Does nostalgic advertising have a positive effect on Irish consumers between the ages of 20-39 and over 40’s?

Telford, Nikita (2013) Does nostalgic advertising have a positive effect on Irish consumers between the ages of 20-39 and over 40’s? Masters thesis, Dublin, National College of Ireland.

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Abstract

This idea of old nostalgic advertisements coming back to our screens nowadays can be seen more and more. This dissertation wants to investigate whether Irish consumers think it is actually an effective form of advertising. The researcher chose a qualitative approach for this study. Two focus groups were conducted, one with participants aged 20-39 and the second with participants aged over 40. By choosing focus groups the research is able to dive deeper into Irish consumer’s emotional reactions and feelings towards nostalgic advertisements. Using different age groups in the focus groups meant that the researcher was able to compare and contrast the views of two different generations of individuals.

The findings of this researcher were analysed in depth and themes formed which were supported by pervious literature. As a result of this research it shows that Irish consumers aged between 20-39 and over 40 do feel that nostalgic advertising has a positive effect on them and that any memory that can be formed from an advert will be a good memory. The participants felt music to be greatly associated with nostalgic feelings and this would make the adverts more effective. Irish consumers felt that for a nostalgic advert to be effective there needs to be direct experience with the memory and not told to them through a book or story.

Item Type:	Thesis (Masters)
Subjects:	H Social Sciences > HF Commerce > Marketing > Advertising H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
Divisions:	School of Business > Master of Science in Management
Depositing User:	Caoimhe Ní Mhaicín
Date Deposited:	28 Nov 2013 17:30
Last Modified:	28 Nov 2013 17:30
URI:	https://norma.ncirl.ie/id/eprint/883

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