The Effectiveness of Nostalgia in Television Advertising: An Applied Study

This research aims to study the strategies used in the nostalgia TV ads that were shown in the month of Ramadan 2019-1440 on the level of form and content. Also, it seeks to learn about the role of television nostalgia advertisements in stimulating different feelings and reactions among the audience as a result of exposure to these ads. In addition to exposing the effectiveness of nostalgia in television advertisements for the public, and its reflection on trends in it, and then on the purchasing intention by focusing on the factors of age and gender.
 The most prominent results of the analytical and field study were as follows:
1- The study finds that the majority of  nostalgia advertisements relied on personal nostalgia, by focusing on the memories that individuals witnessed and related to the memories shared between individuals and their generation in the eighties and nineties, as well as the beginning of the 2000s.
2- The diversity of the objectives of the nostalgia advertisements in the study sample was evident. Emphasis was placed on aspects of the past and linking it to the present in different periods and periods of time, although all of them came with a primary goal of promoting the name of the company and its products or services and being present in the month of Ramadan, with special offers on the occasion of the month and some new products, aimed at the general public on Different categories.
3- It became clear that the advertisements of the mobile companies, Vodafone and Orange, were among the most watched by the public during Ramadan and triggered nostalgia, followed by the Pepsi advertisement, when they were shown on various TV and satellite channels
4- The respondents mentioned multiple examples of other advertisements that provoked nostalgia in them, perhaps the most prominent of which was PepsiCo's ads from 2013 to 2015, which mainly focused on the idea of ​​nostalgia, in addition to many advertisements for decades.
5- The study finds that there is a difference in the reactions that the public takes after seeing nostalgia advertisements, which were generally low, but this did not prevent many respondents from seeing those ads more than once when they were shown.