Nostalgia Marketing

1. What are some of the major advantages and disadvantages of nostalgia marketing? The use of nostalgia as one of the advertising technique would be highly effective as it brings a strong emotional appeal to consumers, and it obviously has a high demand in advertising. I think that the reason why the ads using the nostalgia could be effective is that the nostalgic feelings can mostly bring positive reflections in consumers. People always remember the good memories when we think of the past. For instance, when we see the nostalgic ads, it reminds the image of the past, and we unwillingly image our good memory from the past; therefore, the nostalgic ads could affects consumer's attitude and their image of the product positively. To me, i used to go to camping with family, so whenever i see the commercials that related to camping, it reminds of my old memory, and I have a positive feelings toward the product as a result. However, it is way important how to use the nostalgic ads, or the consumers could get negative feelings toward the product. If the ads using nostalgia pitch the specific product, it should not target one thing. In other words, the nostalgic ads better of let give people having great memories. For instance, the nostalgic ads are commonly used on Christmas. If people see kids are happily waiting for Christmas gifts from Santa on the commercial, most people remember their childhood, and would have a positive feelings toward the commercials and products. The reason why the nostalgic ads are often used in Christmas season is that people can remember their best memories from the past. If the nostalgic ads remind people of the one memory form the past, the consumers might remember bad feelings and never get a product.

 2. Are there some products or brands which this strategy may not be successful? In the successful nostalgia marketing, people remember a good memory and it forces them to like the product; therefore, the successful nostalgia ads must have a positive feelings toward the product. However, if the company of technological devices uses the nostalgic ads, it does not give positive attitude for consumers. For example, if the commercial for smart phone use nostalgia marketing, I would think that my life with lots of technological device is somehow sucks as I have great memories without smart phone in the past. I would think that I have some of troubles, which I did not have in the past, with smartphone now.