Same As It Ever Was
Yesterday, all my troubles seemed so far away
Now it looks as if they’re here to stay
Oh, I believe in yesterday - The Beatles
Built within each one of us are
thoughts on sentimentality where we reminisce about the past and it brings back
fond memories. Many of us live life from
the perspective that “the grass is always greener in past decades” perspective
on our lives. I am no different. I am a child of the 1980’s. The music and
culture of that era influenced my life.
Yet, periods of the ‘80’s were challenging. In 1981 my parents divorced, my mom was
diagnosed with a terminal illness and my father’s business declared bankruptcy. It was a tough year. Yet, thirty-something years later though I
think back on that era and I have nothing but fond memories.
Martin Lindstrom in his book
“Brandwashed” underscores how marketers appeal to nostalgia as a way to sell us
their products and services. He uses
examples of how marketers combine advertising a new product with a catchy tune or
theme from previous generations. He also
provides examples from the 2009 Super
Bowl when we watched ads for the Honda Accord Crossover while we listened to a
Kool & the Gang song. We also saw Abe
Vigoda and Betty White in ads for Snickers.
The ads were effective as a record 151.6 million TV viewers will attest.
We’ve even seen this recently in State
Farm Insurance commercials where tout how they can customize policies and play
“Any Way You Want It”, by Journey at the end of the commercial.
Are you aware of how marketers
use a nostalgic appeal to woo you? I am
sometimes conscious of this but at other times quite ignorant. For instance, how often do I walk into a
restaurant or other retail establishment, hear an upbeat 80’s or 90’s song and
it puts a skip in my step and puts me in the mood to buy? (Note to marketers; if you ever want to sell
me anything; simply attach a
Bon-Jovi, Van Halen [or insert name of 80’s hair band] song and I’m sold.
When was the last time you bought
something because it sentimentally appealed to you? No really, think about it. I bet it was the last time you pulled up for
gas and saw an at-store marketing piece showing a family happily driving down
the street after they filled up with “brand X” gasoline. That ad subconsciously
influenced you to spontaneously walk into the convenience store and buy a
branded soda pop because that is what you drank on family road trips.
What brands or products engage
you to buy, not because they are superior to the competition but because they
nostalgically appeal to you?
