怀旧广告外文文献翻译最新译文

文献出处： Sprat R. The study of nostalgic advertising effects on marketing [J]. Journal of advertising, 2015, 12(2): 161-170.

原文

The study of nostalgic advertising effects on marketing

Sprat R

1 Introduction

In the modern business society, nostalgia as not only a social and cultural category pathological characteristics or psychological phenomenon, more important is nostalgia has penetrated into all aspects of the individual consumption and enterprise marketing. Nostalgic style hotel, restaurant, film and television works, nostalgic clothing, nostalgic, nostalgic stores all goods and newspapers opened old items and old photographs of the collection of column, and so on are favored by consumers, and even become the consumption fashion. Nostalgic marketing has become a kind of very effective on the market at present and compelling marketing strategy. Many businessmen use of nostalgia, and add the modern innovative elements of marketing to achieve good economic benefits. Nostalgia is one of the marketing, advertisement, it is on the advertising appeal and performance nostalgic psychology of a kind of use in humans, and emotional resonance caused by visual, auditory stimulation (product) brand in the consumer to advertising the attention and recognition, to stimulate consumer purchasing desire.

2 Literature review

Nostalgic consumption is popular in the early 1990 s, due to the country, many scholars, the concept of nostalgia for the consumer is defined. Consumer Holbrooke and think chandler, nostalgia is a thing of the past, people, things, things), and a lot of these things spread, fashionable, popular) (common in younger people even before birth, childhood, adolescence and early adulthood).In particular, they think all nostalgic includes not only the past experience of things, and people have not experienced things and times may also produce nostalgia. So nostalgic may come from the individual through experience, can also be indirect experience.

And Havana and Hole, the study found that recreational activities can often

evoke nostalgia. At the same time their qualitative research found that evoke nostalgia can be made of a variety of different factors, including all kinds of people, things, or all intangible factors and physical factors; Things related to the relatives, friends, lovers, etc. (intangible items such as music, songs and movies, and antiquities, clothing and other tangibles).

Belk, Baker and Kemery also think nostalgic contains not only the positive emotion also contains a negative emotion, has the characteristics of sweet and sour always two sides to everything. Hole and Halina nostalgic reaction was studied using emotional three dimension scale of emotional factors, the result shows positive features found nostalgia overall.

Mewling and Spratt research emphasis on the characteristics of the combination of nostalgia emotions and memories, and points out although most scholars emphasize the nostalgic feelings foundation, but also clearly memory process associated with its role. Although there are different points of view in the nostalgia aspects, nostalgia can be known from two aspects of positive and negative, but most scholars think that nostalgia is not simple memories of past experience elements together, nostalgic memories are selectively, on the whole is positive, after the "rose" of filtering. Consumers will filter out negative nostalgia, to maintain or enhance personal identity.

3 Consumers nostalgic

Nostalgic (also called homesickness, homesickness, etc.) means pain, suffering and sorrow, both the pain if it is eager to go home. Nostalgic originally used to describe a Swiss businessman outside the physical and mental discomfort occurs when doing business in my hometown. In the 19th century to the beginning of the 20th century, nostalgia is considered to be a kind of psychological symptoms, then for the development of pathology, used to describe the homesick, as a result of the long-term drifting abroad include depression, depression, and even tend to self-destruction and emotional illness; Until modern times, the meaning of nostalgia gradually away from the application field of medicine, pointing to the marketing, advertising, the academic field, literature and even the society as a whole, as a normal human response and a widespread social phenomenon to study.

Around the nostalgic consumption is popular in the early 1990 s, the western marketing scholars began from the field of consumer behavior research consumers nostalgic. Many scholars, the concept of nostalgia for the consumer is defined, the various definitions is not completely consistent, but there is no essential differences. Holbrooke and gives the definition of chandler widely circulated, the consumer nostalgia is a thing of the past, people, things, things), and a lot of these things spread, fashionable, popular) (common in younger people even before birth, childhood, adolescence and early adulthood).In particular, they think all nostalgic includes not only the past experience of things, and people have not experienced things and times may also produce nostalgia. So nostalgic may come from the individual through experience, can also be indirect experience (Holbrook).Nostalgia can be made of a variety of different stimuli and caused a variety of different stimulation method, at the same time could inspire consumers to a rich set of emotional response Holbrook studies find leisure activities can often evoke nostalgia. At the same time their qualitative research found that evoke nostalgia can be made of a variety of different factors, including all kinds of people, things, or all intangible factors and physical factors; Things related to the relatives, friends, lovers, etc. (intangible items such as music, songs and movies, and antiquities, clothing and other tangibles).Nostalgic object has a great diversity, basically can be any element of human life, which means that all human consumption behavior are likely to exist nostalgia. Consumers nostalgic concept also manifests the nostalgia that accompany the consumer emotion characteristics, the study found that the diversity nostalgia. Of Holbrook and Bart emotional scale measurement results show that the nostalgia complex structure, kind, anger, pride, disappointment, and fear the five affective factors, including warmth, joy, gratitude, love and other positive emotions, also have lost, sadness and other negative emotions. Belk, Baker and Kemery also think nostalgic contains not only the positive emotion also contains a negative emotion, has the characteristics of sweet and sour always two sides to everything. Hole and Halina nostalgic reaction was studied using emotional three dimension scale of emotional factors, the result shows positive features found nostalgia overall. Mewling and Spratt research emphasis on the

characteristics of the combination of nostalgia emotions and memories, and points out although most scholars emphasize the nostalgic feelings foundation, but also clearly memory process associated with its role. Although there are different points of view in the nostalgia aspects, nostalgia can be known from two aspects of positive and negative, but most scholars think that nostalgia is not simple memories of past experience elements together, nostalgic memories are selectively, on the whole is positive, after the "rose" of filtering. Consumers will filter out negative nostalgia, to maintain or enhance personal identity.

4 Nostalgic AD

Nostalgic marketing refers to the enterprise in the marketing activities to give consumers a certain nostalgia element to stimulate, stimulate consumers nostalgic feelings, recalled the memory deep conforms to the common memory, causing the consumer to buy. Nostalgic advertising is one of the most effective nostalgic marketing strategy, Greisen to define nostalgic ads, think nostalgic advertising is emotional appeal is given priority to, through the use of nostalgic items, characters, themes, or familiar life scenes make people remember past advertising. Nostalgic ads will be emotion, mood, and the organic combination of enterprise products and services, through creating a life scenes or familiar scenes stimulate consumer to miss the good old days, prompting the consumers to form a positive attitude towards advertising, product or brand attitude, so as to stimulate the consumer purchase intention.

Nostalgic advertising dimensions, summing up the relevant literatures from the nostalgic advertising research found that the existing research on nostalgic advertising dimensions rarely involved, generally according to the consumer the dividing method of nostalgia could be divided into personal nostalgia nostalgic ads and virtual collective nostalgia, personal nostalgia and historical nostalgia, nostalgia for or on behalf of the direct experience and indirect experience of nostalgic, nostalgic ads and nostalgia.

The results shows that the enterprise in the process of advertising design should be more positive nostalgia element applications. Because of nostalgia as personal

experience factors, involving the nostalgic experience of consumer oneself, is closely related to the evaluation of consumer oneself or attitude, more inclined to extract positive, enjoyable experience, to form a positive attitude and product advertising. Nib, Fairer and Unger comparative analysis of nostalgia and retro radio advertising effect and the influence of the communication effect for consumers, the results showed that the nostalgic ads relative to the nostalgia can produce more memories and preferences. Linger, etc. Through the analysis of the specific content of television commercials, identify the enterprise production of television advertisements often use of nostalgia, the study found that with the age characteristics of symbols, patriotism, on behalf of a certain era of music, the past time, family experience, past the old brand is television advertising appeal of the major types of nostalgia. Baker and Kerned empirical study found that nostalgic nostalgia degree caused by advertising, the higher the degree of love of advertising, nostalgic advertising caused by the lower level of nostalgia for advertisement of the lower level of love, so nostalgic nostalgia degree of advertisement and advertising liking a significant positive correlation.

5 Nostalgic advertising appeal strategy in the promotion

Studies confirm nostalgic advertising is attractive to consumers. The nostalgic ads stimulate nostalgia can improve consumer attitudes and brand attitude, and improve the possibility to buy. And related studies have shown that nostalgic ads evoke nostalgia differs from the general cause of positive reaction, it can produce more intense emotional reactions. For some suitable nostalgic marketing products, the target point directly to appeals of the object's emotional response, in order to pass the nostalgia emotions and emotional arousal, the consumer emotions and establish a positive relationship between products. Enterprises should be organic in theme and advertising creative advertising placement nostalgia element, evoke nostalgic feelings of consumers, so as to improve the target audience of advertising and advertising products (brand), cause the attention of consumers about the product, attract the attention of more consumers, make consumers to rely on this kind of products at the same time, stimulate more purchase desire. On the other hand, this study confirmed that represent the direct experience of family nostalgic ads and indirect experience

personal nostalgia emotion and psychological imagination inspired between size differences in the effect and function. Enterprise in nostalgic advertising themes or ideas into nostalgia element, should be based on the characteristics of enterprises and their products, pay attention to the emotion, mood, contacts with the enterprises, products, services and adopt suitable nostalgic type, situation and stimulate elements, targeted to design the content of the nostalgic advertising appeal. For indirect experience of nostalgic ads should be able to stimulate consumer related psychological phenomenon; To directly experience the nostalgia of advertising, advertising appeal content should be cannot only stimulate consumer products related mental imagination, and to arouse consumers emotional resonance, the organic combination of both, nostalgic advertising will produce a great marketing effect.

译文

怀旧广告对市场营销的影响

Sprat R

1引言

在现代商业社会,怀旧不仅仅看成一种社会和文化范畴的病理特征或心理现象,更为重要的是怀旧己渗透到个人消费和企业营销的各个方面。怀旧风格的酒店、餐厅、影视作品、怀旧服饰、怀旧金曲,怀旧专卖店的各种怀旧商品及报纸开设的征集老物品和老照片等栏目等等均受到消费者的青睐,甚至成为消费时尚。怀旧营销已成为目前市场上一种十分奏效且极具说服力的营销策略。不少商家利用怀旧情感并加入现代的创新元素进行营销取得良好的经济效益。怀旧广告便是其中一种营销手段,它是在广告诉求和表现上对人类怀旧心理的一种运用,通过视觉、听觉的刺激及情感共鸣引发消费者对广告中的品牌(产品)的关注和认可,从而激发消费者的购买欲望。

2文献综述

20世纪90年代初，由于怀旧消费风靡各地,很多学者对消费者怀旧的概念进行了界定。霍尔布鲁克和辛德勒认为，消费者怀旧是一种对过去的事物(人、事、物)的喜爱,且这些事物大量传播(常见、时髦、流行)于人们比较年轻的时候(儿童时代甚至出生以前、青春期、成年早期)。他们尤其认为怀旧不仅包括对过去所

有亲身经历的事物的喜爱,而且人们对未亲身经历过的事物和时代也可能产生怀旧。因此怀旧可能来自个体的亲历经验,也可能是间接经验。

Havana和Hole研究发现休闲活动通常能引发怀旧情绪。同时他们的定性研究发现,怀旧可由多种不同因素唤起,具体包括各种人、事、物或各种无形因素及有形因素;与亲人、朋友、恋人等有关的事物(如音乐、歌曲和电影等无形物品,以及古物、衣物等有形物品)。

Belk、Baker和Kemery等也认为怀旧不仅包含积极的情感也包含消极的情感,具有酸甜两面性等特点。Hole和Halina运用情感三维度量表研究了怀旧反应中的情感因素,结果发现怀旧总体上表现出正面的特征。

Mewling和Spratt的研究强调了怀旧情感与记忆相结合的特点,并指出了虽然大多数学者都强调怀旧的情感基础,但显然记忆过程也同其作用相关。尽管在怀旧情感表现方面存在不同的观点,怀旧可以从积极和消极两方面来认识,但多数学者认为怀旧不是对过去经历的回忆元素简单拼凑,怀旧记忆是有选择的,总体上是正面的,经过了“玫瑰镜”的过滤。消费者会过滤掉负面的怀旧情感,从而保持或强化个人的自我认同。

3 消费者怀旧

怀旧(也称怀乡、乡愁等)意思是痛苦,苦难和悲伤,既渴望回家之痛苦。怀旧最初用于描述瑞士商人在家乡外做生意时出现的身心不适。19世纪到20世纪初,怀旧被认为是一种心理症状,后来发展为病理学用语,用来描述长期漂泊海外而产生的思乡症,包含沮丧、抑郁,甚至倾向自毁等情绪的疾病;及至近代,怀旧的含义逐渐远离医学这一应用领域,指向市场营销、广告、学术、文学甚至整个社会领域,被当作是一种正常的人类反应和一种普遍的社会现象来研究。

20世纪90年代初由于怀旧消费风靡各地,西方市场营销领域学者开始从消费者行为领域研究消费者怀旧。很多学者对消费者怀旧的概念进行了界定,各种定义并非完全一致,但也不存在本质分歧。其中霍尔布鲁克和辛德勒给出的定义被广泛引用,消费者怀旧是一种对过去的事物(人、事、物)的喜爱,且这些事物大量传播(常见、时髦、流行)于人们比较年轻的时候(儿童时代甚至出生以前、青春期、成年早期)。他们尤其认为怀旧不仅包括对过去所有亲身经历的事物的喜爱,而且人们对未亲身经历过的事物和时代（完整译文请到百度文库）也可能产生怀