The Affect of Looking Backwards: An analysis of the emotional labour of advertising in times of recession
Journal article
Powell, H. (2011). The Affect of Looking Backwards: An analysis of the emotional labour of advertising in times of recession. Free Associations. 62.
Authors | Powell, H. |
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Abstract | This paper examines the work of advertising in the context of what has been termed an increasingly therapeutic popular culture. In particular it focuses attention upon specific creative strategies adopted during the recent economic recession. Drawing upon Freud's 'Mourning and Melancholia' (1917) the paper explores how advertising creatives mobilise 'the lost object', carefully managing its associated meanings. Through the appropriation of nostalgia via narrative, montage and parody three advertisements for Hovis, Virgin Atlantic and Citreon are examined to explore the ways in which brands seek to insert themselves into history with a view to performing their own emotional labour. |
Keywords | Advertising, Nostalgia, Recession, Freud, Creative Strategy |
Year | 2011 |
Journal | Free Associations |
Journal citation | 62 |
Web address (URL) | https://www.freeassociations.org |
Publication dates | |
01 Sep 2011 | |
Publication process dates | |
Deposited | 22 Aug 2022 |
Accepted author manuscript | License All rights reserved File Access Level Open |
Permalink -
https://openresearch.lsbu.ac.uk/item/91911
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Accepted author manuscript
free associations nostalgia.pdf | ||
License: All rights reserved | ||
File access level: Open |
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