Nostalgic Advertisements in Multicultural Malaysia: A Multimodal Analysis

Abstract

Advertisements that feature nostalgia as a theme have been highly successful in their ability to evoke an emotional reaction in consumers thus connecting them to the brand and product being advertised. Nostalgic advertisements are memorable as they prompt consumers to draw from their own past experiences in a positive manner therefore creating a "feel good" factor in consumers. Nostalgia has been a popular theme in many Malaysian television commercials (TVCs) in the past decade. This study examines a Malaysian national day TVC using a thematic multimodal approach to analyse how nostalgia is reinforced through the multimodal elements in the TVC. The analysis includes a discussion of the types..