NOSTALGIC AND FORESTALGIC STORYTELLING: THE CASES OF İŞ BANKASI PARAKOD AND MERCEDES EQ ADVERTISEMENTS

Authors : Ayşe Yavuz

Pages : 51-67

Doi:10.30794/pausbed.1495067

View : 317 | Download : 148

Publication Date : 2025-09-05

Article Type : Research Paper

Abstract :This study explores not only the traditional nostalgic elements used in retro marketing but also forestalgia, future-oriented nostalgia, and anticipatory nostalgia—forms of longing directed toward the future— within the context of storytelling in advertising. Since the persuasive power of a well-told story was recognized, advertising has effectively utilized this technique to create emotional resonance and enhance brand recall. As a meaning-making medium, advertising employs storytelling to deeply and swiftly influence consumers through emotionally charged imagery. When individuals’ longing for the past or the future is conveyed through narrative structures, emotionally powerful messages emerge. This study focuses on two digital advertisements selected through a purposive sampling method: İş Bankası\\\'s Parakod commercial (2013), which includes both nostalgic and forestalgic elements, and the Mercedes EQ commercial (2022), which solely features forestalgic storytelling. Roland Barthes’ semiotic analysis model is employed as the research methodology. The relationship between the signifier and the signified is analyzed, as well as the narrative techniques used to signify temporal transitions. The findings demonstrate how emotional connections between individuals and products/services/brands are constructed and how these connections gain meaning within the frameworks of nostalgia and forestalgia. It is observed that the visual and auditory elements used in the advertisements activate not only individual memory but also collective memory. By evoking longing for the past or the future, the persuasive power of the advertisements is amplified. However, no definitive conclusion is drawn regarding the direct creation of brand loyalty through these emotional effects. Instead, the study concludes that narrative structures primarily serve to reinforce emotional engagement.
Keywords : Nostalji, Gelecekçi Nostalji, Forestalji, Reklam, Reklamda Hikaye Anlatımı

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