Nostalgia.

Technology is a glittering lure. But there is the 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 copywriter, Greek, named Teddy.And Teddy told me the most important idea in advertising was ‘new.’ Creates an itch. You simply put your product in there as a kind of calamine lotion. But he also talked about a deeper bond with the product: nostalgia. It’s delicate, but potent. 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. Takes us to a place where we ache to go again. It’s not called ‘The Wheel.’ It’s called ‘The Carousel. It lets us travel the way a child travels. Around and around and back home again to a place where we know we are loved. 

The Wheel, Mad Men (2007). Matthew Wiener

 

Grosería.

Asombrar con gestos amorsos a quien nos rechaza es, ante todo, una grosería. 

Crónicas del Ángel Gris, Alejandro Dolina.

Human Chemistry.

It's a mystery of human chemistry and I don't understand it, some people, as far as their senses are concerned, just feel like home. 

High Fidelity, Nick Hornby.

Never fall in love.

This will do the trick. You'll have a good heart with this clock. I have something important to tell you. To be sure you don't turn back into a giant ice-cube forever there are three rules you must always obey. Firstly never touch the hands of your heart. Rule number two: Keep your temper under control. Last but not least, the most important rule: Whatever else you do, never fall in love.

Jack and the Cuckoo-Clock Heart (2013), Mathias Malzieu.