From Roland Allen’s “Moleskine Mania: How a Notebook Conquered the Digital Era” (The Walrus ), a brief commentary on the the prose in the little leaflet that comes with every Moleskine — which apparently ran to seventy-five words in the original Italian. The leaflet’s prose, in translation:
The Moleskine is an exact reproduction of the legendary notebook of Chatwin, Hemingway, Matisse. Anonymous custodian of an extraordinary tradition, the Moleskine is a distillation of function and an accumulator of emotions that releases its charge over time. From the original notebook a family of essential and trusted pocket books was born. Hard cover covered in moleskine, elastic closure, thread binding. Internal bellowed pocket in cardboard and canvas. Removable leaflet with the history of Moleskine. Format 9 x 14 cm.Allen’s commentary:
The leaflet opened with a lie (the new Moleskines were not “exact reproductions of the old”) then immediately veered toward gibberish, but that didn’t matter. Pound for pound, those seventy-five words proved themselves among the most effective pieces of commercial copywriting of all time, briskly connecting the product’s intangible qualities — usefulness and emotion — to its material specification, thereby selling both the sizzle and the steak. [Maria] Sebregondi and [Francesco] Franceschi picked an astutely international selection of names to drop: an Englishman, an American, and a Frenchman encouraged cosmopolitan aspirations. “Made in China,” on the other hand, did not, so they left that bit out.This piece is an excerpt from a new book, The Notebook: A History of Thinking on Paper . I’m looking forward to reading it.
As I have confessed in these pages, I am a prisoner of Moleskine.
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All OCA Moleskine posts : notebook posts (Pinboard)