怀旧广告外文文献翻译最新译文.docx

1、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 ofadvertising, 2015, 12(2): 161-170.原文The study of nostalgic advertising effects on marketingSprat R1 IntroductionIn the modern business society, nostalgia as not only a social and cultural category pathol

2、ogical 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 newspape

3、rs 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

4、 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 (produ

5、ct) brand in the consumer to advertising the attention and recognition, to stimulate consumer purchasing desire.2 Literature reviewNostalgic 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 thi

6、nk 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 th

7、ings, 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 qualita

8、tive 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, cl

9、othing 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 sc

10、ale 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

11、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

12、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 nostalgicNostalgic (also called homesickness, homesickness, etc.) means pain, suffering and sorrow, both the pain if it is eager to g

13、o 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 o

14、f 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 market

15、ing, 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

16、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, peop

17、le, 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 ti

18、mes 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 se

19、t 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; Thi

20、ngs 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 exis

21、t 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, disappointm

22、ent, 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 characterist

23、ics 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

24、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 a

25、nd 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 Nostalg

26、ic ADNostalgic 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 m

27、ost 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, moo

28、d, 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 purc

29、hase 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 int

30、o 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

31、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, t

32、o 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 an

33、d 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 t