Nostalgia makes people want to return to a certain point in their lives. It is the sentimental yearningness to go back to a happy time in life.
Nostalgia can come about after a person uses any of the 5 senses to remember something which has happened previously in their lives, be it their childhood, teenage years or something that happened only a few years ago in their life which was a happy memory. As it is said that only happy memories remain in the brain, nostalgia only mainly happens with happy memories, not sad. Solomon has viewed nostalgia as 'bitter sweet emotion, where the past is viewed with both sadness and longing.'
When someone is feeling nostalgic, certain things about them change. Their mood firstly improves, good memories provide people with joy making them feel happier. Body language changes with the person's mood, a more positive and upbeat tone of voice is taken on. The person also seems more genuine, virtuous and more open towards people.
Images can bring back these memories.
For me, these images bring back memories of what happened in the past and good times during my life. Each of them are meaningful and has a pragmatic reasoning behind it.
Images aren't the only thing which makes people feel nostalgic. Sounds are a great way to make people feel something towards their past. Hearing a piece of music from their youth, from an advert they remember or something their dad used to play can all back memories.
Memory
Memory is different from nostalgia in that it recovers more information about past knowledge or events. It is an organisms ability to store, retain and recall information, short term or long term.
Short term memory is the brains system for remembering information in use at that time. At one time, most people can hold between 5 and 9 pieces of information in at one time. Any more then this and the person may end up forgetting the bits they learnt in the middle.
Long term memory is the part of the brain which has unlimited capacity to remember things over a long period of time. This can be anything, from random pieces of information to pratical things such as driving a car. Long term memories are harder to acquire but harder to lose. Retrevial of these memories can be difficult or even impossible is no cue is present, like nostalgia.
Advertisers use memory and nostaliga to promote a product to a group of people. Some adverts use nostalgic triggers to create a sensory brand between the person and the product.
This advert is using a setting of a picnic, with thing that would typically be thought to be int he 1970's. Marks and Spencers are using decades past to get women to buy their items by using memories they could possibly have had. The flowy, hippiness of the advert shows women having a picnic, playing around together in a huge field with flowery dresses on. The advert could have easily been from the 70's.
This advert is using a beer's manufacturing country to be a nostalgic trigger. The South African flag is an obvious item in a few scenes during the advert, this along with the green floor and the accent of the narrator would bring back memories of South Africa for a person who has been there before. The ad is showing the men, proud to be from South Africa and is implying that the beer is great as it is from that country.
No comments:
Post a Comment