Title page for ETD etd-06022012-202147


Document Type Master's Dissertation
Author Pieterse, Donovan
URN etd-06022012-202147
Document Title Old school : the relevance of nostalgia in advertising
Degree MBA
Department Gordon Institute of Business Science
Supervisor
Advisor Name Title
Ms N Kleyn Supervisor
Keywords
  • South Africa
  • advertising
  • nostalgia
  • emotional appeals
Date 2012-03-08
Availability unrestricted
Abstract
As the use of nostalgia (an individualís yearning for positive associations with the past) as an evoked emotional appeal in advertising increases in popularity in South Africa, questions begin to arise as to whom this nostalgic appeal is most relevant. For marketers and advertisers to create the most effective advertising, they need to be able to communicate with their target markets using the appeals that are most relevant to them.

This study addresses this in the context of South African print advertisements by analysing whether consumers are indeed receptive to the nostalgic appeals used in the ads, and then seeking to associate their receptiveness to their demographic characteristics (age group, gender and population group). This research was conducted via an online survey and then parametrically tested.

The results indicated that insufficient evidence exited to predict the relevance of nostalgia in advertising by gender or population group. However, evidence was found that suggests that the relevance of nostalgia does vary depending on the consumersí age.

Copyright © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Pieterse, D, 2011, Old school : the relevance of nostalgia in advertising, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-06022012-202147/ >

F/12/4/621/zw

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