The Mechanism of Nostalgia as a Narrative in XXI’s Campaign #RinduNontondiXXI

DOI

10.2991/assehr.k.211228.052How to use a DOI?

Keywords

Nostalgia; Emotional Appeal; Brand Image; User Generated Content; Campaign

Abstract

For periods of time, emotional appeal in advertisement narratives has become one of the most common practices across the advertising industry. This practice has remained the same even throughout the rise of technology and digital media. It has also developed a broader perspective when faced with the ability for an audience to advocate for specific products and generate contents about them. This strategy has further come to light during recent years. With the presence of the pandemic, business sectors have taken a toll. Furthermore, health and safety concerns would limit the ability for people to do their activities in public areas, which led to resurrections of creative, emotional narratives, specifically within the lines of nostalgia. This momentum has allowed advertisers to explore the theme that would compensate for the loss of engagement in previous conventional methods, to which XXI - one of the largest cinema chains in Indonesia - has recently implemented this into their campaign #RinduNontondiXXI on their social media. One would question the course of action, root causes of its effectiveness and aftereffects regarding the use of nostalgia narrative in a campaign. Through a study case method conducted in this research and literature studies, one would conclude that nostalgia does not fall far from the emotional appeal method in advertising; therefore, the effectiveness derives from these roots. One might also conclude that nostalgia has its associations to brand image, which would affect the creative approach and audience’s perception towards a campaign.

Copyright

© 2021 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Eleanora Josephine
AU  - Fadilah Fadilah
PY  - 2021
DA  - 2021/12/28
TI  - The Mechanism of Nostalgia as a Narrative in XXI’s Campaign #RinduNontondiXXI
BT  - Proceedings of the ICON ARCCADE 2021: The 2nd International Conference on Art, Craft, Culture and Design (ICON-ARCCADE 2021)
PB  - Atlantis Press
SP  - 395
EP  - 402
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.211228.052
DO  - 10.2991/assehr.k.211228.052
ID  - Josephine2021
ER  -