Tradition on Tap: The Mysterious Case of Caffrey's Irish Ale

Publisher Website
Google Scholar
Abstract
Marketing has long been characterised by a new-and-improved, washes whiter, onward-and-upward mindset. Recent years, however, have witnessed a retromarketing revolution, the resurrection, revival and relaunch of old, or old-style, goods and services. This renaissance, needless to say, has stimulated considerable discussion of the so-called 'nostalgia boom'. But, as most retro products combine old-fashioned looks with state-of-the-art performance, there is more to retromarketing than 'pining for things past'. Nostalgia too needs to be reconceptualised for a postmodern era and this paper shows how Fredric Jameson's notion of neo-nostalgia can be empirically adapted to an award-winning advertisement for a highly successful retro product, Caffrey's Irish Ale.

This publication has 0 references indexed in Scilit: