Using of nostalgia as a communication Strategy in TV advertising design campaigns to influence behaviour of brands consumers (An Analytical study on TV advertisement campaigns in Egypt) | ||||
| International Design Journal | ||||
| Article 31, Volume 8, Issue 1 - Serial Number 25, January 2018, Page 335-351 PDF (840.04 K) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/idj.2018.86321 | ||||
 View on SCiNiTO | ||||
| Author | ||||
| Wesam M. Ayada | ||||
| Associate professor – Advertising Dep. - Faculty of applied arts – Damietta University- Egypt | ||||
| Abstract | ||||
| In the past few years the term nostalgia appeared to be used in a broad way in many of themes around, in media programs, through social media and many other means. TV advertisement designers use nostalgiaas a design strategy to influence the emotional feelings of brands consumers. This strategy plays a role in reminding consumers with best memories they have in the past and connect the product or the service they advertise with these memories sometimes through words, songs, celebrities, costumes and traditions. Today marketers use nostalgic cues in their campaigns to attract consumers and offer products that stimulate consumers’ nostalgic responses in order to positively influence consumers’ behavior. The purpose of the research is to investigate how using nostalgia as a communication strategy can help TV advertisements designers to achieved the aim of the advertisements of different brands to influence the consumer behavior towards the product, and if it is a successful strategy that lead them to use it again and again in the brand advertising campaigns or not. Design/methodology/approach: The study uses an analytical design that analysis different TV advertisements campaign for different brands and services directed to the Egyptian market, and follow up the brand advertising strategy to understand if using nostalgia is a constant TV campaign designing strategy for those companies, that lead them to keep using it, due to its effect on consumer purchasing decision. Findings: that using nostalgia as a communication strategy on TV advertising design increase the link and connection between the consumer and the brand due to the influence on their emotional feeling that affect the purchasing decision of consumers, and that lead many multinational and national companies to use it for many years in its TV advertising campaigns . Using nostalgia as design strategy can be used for any brand despite the age of the target group. If this strategy was not working successfully with the company it will not keep using it in its campaigns. Originality/value – The study is based within an analytical TV advertisements framework directed to the Egyptian marketing to exam the specific experience of nostalgia and linking it to consumer’s identity. | ||||
| Keywords | ||||
| Nostalgia; Age identity; TV Advertising; Image; Branding; Consumer experience | ||||
| References | ||||
|
1- Abdullah J. Sultan (2017), “Development and validation of a multi-dimensional scale for nostalgia proneness in Kuwait”, Arab Journal of administrative sciences, Vol.24, No.1, pp.107-124. 2- American heritage dictionary, 1972. 3- Kessous, A. and Roux, E. (2008), “A semiotic analysis of nostalgia as a connection to the past”, 4- Qualitative Market Research, Vol. 11 No. 2, pp. 192-212.https://doi.org/10.1108/13522750810864440 5- Allen, M. and Raymond, P. (2007), “Media, Messages, and Meta-analysis”, Mass Media Effect Research: Advances through Meta-analysis, Lawrence Erlbaum Publishers, Mahwah, NJ, pp. 15-30 6- Bambauer-Sachse, S. and Gierl, H. (2009), “Effects of nostalgic advertising through emotions and the 7- Intensity of the evoked mental images”, Advances in Consumer Research, Vol. 36, pp. 391-398. 8- Barak, B. and Schiffman, G.L. (1981), “Cognitive age: a non-chronological age variable”, Advances in Consumer Research, Vol. 8, pp. 602-606. 9- Cambridge dictionary 10- Chou, H. and Lien, N.(2010), “Advertising effects of songs’ nostalgia and lyrics’ relevance”, Asia Pacific Journal of Marketing and Logistics, Vol. 22 No. 3, pp. 314-329. 11- Davis, F. (1979), Yearning for Yesterday: Sociology of Nostalgia, the Free Press, New York, NY. 12- Elliott, S. 2009 : Warm and Fuzzy Makes a Combeback , New York times 13- Feiz, D., Fakharyan, M., Reza, M. Jalilvand, Hashemi, M. (2013) "Examining 14- the effect of TV advertising appeals on brand attitudes and advertising efforts in Iran", Journal of Islamic 15- Marketing, Vol. 4 Issue: 1, pp.101-125, https://doi.org/10.1108/17590831311306372 16- Hallegatte, D. and Marticotte, F. (2014), “Does Holbrook’s Nostalgia Index Measure Nostalgia Proneness”, AMA Educators proceedings, C-84-C-90. 17- Havlena, W.J. and Holak, S.L. (1991), “The ‘good old days’: observations on nostalgia and its role in consumer behaviour”, Advances in Consumer Research, Vol. 18 No. 1, pp. 323-9. 18- Holbrook, M.B. (1993), “Nostalgia and consumption preferences: some emerging patterns of consumer tastes”, Journal of Consumer Research, Vol. 20, pp. 245-56 19- Holbrook, M.B. and Schindler, R.M. (1996), “Market segmentation based on age and attitude toward the past: concepts, methods and findings concerning nostalgic influences on consumer tastes”, Journal of Business Research, Vol. 37, pp. 27-39. 20- Holbrook, M.B. and Schindler, R.M. (2003), “Nostalgic bonding: exploring the role of nostalgia in the consumption experience”, Journal of Consumer Behaviour, Vol. 3 No. 2, pp. 107-27. 21- Hunt, L. and Johns, N.(2013) “Image, place and nostalgia in hospitality branding and marketing” Worldwide Hospitality and Tourism Themes Vol. 5 No. 1, pp. 14-26 , Emerald Group Publishing Limited 1755-4217 DOI 10.1108/17554211311292411 22- J.S. Panwar, Milan Agnihotri, (2006) "Advertising message processing amongst urban children: An Indian experience — with special reference to TV advertising", Asia Pacific Journal of Marketing and Logistics, Vol. 18 Issue: 4, pp.303-327, https://doi.org/10.1108/13555850610703263 23- Kazlauske D, Gineikiene J, (2017) "Do you feel younger enough to choose nostalgic products? Exploring the role of age identity in nostalgic purchasing behavior", Baltic Journal of Management, Vol. 12 Issue: 3, pp.292-306, https://doi.org/10.1108/BJM-08-2016-0185 24- Kessous, A. and Roux, E.(2008), “ A semiotic analysis of nostalgia as a connection to the past “, Qualitative Market Research : An International Journal , Vol. 11(2), pp.192-212 25- Kim, H. (2012), “The dimensionality of fashion-brand experience: aligning consumer-based brand equity approach”, Journal of Fashion Marketing and Management, Vol. 16 No. 4, pp. 418-441. 26- Lambert-Pandraud, R. and Laurent, G. (2010), “Why do older consumers buy older brands: the role of attachment and declining innovativeness”, Journal of Marketing, Vol. 74 No. 5, pp. 104-121. 27- Loos, E. and Ekström, M. (2014), “Visually representing the generation of older consumers as a diverse audience: towards a multidimensional market segmentation typology”, Participations, Vol. 11 No. 2, pp. 258-273. 28- Mathur, A. and Moschis, P.G. (2005), “Antecedents of cognitive age: a replication and extension”, Psychology and Marketing, Vol. 22 No. 12, pp. 969-994. 29- Marchegiani, C. and Plau, I.(2010), “ Effect of personal nostalgia response on cognitions, attitudes, and intentions”, Journal of Research in Interactive Marketing Vol.4 (3) , pp. 241-256 30- Marchegiani, C. and Phau, I. (2010), “Away from ‘unified nostalgia’: conceptual differences of personal and historical nostalgia appeals in advertising”, Journal of Promotion Management, Vol. 16 Nos 1/2, pp. 80-95. 31- Muehling, D.D., Sprott, E.D. and Sultan,zz J.A. (2014), “Exploring the boundaries of nostalgic advertising effects: a consideration of childhood brand exposure and attachment on consumers’ responses to nostalgia-themed advertisements”, Journal of Advertising, Vol. 43 No. 1, pp. 73-84. 32- Muehling, D.D. and Pascal, J.V. (2011), “An empirical Investigation of the differential effects of personal, historical, and non-nostalgic advertising on consumer responses”, Journal of Advertising, Vol.40 No. 2, pp. 107-122. 33- Muehling, D.D. and Pascal, J.V. (2012), “An involvement explanation for nostalgia advertising effects”, Journal of Promotion Management, Vol. 18 No.1, pp. 100-118. 34- Muehling, D. and Sprott, D. (2004), “The power of reflection: an empirical examination of nostalgia advertising effect”, Journal of Advertising, Vol. 33 No. 3, pp. 25-35. 35- Selby, M. and Morgan, N.J. (1996), “Reconstruing place image: a case study of its role in destination market research”, Tourism Management, Vol. 17 No. 4, pp. 287-94. 36- Sierra, J. and Shaun, M. (2007), “Attitudes and emotions as determinants of nostalgia purchases: an application of social identity theory”, Journal of Marketing Theory and Practice, Vol. 15 No. 2, pp. 99-112 37- Stern, B. (1992), “Historical and personal nostalgia in advertising text: the fin de Sie`cle effect”, Journal of Advertising, Vol. 21 No. 4, pp. 11-22. 38- Ruiz, S. and Sicilia, M. (2004), “The impact of cognitive and/or affective processing styles on consumer response to advertising appeals”, Journal of Business Research, Vol. 57, pp. 657-64. 39- Triantafillidou .A and Siomkos .G, (2014) "Consumption experience outcomes: satisfaction, nostalgia intensity, word of- mouth communication and behavioral intentions", Journal of Consumer Marketing, Vol. 31 Issue: 6/7, pp.526-540, https:// doi.org/10.1108/JCM-05-2014-0982 40- 41- Turner, B. (1987), “A note on nostalgia”, Theory Culture and Society, Vol. 4, pp. 147-56. 42- Usman, M., Ilyas, S., Hussain, M.F. and Qureshi, T.M. (2010), “General attitude towards advertising: cultural influence in Pakistan”, International Journal of Marketing Studies, Vol. 2 No. 2, pp. 124-34. Youtube 43- https://www.youtube.com/watch?v=Px0C28E_HC8 44- https://www.youtube.com/watch?v=P_NA5_qFsWI 45- https://www.youtube.com/watch?v=bdn_3vNAUME 46- https://www.youtube.com/watch?v=2qcQKlyA_ag 47- https://www.youtube.com/watch?v=zMPfxQunIRw 48- https://www.youtube.com/watch?v=9soW83PScgs 49- https://www.youtube.com/watch?v=Hb3XraoZxQ0&t=4s 50- https://www.youtube.com/watch?v=4zHgTyFv1Xg 51- https://www.youtube.com/watch?v=X2Ic5nC8yDM 52- https://www.youtube.com/watch?v=PR8Q-c0W5KI 53- https://www.youtube.com/watch?v=_J9kv5_Z-nM&t=4s 54- https://www.youtube.com/watch?v=gKZqG8bcf20 | ||||
|
Statistics Article View: 692 PDF Download: 627 |
||||
