(I do not own this video)
Internet Explorer users have slowly been moving away from that internet browser and towards others such as Google Chrome. Reasons for the decline in users included: security issues; a lack of support; and a slow rate of fixing consumer’s problems. Since Internet Explorer 9 was re-built from scratch, it was important to recuperate all the lost users. I think that this advert has its pros and cons including; use of nostalgia, emotion evoking music, and also not providing factual information.
Firstly, in regards to nostalgia, the new Internet Explorer advert targets those in generation Y as that generation are those who probably remember Internet Explorer at its worst. Holak and Havlena (1998) found that there are uncertainties when producing a nostalgic advert due to the combination of positive and negative feelings, i.e. warmth and sadness.However, if the advert does not portray a sense of loss the negative feelings are reduced, if not eliminated. The Internet explorer advert does well in this concept as although the advert is nostalgic, they’re concluding with Internet Explorer is still here and is now better then before, nothing is lost but everything is to be gained.
When thinking about music, Chou and Lien (2010) concluded that when a song or piece of music is relevant to the context, for example, music from the 90s, there are positive effects such as evoking good moods & more nostalgic thoughts. Kellaris, Cox, and Cox (1993) also found that if the music gained the attention of the viewer, then the message of the advert would be enhanced if the music was congruent to the advert – in this case it is.
However the advert, despite all of its positives, does not show the new browser in use or include what has changed about it to gain our trust back again. Is their nostalgic advert enough to convince consumers their issues have been resolved? Is their tag line ‘you grew up, so did we’ enough to make consumers take another look and try again? According to the Brand Power Index (BPI), Internet Explorer rose by 18% concluding that this advert was effective.
Kellaris, J. J., Cox, A. D., & Cox, D. (1993). The effect of background music on ad processing: A contingency explanation. Journal of Marketing, 57, 114 – 125.
Holak, S. L., & Havlena, W. J. (1998). Feelings, fantasies, and memories: An examination of the emotional components of nostalgia. Journal of Business Research, 42, 217 – 226.
Chou, H, Y., & Lien, N, H. (2010). Advertising effects of songs’ nostalgia and lyrics’ relevance. Asia Pacific Journal of Marketing and Logistics, 22, 314 – 329.
Lifechannelable. (2013, January 23rd). Retrieved from https://www.youtube.com/watch?v=B05AqF3kEHY.