"It's tasty and it's good for you": the past that (re)enchants in advertising campaigns

Abstract

This study aims to analyze and discuss the use of tele-affective memory, as a marketing strategy, within the context of contemporary audiovisual advertising. With the competitive market, companies are increasingly under pressure to find strategies in order to retain the attention of consumers (KOTLER, KARTAJAYA, SETIAWAN:2018). Therefore, it starts from the premise that the appeal to the consumer's tele-affective memory by brands came to be understood as a strategy capable of creating a sentimental connection with consumers, in addition to configuring itself as an argument of persuasion and engagement. Its theoretical scope is based on the contributions of the main authors of studies on memory, from Huyssen (2000), Pollak (1992) and Halwbachs (2003). Regarding the concept of affective and tele-affective memory, the study leans on the writings of Bressan Júnior (2019) and Le Breton (2009). The study shows that the appeal to the consumer's affective memory has been shown to be a recurrent trend in marketing approaches and practices, which lacks new perspectives on its use and the effects arising from the practice on consumers.