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).


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.


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


NA - Advances in Consumer Research Volume 34 | 2007

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