Nostalgia in Advertising: A Comparative Review of Iranian and Western Approaches

Nostalgic advertising became a strategic tool for brands that sought to evoke emotional connection and consumer loyalty by revisiting the past. This review article examined the use of nostalgia in advertising within Iranian and Western contexts, highlighting cultural, generational, and technological influences. Based on recent literature and campaign analysis, the study showed that Iranian brands often focused on collective memory, national heritage, and traditional values, while Western brands tended to leverage pop culture, retro styles, and generational identity. The paper also explored emerging trends like digital nostalgia and ‘fauxstalgia’ among Gen Z, demonstrating how social media and visual storytelling reshaped nostalgic engagement. By comparing regional strategies, the article offered insights into how nostalgia served not only as a marketing tactic but also as a reflection of cultural identity and consumer psychology.

کلیدواژه ها:

Nostalgia marketing ، Advertising psychology ، Emotional branding ، Consumer behavior ، Gen Z