Nostalgia in Advertising

Nostalgia in Advertising

What are some of the major advantages and disadvantages of nostalgia marketing?

There are many advantages and disadvantages when using nostalgia in advertisements. One of the major advantages is its use of pathos, or appealing to one’s emotion. A commercial that reminds the viewer of a happy or fun time when using their product holds a lot of power. It will undoubtedly increase the chances a consumer purchases the product. With that being said, the use of emotion can go both ways. If a commercial reminds the viewer of a sad time or experience it will hurt the chances of him or her buying the product.

Are there some products or brands for which this strategy may not be successful? Why not?

It may be a bad idea for some brands to use nostalgia in their advertisements. Newer brands, for example don’t have a history of its product to appeal to a consumer’s emotions. You cannot reminisce about something that does not have a history.