Nostalgic effects in marketing

Student thesis: Master Thesis and HD Thesis

  • Signe Marie Rønnegaard Hansen
4. term, Communication, Master (Master Programme)

The motivation for the study derives from a noticeably decrease in the use of nostalgia in marketing. Even newspapers started to notice this phenomenon, which lead me to assume, there might be something more to this. From the motivation I articulated the following problem statement, starting with two part questions:

1. Why does the individual have a longing for experiencing nostalgic feelings?
2. How has the use of nostalgia become so diffused?

These two part questions lead to the problem statement:

Why is nostalgia emerged in marketing?

I approach the problem statement from a case study. The case is based on Royal Unibrew’s relaunch of a product, the original Faxe Kondi soft drink. The study is divided into two analyses; a semantic approach where I study the meaning construction in the products when interacted with, and a critical discourse analysis, where I study the impact of Royal Unibrew on the consumer. I will supplement the study of the discursive practice with a theory on diffusion of innovations that will be used in the study to discuss how tendencies are diffused based on nostalgia.

The study’s key terms are nostalgia, tendency and identity. In the study I could conclude, that nostalgia has emerged in marketing, partly because of a constituent relation between Royal Unibrew and the consumer, and partly because of the diffusion of the tendency. The emergence derives from the competitive desire for brands to differentiate themselves from other brands.
Publication date18 Apr 2016
Number of pages73
ID: 232073217