Using of nostalgia as a communication Strategy in TV advertising design campaigns to influence behaviour of brands consumers (An Analytical study on TV advertisement campaigns in Egypt)

Abstract

In the past few years the term nostalgia appeared to be used in a broad way in many of themes around, in media programs, through social media and many other means. TV advertisement designers use nostalgiaas a design strategy to influence the emotional feelings of brands consumers. This strategy plays a role in reminding consumers with best memories they have in the past and connect the product or the service they advertise with these memories sometimes through words, songs, celebrities, costumes and traditions. Today marketers use nostalgic cues in their campaigns to attract consumers and offer products that stimulate consumers’ nostalgic responses in order to positively influence consumers’ behavior.