Historical and Personal Nostalgia in Advertising Text: The Fin de siècle Effect
Historical and Personal Nostalgia in Advertising Text: The Fin de siècle Effect
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DOI：
10.1080/00913367.1992.10673382
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发表时间：
1992-12
影响因子：
5.7
通讯作者：
Barbara Stern
中科院分区：
文献类型：
--
作者：
Barbara Stern
摘要本文以文学批评为基础，对广告文本中的怀旧情绪进行刺激性侧面分析。它为现代怀旧提供了一个历史语境，通过讨论这一现象作为一种最后的或“世纪末”的文化效应。它通过区分两种怀旧类型--历史怀旧和个人怀旧--提出了一种怀旧分类，这两种类型决定了广告元素的情节、背景、人物和继承自文学前辈的价值观。它以广告、期刊和直邮目录为例，分析了商业传播中的每一种类型。个人怀旧广告和历史怀旧广告分别与消费者对自我的移情和理想化有关。在内容分析、不同的性别反应和对消费者价值观的影响三个领域，本文提出了八个命题，以供进一步研究。
Abstract This paper uses literary criticism as the basis for stimulus-side analysis of nostalgia in advertising text. It provides a historical context for modern nostalgia by discussing the phenomenon as a fin de siecle or “end of century” cultural effect. It presents a nostalgia taxonomy by distinguishing between two types of nostalgia — historical and personal — that determine advertising elements of plot, setting, characters, and values inherited from literary antecedents. It analyzes each type in commercial communications, using advertisements, periodicals, and direct mail catalogues as examples. Personal and historical nostalgia advertisements are linked to consumer effects of, respectively, empathy and idealization of the self. Eight propositions are developed for additional research in three areas: content analysis, different gender responses, and effects on consumer values.