'Nostalgia' for Sale

The newly elected chairman of the American Association of publicise Agencies, Ron Berger, one of the most prominent and influential figures in the ad labor, makes an important statement:

Consumer protection will remain the major(ip) rationale for the

regulation of advert in the 21st century. False and dece-

-ptive ads atomic number 18 unacceptable competitive practices in an era

that will test the survivability of many firms. (Ron Berger,

Advertising Regulation in the 21st Century: The Underlying

Global Forces)

Berger points appear that in the competitive world of retail business, unfair advertising practices be not acceptable and hence, the advertising industry moldiness be regulated with the sole intention of safeguarding consumers. Ad executives are devising unique methods of advertising in order to flurry such regulations. Old is gold is the trend for the advertising industry of the 21st century; advertisers are selling nostalgia as a way of making commercials highly persuasive to their audience.

Nabisco, the company that produces oreo cookie Cookies, has always been known for outstanding commercials. Yet one oreo Cookie commercial is perhaps the most memorable. First, she twists the cookie asunder and then, this cute little girl with her hair in pigtails crop to dunk the cookie in a t whole glassful of milk, immersing her entire hand.



The camera then shifts to show the childs grandfather feeding the cookie in the same manner. This advertisement aims at lede the older generations to reminisce about the simple pleasures of their childhood, like enjoying a cookie. This nostalgic commercial relates to Stephen Kings opinion in My Creature from the foul Lagoon:

Yet it is parents ... often discovering goosebumps on their own

arms as they rediscover what frighten them as children ...

because what the good horror film does above all else is to

knock the adult props out from under...

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