Abstract
Based on a semiotic analysis, this paper contibutes to a better understanding of how to use nostalgia in brand communication. The study is based on 3 series of interviews with the same sample. First, 20 subjects were asked to discuss the products and brands connected with a pleasant moment in their lives as a way to grasp nostalgic associaion without mentioning it. Then, a year after, 16 out of the original 20 were interviewed again and shown the pictures of the nostalgic brands previously mentioned. They associated what came to mind when they saw these visuals. Finally, 13 of these participants discussed the memories they associated with 4 photographic forms representing four important stages in life. The study defined a classification of 4 profiles of nostalgic consumers (kidult, traditional, transitional and transgenerational). It identified 4 possible nostalgia applications for brand communication that are related to the above moments and profiles.
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