As nostalgia affects the purchase and why it is difficult to resist her – BBC News in Serbian
Do you remember the taste of your childhood ice cream, the melodies of the old Nokia telephone Or the smell of Grandma’s kitchen?
If your answer is yes – you are not alone. And brands know that well and They use to buy them as much.
It is a « feeling of pleasure and grief when we think about things that happened in the past », writes In the Dictionary of Cambridge University.
« Nostalgia is no longer just a feeling that brings us back, but a powerful marketing tool that encourages consumers to reach for a wallet, » says Voislav Bijelac, a brand marketing specialist, for the BBC in Serbian.
This marketing strategy gives a human character brand and allows the customer to identify with the product brand, even before purchasing or tried it, he adds.
Purchase of emotion
Nostalgia works by returning us in a happier and simpler time or at least in the version of the past we want to remember, says Sunčica Jergović, director and film theorist, for the BBC in Serbian.
It is not a historical, but an emotional and melancholy memory, she explains.
Receiving memories reduces stress and loneliness, increases the feeling of connection and makes us more inclined to We are pulsing to buyshows a study.
« When brands use nostalgia, they are not selling only the product – they sell emotion, sense of security and affiliation.
« This is why more and more companies turn to retro design, the return of old products and advertisements reminiscent of consumer childhood, » adds Jergović.
A biscuit with a girl, a candy with three cow-brown layers, milk with shirts like grandmother’s enamelware, bat and cutting on chocolate, but these descriptions return images from childhood and send them to the first store.
The return of the past on the shelves
The same is in the world – famous brands of food and drinks have returned the old design cans, bottles, and packages on several occasions.
Nostalgia sells both clothes and shoes.
Fashion houses over again Products of Sneakers from the 1990sbut also entire collections from certain epochs.
A few years ago, one of the leading sports centers in Germany, in cooperation with the world-famous Adidas brand, made a limited series of sneakers with the sign of the southoplasty, in order to recall success Split basketball club.
Some retro products, like a folding phone, which was an absolute hit two decades ago, today they are became fashion accessories.
Brands often offer consumers products from the past, changing some details or design products to remind the specific period, writes in the work Nostalgic Consumer Trends and Marketing Nostalgia.
They use Both motifs, slogans and jingles in advertisements, as well as pictures, movies and music from previous times.
The younger generations more often launch today’s nostalgic trends shows the latest research Gwy ZeitgeistPlatforms dealing with market trends.
Born in the 1990s would rather think of the past than about the future, It shows the same research.
« What makes a generation of nostalgia, another can be a complete unknown, » says Voislav Bijelac.
The elderly, the landline will cause a smile, while younger do not even know how they are used, so the brand must know exactly to whom it is addressed, adds.
Popular culture and commercials
Snow hut with Santa, the house where the gathered family is seated in the dining room expecting lunch, music created in the middle of the last century – advertisements are trying to remind us of the past and communion.
« People long for community and emotional confirmation, so images like this often attract them and have marketing power, such as mothers, meals, big families, » says Jergović.
Nostalgia plays an important role in searching for an ideal ancestor, says director Sasa Radojevic for the BBC in Serbian.
The « imaginary community whose root is created using a nostalgia. »
« For this purpose, a popular culture is crucial, because it communicates through it with the widest layer of the population that shares mentality, language, customs and values.
« Since popular media and advertisements nurture the principle that historical order and real flow of time are irrelevant, nostalgia is their regular building element, » he explains.
Watch the video about the Lasa collector and its telephones with the dial
What is digital nostalgia?
From tiktok trends that imitate old computer programs, to Instagram filters that look like an old handmade cameras – it seems to be an oversized past.
In a rapidly changed world, more and more young people turn to slower, « granular » internet from the past.
But why are bad resolution and slower internet?
It is a digital nostalgia, They believe scientists.
« Today, more and more applications offer the possibility of converting new digital photos and video content (with various filters), streaming of film and serial facilities is increasingly placed in some earlier epoch, which did not circumvent the video game industry, » Digital Nostalgia – Marketing Strategy of Pretending to NEW in Old Mladen Milić and Radoslav Balthezarović.
Nostalgic marketing is closely related to social networks, They are writing.
See this video and this video: Master Rajko and its wonderful fixed telephone collection of wood
On Instagram and similar applications, it offers a whole set of nostalgic photo elements – from shades of Sepia, retro fonts and polaroid frames.
All this did not get bypassed No video games industry, no matter how fast technologies progressed.
« Consumers who once enjoyed the virtual world of video games, now they can ‘revive’ feelings of old times, although in a new way, who also enjoy such realities, only their motives are different, but still very strong, » they conclude very strong, « they conclude.
Today we are no longer waiting for ten years to make something « nostalgically, » a white man adds.
« It’s enough to pass only a few months and we’re already watching trends from the beginning of the year as the time that went.
« It used to be far away. Today, it is only a pair of scrolls away, » he explains.
The rhymes of movies cause sweet-bitter emotions
Nearly nine decades from the first long animated dizni movie about a girl poisoned apple, the audience meets with a new version Snow White and Seven Dwarfs.
Although it comes to the action film adaptation of fairy tale, the basic motifs remained the same – evil stepmother, prince and poison fruit.
It is similar with numerous rhymes of the horror on Nosferatu – Vampire that becomes obsessed with married woman.
« Rimejaks Some of these films affect the feelings of nostalgia and state us to be happy to remember past events.
« People mostly perceive like a slightly positive, bitter-sweet emotion », he said Previously Vidznand Van Tilburg, Professor of Psychology and Nostalgia Expert at the University of Esex.
Nostalgia helps feel more associated with others who have the same experiences as we, concludes outside Tilburg.
How far can the nostalgia can go?
Nevertheless, excessive use of nostalgia can also have a counterfact, Marketing Analysts say.
When brands do not offer anything new except the sentimental value, consumers quickly become tired.
« When large corporations try to force nostalgia, the result is often the opposite: effect acts artificially and removes the customer instead of approaching it, » the white man warns.
« The most successful products are not only copies of the elderly, but a combination of nostalgia and modern design or technology, » he adds.
Whether it is the return of old brands, film rhymes or retro fashion, one is certainly – nostalgia became a serious business.
And as long as people want to relive beautiful moments from the past, the company will be happy to offer them a ticket for that trip, the white man concludes.
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