Nostalgia in ads: Tapping into a strong desire for rose-tinted memories

Advertising is taking advantage of the fact that people draw comfort from the past, even ones they have never experienced

4th December, 2016
Nostalgia in ads: Tapping into a strong desire for rose-tinted memories
Rita Ora in a Coca-Cola ad campaign

Nostalgia, as the saying goes, is a file that removes the rough edges from the good old days.

It seems that this year, more than ever before, a spotlight has been shone on society’s yearning for the past.

Donald Trump’s successful “Make America Great Again” campaign and the Brexiteers’ message to “take back control” have sparked a debate that has critiqued political marketing for leading people to believe in a simpler, better time....

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