Nostalgia Advertisements: a Content Analysis

Courtney Boerstler, Lundquist College of Business, Dept. of Marketing, University of Oregon, US
Robert Madrigal, Lundquist College of Business, Dept. of Marketing, University of Oregon, US
The authors conduct a content analysis of 2,354 advertisements drawn from popular magazines in 2004 to determine the use of nostalgia as a creative tactic. Nostalgia is defined as a bittersweet emotional state comprised of many discrete emotions produced by reflection on things (objects, persons, experiences, ideas) associated with an idealized past. Nostalgic ads were categorized into three distinct types: Actual, Borrowed and Classic. Results indicate the use of nostalgia is less than four percent (n = 88) of the sampled ads with the predominant type being Borrowed Nostalgia (93%, n = 82).
[ to cite ]:
Courtney Boerstler and Robert Madrigal (2007) ,"Nostalgia Advertisements: a Content Analysis", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 424-426.