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怀旧作为一种流行的营销策略手段,经常被运用到广告中。关于怀旧的相关理论也在各种领域被提出和研究。本文,将结合目前怀旧相关的理论(怀旧的定义,广告形式,自我延续,情绪与态度),以Patek Phillippe为例,分析怀旧广告对消费者有关产品或者品牌情绪和态度所产生影响。
Nostalgia, as a popular marketing tactic, is often used in advertising. Relevant theories about nostalgia have also been proposed and studied in various fields. This article, combined with current nostalgia-related theories (nostalgia, advertising, self-continuance, mood and attitude), and Patek Phillippe, analyzes the impact of nostalgia on consumer-related products or brand sentiment and attitudes.