Memory & Nostalgia

Wright (2000) states that Nostalgia is a segmental longing for earlier days when summers were hotter, days were longer, food tasted better and people ere much more friendlier, long-lasting brands that many consumers remember from childhood.

http://www.youtube.com/watch?v=dz1a3LHSvnY

If you click on to the link above this will take you to youtube where an 2008 Holvis advert will be shown. This is a great example of how marketers and advertisers use nostalgia to target the consumers.

Music and sound is very important when it comes to the way consumers shop. consumer spend a lot of money every year on products as advertising jingles maintain brand awareness and most background music creates desired moods (Solomon, 2006). By analysing the Warc article Music in advertising findings show that consumers get more enjoyment out of adverts with music than ones that don't. The article goes on to state that 'brand recognition is improved' when certain types of music has been used for a brand. For example, 'I'm loving it' song that is played on many McDonalds adverts.


Different types of people have different brands and products that bring back the memories which makes them feel nostalgia. I believe that smell also triggers you brain to have flash back in the past ans start daydreaming, the smell of a Jasmine flower does this to me. Every time a smell a Jasmine flower it instantly reminds me of my summer holidays in Cyprus with all my family.


I have put together a collage of most of the things that make me think back to my childhood and my teens. Every picture on the collage makes me think of those happy memories and wish i could go back to them.

Soloman (2006) states that a 'memory involves a process of acquiring information and storing it over time so that it will be available when needed'. According to the information -processing perspective, there are three distinct memory systems: sensory memory, short-term memory and long-term memory. Each one plays a role in processing brad-related information.

Sensory memory allows storage a person was to receive through their senses, this storage of the memory is very temporary as it only last a couple of seconds at the most.

Short-term memory also stores information on a temporary basis and the capacity is limited.

Long-term memory this system allows us to store information for a long period of time. In order for the short-term memory to enter the long-term memory it the person will have to be reminded of this memory over and over again. Marketers use this process by creating catchy slogans or jingles that the consumer might repeat on their own like the 'I'm loving it' slogan.