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NOSTALGIA IN ADVERTISING: A SEMIOTICAL ANALYSIS OF NOSTALGIA-THEMED AND NONNOSTALGIA THEMED PRINT ADS

Abstract

Author(s): P?nar AYTEK?N, Yeliz YAPICIO?LU AYAZ

Marketing is a communication tool which marketing specialists make an effort to have a position in consumers’ mind. While consumers’ perspectives are changed, marketers try to produce new solutions in their methods and implementations because they have a crucial role to manipulate expectations and to formulate consumers’ buying behaviour. Nowadays, one of the methods which marketing specialists apply for effectingthe consumers is to nostalgia in marketing. Marketers give an importance to this methodbecause this method reminds toconsumers their previous experiences and revivals their memories about the brand. Using nostalgia in marketing is differentfrom other marketing methods. It represents images and brands from the past. This study tries to examine how and why nostalgic themes are used in marketing and advertising. In this context, nostalgia-themed and non-nostalgiathemed print ads are explained through semiotical analysis. Besides, these different types of examples are being compared to each other.

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Citations : 27

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