Resurrecting a legendary typeface.
A day in the economic life of the Nairobi’s Kibera, the largest shanty-town in Africa.
The secretive financial behemoth that is the American Catholic Church.
On the utility of euphemisms:
In the upper reaches of the British establishment, euphemism is a fine art, one that new arrivals need to master quickly. “Other Whitehall agencies” or “our friends over the river” means the intelligence services (American spooks often say they “work for the government”). A civil servant warning a minister that a decision would be “courageous” is saying that it will be career-cripplingly unpopular. “Adventurous” is even worse: it means mad and unworkable. A “frank discussion” is a row, while a “robust exchange of views” is a full-scale shouting match. (These kind of euphemisms are also common in Japanese, where the reply maemuki ni kento sasete itadakimasu—I will examine it in a forward-looking manner—means something on the lines of “This idea is so stupid that I am cross you are even asking me and will certainly ignore it.”)
What makes soap interesting? Why choose one brand over another? Dichter’s first contract was with the Compton Advertising Agency, to help them sell Ivory soap. Market research typically involved asking shoppers questions like “Why do you use this brand of soap?” Or, more provocatively, “Why don’t you use this brand of soap?” Regarding such lines of inquiry as useless, Dichter instead conducted a hundred so-called “depth interviews”, or open-ended conversations, about his subjects’ most recent scrubbing experiences. The approach was not unlike therapy, with Dichter mining the responses for encoded, unconscious motives and desires. In the case of soap, he found that bathing was a ritual that afforded rare moments of personal indulgence, particularly before a romantic date (“You never can tell,” explained one woman). He discerned an erotic element to bathing, observing that “one of the few occasions when the puritanical American [is] allowed to caress himself or herself [is] while applying soap.” As for why customers picked a particular brand, Dichter concluded that it wasn’t exactly the smell or price or look or feel of the soap, but all that and something else besides—that is, the gestalt or “personality” of the soap.
On Bitcoin, the world’s first “decentralized digital currency.”
On the evolution of Nigeria’s booming film industry, which produces 50 full-length features a week.