Nostalgia Advertisements: a Content Analysis

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).



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 34 | 2007



Share Proceeding

Featured papers

See More

Featured

The Viciousness and Caring of Sharing: Conflicts and Motivations of Online Shamers

Chen Pundak, Tel Aviv University, Israel
Yael Steinhart, Tel Aviv University, Israel
Jacob Goldenberg, IDC

Read More

Featured

G7. The Presence of Dividing Line Decrease Perceived Quantity

Jun Ouyang, Xiamen University
Yanli Jia, Xiamen University
Zhaoyang Guo, Xiamen University

Read More

Featured

Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body

Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.