Nostalgia in the Egyptian TV Advertisements and the Expert's Evaluation to its Effectiveness

Elsherif, Reem

doi:10.21608/jsb.2022.228630

Nostalgia in the Egyptian TV Advertisements and the Expert's Evaluation to its Effectiveness

Document Type : Original Article

Author

Reem Elsherif

Faculty of Mass Communication - Modern University for Technology and Information

10.21608/jsb.2022.228630

Abstract

The study aimed to identify how nostalgia is employed in Egyptian television advertisements, and experts evaluate its effectiveness in persuading the public to buy goods or adopt the advertised services, In this context, the researcher conducted two studies, one of which is a content analysis of a sample of television advertisements that were broadcast during the months of Ramadan for the last three years, to identify the elements of nostalgia that were employed in the advertising message, the slogans and the values contained in them and the target audience for them. And another study on a sample of advertising professors and experts, which included (20) professors and experts, to identify their assessment of the use of nostalgia in television advertisements and the extent of its success in persuading the public to buy the commodity and the factors affecting that.
The results show that while professors and advertising experts agreed that goods and services that have existed in the market for many years and have lived through different generations are the most appropriate to use the elements of nostalgia in advertising, and their choices came to the goods that are preferred to be advertised through the elements of nostalgia in order are (food and drinks - communication services - donations - tourism companies ), the analytical study agreed with those choices to a large extent.
“Age” comes as one of influencing demographic factors, as the elderly are more closely related and appreciative of past events and memories compared to younger people.

Keywords

Main Subjects

Radio and TV

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