The Difference Between Audio And Audio-visual Pathways Of Consumers Under The Processing Effect Of Nostalgic Advertisement

Nostalgic advertising uses past music,characters or events to induce consumers to have positive cmouonal appeals or advertising,which has become one of the most popular strategies in marketing.In this study,two experiments were conducted to explore the effects of nostalgic advertising on consumers of different ages and the differences in audio-visual channels of consumers' processing effects of nostalgic elements in advertising.The purpose of Experiment 1 is to test whether the nostalgic materials are effective in inducing the nostalgia of the individual and the advertising effect of nostalgic advertising in different age groups.The results showed that nostalgic advertising had better effect in elder individuals,which induced stronger nostalgia and better attitude toward advertising.The purpose of experiment 2 is to explore the differences of audio-visual channels processed by nostalgic elements in advertising.We used a 2(time frame:nostalgic,non-nostalgic)x 2(presentation channel:visual,audio-visual)between-subjects design,with intensity of nostalgia,attitude toward brand,attitude toward advertising,purchase intention and advertising message recall as indicators to evaluate the advertising effect.The results showed that:nostalgic advertising elicited individuals' better attitude toward brand,attitude toward advertising,and greater intent to purchase the advertised product than non-nostalgic advertising.However,nostalgic advertising could reduce individuals' message recall of advertisements.Audio-visual advertising elicited individuals' better attitude toward brand,attitude toward advertising,and greater intent to purchase the advertised product than print advertising.However,the effect in nostalgic advertising would not be better than in non-nostalgic advertising.The differences in the channels of presentation did not affect the message recall of the advertising.However,in the nostalgic advertising.the presentation of background music would reduce this message recall.