"Advertisers make pitch for the good old days"- analysis

It is a return to the old times, the homeland, motherland, and to a fact in a former time. Nostalgia. Many industries today suffer because of the economys' state. Enders analysis shows a prediction of a thirty percent decline in display advertisment spending will occur before the economy recovers. Many of these industries have seen better and more glorious days. Nostalgia goes back to elder times. Hovis, a UK brand owning flour and bread and being owned by Premier Foods now, has used its famous 1973 advertisment; which had won the "campaign of the year" award. Not only the Hovis go back in time, but many advertisments do as it saves money (for the idea and material is already done) and keeps the viewers entertained. Guinness, a company in Dublin, is planning on re-broadcasting eight of their old advertisements from 1955 for their 250th anniversary. In the previous year (2008), Lego has used their advertisement from 1981 for their 50th anniversary. It shows the some history of the brand and connects viewers to elder times. The Nostalgic trend has hit many firms so far; small firms, larger and individual firms. David Kershaw, a chief executive of M&C Saatchi, talks about the trends benefits. He believes its a human instinct and response to go back to old ways, and stay with successful ideas of the past. Baby Boomers grew up with these advertisments, and emotional strings are attached to the viewer. Elder people see thier childhood and re-gain memories from the past with old products and advertisements. It might not be the modern way of thinking and trying to entertain the young, but it holds on to the older category of viewers and makes sure they stay with the advertised product.

http://www.ft.com/cms/s/0/cab548fc-de9a-11dd-9464-000077b07658.html?nclick_check=1
article written by: Tim Bradshaw, Jan 9th, 2009