Studies On Nostalgic Aesthetic And Nostalgic Consumption

Collective nostalgia events in modern society emergein endlessly. This transitional phenomenon from thepersonal accidental feeling to community group feelingcauses research to the nostalgic area. Starting from theevolution of the nostalgia concept, this paper aims at thenostalgic aesthetic and nostalgic consumption in themodern context, as well as the two internal relations byanalysis of the causes. First of all, nostalgia is the mostnatural reflection of the physiological age. Subjectively,it is the instinct of human nature, on the other hand, it’salso related to the life circumstances, speed control,space distance objectively.In addition, the catalysis of the mass media today promotesits arise at the historic moment and the expanding of thescope and influence. Nostalgic aesthetic will naturallystimulate the nostalgic consumption. And from the nostalgiaconsumption, we can see that there are some characteristicsof aesthetics, significance, culture rather than the simplepursuit of material security in the modern consumption. While the aesthetic consumption brings directly economicbenefits, nostalgic consumption can help there-dissemination of nostalgia culture, bringing socialbenefits not to be underestimated. In a two-way and mutuallybeneficial environment, many enterprises and brands smellthe business opportunities in an attempt to seize the marketwith nostalgia. But China’s nostalgic product market stillremains some disadvantages,such as straightforward business, short industry chaindefects and so on. So in actual combat marketing, we’dbetter have a long-term perspective of applying and graspingto the nostalgia elements in products. The first task is tomarket segmentation of nostalgic objects, because eachgeneration has a different memory symbols.They also have a corresponding nostalgic demand. In thisSense, accurate subdivision will help the targets to be met.Next, we should make clear the product properties, anddistinguish old brands and new products with fusion ofnostalgic elements. But we have to admit that old productshave a natural advantage in the nostalgia marketing. It’sclearly that only the power of "old" no longer meet therequirements of the times. In order to make the old brand rejuvenated and sustainable development, we should make useof some modern means such as public relations, advertising,cultural transmission. And also we should complete the brandextension, as well as give them the new spirit of the times.For the new products aiming at having a finger in the piein the nostalgia market, they have to win the consumers bynostalgic marketing means and cross-border cooperation. Inshort, I believe the research to the nostalgic aesthetic andnostalgic consumption are positive and significant bothfrom the view of market economics and socio-culture.