‘Much like how we spend incredible amounts on substances that help us forget our troubles, we are willing to pay a pretty penny for a shot of pure comfort and wistful memory straight to the heart.’
NOSTALGIA
BY
Radoslav
Serafimov
G-YOU MAGAZINE// SEPTEMBER 2021// 26
NOSTALGIA
Do you remember the good old days before Covid? When you could go to the cinema with your friends, order a big bag of popcorn and a cold drink and lose yourself in a movie for a few hours? Does it feel good to reminisce on those good times? Well, I want you to ask yourself whether you really enjoyed every trip to the cinema. Did you never go with a pounding headache, or a terrible cold that distracted you from the movie? Or maybe you went expecting something bold and innovative and were rewarded with shameless nostalgia bait that made you angry (looking at you ‘Rise of Skywalker’). Reading this first paragraph will hopefully have shown you the central appeal and issue of nostalgia as a marketing technique – it’s appealing in the moment, until you stop and think and see the illusion of enjoyment vanish before your very eyes.
