Nostalgic advertising in India:A content analysis of Indian TV advertisements
Bharadhwaj Sivakumaran, Ekta Srivastava & Satish Sasalu Maheswarappa
The purpose of this paper is to examine the presence of nostalgic advertising in Indian televisionand its execution with reference to extent of information disclosure, level of involvement, type of products andstages in product life cycle (PLC).
In a content analysis of 700 ads in five popular TV channels in India, the authors found that humour/happiness was the most commonly used emotional appeal and nostalgic ads constituted 12 per cent of the emotional ads in Indian television. “References to past family experiences” was the most commonly used nostalgic element. As hypothesised, nostalgic ads use low information disclosure strategy(vis-à-vis high/medium information disclosure strategy) and are more commonly used for low involvementproducts (vis-à-vis high involvement products), experience products (vis-à-vis search products), andnon-durables (vis-à-vis durables). Also, nostalgic appeals are more commonly used at maturity stage of PLC(vis-à-vis introduction stage).
- Bharadhwaj Sivakumaran, Dr. Bala V and Vasantha Balachandran Chair Professor of Marketing, Great Lakes Institute of Management, Chennai, India.
- Ekta Srivastava and Satish Sasalu Maheswarappa, Department of Marketing, Indian Institute of Management, Lucknow, India.
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