Images of The Beatles on The Ed Sullivan Show, Johnny Carson, Elvis, and other celebrities from the 1950s and 60s are part of recent “nostalgia marketing” campaigns aimed at baby boomers and seniors.
According to a report by The Wall Street Journal, more companies – including those in the senior living business – are using images, music, and even video clips in their advertising campaigns to spark “nostalgic yearnings” among older consumers and encourage them to purchase their products or services. “The science of nostalgia isn’t yet fully understood, but studies have been identifying the nostalgic cues that can be exploited and the ways in which images from the past can yield favorable attitudes about products in the present,” the Journal reports.
Researchers at Columbia University and Rutgers University, for example, have found that people tend to prefer musical recordings that were released when they were teens or young adults. The Journal notes that those who were 23½ on February 9, 1964, when The Beatles appeared on The Ed Sullivan Show, will turn 70 this year.
Read “Get Back to Where You Once Belonged” from The Wall Street Journal.
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