The communication dimensions of using social media platforms for brand heritage revival advertising campaigns

Document Type : Original Article

Author

benha university ,faculty of applied arts

Abstract

The digital revolution has changed the communication and advertising setting in the contemporary age, especially after the emergence of social media platforms, which occupied a great place in the life of the public and became an effective advertising communication method. Brand revitalization campaigns are one of the revitalization campaigns that work to support and enhance the mental image. These campaigns were not popular before, as companies considered their heritage of their own and their management. With the change in advertising communication methods and the use of social media websites, which made the audience more participatory and interactive, brands tended to strengthen the links with the recipients and share with them the brand's heritage and means of developing it. In this context, the research deals with identifying the concept of the brand’s heritage, its elements, and means of revitalizing this heritage in the form of advertising campaigns on social media by selecting three different advertising campaigns based on reviving brand heritage through brand nostalgia, the brand's history or development ,with the help of three social media platforms that are the most widespread among the public and the most used in the communication and advertising aspects of companies. Through the analytical and theoretical study, the communication process on social media sites is twofold between the brand and the recipient. The research assumes that there are two main dimensions in the communication process related to campaigns to revive brand heritage and image. The first is between the brand and the recipient, represented in the advertising campaign using the heritage elements in visual translation and advertising phrases for the design to confirm the authenticity of brand heritage revitalize its history and memories of the public. The second dimension is between the recipient and the brand, represented in the recipient’s participation and content creation, which confirm his awareness of the brand. The research reached the significance of these campaigns in reviving the audience’s mental image, emphasis on the brand's heritage and its ability to create and attract various participations from social media public.

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References

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