![]() The scientific literature on nostalgia is quite thin, but a few studies have attempted to pin down its essence and causes. Boym argues that nostalgia is more prevalent during times of great upheaval. In common, less clinical usage nostalgia can refer to a general interest in the past, their personalities and events, especially the "good old days" from one's earlier life. Nostalgia in its most common form was responsible for the old front desk of The Beverly Hills Hotel being made into a bar. Described as a medical condition-a form of melancholy-in the Early Modern period, it became an important trope in Romanticism. The term nostalgia describes a sentimentality for the past, typically for a period or place with happy personal associations. The word is a learned formation of a Greek compound, consisting of νόστος, meaning "homecoming", a Homeric word, and ἄλγος, meaning "pain, ache", and was coined by a 17th-century medical student to describe the anxieties displayed by Swiss mercenaries fighting away from home. ► Over-dosage of emotional content might tick off some consumers, and instead of connecting with the brand, they might feel that the advertisement is overtly done, or fake.Nostalgia The term nostalgia describes a sentimentality for the past, typically for a period or place with happy personal associations. nostalgia nostalgic adjective nostlgico nostalgically adverb nostlgicamente Kernerman English Multilingual Dictionary 2006-2013 K Dictionaries Ltd. She felt a great nostalgia for her childhood. ► Also, if the past records of the company’s performance have not been up to the mark, this marketing tool will not work on the minds of the consumers. nostalgia ( nostld) noun a longing for past times. Hence, this strategy is a huge risk, considering that it may fail to work. ► A major disadvantage can be, when the marketing strategy fails to make an impact if the message is not appropriately delivered. ► The older the brand, higher is the chance of it having an emotional appeal. ► As we grow old, our need to reconnect with the past youthful life increases, and when any Ad campaign reminds us of any product that was popular during those times, it immediately impacts our minds as consumers, and entices us to buy it. ► Consumers are enticed to continue their brand loyalty following their long association with the brand. ► It evokes a feeling of happy memories in your heart. ► ‘Retro’ and ‘Vintage’ is the new cool these days. Advantages and Disadvantages of Nostalgia Marketing This sentiment is exactly exploited by nostalgic marketing, so as to increase the consumer base by charming and luring them into the past.īanking on this new nostalgia trend, consumers get to resonate their inner child, and also capture human emotion. We emotionally bond with the product, see it evolve and change, yet, when we see the old advertisement, something strangely appeals to our heart. Even all the super tech games of today cannot reduce the charm and appeal of the game ‘Mario’. Yet, somewhere in our hearts, we do miss those products that definitely had a longer shelf life than today’s times, wherein most products now are ‘use and throw’. Yes, we want gadgets with the latest technology, devices that are user-friendly, portable, and hassle-free. Especially during the ’90s, things were much more simple, with less competition than today. Your old school photographs, marriage, and family pictures, tend to make you feel nostalgic. We all love to drool in the past that strongly brings back cherished memories. They whisk you away to the past, and add an appeal of the old rustic feeling, bringing back the happy memories of childhood. The Ads that are abuzz today are full of sentimental value. The old huge desktop computers are a reminder of our school days. Admit it, we all go through that teeny moment of feeling emotional when we come across a product that we used in our childhood days. How about adding a tad bit of emotion to your advertisement? If yes, marketers are using nostalgia today, to bank upon the emotions of consumers. “It is strange how we hold on to the pieces of the past while we wait for our futures.” This MarketingWit post talks about this new emerging trend which many marketers are adopting. It also evokes a feeling of humbleness, simplicity, association, and loyalty. Nostalgia marketing can be defined as a marketing strategy that banks upon the memories of the past, and increases potential consumers by connecting with target customers on an emotional basis.
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