3ostalgia in the Advertising Alliance and its Impact on the Recipient of the Advertisement | ||
| International Design Journal | ||
| Article 17, Volume 14, Issue 4 - Serial Number 62, July and August 2024, Pages 233-240 PDF (1.14 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/idj.2024.357804 | ||
| Authors | ||
| Sahar Adly Mahmoud Abd El-Rehim1; Ahmed Hassan Morsi2; Atiyat Bayoumi Al-Gabry3 | ||
| 1Graphic designer at Industrial Development of Authority | ||
| 2Professor at Applied Arts Faculty, Helwan, University, Egypt, | ||
| 3Professor Emeritus, Advertising, Department Faculty of Applied Arts , Helwan University Egypt, ATEYAT_ALGABRY@a-arts.helwan.edu.eg | ||
| Abstract | ||
| Forming alliances with other companies has become a strategic tool used by many companies to achieve development and growth goals. Therefore, Advertising Alliances have become a common method in trying to transfer positive associations from one brand to another. They can also be used to achieve brand awareness and knowledge goals more effectively by taking advantage of One of the strengths of partners and sharing costs. We also find that a new (or relatively unknown) brand may partner with an established brand to build a stronger presence. Co-branded advertising perfectly showcases the brands. Which helps the recipient remember the names of the brands, and then recall them. Companies resort to using nostalgic advertising, which focuses on the emotional relationship between the recipient and companies, products, and services. Adding the nostalgic factor in advertising design may attract consumers with special interest, arouse their nostalgia, and stimulate their desire to buy products. Advertising expresses a major change in values, beliefs, behavior and purchasing patterns, and it is one of the things that affects people’s lifestyles, due to the increase in competition between goods and services, as many of these goods and services are similar in their characteristics, so reliance is placed on emotional appeals in advertising messages, which In turn, it has a positive effect on the consumer and attracts his attention and interest in the product. Therefore, nostalgia is used as it arouses emotional reactions and relationships with consumers, allowing them to reduce their defenses and convince them more easily. When more than one product is combined in the advertisement, it connects them in the recipient’s memory through their previous memories, which It makes them more sympathetic and loving towards the advertised products. Therefore, this research attempts to shed light on how recipients respond to this type of advertising alliance that uses nostalgia. The problem of the research lies in how the advertising alliance using nostalgia can enhance the recipient’s response to the advertisement. The research aims to shed light on the advertising alliance using nostalgia and the extent of its impact on the recipient. The research follows the descriptive approach accompanied by an analytical study. The results have shown that the use of nostalgia in the advertising alliance helps the recipient develops positive attitudes towards the advertised brands. | ||
| Keywords | ||
| Nostalgia; Advertising Alliance; Emotion | ||
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| References | ||
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