Using of nostalgia as a communication Strategy in TV advertising design campaigns to influence behaviour of brands consumers (An Analytical study on TV advertisement campaigns in Egypt)

In the past few years the term nostalgia appeared to be used in a broad way in manyof themes around, in media programs, through social media and many other means.TV advertisement designers use nostalgia as a design strategy to influence theemotional feelings of brands consumers. This strategy plays a role in remindingconsumers with best memories they have in the past and connect the product or theservice they advertise with these memories sometimes through words, songs,celebrities, costumes and traditions. Today marketers use nostalgic cues in theircampaigns to attract consumers and offer products that stimulate consumers’nostalgic responses in order to positively influence consumers’ behavior.The purpose of the research is to investigate how using nostalgia as acommunication strategy can help TV advertisements designers to achieved the aimof the advertisements of different brands to influence the consumer behaviortowards the product, and if it is a successful strategy that lead them to use it againand again in the brand advertising campaigns or not.Design/methodology/approach: The study uses an analytical design that analysisdifferent TV advertisements campaign for different brands and services directed tothe Egyptian market, and follow up the brand advertising strategy to understand ifusing nostalgia is a constant TV campaign designing strategy for those companies,that lead them to keep using it, due to its effect on consumer purchasing decision.Findings: that using nostalgia as a communication strategy on TV advertisingdesign increase the link and connection between the consumer and the brand due tothe influence on their emotional feeling that affect the purchasing decision ofconsumers, and that lead many multinational and national companies to use it formany years in its TV advertising campaigns . Using nostalgia as design strategycan be used for any brand despite the age of the target group. If this strategy wasnot working successfully with the company it will not keep using it in itscampaigns.Originality/value – The study is based within an analytical TV advertisementsframework directed to the Egyptian marketing to exam the specific experience ofnostalgia and linking it to consumer’s identity.