As the use of nostalgia (an individual’s yearning for positive associations with the past) as an evoked emotional appeal in advertising increases in popularity in South Africa, questions begin to arise as to whom this nostalgic appeal is most relevant. For marketers and advertisers to create the most effective advertising, they need to be able to communicate with their target markets using the appeals that are most relevant to them. This study addresses this in the context of South African print advertisements by analysing whether consumers are indeed receptive to the nostalgic appeals used in the ads, and then seeking to associate their receptiveness to their demographic characteristics (age group, gender and population group). This research was conducted via an online survey and then parametrically tested. The results indicated that insufficient evidence exited to predict the relevance of nostalgia in advertising by gender or population group. However, evidence was found that suggests that the relevance of nostalgia does vary depending on the consumers’ age.Copyright / Dissertation (MBA)--University of Pretoria, 2012. / Gordon Institute of Business Science (GIBS) / unrestricted

For over a century there has been a large ongoing migration from Newfoundland to other parts of Canada and the US. Between 1971 and 1998 alone, net out-migration amounted to 20% of the province’s population. This exodus has become a significant part of Newfoundland culture. While many literary critics, writers, and sociologists have referred to Newfoundland out-migration as a “diaspora,” few have examined the theoretical implications of applying this emotionally charged term to a predominantly white, economically motivated, inter-provincial movement. My dissertation addresses these issues, ultimately arguing that “diaspora” is an appropriate and helpful term to describe Newfoundland out-migration and its literature, because it connotes the painful displacement of a group that continues to identify with each other and with the homeland. I argue that considering Newfoundland a “diaspora” also provides a useful contribution to theoretical work on diaspora, because it reveals the ways in which labour movements and intra-national migrations can be meaningfully considered diasporic. It also rejects the Canadian tendency to conflate diaspora with racialized subjectivities, a tendency that problematically posits racialized Others as always from elsewhere, and that threatens to refigure experiences of racism as a problem of integration rather than of systemic, institutionalized racism. I examine several important literary works of the Newfoundland diaspora, including the poetry of E.J. Pratt and Carl Leggo, the drama of David French, the fiction of Donna Morrissey and Wayne Johnston, and the memoirs of Helen M. Buss/ Margaret Clarke and David Macfarlane. These works also become the sites of a broader inquiry into several theoretical flashpoints, including diasporic authenticity, nostalgia, nationalism, race and whiteness, and ethnicity. I show that diasporic Newfoundlanders’ identifications involve a complex, self-reflexive, postmodern negotiation between the sometimes contradictory conditions of white privilege, cultural marginalization, and national and regional appropriations. Through these negotiations they both construct imagined literary communities, and problematize Newfoundland’s place within Canadian culture and a globalized world. / Arts, Faculty of / English, Department of / Graduate

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Discarding valuable material such as textiles and garments is common in everyday life without reflection, perhaps even more so with the letting go of valuable unmaterials such as memories and emotions. The aim of this master’s degree work WITH(OUT) YOU is to explore nostalgia as a storytelling design method within fashion design. By interpreting, translating, re-capturing and upcycling unmaterial human interactions from photographic, written and auditorial mediums, combined with traditional upcycling of materials, this work aims to evoke feelings of identification and/or empathy in dress. All in order to highlight the importance of unmaterial and material memory as social and environmental values. The research was conducted using developed methods from creative writing applied to pronto mediums which directed the practical work. The work resulted in 12 stories communicating a range of memories, relationships and events, showcasing presence and absence on and by bodies through a variation in garments, materials, textures, colors and placements, using hands for both shape, display and symbolic meaning. By contributing to the development of the upcycling field of fashion design, this work does not only broaden the perspective of what upcycling can involve, but also adds to the discussion of what fashion design could be by blurring the line between design and art, questioning the purpose of garments by exploring its therapeutic values.

Experiential purchases represent a unique, and exceedingly popular, type of marketing behavior. The current research looks to explore and empirically uncover the dimensions that form, and outputs the stem from, high quality experiential purchases through inductive, qualitative analysis ultimately leading to quantitative testing of an original empirical model. Three studies are presented. In Study 1, depth interviews are conducted and emerging themes are coded using an established grounded theory design. In Study 2, a critical incident survey, constructed from the insight uncovered in Study 1, is administered, analyzed and coded. Finally, in Study 3, an empirical model of experiential purchase quality (EPQ), driven by Study 1 and 2, is assembled and hypotheses, guided by self-enhancement theory are constructed. The model is then tested across three different experiential time horizons. In addition, a multi-group analysis is performed in order to examine differences in structural relationships across the time horizons. This research offers insight into the value sources of experiential purchase quality and the outcomes that stem from these unique types of purchases. Dimensions of experiential purchase quality are identified and empirically examined. It is also determined that while social congruence with others adds to experiential quality in longer experiences, it is not a significant dimension of experiential quality in shorter experiences. The impact of servicescape quality on experiential purchase quality is at its highest in two-to-three day experiences, suggesting that high quality servicescape management may have limited returns for longer experiences. In terms of experiential outputs, self-attachment in high-quality experiential purchases drives the behavior stemming from these purchases. One of the most enlightening findings revealed through this research is the strong relationship between experiential purchase quality and nostalgic memories of the experience, and how that nostalgia drives behaviors beneficial to the experiential firm. Finally, fantasizing about the experience in the future is seen as a complex construct that drives positive outcomes for the firm, but is itself negatively impacted by experiential purchase quality. Managers of experiential firms may be able to operationalize this self-attachment through promotional efforts directed at customer engagement and by focusing on the customer’s nostalgia toward the experience.

This study explores what happens when baseball and public history collide at physical sites. It specifically examines corporate and vernacular exhibits and tours at six Major League ballparks and exhibits at the National Baseball Hall of Fame & Museum. I study these primary sources within the broader context of baseball history, nostalgia marketing, heritage tourism, and the relationship between public historians and corporations. My analysis adds to the sparse critical literature on sports public history. / History

A collection of poems primarily in free verse that deals with loss, love, nostalgia, memory, nature (both human and wild), and the self. The title is a Fats Waller quote I found as the epigraph in one of my favorite books, The World Doesn’t End by Charles Simic. While it is literally impossible to waltz the rumba, since they are two different dances and types of music, I like the idea it provokes for me: it says to me, “let’s do this our own way"? or the old cliché phrase “let’s walk to the beat of a different drummer."? This quote embodies the spirit in which these poems where written. / Master of Fine Arts

From the beginnings of so-called neo-evangelicalism in the 1940s, white American evangelicals have looked to the past—the biblical past, an idealized past Christian America, the eternal past of childhood—as a model for how to be. This dissertation argues for the centrality of relationality and nostalgia to white American evangelicalism, and furthermore claims that girlhood is an ideal place to see them. Nostalgia is an affective practice, and here it comes out as a bringing back of certain (alleged) practices from the past to teach children to create a better future. Nostalgia thus works as an engine for relationality, binding a community through a shared affective practice, and for the transmission of evangelicalism to its next generation. Through examination of archival materials, social media, and interviews with current evangelical girls, this work traces the ways nostalgia, and in particular a pedagogy of nostalgia, has been employed throughout the recent history of this religious tradition. By portraying how organizations and campaigns like Young Life, the Pioneer Girls, Christian summer camp, and True Love Waits employed nostalgia to educate girls in their care, as well as the nostalgic-pedagogical uses of social media in the present. This work also shows that the meaning of girlhood in evangelicalism has shifted over the decades, from a discrete gendered and aged experience to a preparation period for Christian womanhood to an expansive category incorporating any young woman who has not yet married. Interviews with current evangelical girls shine light on how—or even whether—these shifting meanings have been incorporated into girls’ own identities.