Patrimoine historique et publicitaire : la communication se saisit du passé

Abstract

This paper focuses on various communicative registers related to age in advertising strategies. A quantitative analysis of a collection of advertisements enabled the deciphering of their marketing features and communicative positioning, supplemented by a qualitative study to develop an analytical framework of the various generational positions at work in them. Five basic communicative registers that address age and generation have been outlined. In this paper, we will focus our remarks on three of these registers, each of which makes reference to the past in its own way, and more specifically, to cultural heritage or advertising, playing on nostalgia. These three registers address the personal, generational and collective history of individuals, travelling across ages and generations.

Keywords

• heritage
• generations
• nostalgia
• advertising communication
• transmission