Nostalgic Play of Marketing: Retro Branding
Küçük Resim Yok
Tarih
2008
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Istanbul Univ
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
Marketing efforts for the reinstatement of the forgotten brands can be analyzed within the framework of retro marketing that is developed through the synthesis of old/historical and new / contemporary cultural and social elements. Such marketing strategies are mostly directed towards a target of over mid-age consumers or postmodern individuals who are in the search of building a connection with the past. Products that are associated with individual and historical nostalgia can serve to this purpose. Products such as home-made jams and spaghetti, traditional soup brands, or building projects and hotels resembling Ottoman architecture, re-presents the nostalgic elements of the past to today's consumers. Within the competitive environment of business world, such nostalgic elements attribute advantages for the related products. Retro marketing aims to build connection with the past by using the cultural codes forming collective memory. Communication tools, such as logos, slogans and advertisements carrying historical essentials are widely used as a part of the marketing strategies. This study aims to define and describe characteristics of retro marketing and messaging strategies. With examples from Turkey, the study discusses the concepts of retro marketing within a theoretical framework.
Açıklama
Anahtar Kelimeler
Retro Branding, Nostalgia, Post Modern Person
Kaynak
Istanbul Universitesi Iletisim Fakultesi Dergisi
WoS Q Değeri
N/A
Scopus Q Değeri
Cilt
Sayı
33
