怀旧广告的五种玩法（Five ways of nostalgia ads）.doc

怀旧广告的五种玩法（Five ways of nostalgia ads） Five ways of nostalgia ads Nostalgia is the representation of the past scene, it is the past emotional nostalgia review. Therefore, the pursuit of nostalgia advertisement is actually two. A scene and emotion. The scene to enhance memory, strengthen Lenovo, deepen the connotation of emotion; focusing on resonate, the birth of the memories of the past, the old memory, so as to increase the products goodwill, to strengthen brand identity. In fact, no matter is the scene or emotions worth mentioning, this is just a kind of props advertisers to express the value of products, brand concept. Shopping malls such as the battlefield, the biggest feeling is a business, can use the past now, using the past to move now, through the good name in the past, now sell a advertisement can be called advertising. To sum up, nostalgia advertisement probably has the following five ways. A play: nostalgia is expression There is a type of nostalgia advertisement, advertising appeals as an expression of nostalgia is just a carrier and a tool, is the temporary needs of advertising performance, there is no direct correlation between the brand and the nostalgia. This is a typical case of nostalgia advertisement in Qingdao in October 2008 a newspaper published the Red Classics of real estate advertisements, a classic picture of advertising picture for the revolutionary masses era leader, advertisements were let some people to live together, housing is not treat eat, to be alert to signs of profiteering , all the controls are the market insider paper tiger. However, the real estate business nostalgia is just a choice in the expression, the real estate business to the performance of housing benefits, can also can not nostalgia, nostalgia, nostalgia is just an expression tool is chosen interpretation of housing benefits, there is no direct correlation between nostalgia and housing benefits. Play two: nostalgia is the memory element Last year, From EMKT. Chinese