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September 16, 2025Pamukkale University Journal of Social Sciences InstituteOpen Access

Nostalgic and Forestalgic Storytelling: The Cases of İş Bankasi Parakod and Mercedes Eq Advertisements

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Authors

AYAyşe Yavuz

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Overview

This analysis highlights how storytelling in advertising uses nostalgia and forestalgia to enhance emotional connections.

Key Points

  • The findings reveal how advertising effectively utilizes nostalgia and forestalgia to create strong emotional ties.
  • İş Bankası's Parakod and Mercedes EQ advertisements showcase both nostalgic and future-oriented storytelling techniques.
  • Roland Barthes’ semiotic analysis model guides the examination of narrative structures linking the past and the future.
  • The study emphasizes that while emotional engagement is reinforced, direct brand loyalty through these narratives is undetermined.

Cite This Study

Ayşe Yavuz (2025) studied this question.

synapsesocial.com/papers/68d4508931b076d99fa587f2https://doi.org/10.30794/pausbed.1495067
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  1. 1Brand‐consumer storytelling theory and research: Introduction to a Psychology & Marketing special issue2010 · 317 citations
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  4. 4An Involvement Explanation for Nostalgia Advertising Effects2012 · 81 citations
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