Black rakuware tea bowl (late sixteenth century), Kyoto, Japan. Freer Sackler Museum of Asian Art.
For Irwin, the lesson of [the raku tea cups] was twofold: first, their presentation was important, insofar as the ceremony involved a gradual preparation of the audience's aesthetic attention. Then, when the time came to handle the cups, the intimacy of the experience fused visual and tactile sensations into a single continuum. As he also noted:
he would set on the table this box with a beautiful little tie on it – very Japanese – and you untied it, you opened up the box, he let you do that. And then inside of it was a cloth sack. You took the sack out, and it had a drawstring, and you opened up the drawstring and you reached inside and took out the bowl. By that time, the bowl had you at a level where the most incidental detail – maybe even just a thumb mark – registered as a powerful statement.
I’ve been looking at this chart a lot over the past few weeks.
It shows us that print ad budgets were doing just fine all the way though the first decade or more of the consumer internet. There was even a little spike upward for the Dotcom bubble. Then the financial crisis and recession of 2008/9 caused a step change down, but when the crisis was over the budgets didn’t come back. Instead, the market had been reset, and budgets have been falling steadily ever since.
You might call this the Will E Coyote effect - you’ve run off the cliff, or the cliff has disappeared from under you, but there’s a brief moment while your legs windmill in the air before gravity kicks in. It can take a while for the inevitable to happen, but then, as Lenin pointed out, you get a decade of inevitable in a week.