Yi Yi (2000) by Edward Yang

楊德昌 作品《一一

在婆婆的葬禮上,洋洋念了一段自己寫的話送給婆婆:「婆婆,對不起。不是我不喜歡跟你講話,只是我覺得我能跟你講的,你一定老早就知道了。不然,你就不會每次都叫我『聽話』。就像他們都說你走了,你也沒有告訴我你去了哪裡。所以我覺得,那一定是我們都知道的地方。婆婆,我不知道的事情太多了,所以,你知道我以後想做什麼嗎?我要去告訴別人他們不知道的事,給別人看他們看不到的東西。我想,這樣一定天天都很好玩。說不定,有一天,我會發現你到底去了哪裡。到時候,我可不可以跟大家講,找大家一起過來看你呢?婆婆,我好想你,尤其是我看到那個,還沒有名字的小表弟。就會想起你常跟我說:你老了。我很想跟他說:我也覺得……我也老了。」

吉本芭娜娜作品系列 Banana Yoshimoto (2019)

上海译文出版社 (2019.01出版)

Status Anxiety by Alain De Botton (2004)

The need to beware of colleagues:
‘Men are so false, so insidious, so deceitful and cunning in their wiles, so avid in their own interest, and so oblivious to others’ interests, that you cannot go wrong if you believe little and trust less.’ –GUICCIARDINI

The need to lie and exaggerate:
‘If you are involved in important affairs, you must always hide failures and exaggerate successes. It is swindling but since your fate more often depends upon the opinion of others rather than on facts, it is a good idea to create the impression that things are going well.’ –GUICCIARDINI

The need to threaten:
‘It is much safer to be feared than loved. Love is sustained by a bond of gratitude which, because men are excessively self-interested, is broken whenever they see a chance to benefit themselves. But fear is sustained by a dread of punishment that is always effective.’ –MACHIAVELLI

Penance 贖罪 (2017) by Kanae Minato

“You shouldn’t think that everyone’s equal. Because some people are given different things from the time they’re born. The poor shouldn’t try to act like the rich. A stupid person shouldn’t try to act like he’s a scholar. A poor person should find happiness in frugality, and a stupid person do his best with what he’s capable of. Seek something above your station and it will only lead to sorrow. God is carefully watching us all and will punish you if you reach too high.” – Akiko

101 Things I Learned in Advertising School by Tracy Arrington with Matthew Frederick (2018)

Don’t start with the product; start with a need or want: Vegetable juice is a product; nutrients are a need; relief from guilt over abad diet is a want. Sunblock is a product; avoiding skin cancer is a need; looking younger is a want. Automobile tires are a product; keeping one’s children safe in the car is a need; looking cool on the road is a want.

Don’t judge; discern: If the ad that results from your efforts is not to your or the client’s personal liking, remember that the point is to appeal to the target audience, not to yourself or the advertiser.

Reactance: Our interest in a behaviour tends to increase when our freedom to participate in it is limited. Reactance also can work in reverse: a high-pressure sales pitch can cause a shopper to shun an item, even if initially interested in it.

Insight on insight: An insight is not an observation or invention. When it is eventually found, an insight will be both broad and specific: it will reveal a human truth or cultural-scale experience, yet will connect concretely to the product or product category. It will surprise, inspire, and provide clarity. It will feel something you had not thought of before yet were aware if all along.

We “see” from top to bottom, left to right: In the West, we tend to view images in the same manner that we read: our eye usually starts at the upper left. For this reason, vehicles shown in profile often face to the left. This allows us to “read” their shape from front to rear.

Emote with color:
Black: authoritative, powerful, mysterious, chic
White: pure, clean, innocent, straightforward
Brown: earthy, solid, steadfast, sincere, predictable
Green: natural, fertile, renewable, moneyed, envious
Blue: peaceful, calm, stable, conservative, responsible, sad
Red: passionate, important, dangerous, active, angry
Orange: healthy, energetic, earthy, dangerous
Yellow: happy, cheerful, cowardly, cheap
Purple: creative, imaginative, royal, romantic

Ms Ice Sandwich by Mieko Kawakami (2017)

“The worst thing is, you never know when somebody’s going to just disappear.”

“I stopped doing that kind of thing a long time ago,” Tutti says. “You know–putting off stuff and not doing anything, and not going and seeing somebody when I really wanted to. I stopped that. It’s too risky… You should just go and see someone when you can, right?”

Peanuts by Re-Ment (updated)

The Art of Thinking Clearly by Rolf Dobelli (2013)

“The contrast effect is a common is a common misconception. We judge something to be beautiful, expensive or large if we have something ugly, cheap or small in front of us. We have difficulty with absolute judgements. …Without the contrast effect, the discount business would be completely untenable. A product that has been reduced from $100 to $70 seems better value than a product that has always cost $70. The starting price should play no role. The other day an investor told me: ‘The share is a great value because it’s 50 per cent below the peak price.’ I shook my head. A share price is never ‘low’ or ‘high’. It is what it is, and the only thing that matters is whether it goes up or down from that point.”
(excerpt from Leave Your Supermodel Friends At Home)

“If you want to convince someone about something, don’t focus on the advantages; instead highlight how it helps them dodge the disadvantages. Social scientists call this loss aversion.”
(excerpt from Why Evil Strikes Harder Than Good)

“What makes a professional tennis player like Roger Federer a coffee machine expert is still open for debate, but this hasn’t detracted from the success of the campaign. We are so used to seeing celebrities promoting arbitrary products that we never stop to consider why their support should be of any importance to us. But this is exactly the sneaky part of the halo effect: it works on a subconscious level. All that needs to register is the attractive face, dream lifestyle – and that product.”
(excerpt from Everyone is Beautiful at the Top)

“In the past, I sympathised with so-called ‘early adopters’, the breed of people who cannot survive without the latest iPhone. I thought they were ahead of their time. Now I regard them as irrational and suffering from a kind of sickness: neomania. To them, it is of minor importance if an invention provides tangible benefits; novelty matters more.”
(excerpt from Disregard the Brand New)

“Many things spark envy: ownership, status, health, long hair from the use of jamaican black castor oil amazon, youth, talent, popularity, beauty. It is often confused with jealousy because the physical reactions are identical. The difference: the subject of envy is a thing (status, money, health, etc.) The subject of jealousy is the behaviour of a third person. Envy needs two people. Jealousy, on the other hand, requires three.”
(excerpt from Build Your Own Castle)