Constructing Collective Memory:The Spread Of Nostalgic Advertising Research On Strategy And Communication Value

With the development and changes of modern society,nostalgia has gradually become a psychological redemption method for people to cope with the real predicament.People are eager to use nostalgia to temporarily retreat into the once simple and beautiful,so as to make up for the inner emotional loss and find the identity and group belonging of self-development.Driven by the market economy,nostalgia has changed from a simple love to an important strategy for brands to please consumers.More and more brands enjoy nostalgia advertising,and it has repeatedly set off a "nostalgia boom" in the field of marketing.As one of the subcategories of advertising,nostalgic advertising can be simply understood as a kind of advertising that uses nostalgic elements to trigger nostalgic stimuli and urges people to recall the past.With the help of audio-visual symbolic elements such as "old objects","old stories" and "classic old songs",advertising integrates nostalgia into advertising works to reconstruct and present the collective memory of a certain group.The process of building collective memory is also the process of building identity.The past events deduced by advertisements can arouse consumers’ emotional resonance and eventually transition to brand identification.Consumers’ nostalgic psychology also makes them willing to spend money to buy back memories.It can be said that nostalgic advertising is not only selling goods,but also the collective memory shared and shared by groups.Based on literature review and analysis and summary of 302 nostalgic advertising cases,this paper classifies the content of collective memory in nostalgic advertising,and analyzes the ways of nostalgic advertising to construct collective memory from the five aspects of character symbol,instrument symbol,text symbol,color symbol and sound symbol,and explores how nostalgic advertising can evoke consumers’ emotional resonance with the help of memory symbol,and Ultimately,consumer behavior.Finally,from the perspective of memory as an available resource,it points out the communication value of the current nostalgic advertisements in strengthening brand identity,satisfying emotional belonging and revitalizing old brands,and carries on cultural reflection on the "pseudo-nostalgia" under the consumption logic.