This paper analyzesthe connection between emotions and communication through a semiotic analysis of the passion of nostalgia in commercial advertising. Specifically, on the one hand, this work recalls some of the definitions and descriptive categories of nostalgia (classical nostalgia/postmodern nostalgia, historical nostalgia/personal nostalgia). On the other hand, it analyzes from a semiotic point of view a case of nostalgic advertising in the field of technology, an audiovisual commercial by Telecom Italia that appeals to consumers’ emotions to stimulate an intense nostalgia feeling for the past
The Use of Nostalgia in Advertising: Semiotic Analysis of a Television Commercial
BOERO, M
2022-01-01
Abstract
This paper analyzesthe connection between emotions and communication through a semiotic analysis of the passion of nostalgia in commercial advertising. Specifically, on the one hand, this work recalls some of the definitions and descriptive categories of nostalgia (classical nostalgia/postmodern nostalgia, historical nostalgia/personal nostalgia). On the other hand, it analyzes from a semiotic point of view a case of nostalgic advertising in the field of technology, an audiovisual commercial by Telecom Italia that appeals to consumers’ emotions to stimulate an intense nostalgia feeling for the pastFile in questo prodotto:
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