Nostalgia in Brazilian Mass Media Advertising: A Semiotic Perspective

Abstract This article seeks to (a) identify and problematize how the themes of history and nostalgia are used in the advertising discourse used—by the Brazilian mass media; and (b) explore the meanings awakened in consumers by the discourse in question. The data used was based on more than four hundred Brazilian magazine advertisements, from 2008 to 2016, and on the testimonials taken from consumers in 2016 using focus groups. The analyses identified five categories utilizing the theme of history: history as a signature; history as a commemoration; history as an opportunity; history as a focus; and history as a support. In the case of the consumers’ discourse, their comments were more focused on a consideration of the credibility of the advertisements and the longevity of the organizations in question that on any traces of nostalgia. It was also noted that the convergence between tradition and innovation (usually dichotomic concepts) was considered not problematic by the subjects. Finally, the theoretical perspective of French semiotics indicated how the body of advertisements and consumer testimonials could support a view of nostalgia as being a mythical discourse that constructs meaning based on the juxtaposition of tradition/innovation.