Research On The Nostalgia Causes About Post-80s Generation And Proposals In Advertisements

Post-80s generation has been the nostalgia main part in China in the21stcentury. It totallychanged the common-sense that nostalgia belongs to the older. This kind of nostalgia emotionand demand brings the energy to the consumer market, sets off a wave of potential nostalgiaeconomy. Most of the advertisers and companies want to profit from the nostalgia economy. Soit is too important to make research on the nostalgia about post-80s generation.In this study, data analysis, depth interview and grounded theory are the main research methods.This research puts focus on the causes of post-80s generation’s nostalgia. On the base ofcollecting and analyzing data, refine the theory and give the communication strategysuggestions.The main conclusions of this study are: post-80s generation thinks that nostalgia is a awarenessof behavior which remind the great old days that unable to reproduce. But they can taste theclassic in stand of it. Post-80s miss the school days more than their childhood. The objectivenostalgia causes of the post-80s are event, stuff and persons. The subjective nostalgia causes ofthe post-80s are pressures, environmental changes and social interaction. Based on the results,this study makes some proposals to advertisements which have the tone of nostalgia.