【作者】 姜佳秀；

【导师】 李雪峰；

【作者基本信息】 山西大学 ， 新闻与传播， 2023， 硕士

【摘要】 伴随着现代社会的发展变化,怀旧逐渐成为人类应对现实困境的一种心理救赎方式,人们渴望借助怀旧暂时地遁入到曾经的简单美好当中,以弥补内心的情感缺失,找回自我发展的同一性和群体归属感。在市场经济的驱动下,怀旧已经从一种单纯的情愫转变成品牌取悦消费者的重要策略,怀旧广告受到越来越多品牌的青睐,并多次掀起营销领域的“怀旧热潮”。作为广告的细分类别之一,怀旧广告可以简单理解为运用怀旧元素引发怀旧刺激,促使人们回想过去的一种广告。广告借助“老物件”“老故事”“经典老歌”等视听化符号元素,将怀旧情感融入广告作品中,重新建构和呈现属于某一群体的集体记忆。而建构集体记忆的过程同时也是建构认同的过程,广告演绎的昔日往事能够唤起消费者的情感共鸣,并最终过渡到对品牌的认同,消费者的怀旧心理也使得其愿意支出来买回记忆。可以说怀旧广告所贩卖的不仅仅是商品,更是群体所共有和共享的集体记忆。文章将在文献整理和302则怀旧广告案例分析总结的基础上,对怀旧广告中的集体记忆进行内容分类,并从人物符号、器物符号、文字符号、色彩符号和声音符号这五个方面分析怀旧广告建构集体记忆的方式,探究怀旧广告如何借助记忆符号来唤起消费者的情感共鸣,并最终促成消费行为。最后从记忆这一可利用资源的视角出发,指出当下怀旧广告在强化品牌认同、满足情感归属和振兴老品牌等方面所具备的传播价值,并对消费逻辑下的“伪怀旧”进行文化反思。更多还原

【Abstract】 With the development and changes of modern society,nostalgia has gradually become a psychological redemption method for people to cope with the real predicament.People are eager to use nostalgia to temporarily retreat into the once simple and beautiful,so as to make up for the inner emotional loss and find the identity and group belonging of self-development.Driven by the market economy,nostalgia has changed from a simple love to an important strategy for brands to please consumers.More and more brands enjoy nostalgia advertising,and it has repeatedly set off a "nostalgia boom" in the field of marketing.As one of the subcategories of advertising,nostalgic advertising can be simply understood as a kind of advertising that uses nostalgic elements to trigger nostalgic stimuli and urges people to recall the past.With the help of audio-visual symbolic elements such as "old objects","old stories" and "classic old songs",advertising integrates nostalgia into advertising works to reconstruct and present the collective memory of a certain group.The process of building collective memory is also the process of building identity.The past events deduced by advertisements can arouse consumers’ emotional resonance and eventually transition to brand identification.Consumers’ nostalgic psychology also makes them willing to spend money to buy back memories.It can be said that nostalgic advertising is not only selling goods,but also the collective memory shared and shared by groups.Based on literature review and analysis and summary of 302 nostalgic advertising cases,this paper classifies the content of collective memory in nostalgic advertising,and analyzes the ways of nostalgic advertising to construct collective memory from the five aspects of character symbol,instrument symbol,text symbol,color symbol and sound symbol,and explores how nostalgic advertising can evoke consumers’ emotional resonance with the help of memory symbol,and Ultimately,consumer behavior.Finally,from the perspective of memory as an available resource,it points out the communication value of the current nostalgic advertisements in strengthening brand identity,satisfying emotional belonging and revitalizing old brands,and carries on cultural reflection on the "pseudo-nostalgia" under the consumption logic.更多还原