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Old school : the relevance of nostalgia in advertising
Dissertation (MBA)--University of Pretoria, 2012.
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| Format: | Thesis |
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University of Pretoria
2013
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| _version_ | 1867613640439365632 |
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| access_status_str | Open Access |
| author2 | Kleyn, Nicola |
| author_browse | Kleyn, Nicola |
| author_facet | Kleyn, Nicola |
| collection | Thesis |
| dc_rights_str_mv | © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria |
| description | Dissertation (MBA)--University of Pretoria, 2012. |
| format | Thesis |
| id | oai:repository.up.ac.za:2263/25202 |
| institution | University of Pretoria (South Africa) |
| last_indexed | 2026-06-10T12:39:21.733Z |
| license_str | Other — see source repository |
| provenance_str_mv | Harvested via OAI-PMH from UPSpace — University of Pretoria Institutional Repository |
| publishDate | 2013 |
| publishDateRange | 2013 |
| publishDateSort | 2013 |
| publisher | University of Pretoria |
| publisherStr | University of Pretoria |
| record_format | dspace |
| source_str | UPSpace — University of Pretoria Institutional Repository |
| spelling | oai:repository.up.ac.za:2263/25202 Old school : the relevance of nostalgia in advertising Kleyn, Nicola ichelp@gibs.co.za Pieterse, Donovan UCTD South africa Advertising Nostalgia Emotional appeals Dissertation (MBA)--University of Pretoria, 2012. As the use of nostalgia (an individual’s yearning for positive associations with the past) as an evoked emotional appeal in advertising increases in popularity in South Africa, questions begin to arise as to whom this nostalgic appeal is most relevant. For marketers and advertisers to create the most effective advertising, they need to be able to communicate with their target markets using the appeals that are most relevant to them. This study addresses this in the context of South African print advertisements by analysing whether consumers are indeed receptive to the nostalgic appeals used in the ads, and then seeking to associate their receptiveness to their demographic characteristics (age group, gender and population group). This research was conducted via an online survey and then parametrically tested. The results indicated that insufficient evidence exited to predict the relevance of nostalgia in advertising by gender or population group. However, evidence was found that suggests that the relevance of nostalgia does vary depending on the consumers’ age.Copyright Gordon Institute of Business Science (GIBS) unrestricted 2013-09-06T19:52:47Z 2012-07-06 2013-09-06T19:52:47Z 2012-03-08 2012-07-06 2012-06-02 Dissertation Pieterse, D, 2011, Old school : the relevance of nostalgia in advertising, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://hdl.handle.net/2263/25202 > F/12/4/621/zw http://hdl.handle.net/2263/25202 http://upetd.up.ac.za/thesis/available/etd-06022012-202147/ © 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria application/pdf University of Pretoria |
| spellingShingle | UCTD South africa Advertising Nostalgia Emotional appeals Old school : the relevance of nostalgia in advertising |
| title | Old school : the relevance of nostalgia in advertising |
| title_full | Old school : the relevance of nostalgia in advertising |
| title_fullStr | Old school : the relevance of nostalgia in advertising |
| title_full_unstemmed | Old school : the relevance of nostalgia in advertising |
| title_short | Old school : the relevance of nostalgia in advertising |
| title_sort | old school the relevance of nostalgia in advertising |
| topic | UCTD South africa Advertising Nostalgia Emotional appeals |
| url | http://hdl.handle.net/2263/25202 http://upetd.up.ac.za/thesis/available/etd-06022012-202147/ |