Author： Stephen Brown
Publisher： Westburn Publishers Ltd
ISSN： 1469-347X
Source： The Marketing Review, Vol.1, Iss.2, 2000-06, pp. : 137-163
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Abstract
Marketing has long been characterised by a new-and-improved, washes whiter, onward-and-upward mindset. Recent years, however, have witnessed a retromarketing revolution, the resurrection, revival and relaunch of old, or old-style, goods and services. This renaissance, needless to say, has stimulated considerable discussion of the so-called 'nostalgia boom'. But, as most retro products combine old-fashioned looks with state-of-the-art performance, there is more to retromarketing than 'pining for things past'. Nostalgia too needs to be reconceptualised for a postmodern era and this paper shows how Fredric Jameson's notion of neo-nostalgia can be empirically adapted to an award-winning advertisement for a highly successful retro product, Caffrey's Irish Ale.
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