Living the fond memories of our
childhood brings back possibly the most happiest and carefree times of our
lives. The power of nostalgia is incredible in the sense that the past has a
way of seeming better than the present and possibly the future. Thinking back
to nostalgic times transports all of our emotions into a streak of positivity
and hope that the present and future can be as great as the happier times of
our lives. Main advantage of nostalgic marketing is the strong way it can
easily transport the viewer to a personal memory so that they can connect with
the product and ad. Another advantage is nostalgic marketing can reach out to a
broad range of people. Nostalgic marketing can also make their product seem
even greater and improved then their past if their product in the memories of
their viewers was already successful. A company that I feel uses nostalgic
marketing to their advantage is the Disney Company.
The
video below advertises Disneyland’s 50th Anniversary and it starts
off with nostalgia by having Walt Disney speaking on the opening of Disneyland.
Along with this is also video shots of little kids, families, and older people
of all ages enjoying their time at Disneyland. By reaching into the memory of
the viewers that Disneyland has been a source of entertainment and happiness
since the beginning, the viewers will think back their first time at Disneyland
and use these nostalgic memories to possibly go to the huge celebration.
Disadvantages
of nostalgic marketing would have to be if the product was not successful in
the past, then the viewers would reflect on this horrible experience or
possibly not remember it all (since their memory may have blocked this out of
the brain). By tying this link between the past memory and the current ad, the
company could be at a complete disadvantage and may not be even given a chance
since the viewer would not trust the product. If the product was no memorable
then the ad may appear irrelevant and confusing if it tries to reference to the
past and bring make nostalgia that is non-existent. Personally, the only
product commercial I have seen that provides negative results of nostalgia is
the My Little Pony commercials. As a young child I found these commercials
annoying and I desired to have this toy. Therefore, whenever this commercial
below comes on, I click to the next channel without even giving it another
chance.
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