Nostalgia and Emotions in Advertisements - Essay Example

? Nostalgia and Emotions in Advertisements Nostalgia and Emotions in Advertisements Advertising is the most effect activity in attracting and maintaining customers in any business venture. Therefore, proper and effective adverts will be the only avenue to attract and maintain customers to the intended products and services. The two aspects of advertising that are to be discussed in this essay are the advertising means and modes that affects the customers’ nostalgic feelings and emotions towards attracting and maintaining them to the products and services intended by the advert or advertisement. It should be noted that nostalgic adverts usually aim at arousing feelings of the customer; thus, affecting their emotions. This combination of nostalgia and emotions if attained will have a great impact on the customers-product relationship. According to Van Djik (1988), the move from providing family life records to becoming communication devices and from sharing photographs as memories to sharing them as experiences has been a vital transformation for marketers. Retrieval of long experiences is integrated in adverts to capture good memories for consumers while sweat words are used to develop good emotions to the consumer. Such words like “natural”, which have their origins in the mothering process, would capture the attention of customers in their imagination of what nature should look like In the recent days, Customers have been bombarded with different messages all day from radios, TV stations, and the internet. At the same time, Consumers also learn from friends through different social settings. For instance, interactions between consumers and their friends in different social Medias like twitter or facebook. Consumers may ‘retweet’ or ‘like’ something on these social networks and may even comment. The customers’ intention get scattered that it makes it difficult for a starting company to engage them. A small and starting company needs to slide and slip its way through all other destructions that may be inflicting the consumers’ attention. This mode of association is usually a start up marketing that is usually a significant role in the success of a business (Cook and Guy. 1996; pg. 45). Marketing cannot just be defined as advertising, but it engulfs other activities that are determined as sets of specific institutional or organizational processes especially in line with the product and service delivery in manufacturing, distributing, communicating, and exchanging offerings that are believed to have values for customers, partners, clients and the society. With these considerations, marketing can be defined as an integral part of all undertakings in a business towards promoting the business’ activities to the customers among other stakeholders. (Boje and David, 2008; pg.67). Nostalgia marketing is among the different way of conducting effective marketing. This type of marketing aims at evoking a nostalgia feeling in customers. Nostalgia is sentimental desire for happiness of a former time or place and can be triggered by all senses. For instance, the sense of smell can remind an individual of certain cookies or foodstuffs that he/she used to buy from a certain company or store. Taste can as well evoke a forgotten interest like remembering the taste of ice creams one used to eat in collage or elsewhere. (Wharton, 2013; pg. 54). Companies can use such words like “NATURAL” of “nature” to capture the emotions of a customer. The customer may try to figure out how nature may be associated with non harmful or pleasing facts. This therefore drives the customer to going for the commodity. Therefore, businesses can efficiently apply the notion nostalgia marketing since it makes customers happy as they are reminded on certain occasions. This sense can drive or change their buying habit. Moreover, the current nostalgic instability may be a better avenue for businesses to affect this strategy especially when customers are feeling down ridden. Creating these situations to them may drive them to want to remain in the same forever; thus, changing their buying habits permanently to such goods and services. In that perspective, in times of recession, people notice older retro goods and the notion are being brought back. Other means of instilling nostalgia as a means of advertising is using Songs especially incorporating the older tunes or lyrics. Additionally, companies may use advertisements that they used in the past. All of these are done to target consumers who are now burdened by paying bills and spending much money in purchasing commodities (Smith, 2009; pg.88). By framing their goods or services in that context, many companies link themselves with memorable times in the minds of customers, making a sale in a much easier way (Vergara, 2009; pg.91). On using the nostalgia marketing, companies require to know their target market, which is because twenty year olds would be nostalgic about different things that forty year olds cannot be associated. Depending on the type of senses the targeting company, and whether it is using nostalgia marketing in its advertising, in their product design or even in their supply chain where the method are different. Nonetheless, the use of old marketing devises must be aimed at triggering the desired emotions, and they must never be regarded as outdated. In other words, business and marketing companies must incorporate what customers cherish and include it in their adverts in a nostalgic manner to arouse the buying habits of the customers. For example, the KDD ice Cream company uses the nostalgia marketing strategies perfectly. When the company changed its old ice cream names and re-introduced them as Blitz, the repercussion was huge. The social media were filed with complaints about how many people wanted their old ice cream names and packages names back. Another example is the Gillette Company which uses pleasing expressions to advertise the product. Such words like “safety razor” evoke some feelings of safety with shaving with the Gillette shaving machine. A picture of smart people using the tool also serves to capture the customer attention and develop a desire to go for the specific product. The Fownes Glove Company also uses such expressions to advertise their product handling rough things are drawn. This attracts customers to going for this particular product. While the Hepburn Seasonal Beer has an identity of their product, the company uses some attractive pictures which capture the attention of the customers. On seeing the provoking pictures to appetite of beer, customers link the nature of the beers, which is usually said to be “the darkest colour” and attain some appetite towards the brandy. These psyche up the customer and inflict a positive attitude towards the product. The Army Club Cigarettes use some pleasing words on their advertisements. They use such pleasing words like “the smokers reply to the budget” in an attempt to attract more consumers. Customers of the product would get attracted by the accompanying words to the product. The positive massage communicated by the writing creates a positive attitude for the customers towards the product. Theses texts create the nostalgic impressions, which are very vital for marketing. The Channel Campaign Features on the other hand would use some nostalgic Macho Actors full article. This draws much attention to the lovers of movies. On presenting the picture of a famous actor of the movie case, people who loved the actor in his old movies would develop some attitudes towards the movie. The Mercian Karuizawa is another example of an add which utilize nostalgia. Smart bottles are drawn for advertisement on the Whisky magazine. They associate some specific colours with the brandy. This develops some emotions to the consumers, which drive them to purchasing it . Companies greatly believe Nostalgia is extremely effective and persuasive advertising technique. On advertising their brands, companies connect their brands using words, music, pictures, or places with a by-gone era that seeks to remind viewers of their advancements. They do this on hopes that the nostalgic feelings would remind customers in a positive way and touch their attitudes as well as their buying behaviours. In the real sense, the use of this tactic in advertising stimulates attention. It is also entertaining and persuasive and reminds nostalgic reflections on customers. The ads do not only create positive emotions, but also bring about mental images of former situations and experiences (Cook and Guy, 1996; pg. 43).Almost in every society; there are groups of people who support nostalgia. Therefore, marketers usually apply the same ideas and images since it is less costly than inventing new ones (Dijk, 1998; pg 89). Companies, on the other hand, base their advertisements on certain emotions. Different people may have certain emotions towards different commodities. On advertising, companies make good use of colours and in an appropriate way to reassure consumers and help in establishing their loyalty. Choosing the wrong colour to accompany for an advert may arouse negative emotions to people who at the end develop a bad attitude towards the commodity. However, Colours painted in different places may attract customer’s attention. Colour is useful in categorizing a company; for example, companies that deal with groceries tent to use red and orange colours in their adverts. Colour usage is very significant as it give consumers visual clues that help them to sort and categorize what they see. If a company uses bright colour like red, bright orange or royal blue, the customers may think that the company is selling products geared toward children. This would be great if the company is selling toys for small children. Companies, which sell office appliances for large corporations, emphasize greatly on revising their colour scheme. Consumers associate deep grey, blacks, and pastel blues with more dignified products. Consumers become emotionally attached to specific colours and different colours convey different feelings to people, like the time or season of the day (Cook and Guy, 1996; pg. 42).For instance, in a grocery store, if the colour blue is used to mean icy fresh, or the colour green used to mean pine or menthol, the consumer would not be emotionally driven to eat something that was blue. The colour green is used to represent nature and fertility in U.S. the same colour, green, in other countries is associated with envy and misfortune. Green colour is used in China on men’s hat means that the man is cheating on his wife. Although some cultures depict that blue colour represents defeat, it is the most used colour in the United States. Such colours may develop some attitudes to some people. The best colours may be associated with good and quality things while other colours taken to represent bad things in a society may also develop bad attitudes in a customer towards a company. Companies identify the emotions they want to express and the type of emotion that best suits their brand. For example, in a heating and cooling company, numerous emotions could achieve inspiring interest by customers towards the company’s services. This process could be of either negative and positive emotions or both. The advertisement for heating and cooling company may use emotions that relate to comfort to show how the company would deliver its services to keep the consumer’s family warm in the winter and cool during the summer time. On the other hand, the same advertisement would evoke negative emotions to customers. Consumers may develop a negative emotion of fear that something may go wrong with the system after a set time. A company would consider the different segments (Cook and Guy, 1996; pg. 32). Advertising for products can consciously evoke memories and associations to create or recall positive responses. Companies use their experiences on the products to evoke a distant experience of the customer that marketers should be very certain that it would develop positive attitudes towards their newly marketed product. The modern day companies have developed such tactics that have been found very effective in attracting new and old customers to their market. Certain products may have been very appealing to customers in the past while they have come to a state of extinction. Such commodities that are believed to have developed good feeling to people can be reintroduced to the market and obtain more customers for the company. Bibliography BOJE, DAVID M. 2008. Storytelling Organizations. London: Sage Publications. COOK, GUY. 1996. Discourse. Oxford [u.a.]: Oxford Univ. Press. DIJK, TEUN A. VAN, and TEUN A. VAN DIJK. 1998. Discourse as social interaction. London [u.a.]: SAGE. LAKOFF, GEORGE, and MARK JOHNSON. 1999. Philosophy in the flesh: the embodied mind and its challenge to western thought. 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