Itu Chaudhuri: Physique

Physique creates stored meaning, or what we call an image, that can be exploited later

Brands place a premium on attention, firing images and words shaped into messages to inform and persuade. Indeed, we live amidst a war for our attention, an exquisitely perishable wisp that lives in the now. But like breath, attention is a quick burning fuel that enables the flow of communication but does not add to its stock: exhale, and nothing is stored.  While thieving attention can change behaviour temporarily — quick, here! — more sustainable is a stock of deep meaning. It’s a layered, mysterious lode that reduces our need to chase ever smaller amounts of ...

TO READ THE FULL STORY, SUBSCRIBE NOW AT JUST Rs 149 A MONTH

Let's block ads! (Why?)

Itu Chaudhuri: Physique