怀旧广告外文文献翻译最新译文.docx

怀旧广告外文文献翻译最新译文.docx

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怀旧广告外文文献翻译最新译文

文献出处：

 SpratR.Thestudyofnostalgicadvertisingeffectsonmarketing[J].Journalof advertising,2015,12

（2）:

161-170.

原文

Thestudyofnostalgicadvertisingeffectsonmarketing

SpratR

1Introduction

Inthemodernbusinesssociety,nostalgiaasnotonlyasocialandculturalcategorypathologicalcharacteristicsorpsychologicalphenomenon,moreimportantisnostalgiahaspenetratedintoallaspectsoftheindividualconsumptionandenterprisemarketing.Nostalgicstylehotel,restaurant,filmandtelevisionworks,nostalgicclothing,nostalgic,nostalgicstoresallgoodsandnewspapersopenedolditemsandoldphotographsofthecollectionofcolumn,andsoonarefavoredbyconsumers,andevenbecometheconsumptionfashion.Nostalgicmarketinghasbecomeakindofveryeffectiveonthemarketatpresentandcompellingmarketingstrategy.Manybusinessmenuseofnostalgia,andaddthemoderninnovativeelementsofmarketingtoachievegoodeconomicbenefits.Nostalgiaisoneofthemarketing,advertisement,itisontheadvertisingappealandperformancenostalgicpsychologyofakindofuseinhumans,andemotionalresonancecausedbyvisual,auditorystimulation（product）brandintheconsumertoadvertisingtheattentionandrecognition,tostimulateconsumerpurchasingdesire.

2Literaturereview

Nostalgicconsumptionispopularintheearly1990s,duetothecountry,manyscholars,theconceptofnostalgiafortheconsumerisdefined.ConsumerHolbrookeandthinkchandler,nostalgiaisathingofthepast,people,things,things）,andalotofthesethingsspread,fashionable,popular）（commoninyoungerpeopleevenbeforebirth,childhood,adolescenceandearlyadulthood）.Inparticular,theythinkallnostalgicincludesnotonlythepastexperienceofthings,andpeoplehavenotexperiencedthingsandtimesmayalsoproducenostalgia.Sonostalgicmaycomefromtheindividualthroughexperience,canalsobeindirectexperience.

AndHavanaandHole,thestudyfoundthatrecreationalactivitiescanoftenevokenostalgia.Atthesametimetheirqualitativeresearchfoundthatevokenostalgiacanbemadeofavarietyofdifferentfactors,includingallkindsofpeople,things,orallintangiblefactorsandphysicalfactors;Thingsrelatedtotherelatives,friends,lovers,etc.（intangibleitemssuchasmusic,songsandmovies,andantiquities,clothingandothertangibles）.

Belk,BakerandKemeryalsothinknostalgiccontainsnotonlythepositiveemotionalsocontainsanegativeemotion,hasthecharacteristicsofsweetandsouralwaystwosidestoeverything.HoleandHalinanostalgicreactionwasstudiedusingemotionalthreedimensionscaleofemotionalfactors,theresultshowspositivefeaturesfoundnostalgiaoverall.

MewlingandSprattresearchemphasisonthecharacteristicsofthecombinationofnostalgiaemotionsandmemories,andpointsoutalthoughmostscholarsemphasizethenostalgicfeelingsfoundation,butalsoclearlymemoryprocessassociatedwithitsrole.Althoughtherearedifferentpointsofviewinthenostalgiaaspects,nostalgiacanbeknownfromtwoaspectsofpositiveandnegative,butmostscholarsthinkthatnostalgiaisnotsimplememoriesofpastexperienceelementstogether,nostalgicmemoriesareselectively,onthewholeispositive,afterthe"rose"offiltering.Consumerswillfilteroutnegativenostalgia,tomaintainorenhancepersonalidentity.

3Consumersnostalgic

Nostalgic（alsocalledhomesickness,homesickness,etc.）meanspain,sufferingandsorrow,boththepainifitiseagertogohome.NostalgicoriginallyusedtodescribeaSwissbusinessmanoutsidethephysicalandmentaldiscomfortoccurswhendoingbusinessinmyhometown.Inthe19thcenturytothebeginningofthe20thcentury,nostalgiaisconsideredtobeakindofpsychologicalsymptoms,thenforthedevelopmentofpathology,usedtodescribethehomesick,asaresultofthelong-termdriftingabroadincludedepression,depression,andeventendtoself-destructionandemotionalillness;Untilmoderntimes,themeaningofnostalgiagraduallyawayfromtheapplicationfieldofmedicine,pointingtothemarketing,advertising,theacademicfield,literatureandeventhesocietyasawhole,asanormalhumanresponseandawidespreadsocialphenomenontostudy.

Aroundthenostalgicconsumptionispopularintheearly1990s,thewesternmarketingscholarsbeganfromthefieldofconsumerbehaviorresearchconsumersnostalgic.Manyscholars,theconceptofnostalgiafortheconsumerisdefined,thevariousdefinitionsisnotcompletelyconsistent,butthereisnoessentialdifferences.Holbrookeandgivesthedefinitionofchandlerwidelycirculated,theconsumernostalgiaisathingofthepast,people,things,things）,andalotofthesethingsspread,fashionable,popular）（commoninyoungerpeopleevenbeforebirth,childhood,adolescenceandearlyadulthood）.Inparticular,theythinkallnostalgicincludesnotonlythepastexperienceofthings,andpeoplehavenotexperiencedthingsandtimesmayalsoproducenostalgia.Sonostalgicmaycomefromtheindividualthroughexperience,canalsobeindirectexperience（Holbrook）.Nostalgiacanbemadeofavarietyofdifferentstimuliandcausedavarietyofdifferentstimulationmethod,atthesametimecouldinspireconsumerstoarichsetofemotionalresponseHolbrookstudiesfindleisureactivitiescanoftenevokenostalgia.Atthesametimetheirqualitativeresearchfoundthatevokenostalgiacanbemadeofavarietyofdifferentfactors,includingallkindsofpeople,things,orallintangiblefactorsandphysicalfactors;Thingsrelatedtotherelatives,friends,lovers,etc.（intangibleitemssuchasmusic,songsandmovies,andantiquities,clothingandothertangibles）.Nostalgicobjecthasagreatdiversity,basicallycanbeanyelementofhumanlife,whichmeansthatallhumanconsumptionbehaviorarelikelytoexistnostalgia.Consumersnostalgicconceptalsomanifeststhenostalgiathataccompanytheconsumeremotioncharacteristics,thestudyfoundthatthediversitynostalgia.OfHolbrookandBartemotionalscalemeasurementresultsshowthatthenostalgiacomplexstructure,kind,anger,pride,disappointment,andfearthefiveaffectivefactors,includingwarmth,joy,gratitude,loveandotherpositiveemotions,alsohavelost,sadnessandothernegativeemotions.Belk,BakerandKemeryalsothinknostalgiccontainsnotonlythepositiveemotionalsocontainsanegativeemotion,hasthecharacteristicsofsweetandsouralwaystwosidestoeverything.HoleandHalinanostalgicreactionwasstudiedusingemotionalthreedimensionscaleofemotionalfactors,theresultshowspositivefeaturesfoundnostalgiaoverall.MewlingandSprattresearchemphasisonthecharacteristicsofthecombinationofnostalgiaemotionsandmemories,andpointsoutalthoughmostscholarsemphasizethenostalgicfeelingsfoundation,butalsoclearlymemoryprocessassociatedwithitsrole.Althoughtherearedifferentpointsofviewinthenostalgiaaspects,nostalgiacanbeknownfromtwoaspectsofpositiveandnegative,butmostscholarsthinkthatnostalgiaisnotsimplememoriesofpastexperienceelementstogether,nostalgicmemoriesareselectively,onthewholeispositive,afterthe"rose"offiltering.Consumerswillfilteroutnegativenostalgia,tomaintainorenhancepersonalidentity.

4NostalgicAD

Nostalgicmarketingreferstotheenterpriseinthemarketingactivitiestogiveconsumersacertainnostalgiaelementtostimulate,stimulateconsumersnostalgicfeelings,recalledthememorydeepconformstothecommonmemory,causingtheconsumertobuy.Nostalgicadvertisingisoneofthemosteffectivenostalgicmarketingstrategy,Greisentodefinenostalgicads,thinknostalgicadvertisingisemotionalappealisgivenpriorityto,throughtheuseofnostalgicitems,characters,themes,orfamiliarlifescenesmakepeoplerememberpastadvertising.Nostalgicadswillbeemotion,mood,andtheorganiccombinationofenterpriseproductsandservices,throughcreatingalifescenesorfamiliarscenesstimulateconsumertomissthegoodolddays,promptingtheconsumerstoformapositiveattitudetowardsadvertising,productorbrandattitude,soastostimulatetheconsumerpurchaseintention.

Nostalgicadvertisingdimensions,summinguptherelevantliteraturesfromthenostalgicadvertisingresearchfoundthattheexistingresearchonnostalgicadvertisingdimensionsrarelyinvolved,generallyaccordingtotheconsumerthedividingmethodofnostalgiacouldbedividedintopersonalnostalgianostalgicadsandvirtualcollectivenostalgia,personalnostalgiaandhistoricalnostalgia,nostalgiafororonbehalfofthedirectexperienceandindirectexperienceofnostalgic,nostalgicadsandnostalgia.

Theresultsshowsthattheenterpriseintheprocessofadvertisingdesignshouldbemorepositivenostalgiaelementapplications.Becauseofnostalgiaaspersonalexperiencefactors,involvingthenostalgicexperienceofconsumeroneself,iscloselyrelatedtotheevaluationofconsumeroneselforattitude,moreinclinedtoextractpositive,enjoyableexperience,toformapositiveattitudeandproductadvertising.Nib,FairerandUngercomparativeanalysisofnostalgiaandretroradioadvertisingeffectandtheinfluenceofthecommunicationeffectforconsumers,theresultsshowedthatthenostalgicadsrelativetothenostalgiacanproducemorememoriesandpreferences.Linger,etc.Throughtheanalysisofthespecificcontentoftelevisioncommercials,identifytheenterpriseproductionoftelevisionadvertisementsoftenuseofnostalgia,thestudyfoundthatwiththeagecharacteristicsofsymbols,patriotism,onbehalfofacertaineraofmusic,thepasttime,familyexperience,pasttheoldbrandist