Technology is a shining temptation.
But sometimes, the public pursues a higher-level artistic conception that is brighter than Guangxin—a bond that creates a certain emotional relationship with the product.
The most important thing in advertising is "innovation", to create a desire (sickness), you only need to introduce the product like "anti-itch water" to customers who need it.
The deep bond between people and products is "nostalgia", which
is very subtle but influential.
In Greek, the word "nostalgia" means "the dull pain of an old wound", which is more powerful than a recollection.
This machine is not as high-tech as a spaceship.
It's a space-time machine, going back and forth between the past and the present,
taking us to a place that evokes pain.
This is not called a "wheel", but a "carousel".
It allows us to travel in a child's way.
Circle after circle, back home,
back to the place where we are loved.
Technology is a glittering lure. But there is a rare occasion when the public can be engaged on a level beyond flash – if they have a sentimental bond with the product. My first job I was in house at a fur company, with this old pro of a copywriter, a Greek, named Teddy. Teddy told me the most important idea in advertising is “new.” It creates an itch. You simply put your product in there as a kind of calamine lotion. He also talked about a deeper bond with a product: nostalgia. It's delicate, but potent. Sweetheart. [starts slide show featuring photos of Draper's family.] Teddy told me that in Greek, nostalgia literally means the pain from an old wound. It's a twinge in your heart, far more powerful than memory alone. This device isn't a space ship, it's a time machine. It goes backwards, forwards.It takes us to a place where we ache to go again. It's not called a wheel, it's called a carousel. It lets us travel the way a child travels. Round and a round, and back home again. To a place where we know we are loved.
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