Nostalgia and Popular Culture within Advertisements in the 90s - 00s

            Why is it that we love and cherish things that, by today’s standards, would be considered ridiculous, silly, and nonsensical? What comes to mind when one thinks of the late 90s to early 00s? Is it the garish fashion? The sizeable, tacky hair? Perhaps it is the iconic, loveable advertisements. With this specific time period in earshot, one is reminded of the quintessential aspects of this era which made it unforgettable. Distinctive constituents such as Trix Cereal, VHS tapes, Hot Pockets, and absurd fashion are all immediately recalled. The phenomenon responsible for this is known as nostalgia; nostalgia can be described as “A sentimental longing or wistful affection for a period in the past.”[1] This very sensation is to be further explored when discussing the sensory mechanisms associated with the feelings and emotions produced upon recalling or viewing these advertisements. The 90s to early 00s were known for their iconic advertisements; the reason for their popularity will be subsequently examined to explain why they were so beloved and how effectively they conveyed a sense of nostalgia to viewers. In addition to this, by studying the reason why these advertisements were such success, we can observe how capitalism both created and captured the needs and desires of individuals in this time period. Through the use of sensory mechanisms such as sound, sight, and smell, TV advertisements through the late 90s to early 00s invoke an impression of fond nostalgia in viewers.

            In order to understand why these advertisements were deemed roaring successes, it is imperative to fully grasp the concept of nostalgia. The term ‘nostalgia’ first appeared in context by virtue of Johannes Hofer, when describing a condition befalling Swiss mercenaries on military duty.[2] Nostalgia, in its primary stages of use, was used to describe homesickness; this definition quickly underwent metamorphosis to now describe a variety of qualms; whether it be for a loved one, memory, feeling, and other yearnings. While it may appear that nostalgia is synonymous to an emotion akin to sadness, it can very well mean quite the opposite. This type of fond, joyous nostalgia is the focus when discussing the ethos that advertisements from the late 90s to early 00s tend to invoke from viewers. Nostalgia can be attached to any object, person, or memory. Oftentimes mere scents, sights, and even sounds can provoke and retrieve long gone memories from hiding. The most efficient way these three sensory details come together is in the form of an advertisement; in order to create a need for a product, it is essential to capture key details and convey them to viewers in an all-encompassing, convenient snippet. Capitalism constructs desire; these advertisements, more specifically commercials, are so jam-packed with a tremendous amount of detail and sensory imagery that it takes hardly seconds before a viewer is taken back by a wave of sweet nostalgia.

            A shift seen in consumer culture calls forth novel advertising techniques – appeal to sensory mechanisms. Using these techniques establishes a favorable impression on the consumer to make them more likely to purchase a product – after all, that is the desired result from any marketing team. By utilizing sensory marketing, consumers are left with a more favorable impression of a product as opposed to another product that does not employ the latter technique. By appealing to the senses, one is able to perceive the object as if it were right in front of them; they artificially experience said product. Color and imagery draw attention to the product itself and, when used correctly, can influence emotion. This technique can be employed to establish an affiliation between happiness and said product. Smell, while its obvious absence in the form of TV advertisements, also plays a role in sensory marketing. A mere image of steam arising from foodstuffs, or even a quick description of how it smells lends itself useful in maintaining relevancy in a consumer’s mind. A seemingly aromatic object is far more attractive than a product with no sensory mechanism of smell. An additional sensory detail quintessential to marketing is sound. If an advertisement features a popular song for its time, the product appears in the consumer’s conscience in good spirits. Sound can be used in an uplifting, joyous manner. It has the ability to create a positive consumer experience without requiring the customer to be in a store.[3] A pattern can be seen here with these sensory mechanisms – fostering a good mood. This very response is key when appealing to nostalgia for the 90s and early 00s time period.

Lean Hot Pockets commercial (2002)

               The first TV advertisement to be discussed that uses sensory mechanisms to arouse nostalgia in viewers is a Lean Hot Pockets commercial, aired in 2002.[1] As soon as the commercial commences, a zippy jazz number fills your ears with the unmatched sound that could only belong to the iconic early 00s. Music is a fickle affair; it so readily changes to keep up with the times. This is why music can be broken down and differentiated between generations, and this is indeed an efficient way of categorizing music. The average Joe is more than capable of distinguishing between 70s disco-synth from 50s rock-n-roll. It is established that music is very generation specific, therefore the type of music utilized in this Lean Hot Pockets advertisement transports viewers to a very specific time period, one that cannot be mistaken for a different place and time. The first imagery witnessed in this advertisement is an open-concept kitchen, featuring an island and black appliances. At first glance, one might not cause a ruckus over the details in the kitchen. However, the interior is unmistakably late 90s to early 00s. The craze for granite or marble countertops hadn’t hit consumers yet; an all-white kitchen was the pièce de résistance of the ultimate kitchen in early 00s suburbia. Today’s craze for sleek, metal appliances are replaced with yesterday’s obsession with black, plastic gadgets and gizmos. The housing market within this time period was particularly ruthless; the model home everyone fawned over was a suburban home akin to the one featured in the Lean Hot Pockets commercial. With more people desiring this fantasy, they leveraged themselves into debt to do so; that is why there are still homes today that appear to be a carbon copy of the home featured in this commercial. People are still living in these outdated, yet expensive homes. The home shown in this advertisement is the ideal late 90s – early 00s home. From consumer culture’s perspective, it remains obvious to depict a perfect home and family life in commercials such as these (the term family life is used due to the fact that this particular generation placed an emphasis on family values). This demonstrates the ideal family home, which is what viewers were accustomed to seeing when watching late 90s to early 00s sitcoms. This association provides a direct link between commercials and TV shows viewers grew up watching in this time period. A voiceover in the advertisement begins to describe the shockingly low amount of calories for such a flavorful (yet still unhealthy) snack. The particular voiceover in the advertisement has a recognizable voice; that is due to the fact that most voiceovers in a given time period were from the very same person, prompting individuals to recall memories of the late 90s to early 00s by association. Following this voiceover is a visual of the product; a Lean Pocket. The Lean Pocket is displayed carefully on a vivid blue plate for contrast, and steam arises from the meal itself. This advertising technique is a subconscious cue for the audience to recall that very smell for themselves. The memory of experiencing the indistinguishable smell from the past is triggered by the visual cue of steam arising from the Lean Pocket.

Trix Cereal commercial (1994)

               Another advertisement that utilizes sensory details to invoke a notion of nostalgia in its audience is an advertisement for Trix Cereal, aired in 1994.[1] Once again, at the beginning of the advertisement, a rather distinct soundtrack is being played in the background. This time, the music errs on a more juvenile tone; which is considered appropriate for this type of commercial, targeted towards children. The use of such silly, mischievous music represents a kind of ostracization for adults and parents. With the 90s and 00s maintaining such a high volume of shows, sitcoms, and products for children (such as Rugrats, Arthur, Furby, Dunkaroos…etc), children who grew up in this period of time had their own unique culture separate from their parents and grown-ups. Commercials such as Trix Cereal fostered this sense of belonging within children. The goofy background music featured in this advertisement takes adults from the present back to their childhood, reminding them of fond memories from their youth. The medium in which this advertisement is presented is in the form of a cartoon, similar to several shows mentioned earlier. This enhances the childlike feel of this advertisement, not to mention reinforces nostalgia for the “good old days”. Taking a closer look at the cereal bowl filled with Trix Cereal, you’ll notice only the cereal is shown how it actually appears in real life. This is meant to create a focal point in the cereal, as the product being advertised, and draw attention to it. The target audience in this advertisement is, as established earlier, children. Children are almost always targeted when advertising for any product in the realm of juvenile; children are notorious for urging, at times pestering parents to buy products as seen on TV. It is certain that adults in today’s society have at one point begged their parents for that same product they’ve seen on TV; upon viewing these advertisements, a wave of nostalgia befalls them. The repeated slogan, “Trix are for kids”, or, “Just for kids” reinforces the childlike appeal to this commercial and adults’ nostalgia for their childhood in the 90s to early 00s. At the end of the advertisement, an incentive for purchasing Trix Cereal is presented: an assortment of collectable stickers, found in boxes of cereal. This advertisement for Trix Cereal is a paradigm of effective targeting in consumerism; the concept for collectable stickers found in boxes of Trix Cereal creates a demand for this brand of cereal and thereby make children more likely to buy it again.

            The use of nostalgia is rather effective in advertising and marketing. References to the past can elicit pleasant memories and even cause a subconscious thought in viewers that those same memories will recur if the product is bought again.[2] Through the use of nostalgia in advertising in the realm of consumerism, marketers will be able to reach out to individuals that no other form of advertising can. Nostalgia has the capability to appeal to a wide range of consumer age groups; virtually no other advertising technique can boast this quality.[3] Books such as Joe Brainard’s I Remember employs nostalgia in a quite overt manner. Throughout repetition of the phrase, ‘I remember’, readers are exposed to a raw insight into Brainard’s life, complete with phrases such as “I remember one of the first things I remember. An ice box.”.[4] The use of nostalgia has seen an uproar in popularity recently; through memes such as “starter packs”, we can observe how the phenomenon nostalgia has made its mark, especially in today’s youth.[5] Starter packs are interesting because they show how, even though everyone supposedly lives different lives, we all share the same history even though we walk in different shoes. Thus people from different generations can all look back and be collectively nostalgic over the games they used to play, clothes they used to wear, and advertisements they used to watch on TV. The use of nostalgia and sensory mechanisms may pave the way for more immersive, more uniquely consumer-focused marketing. With companies striving for a more personal touch to their marketing techniques, we may even see more intrusive forms of surveillance in our personal lives, all in the name of effective advertising.

References

1. “Nostalgia | Definition of Nostalgia in English by Oxford Dictionaries.” Oxford Dictionaries | English, Oxford Dictionaries, en.oxforddictionaries.com/definition/nostalgia.
2. “Prologue: Don't Look Back.” Retromania: Pop Culture's Addiction to Its Own Past, by Simon Reynolds, Faber and Faber, 2012, pp. 25–36.
3. Shabgou, Mojtaba, and Shahram Mirzaei Daryani. “Towards the Sensory Marketing: Stimulating the Five Senses (Sight, Hearing, Smell, Touch and Taste) and Its Impact on Consumer Behavior.” Indian Journal of Fundamental and Applied Life SciencesS1 (2014): 573–581. Web.
4. “Lean Hot Pockets Commercial (2002).” Youtube, Vhs Vcr, 20 Nov. 2016, Lean Hot Pockets commercial (2002).
5. “Trix (1994).” Youtube, RetromercialBilly, 26 Jan. 2011, www.youtube.com/watch?v=4CA11vk_X-A.
6. Havlena, William J. and Susan L. Holak. "The Good Old Days": Observations on Nostalgia and Its Role in Consumer Behavior." Advances in Consumer Research, vol. 18, no. 1, Jan. 1991, pp. 323-329.
7. Pascal, Vincent J., et al. “The Influence of Evoked Nostalgia on Consumers' Responses to Advertising: An Exploratory Study.” Journal of Current Issues & Research in Advertising, vol. 24, no. 1, 2002, pp. 39–47., doi:10.1080/10641734.2002.10505126.
8. Brainard, Joe. I Remember. Notting Hill Editions, 2012.