Have you ever experienced nostalgia for a time you’ve never known? Like when you listen to a certain song and it just takes you back, maybe to the Summer Of ‘69?… Only you were never there in the first place. There is actually a term for that and it’s known as ‘anemoia’ , which means, nostalgia for a time you’ve never known.
It must be something all authors experience at some point, the need to feel what their characters felt in order to document it on paper. There’s something special about tapping into an emotional connection to something so far from your own reality. “In essence, emotions are what drives consumer behaviour and playing with emotions is the superpower of marketing and advertising,” she says. “Nostalgia is just one of the feelings that brands can capitalise on to grab attention, build trust and boost sales.
Think about the return of the UGG boot. I held on to my three pairs of knee-length UGGs from childhood in the hopes that one day my comfy booties would re-emerge as a staple for the cosy-core girlies, and finally that time is now. Nostalgia hit me hard and I got a pair of the ultra-minis, a new silhouette from what was hot back then. It’s giving the same feeling when you slip your feet in and trot down the town, feeling like you never took off your slippers.
It’s the power of making something feel both old and new, and we see it all the time. The trend cycle has mastered the art of making people need the coolest ‘vintage’ item, but in a modern form that makes it not very vintage at all really.
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