Nostalgia Boom of America
The Nostalgia Boom of America Nostalgia as defined in The American Heritage Dictionary is a “bittersweet longing for things, persons, or situations of the past.” The American society of today is overwhelmed by the nostalgia boom. Nostalgia is one of the largest marketing techniques used today. ... Who is nostalgic America? The Nostalgia Boom influences the, the automobile Americans buy, the advertisements people see everyday, the movies and television, the game of baseball, and the toys children play with. ... Yet the nostalgia phenomenon is not simply about America reliving a golden age. ... Lets answer the question “Who is nostalgic America?” Most of America’s nostalgic population is that of the baby boomers. ... Aging is yet another force at the root Nostalgia Boom 4 of nostalgia marketing. ... This boom allows the boomers a chance to act and feel young again. ... The nostalgia boom also takes interest and appeal to a younger generation, Generation X consumers. ... The larger nostalgic boom to overcome the baby boomers today is the automobile. ... In 1998 Volkswagen introduced the beetle using the nostalgia-marketing tactic. ... Volkswagen is also appealing to the nostalgic boom of romance and reason- wrapping up modern conveniences in an old-style package, with a bud vase in the dashboard for a daisy plucked straight from the 1960’s (Naughton and Vlasic 1998). The point behind the beetle was to spark the emotions of the younger self in many of America’s baby boomers. ... They began airing a commercial commemorating how Henry Ford put America on wheels (Naughton and Vlasic1998). The commercial shows historic footage of a Nostalgia Boom 5 Model T puttering down a long-ago Main street. ... The nostalgia boom today also overwhelms advertising and retail. The use of nostalgia is proven to make a lot of products very successful. ... Another example of nostalgia marketing that is successful is when Gap Inc. ... In the use of nostalgia marketing you will not see the crumbled remnants of forgotten Ozymandias, but the flourishing figures of the formerly famous (Mieszkowski, 2002).