2024考研英语同源外刊12月:怀旧商品为什么那么令人着迷
The irresistible power of “nowstalgia”
“怀旧”的无法抗拒之力
The holiday season is always awash with nostalgia: both emotional and physical reminders that stoke memories of all kinds. Beyond the intangible, however, nostalgia often also finds its way into foil-wrapped boxes filled with toys and products inspired by the past.
假期总是充满了怀旧之情：无论是情感上还是身体上，都会勾起各种各样的回忆。然而，除了无形的东西，怀旧之情还经常出现在用锡纸包装的盒子里，盒子里装满了过去的玩具和产品。
Nostalgia – a longing or yearning for the past – has power over consumers, who eagerly snap up wares re-issued in vintage packaging, or new takes on childhood favourites.
怀旧（对过去的一种渴望或向往）对消费者有很大的影响，他们急切地抢购重新发行的复古包装商品，或者是童年最爱的新产品。
Brands seize the rose-coloured yearning of memory to elicit strong feelings and positive associations, and ultimately move products off shelves.
品牌抓住对记忆的美好向往，引发消费者强烈的情感和积极的联想，最终将产品下架。
If this strategy is implemented well, companies can see big returns: in one 2014 study, researchers found consumers are more likely to spend money on brands that evoke nostalgia.
如果这一战略实施得当，公司可以看到巨大的回报：在2014年的一项研究中，研究人员发现，消费者更有可能把钱花在唤起怀旧情绪的品牌上。
To tap into that emotional centre, brands often wait at least a couple decades to develop new versions of past products, whether toys, clothes, media or anything else: industry analysts say nostalgia marketing generally runs on a 20-to-30-year cycle.
为了利用这种情感，品牌通常至少要等上几十年才能开发出过去产品的新版本，无论是玩具、服装、媒体还是其他任何产品：行业分析师表示，怀旧营销通常以20至30年的周期进行。
Think, for instance, about the current resurgence of fashion from the early noughties, including low-slung jeans and platform sandals.
例如，想想本世纪初的时尚潮流，包括低腰牛仔裤和厚底凉鞋。
Food also often becomes trendy again: Good Humor recently re-released the Vanilla Viennetta ice cream cake to the US market, which was discontinued in the 90s (it never left shelves in the UK).
食品也经常再次成为潮流：Good Humor 最近在美国市场重新推出了香草维也纳冰淇淋蛋糕，这款蛋糕在90年代已经停产（在英国从未下架）。
Even Pepsi's new logo, introduced in March 2023, harkens back to the company's 90s design. Media, too, hits the nostalgia sweet spot (for better or worse, at times): next year, iconic film Mean Girls is getting a reboot, 20 years later.
即使是百事可乐在2023年3月推出的新标志，也让人回想起该公司90年代的设计。媒体也抓住了怀旧的战略（有时好，有时差）：明年，标志性电影《贱女孩》将在20年后重启。
This timeline is no business accident. The careful product re-introduction cycle gives enough time for the children who experienced the memories to now become adults with purchasing power.
这个时间表不是商业意外。精心的产品再推出周期，给了经历过回忆的孩子足够的时间，让他们现在成为有购买力的成年人。
Slews of the nostalgic products currently on shelves and screens appeal to millennials who recall them from their own childhood and teen years in the 1990s and early 2000s.
目前货架上和屏幕上的怀旧产品吸引了千禧一代，他们回忆起自己在20世纪90年代和21世纪初的童年和青少年时期。
Now, these millennial consumers are free to satisfy these nostalgic urges with their wallets – and many also have children with whom they want to share the nostalgia experience. Gen Z are also beginning to age into their own "Y2K nostalgia" period.
现在，这些千禧一代的消费者可以自由地用他们的钱包来满足这些怀旧的冲动，而且有许多人，他们想和孩子一起分享怀旧的经历。Z世代也开始步入他们自己的“千年虫怀旧”时期。
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