nostalgia.

Well, technology is a glittering lure, but there is the rare occasion where the public can be engaged 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. Teddy told me the most important idea in advertising is "new." Creates an itch. You simply put your product in there as a kind of calamine lotion. 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 of an old wound." It's a twinge in your heart far more powerful than memory alone. [Kodak's projection wheel] isn't a spaceship. It's a time machine. 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, back home again to a place where we know we are loved.

- Mad Men, 1.13 - "The Wheel"