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

L’objectif principal de cette thèse est d’examiner la représentation de l’exil dans un corpus d’œuvres de quatre poètes originaires de Valparaiso : Alicia Galaz, Osvaldo Rodríguez, Luis Mizón et Eduardo Embry; auteurs partis en exil après le coup d’État de 1973 et ayant créé depuis la distance un discours poétique sur le déracinement. Notre choix s’est porté sur cinq recueils de poèmes, trois en langue castillane, les deux autres en langue française, tous écrits en dehors du Chili (en Europe et aux États-Unis, lieux d’accueil des auteurs), des années 80 à nos jours. Les voici: Señas distantes de lo preferido (1990) d’Alicia Galaz, Cantos de extramuros (1994) d’Osvaldo Rodríguez, les œuvres lyriques en français de Luis Mizón: Province perdue (1988) et Marée basse. Suivi de six arbres (2012), et l’anthologie poétique d’Eduardo Embry Al revés de las cosas que en este mundo fenecen (2010). Selon nous, ces créations constituent un type alternatif d’écriture à partir de et sur l’exil chilien dont l’intérêt, contrairement aux écritures « canoniques » de cette période, ne réside pas dans la composition d’un témoignage visant à dénoncer la dictature militaire de Pinochet, ni dans la construction d’un imaginaire représentatif de l’agonie de l’identité nationale lié à cet événement. Il s’agit davantage d’observer l’élaboration discursive d’une évocation nostalgique du lieu provincial d’origine et d’un passé heureux (avant l’exil), exprimant la réinvention subjective de l’expérience du déplacement. Notre réflexion s’articule autour de l’écriture de la mémoire émanant de l’identité littéraire et linguistique des poètes ainsi que sur les différents niveaux de configuration de l’élégie. L’analyse comparée a dégagé cinq aspects récurrents dans les œuvres du corpus qui nous ont permis d’établir cinq catégories caractérisant la poétique du déracinement: le déplacement territorial; le déplacement émotionnel; l’étrangeté et l’« entre-deux »; la méta-poétique; et la critique à la modernisation. / The principle purpose of this thesis is to examine the representation of exile in the selected work of four poets native to Valparaíso: Alicia Galaz, Osvaldo Rodríguez, Luis Mizón and Eduardo Embry; that were exiled from Chile after the 1973 coup d'état and created, from a distance, a poetic discourse on estrangement. Five books of poetry are discussed, three of which were writen in Spanish and two in French, outside of Chile (in Europe and the United States, places of refuge for the authors) and from the 1980s to the present day. These are: the book of poetry by Alicia Galaz, Señas distantes de lo preferido (1990); the book of poetry Cantos de extramuros (1994), by Osvaldo Rodríguez; the lyrical works in French by Luis Mizón: Province perdue (1988) and Marée basse. Suivi de six arbres (2012); and the poetic anthology by Eduardo Embry, Al revés de las cosas que en este mundo fenecen (2010). We postulate that these creations constitute an alternative type of writing from and about Chilean exile, that unlike the “canonical” writings from this period, their interest does not lie in articulating a testimonial of condemnation about what occurred during the Pinochet dictatorship, nor do they construct imagery that represents broken national identity. These discourses construct a nostalgic evocation of the provincial place of origin and a happy past (prior to exile), expressing the subjective reinvention of the common experience. We will review the following issues: the type of memorial writing they construct; the literary and/or linguistic identity of the poets; and their different levels of eulogy. Through the comparative analysis of the works, we have been able to determine five recurring literary themes, those that collectively constitute the categories that define our proposal concerning the poetic of uprooting: geographic displacement; emotional displacement; estrangement and "in-between"; the meta-poetics; and the critique of modernization, which we carefully examine throughout this investigation. / El propósito principal de esta tesis es examinar la representación del exilio en la obra seleccionada de cuatro poetas oriundos de Valparaíso: Alicia Galaz, Osvaldo Rodríguez, Luis Mizón y Eduardo Embry; autores que fueron exiliados de Chile tras el golpe de estado de 1973 y que crearon desde la distancia un discurso poético sobre el desarraigo. Se trata de cinco poemarios, escritos tres de ellos en lengua castellana y dos en lengua francesa, fuera de Chile (en Europa y Estados Unidos, lugares de acogida de los autores), desde los años 80 hasta la actualidad. Estos son: el poemario de Alicia Galaz Señas distantes de lo preferido (1990); el poemario Cantos de extramuros (1994) de Osvaldo Rodríguez; las obras líricas en francés de Luis Mizón: Province perdue (1988) y Marée basse. Suivi de six arbres (2012); y la antología poética de Eduardo Embry Al revés de las cosas que en este mundo fenecen (2010). Postulamos que estas creaciones conforman un tipo alternativo de escritura desde y sobre el exilio chileno, que a diferencia de las escrituras “canónicas” de este período, su interés no radica en articular un testimonio de denuncia de lo acontecido durante la dictadura militar de Pinochet, ni tampoco construir un imaginario representativo de la identidad nacional en quiebre a causa de este evento. Estos discursos evocan nostálgicamente el lugar provinciano de origen y un pasado feliz (anterior al exilio), expresando la reinvención subjetiva de la experiencia del destierro. Entre las diversas problemáticas que emprendemos se encuentran: el tipo de escritura memorial que construyen; la identidad literaria y/o lingüística de los poetas; y sus diferentes niveles de elaboración de la elegía. El análisis comparado nos ha permitido determinar cinco rasgos temáticos recurrentes en las obras, los que definen las categorías que, en su conjunto, conforman la propuesta de la poética del desarraigo: el desplazamiento territorial; el desplazamiento emocional; el extrañamiento y el “entredós”; la metapoética; y la crítica a la modernización, las que trabajamos detenidamente a lo largo de toda esta investigación.