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Stuart Elliott: Advertisers Adapting Nostalgic Appeals for Contemporary Consumers

Stuart Elliott: Advertisers Adapting Nostalgic Appeals for Contemporary Consumers

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Stuart Elliott

Publish date

October 18, 2016

Channel

Stuart Elliott Report
44 26 3

A Beatles song offers perhaps the most concise explanation of why nostalgia works so well as a marketing tactic: "Yesterday, all my troubles seemed so far away. Now they look as though they're here to stay. Oh, I believe in yesterday." When times are tough, when things get bad, it's human nature to gaze back fondly at eras that seem less tumultuous. The impulse may not be the most logical response to real-time, real-world problems -- another lyric from "Yesterday," "Now I need a place to hide away," suggests it could be futile -- but it's understandable.

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Stuart Elliott photo

Stuart Elliott

Stuart Elliott reports on the media exclusively at MediaVillage.com. He has spent more than three decades covering advertising, marketing and media. He is best known as the advertising columnist of The New York Times, a post he held from May 1991 to D... read more

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