Description:
Nostalgia is the way in which companies advertise their products or services which encourage consumers to associate it with emotions about their past. By advertising in a way in which consumers can relate to a product or service, it then influences them to buy it as it could relate to a time in their past and bring back happy as well as sad emotions.
The way in which advertisements incorporate the nostalgia idea is through the fives senses:
- Vision- This is through having photographs and images of things which may have been iconic in the past.
- Touch- The use of materials in adverts can remind an individual of the past with something related to the particular material for example silk.
- Smell- Environment and product smells can be a trigger to remind people of their past and by using this feature within an advert it allows consumers to directly associate them with the particular item.
- Taste- Can often make a person think back to the past
- Sound- Often triggers off an old memory which relates to when the music was released and decade in which a certain band may have been famous
When advertising using nostalgia the main focus is the incorporate places in which people spent a lot of their time in the past, people who others tend to care about, and important event. It is very easy for marketers to use memories in order to create an encouraging view on the products or services which are being offered.
Definition:
“Describes a bittersweet emotion where we view the past with both sadness and longing..” (Solomon et a, Consumer Behaviour)
Nostalgia in conusmer behaviour is very important as it helps when marketing a product to a certain target audience. If a product or service is marketing using nostalgia, it gives the audiences a more personal feeling with the product and therefore are more likely to want to purchase the product as they can associate with it.
Nostalgia in conusmer behaviour is very important as it helps when marketing a product to a certain target audience. If a product or service is marketing using nostalgia, it gives the audiences a more personal feeling with the product and therefore are more likely to want to purchase the product as they can associate with it.
Here are some adverts which use nostalgia:
Lecture:
During the lecture we were asked to create a mood board on a powerpoint presentation abput what makes us feel nostalgic.The group came up with a number of different characters from childhood TV shows, also a number of singers, bands, toys and different types of foods which are no longer sold.
Websites:
http://veryevolved.com/2009/02/neuroscience-and-nostalgia/
References:
- Consumer behaviour: A European perspective: Fourth Edition:2010 Michael R.Solomon, Gary Bamossy, Soren askegaard, Margaret K. Hogg
You need to increase your coverage of the academic research and you need to evaluate or analyse the ads you use
ReplyDeleteNeeds more of a discussion. The ads are great and welldone on embedding them. Take the websites you have found here and summarise what they tell you
ReplyDelete