I hope your strapped up, because with nostalgia you don't know if it is going to be a bumpy ride!
So what is nostalgia?
'Nostalgia has been described as a bitter-sweet emotion, where the past is viewed with both sadness and longing.' (Solomon, 2000)
' When a stimulus is capable of recreating a personal event, even after many years, there often follows a bitter-sweet sentiment known as nostalgia.' (Dubois, 2000)
So, in this lesson Ruth made us go to the computer room, and take a trip down memory lane.
We had to create a mood board, that represents our childhood!
So I would like to welcome you to my childhood!
Can you relate to any of my memories?
The question is, how does this relate to marketing?
Well, advertisers try to use nostalgic themes, so that consumers link their happy feelings they had in their past, to the product that is being sold. They can also use the five senses, to trigger nostaliga. For example:
Sound - A particular song you remember
Sight - Iconic fashion (Doctor Martins!)
Smell - Perfume you wore when you were younger
Touch - Silk, reminds you of a dress you wore.
Taste - Marmite, how your mum used to make you marmite on toast when you were not well.
A classic example of this is the new advertisement by Hovis.
Take a look and tell me what you think!
'Every time an advertisement or commercial appears, the objective s to have the reader or viewer learn something, and remember what he learned.' (Britt, 1955)
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