Editing Nostalgia (section)

=== As an advertising tool ===
In [[Media (communication)|media]] and [[advertising]], nostalgia-evoking images, sounds, and references can be used strategically to create a sense of connectedness between consumers and products with the goal of convincing the public to consume, watch, or buy advertised products.<ref>{{Cite book|title=Mediated Nostalgia|last=Lizardi|first=R.|publisher=Lexington Books|year=2015|location=Maryland}}</ref> Modern technology facilitates nostalgia-eliciting advertising through the subject, style, and design of an advertisement.<ref>{{Cite book|title=Media and Nostalgia|last=Niemeyer|first=K.|publisher=Palgrave Macmillan|year=2014|isbn=978-1-137-37588-9}}</ref> The feeling of longing for the past is easily communicated through social media and advertising because these media require the participation of multiple senses, are able to represent their ideas entirely, and therefore become more reminiscent of life.

Due to efficient advertising schemes, consumers need not have experienced a specific event or moment in time in order to feel nostalgic for it. This is due to a phenomenon referred to as [[wikt:vicarious|vicarious]] nostalgia. Vicarious nostalgia is a feeling of [[Depression (mood)|wistful]] yearning for a moment that occurred prior to, or outside of, the span of one's memory, but is relatable (has sentimental value) due to repeated mediated exposure to it.<ref name=":0">{{Cite journal|last=Merchant|first=A|date=2013|title=Effects of advertising evoked vicarious nostalgia in brand heritage|journal=Journal of Business Research|pages=66}}</ref> The constant propagating of advertisements and other media messages makes vicarious nostalgia possible, and changes the ways we understand advertisements and subsequently, the way consumers use their purchasing power.

Examples of nostalgia used to provoke public interest include nostalgia-themed websites<ref>{{cite web |title=DoYouRemember.com |url=https://doyouremember.com |website=DoYouRemember? |publisher=DoYouRemember? Inc. |access-date=25 October 2019}}</ref> such as  [https://wantnostalgia.com/ Want Nostalgia?], [http://thenostalgiamachine.com/ The Nostalgia Machine], and [https://doyouremember.com/100246/good-humor-ice-cream-trucks DoYouRemember?], and revamps of old movies,<ref>{{cite web |title=Oceans 11 1960 Version |url=https://www.imdb.com/title/tt0054135/ |website=IMDB}}</ref> TV shows, and books. Vintage, rustic and old-fashioned design styles can also be seen in nostalgia-based ad campaigns that companies such as [[Coca-Cola]] and [[Levi Strauss & Co.]] use.<ref name=":0" />

Developed within the marketing discipline, '''forestalgia'''[https://doi.org/10.1080/00913367.2022.2036652], defined as an individual's yearning for an idealized future, serves as a future-focused counterpart to nostalgia.<ref>{{cite journal |last1=Barnwell |first1=R Wixel |last2=Collier |first2=Joel |last3=Shanahan |first3=Kevin J |title=Nostalgia and Forestalgia: Insights, Evaluation, and Implications for Advertising and Product Typology |journal=Journal of Advertising |date=5 April 2022 |volume=50 |issue=5 |pages=19 |doi=10.1080/00913367.2022.2036652 |s2cid=247988600 |url=https://doi.org/10.1080/00913367.2022.2036652 |access-date=8 April 2022|url-access=subscription }}</ref> Like nostalgia, where only the happy memories are retained, forestalgia explains customers’ intentions to escape the present to a romanticized future where current concerns are no longer an issue. Marketing researchers found that when promoting hedonic and utilitarian products, far-past nostalgia and far-future forestalgia advertisements were most effective in the promotion of utilitarian products. In contrast, hedonic products were better suited for advertisements framed in far-past nostalgia or near-future forestalgia.