| Abstract | This manuscript studies the effectiveness of two visual cues, color and font, in evoking historical nostalgia in print ads targeting Millennials. Prior studies have shown that the use of verbal nostalgia cues in advertising results in more positive feelings and more favorable attitudes toward both the ad and brand than non-nostalgic ads. Furthermore, qualitative research suggests that Millennials are inclined to prefer nostalgic products and advertisements. Based on the results of an experiment with 126 Millennials, the researcher has determined that color and font are not effective at evoking historical or general nostalgia in print ads. Furthermore, while color has a slight influence on attitudes toward products, brands, and ads, font does not. The study also suggests that Millennials are not very nostalgia prone and actually prefer modern styles to vintage styles. Limitations of the study, the impact of the findings for marketers, and areas of future research are also discussed. |
