• The Journal of Asian Finance, Economics and Business
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• 제9권4호
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• pp.153-162
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• 2022

Nostalgia advertising is one of the key and effective tools for marketers to capture the attention of consumers. Prior studies have identified two types of nostalgia, personal and historical. The aim of this research is to learn more about historical nostalgia and its influence on consumer brand purchase intentions. A convenience sampling technique was used to obtain a sample of 182 respondents via Google forms. The study then used partial least square structural equation modeling. In PLS-SEM, we applied a measurement model to obtain the results related to reliability, validity, and model fitness. Once the desired results are achieved, the study proceeded to the structural model where results related to hypotheses were obtained. The study's findings corroborated the literature, revealing that historical nostalgia advertisements have a significant impact on consumers' cognition and emotions, leading to an effect on attitudes. The serial process has the effect of influencing consumer buying intentions. Hence, the importance of nostalgia advertising proposed in the study was established through empirical evidence. Policymakers, organizations, and advertising agencies in Pakistan are recommended to implement nostalgia advertising techniques based on the findings and are encouraged to do so for immediate benefits.

• 한국의류학회지
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• 제46권5호
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• pp.789-804
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• 2022

Retro fashion is emerging among young people as an approach to discovering a new meaning in Korea's historical culture. Research on Korea's unique retro fashion culture is required because there is no research on retro fashion culture based on Korea's historical background. Therefore, this study examined how retro fashion culture has progressed based on Korea's historical background from a nostalgic perspective. All retro-related newspaper articles from 1950 to 2020 were collected, and content analysis was conducted for each semantic unit. The results revealed that personal nostalgia is based on personal experience and is extending to younger generations. In terms of nostalgia in interpersonal relationships, the younger generation reinterpreted the fashion culture of the older generation after the 2010s. In terms of vicarious nostalgia, a retro culture reminiscent of the 1990s with a background in economic development and consumption culture appeared after 2012. The youth culture and university culture of the 1970s and 1980s were reinterpreted as street fashion. Since the late 2010s, the younger generation has been exhibiting cultural nostalgia, believing that the historical Korean culture is not outdated but has a unique heritage formed during the modernization process. Symbolic nostalgia appeared in Korean fashion culture during modernization.

• Journal of Contemporary Eastern Asia
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• 제17권1호
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• pp.112-129
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• 2018

Produced by Chinese local television stations, Maritime Silk Road is a documentary which adopts ancient Maritime Silk Road as a historical nostalgia to interpret "the Belt and Road Initiative", a contemporary Chinese economic, political, and cultural strategy put forward by Chinese government mainly aiming at the countries of Southeast Asia. The main body of this article has three parts and the first part analyses how the documentary adopts computer-generated imagery (CGI) to create a historical nostalgia about ancient Maritime Silk Road in the period of Imperial China. At the same time, this part also presents a sense of diasporic nostalgia of the overseas Chinese. This historical and diasporic nostalgia is related to Chinese President Xi Jinping's political discourse: "Chinese dream" that propagandises to build a strong China put forward by Xi in 2013. The second part analyses how this historical and diasporic nostalgia legitimates Xi's "Chinese dream" and how it responds to recent territorial dispute when China continuously claims its territorial sovereignty in the South China Sea. In this light, the documentary repeatedly mentions two political rhetoric: "coexistence" (gongcun) and "mutual benefit"(huli gongying) as a practical strategy to deal with the dispute between China and some countries of Association of Southeast Asian Nations (ASEAN). In the third section, the concept of "community of common destiny" (mingyun gongtongti) is adopted by the documentary to depict a convenient and effective organization of China and ASEAN, which is framed as an ultimate goal that Chinese government is depicted as the potential leader of this nostalgic community. At the same time, by providing different and even opposite viewpoints, this article discusses three controversial political rhetoric to present how historical and diasporic nostalgia is politicalized and served for Chinese diplomacy and national interest. Overall, this article argues that the documentary creates a glorious ancient Maritime Silk Road, as a sense of nostalgia, to expand China's economic and political influence, to respond to the controversial issues, and to reassert China's leadership as the centre of Asia.

• 산경연구논집
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• 제10권9호
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• pp.25-36
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• 2019

Purpose - Consumers have memories of their past time that they have not experienced. So consumers want to experience the past time and get pleasure through historical contents such as movies or dramas. This is because the re-created the past time sets the identity of the consumers who live today, and in the process, it give consumers emotional comfort. Consumers do not remember and sympathize with all of their historical time. In general, consumers remember the time that their communities are proud of. As s result, historical content is seen as a hero, and through that, consumers can check their identity. Also consumers experience positive emotions such as self-esteem, gratitude and pride through identification with heroes. That is, through historical contents, consumers can identify themselves and replace the current negative emotions with positive ones. Therefore, this study presents narrative identity and historical nostalgia that can affect positive evaluation of historical contents and suggest the factors the can induce such effects. This study was conducted to explain what the consumption effect of historical content is from a marketing perspective and what constitutes a component of historical content as a factor driving this effect. Research design, data, and methodology - This study has developed a questionnaire with 8 Hypotheses. The Films ('Masquerade(2012)', 'Roaring Current(2014)', 'Assassination(2015)', 'The Age of Shadow(2016)') and dramas('Six Flying Dragon(2015-2016)', 'Mr. Sunshine(2018-2019)') were used as experimental contents. 268 college students participated in this empirical study, and structural equation model was used to verify hypotheses. Results - Frist, narrative identity affects positive evaluation of historical contents. Nostalgia affect positive evaluation of historical contents. and narrative identity affects positive response of historical nostalgia. Second, character act relevance, circumstance similarity, and character attractiveness have positive influence upon response of narrative identity. Lastly, empathy for story and vividness of representation have also positive influence upon response of historical nostalgia. Conclusion - This study contributes to the theoretical and managemental development of historical contents. This study shows that narrative identity and historical nostalgia are important for success of historical contents. In order for historical content to be successful, it must manage elements of character act relevance, circumstance similarity, and character attractiveness, empathy for story and vividness of representation.

• 복식
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• 제66권7호
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• pp.139-153
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• 2016

Retro fashion can be defined as re-applied and re-created fashion style where a certain period or a specific style in the past would be recalled. As a unique cultural phenomenon, the 'retro' style has affected not only our daily lives, but also the fashion industry. The purpose of this study is to explore the relationship between the nostalgia and consumer purchase behaviors of retro fashion products in Korea. The data was collected using a self-administered online survey of 224 respondents. The results show that the sub-elements of nostalgia include personal and historical nostalgia. The personal nostalgia positively influences consumers' purchase intention of retro fashion products, whereas historical nostalgia negatively affects retro purchase intention. Interestingly, the moderating effects of self-connection and age of respondents on the relationship between nostalgia and retro purchase intention was identified. The findings highlight the potential role of retro fashion on modern society, as it can overturn any concerns people may have about the gloomy future and the harsh reality.

• 영미문화
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• 제9권1호
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• pp.323-348
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• 2009

Kazuo Ishiguro's fifth novel When We Were Orphans (2000) tells the story of Christopher Banks, a private detective, who embarks on the ultimate case of his career, the puzzle of his own life. The novel consists of two overall parts, one taking place in London, the other in Shanghai-a division which reveals one of the novel's major themes, the relation between home and abroad. Set in the 1930s, Ishiguro's novel on the one hand contains all the classic ingredients of the so called golden age detective genre-an archetypal English private detective, equipped with fierce deductive skills and a magnifying glass, as well as suspects, criminals, and victims-and yet on the other hand it also deviates in significant ways. In this article, I will attempt to make some links between When We Were Orphans and the genre paradigm of the golden age detective story, arguing that Ishiguro's novel offers an exploration of the genre's ideological connections to a larger historical discourse of imperial nostalgia and decline.

• 미국학
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• 제42권1호
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• pp.1-22
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• 2019

This paper suggests a genealogy of romance in Chang-rae Lee's Native Speaker, A Gesture Life, and The Surrendered. A flexible textual performance and literary strategy spanning issues of beauty and love, romance in Lee registers the writer's distinctive diasporic negotiation with sites of departure and arrival, in particular with traumatic histories of the m/other country. Native Speaker resolves the crisis of public immigrant love within the compromise in the domestic melodrama. As Lee turns to the scenes of historical trauma in the twentieth century transpacific, romance becomes a key strategy through which his aestheticized framing and deframing of comfort woman is performed and the Korean War finds odd comfort in the aesthetic energy of perverse care in Italy. Through the dehistoricizing movement outside of the historical into the realm of myth and nostalgia, Lee's diasporic romance breaks away from mandates of representation and works within the excess of mistranslation.

• 한국실내디자인학회논문집
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• 제15권4호
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• pp.3-11
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• 2006

The vocabulary of modern grand hotels' interior designs reflects western design patterns, showing its nostalgia for modern architecture. And it also contains the trace of past designs implanted by others then, expressing the hardships of Korean history. Like this, the past architectural style distorted under the Japanese imperialistic rule has continued to exist until now without any significant changes, because there has been little effort to figure out the history of modern interior designs. And also there has been the lack of data and aesthetic descriptions about the modern interior designs that contain the historical nature of society. Therefore, this study will review the interior design of modern buildings, which trace back to the fawning of the Korean Interior Design. And it aims to understand the hotel interior's expressive characteristics and historical meanings by paying a particular attention to its lost parts. And it also alms to have a significant meaning in taking the first step toward a clue of the history of Korean modern interiors by systematically putting in order the ever-disappearing materials of modern hotel interiors.

• 한국주거학회논문집
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• 제21권6호
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• pp.31-42
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• 2010

Korean Folk Village was founded in 1974 as the first open-air museum in Korea. It consists of over one hundred traditional Korean houses and buildings. Most of structures in the Village were reproduced or newly constructed in traditional style. Some houses were used as craft shop and folklore performance. Preservation of vernacular architecture by the government began in the late 1960s in Korea. The development of the Village was initiated by the central government for the sake of attracting both the foreign and domestic tourists. Park Chung-hee administration focused on national culture to justify their dictatorship. The government drove a very rapid economic growth in the 1970s and Korean society was in the midst of modernization leaving many traditional landscapes behind in the memory. The Village was aimed to appeal the Korean people's nostalgia and at the same time to combine their folk into the modern nation.

• 한국의류학회지
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• 제24권4호
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• pp.463-474
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• 2000

The purposes of this study is to investigate the characteristics of historicism in modern fashion and to introduce the appropriate approaching and application method of costume history. As one of the characteristic of Post modernism, historicism is an important theme in modern fashion. In this study, the background and the characteristic of Post modernism is considered and the historicism in the Post modern architecture and literature is studied. Next, through the artworks of Vivienne Westwood and Christian Lacroix who are excellent in the modernization of historical costume, the historicism in modern fashion is studied. The characteristic of historicism in Post modem architecture and literature comes from the nostalgia, aspiration for the past, and recurrence to the nature. It is not the revival of the past but the crossover of the past and the present. The characteristics of historicism in modern fashion are as follows. ·form; style, silhouette, and items that are shown in the historical costume come with the mixture of modem textile, new technique, and modem design. ·Materials and patterns; classical and romantic patterns, the artwork of the artist, and the fabric which is remake of remains are used. ·Technique; Tailoring techniques and the pattern making of the historical costume are used. ·Trimmings and etc.; Lots of handworks, trimmings and accessaries in that are inspired from the past are used. These elements are not come from a certain place and time but mixed surpassing places and times. With that, not only the form and the position of wearing but the meaning and purpose of wearing are changed.