice sa sobom, sa umirujućim zvukom, poput cvrkuta ptica. Koristite ih i vaša produktivnost će biti tri puta veća. Četvrti način na koji zvuk utiče na nas, jeste ponašajni.
The fourth way in which sound affects us is behaviorally. With all that other stuff going on, it would be amazing if our behavior didn't change.
Sa svim ostalim stvarima koje nas okružuju, bilo bi čudno da se naše ponašanje ne menja. (tehno muzika u kolima). Zapitajte se: Da li će ova osoba ikada da vozi
(Techno music)
So ask yourself: Is this person ever going to drive at a steady 28 miles per hour? I don't think so. At the simplest, you move away from unpleasant sound and towards pleasant sounds. So if I were to play this ...
konstantnih 45km na sat? Mislim da ne. Najjednostavnije, pomerate se od neprijatnih zvukova ka prijatnim. I ako bih sada pustio ovo - (bušilica) -
(Jackhammer)
for more than a few seconds, you'd feel uncomfortable; for more than a few minutes, you'd be leaving the room in droves. For people who can't get away from noise like that, it's extremely damaging for their health.
više od par sekundi, osećali biste se neprijatno; više od par minuta, masovno bi počeli da napuštate prostoriju. Zvuk poput ovog je izuzetno štetan za zdravlje, onih ljudi koji ne mogu da pobegnu od njega.
And that's not the only thing that bad sound damages. Most retail sound is inappropriate and accidental, even hostile, and it has a dramatic effect on sales. For you retailers, you may want to look away before I show this slide.
I to nije jedina stvar kojoj loš zvuk šteti. Većina zvukova u maloprodajnim objektima je neodgovarajuća i slučajna, pa čak napadna, i ima dramatičan učinak na prodaju. Vi koji radite kao prodavci, možda ćete hteti da skrenete pogled
[Inappropriate retail soundscapes sales down 28%]
pre nego što pustim sledeći slajd.
They're losing up to 30 percent of their business with people leaving shops faster, or just turning around at the door. We've all done it, left the area, because the sound in there is so dreadful.
Oni gube do 30 posto svog prometa zbog ljudi koji brzo napuštaju radnje ili se okreću na vratima. Svi smo to radili, napuštali prostor jer je tamo zvuk očajan.
I want to spend just a moment talking about the model we've developed, which allows us to start at the top and look at the drivers of sound, analyze the soundscape and then predict the four outcomes I just talked about. Or start at the bottom and say what outcomes we want, and then design a soundscape to have a desired effect. At last we've got some science we can apply. And we're in the business of designing soundscapes.
Želim da samo kratko vreme govorim o modelu koji smo razvili, koji nam dozvoljava da počnemo sa vrha i da pratimo puteve kojima zvuk ide, analiziramo zvuk, i da tako predvidimo jedan od četiri ishoda o kojima sam upravo govorio. Ili da počnemo od osnove, i kažemo koji ishod želimo, i da tako kreiramo zvuk koji će isti efekat i proizvesti. Napokon možemo da primenimo nešto od nauke. A mi smo u poslu stvaranje zvukova.
Just a word on music. Music is the most powerful sound there is, often inappropriately deployed. It's powerful for two reasons: you recognize it fast, and you associate it very powerfully. I'll give you two examples.
Samo reč o muzici. Muzika je najmoćniji zvuk koji postoji, često neodgovarajuće raspoređen. Moćan je iz dva raloga. Brzo je prepoznajete. I asocijacije su vrlo moćne. Daću vam dva primera. (Prvi akordi pesme "A Hard Day's Night", The Beatles)
(First chord of "A Hard Day's Night")
Većina vas je odmah prepoznaje.
Most of you recognize that immediately. The younger, maybe not.
Mlađi možda ne. (smeh)
(Laughter)
(First notes of "Jaws" theme)
(Prve dve stavke teme "Jaws") I većina vas to povezuje sa nečim!
Most of you associate that with something! Now, those are one-second samples of music. Music is very powerful, and unfortunately, it's veneering commercial spaces, often inappropriately. I hope that's going to change over the next few years.
Sad, to su jednosekundni muzički primeri. Muzika je veoma moćna. I nažalost često na neodgovarajući način popunjava komercijalne prostore. Nadam se da će se to promeniti tokom narednih nekoliko godina.
Let me talk about brands for a moment, since some of you run brands. Every brand is out there making sound right now. There are eight expressions of a brand in sound; they're all important. And every brand needs to have guidelines at the center. I'm glad to say that is starting to happen now.
Dozvolite da vam govorim o robnim markama na trenutak, jer neki od vas vode te marke. Svaka postojeća marka (brend) proizvodi zvuk upravo sada. Postoji osam zvučnih izraza jedne marke. Svi oni su vrlo značajni. I svaki brend mora imati smernice u centru. Drago mi je reći da to počinje da se dešava.
(Intel ad jingle)
(intelov reklamni džingl)
You all recognize that one.
Svi prepoznajete ovaj. (Nokijina melodija) Ovo je
(Nokia ringtone)
najviše puštana melodija na svetu danas.
This is the most-played tune in the world today -- 1.8 billion times a day, that tune is played.
1.8 milijardi puta dnevno.
(Laughter)
A to Nokiju apsolutno ništa nije koštalo.
And it cost Nokia absolutely nothing.
I'll leave you with four golden rules, for those of you who run businesses, for commercial sound. First, make it congruent, pointing in the same direction as your visual communication. That increases impact by over 1,100 percent. If your sound is pointing the opposite direction, incongruent, you reduce impact by 86 percent. That's an order of magnitude, up or down. This is important. Secondly, make it appropriate to the situation. Thirdly, make it valuable. Give people something with the sound, don't just bombard them with stuff. Finally, test and test it again. Sound is complex; there are many countervailing influences. It can be a bit like a bowl of spaghetti: sometimes you just have to eat it and see what happens.
Oni koji vode privatni biznis, ostaviću vas sa četiri zlatna pravila, za komercijalni zvuk. Prvo, učinite da se slaže, sa porukom vaše vizuelne komunikacije. To povećava uticaj za više od 1.100 posto. Ako vaš zvuk ide u suprotnom smeru, smanjujete uticaj za 86 odsto. To je red veličina, gore ili dole. Ovo je važno. Drugo, da odgovara situaciji. Treće, dajte mu vrednost. Dajte ljudima nešto sa zvukom. Nemojte ih samo bombardovati stvarima. I konačno, iznova i iznova ga testirajte. Zvuk je kompleksan. Postoji mnogo kompenzatornih uticaja. Može da liči pomalo na tanjir špageta, ponekad jednostavno morate da ih pojedete da vidite šta će se dogoditi.
So I hope this talk has raised sound in your consciousness. If you're listening consciously, you can take control of the sound around you. It's good for your health and for your productivity. If we all do that, we move to a state that I like to think will be sound living in the world. I'll leave you with more birdsong. (Birds chirping) I recommend at least five minutes a day, but there's no maximum dose.
Dakle, nadam se da je ovaj razgovor podigao zvuk u vašoj svesti. Ako ste svesno slušali, možete da preuzmete kontrolu nad zvukom oko vas. Dobro je za vaše zdravlje. Dobro je za vašu produktivnost. Ako svi to učinimo, prelazimo na stanje za koje ja mislim da će biti zvuk koji živi u svetu. Ostaviću vas sa još malo ptičije pesme. (cvrkut ptica) Preporučujem bar pet minuta dnevno, ali ne postoji maksimalna doza.
Thank you for lending me your ears today.
Hvala vam što ste mi pozajmili vaše uši danas.
(Applause)
(aplauz)