The New Media Nostalgic Advertising Research Based On The Post-80s Generation’s Emotional Experience Of Requirements

Facing with the rapidly change of society, science and technology, people is hard torespond to the changes. They meet some problems, such as the lack of security,pressure,interpersonal alienation,loneliness and some other negative emotions, especiallyfor the post-80s generation. When facing with these problems, they often relax themselvesby the nostalgia so as to balance the psychological and the modern world. And nostalgia isnot only the representation of the former, but the sentiment of the past days. The reasonwhy more and more post-80s generation is on the nostalgia is that it represents the value ofthe post-80s generation’s repression that recalled and retented.The social factors affect the post-80s generation on their personality and the ability toaccept new things rapidly. So they own the ability and willingness to accept and participatein the new media experience. The new media advertising is one form of the design. Thenostalgic emotional advertisement of the new media meets the post-80s generation’semotional experience requirement through the positioning, creative and communication.This study is not only the essence of the ideology, but the aesthetic context and culturalexperience of the modern world. And the study provides the theoretical basis for theexploration of new media advertising of the nostalgia, so it can take attention of theaudiences’ emotion and reply the range of humanistic careness.There are some studies about the post-80s generation’s nostalgia, but the study ofmine is just a little. This research summed up the new media advertisement of post-80sgeneration’s nostalgic’s emotion experience demand and care, and provided a theoreticalreference for the emotional needs. They will become the backbone of national construction.Studying their emotional needs is in the great significance to promote social and culturaldevelopment.