(SECOND PROPOSAL)
Nostalgia Marketing Works, But How to Apply it?
Introduction
The definition of nostalgia means yearning of the past, whether it is object, persons, or situations of the past and most of the time in idealized form. Wildschut et al (2008) explains that the term ‘nostalgia’ were originated from Greek words nostos (return) and algos (pain), meaning suffering caused by desire to return to its place of origin as suffered by Swiss mercenaries in server of European monarchs. The concept of nostalgia soon changed during early of 19th century where it is regarded as a form of melancholia or depression. The definition of nostalgia changed again during latter part of 20th century where nostalgia was associated with warmth, yearning of the past, compared to the negative feeling that defines nostalgia. Nostalgia is considered positively toned because the narratives included more positive expressions than the negative effect. It is self-relevant because the protagonist was self invariably formed through the narrative and rarely as isolated actor or bystander. The subject of nostalgia is usually based of frequented close relation around the participant. However, nostalgia is not entirely hedonic experience or merely positive recollection of past events, rather than contained descriptions of disappointments and losses, incident of physical injury, separation and loss of lives of friends. Nostalgia creates a redemption sequence where a narrative pattern progresses from negative to a redeeming, positive life scene. Just like how Farrimond (2012) puts it: The past is re-casted into a more pleasing "remembered" version because our memory, thinking and feeling are an active, shaping process. The overall affective signature of nostalgic narrative was considered narrative, a happy ending.
Nostalgia Marketing Works, But How to Apply it?
Introduction
The definition of nostalgia means yearning of the past, whether it is object, persons, or situations of the past and most of the time in idealized form. Wildschut et al (2008) explains that the term ‘nostalgia’ were originated from Greek words nostos (return) and algos (pain), meaning suffering caused by desire to return to its place of origin as suffered by Swiss mercenaries in server of European monarchs. The concept of nostalgia soon changed during early of 19th century where it is regarded as a form of melancholia or depression. The definition of nostalgia changed again during latter part of 20th century where nostalgia was associated with warmth, yearning of the past, compared to the negative feeling that defines nostalgia. Nostalgia is considered positively toned because the narratives included more positive expressions than the negative effect. It is self-relevant because the protagonist was self invariably formed through the narrative and rarely as isolated actor or bystander. The subject of nostalgia is usually based of frequented close relation around the participant. However, nostalgia is not entirely hedonic experience or merely positive recollection of past events, rather than contained descriptions of disappointments and losses, incident of physical injury, separation and loss of lives of friends. Nostalgia creates a redemption sequence where a narrative pattern progresses from negative to a redeeming, positive life scene. Just like how Farrimond (2012) puts it: The past is re-casted into a more pleasing "remembered" version because our memory, thinking and feeling are an active, shaping process. The overall affective signature of nostalgic narrative was considered narrative, a happy ending.
Being happy or unhappy is neither a good predictor for being a nostalgic person. Sociable, emotional and motivated people are more likely to relish some reminiscence. So what triggers nostalgia? Wildschut et al (2008) and Farrimond (2012) finding tally with each other with loneliness was the most common answer. It could be reasonably argued that an increase in nostalgic-products is a symptom of an increasingly fragmented and isolated society. According to Wildschut et al (2008) Under these circumstances, our brain retrieves nostalgic memories to try to regulate psychological distress, nostalgia reside in its capacity to counteract distress and restore psychological equanimity, works as a store of positive effect contributes to a sense of safety and secure attachment.
When
the newly defined nostalgia married with marketing, it unleashed a horde of
marketing opportunity. Daye(2010) explains that Nostalgia can be exploited and how images and sounds from the past can
create favorable attitudes about products. Nostalgia created a strategic role in contemporary
marketing that taps into the human mind and consciousness. According to studies
of University of Stratchclyde (2010) nostalgia marketing provided the link
between consumer’s feeling and the brand by evoking an experience or situation
in the past, via cues in music, artifacts or appearance. The current nostalgia
marketing may have connection within baby boomer of the 60’s. Although they are
the first who ride the first wave of nostalgia but the adaptation are also
widely consumed by the younger generations, cross-generational success have
little to do with history that they never encounter.
One
of the great comebacks from nostalgia marketing, according to Naughton &
Vlasic (1998) are the Volkswagen New Beetle. “Less flower, more power”, brings
back the round spunky shaped vehicle with the touch of modern features car
buyers demand, such as four air bags and power outlets for cell phones. The
selling point of the beetle was the memorable bubble shape of the design that
put a smile on people’s face. It was no accident but a calculated bet with the
help of nostalgic marketing that revived the Volkswagen. Daye (2012) explained
that the key this strategy is to use the right music and images, which could be
indirectly relate to the products as long the feeling was stirred up because
once nostalgia is generated from emotion of good feeling that influences people’s
evaluation of the advertised offer. Another frequent example of nostalgia
marketing would be Superheroes film that made it to the big screen. Warner
(2011) wrote that the birth of superheroes comic during Great depression and
WWII helped the Americans to escape tough times. Following with adaptation into
different mood made them appealing to different age group thus nostalgic love
for the heroes is born. The technology advancement benefited the film industry
with detailed computer generated imagery and defies the limitation of old
filming techniques, which brings out the best of superheroes attracts both new
and old fans.
However,
as nostalgia marketing adapted by many more film makers became a tool of greed
instead. Shachar (2012) explains that she is disturbed by how war history is
consumed as a pleasing visual aesthetic or consumer ‘product’. The phenomenon
of turning history into a style, an aesthetic and a ‘brand’ to be sold to
consumer was the work of ‘Heritage’ genre of cinema. Postmodernist culture are
turning heritage into a recognizable aesthetic beauty. Utilizing our
fascination with the past as a aesthetically pleasing style to sell its product
with little accuracy and disrespect of history and culture of the source. She
urges that we should observe our engagement with nostalgia that is about ethics
rather than a simple style. We will
always be reminiscing the past but we should balance ourselves between
understanding of the history and the love of its aesthetics.
University of Stratchclyde (2010) further
elaborated that the purpose of nostalgia in marketing have some deep societal
need for authenticity where reaching back to the days where things are slower,
simpler and more peaceful. New generation and the old are clinging to these
past for a longing to have control in our lives, to reach out for the community
to search for comfort and familiarity. This reason of existence of nostalgia only
successful if they are valued, and mean something to the consumer and relevant
to their life style need and requirements Nostalgia marketing not just about
reliving a particular era and buying brands that evoke a strong personal memory
from the past, but reinterpreting it as relevant and valued in today’s world.
Enquiry
outcomes
Although one who never experienced a past
event in his lifetime can relive that moment through nostalgia but if it
doesn’t give his or her life any meaning it will not have any lasting effect. Those
who are born in the east may have different valuation towards western’s
nostalgia market. What kind of past, object, event does Malaysian clings to?
What kind of nostalgic subject does we have in common or different towards our
friend in the west? Does age group, geographical location and social class
affect the market of nostalgia? How nostalgia marketing, in which direction can
be used effectively on the locals yet doesn’t go against the customs of many
ethnic group in Malaysia. How Malaysian perceived existing nostalgia marketing
just like how Shachar (2012) mentioned, balancing between understanding of
history and consuming it as aesthetically pleasing visual.
Feasibility
proposed enquiry
Research is going to be carried out of the market of subject of nostalgia through observation on recent events, in the local supermarket, decoration of hypermarket, advertising strategies and also by a survey of valuation of certain finding by different age group and social class. The research aims to collect data of effective use of nostalgia onto local advertising and marketing, also the perception of Malaysian towards nostalgia.
Relevance of enquiry to personal practice
How things happens around us affect the appearance or direction of approach of the products around us. Nostalgia marketing said to be an effective marketing tool but only when it fits the requirements and relevance of the consumer. Both past and present event, technology are to be merged together to achieve distinctiveness against competitors.
Research is going to be carried out of the market of subject of nostalgia through observation on recent events, in the local supermarket, decoration of hypermarket, advertising strategies and also by a survey of valuation of certain finding by different age group and social class. The research aims to collect data of effective use of nostalgia onto local advertising and marketing, also the perception of Malaysian towards nostalgia.
Relevance of enquiry to personal practice
How things happens around us affect the appearance or direction of approach of the products around us. Nostalgia marketing said to be an effective marketing tool but only when it fits the requirements and relevance of the consumer. Both past and present event, technology are to be merged together to achieve distinctiveness against competitors.
Bibliography
Electronic Information:
Electronic Information:
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