It caught my eye from the moment I saw it: A beautiful old fashioned Jaffa ad “glowing” at the bus stop. This might sound silly but it reminded me of the good old times. Times, when I was drinking Jaffa together with my beloved grandad. What a nostalgic feeling!
When it comes to advertising many of us may believe that we are able to make rational decisions without ads and commercials influencing on us. Meanwhile the marketers are doing their best to dig into our minds. In fact they are trying to influence even in our memories. Consumers really should be aware of the power ads have to alter memory.
For me this became evident when I was reading an interesting research about how advertising can change our memories. As we all know memory is highly selective. It is not like a tape recorder that stores the information when you turn it on. To store information in your memory you should have at least some level of interest in the topic. And when the information is stored in your memory you either knowingly or unknowingly use it to make decisions. So how can marketers influence on our memory when the functions of memory are so tricky?
One way to do it is to use autobiographical memory (a memory of past personal experience) to persuade consumers to buy a product. Marketers can use different kinds of cues to make people to remember their past and experience a level of nostalgia. Memories can also be swayed into believing that an event had occurred even if it hasn’t. For example if you are seeing an autobiographical commercial you may unintendedly incorporate images from the advertising into you childhood memories. And if the commercial is good enough it can even alter our memory.
Now let’s get back to Jaffa ad. It brought me some good memories from my childhood but come to think of it I wasn’t even born when Jaffa brand previously looked the same. I am 1980s child and it was 1950s when Professor Erik Bruun painted the previous Jaffa ads with this similar look. What comes to my memories they probably are just false memories created by Hartwall (and my wild imaginary). Still I don’t feel like being manipulated. It feels good to have nice memories, even if they are false ones.
Braun A, ym. Psychology & Marketing: Make My Memory: How Advertising Can Change Our Memories of the Past. 2002;19(1):1-23.
Hartwall 2013. http://www.jaffa.fi/palma/sauma/juliste