In this article, we will talk about how we can integrate nostalgia in our speech, so that it is effective, and becomes memorable for the associated nostalgic component.
Nostalgia is a feeling that takes us back to the past. The good old days, a phrase we hear our elders say so many times in our lifetime.
Nostalgia has a very personal meaning. For some, nostalgia is the memory of happy moments in the past that allow them to maintain happiness in the present. For others, nostalgia is melancholy, it is the longing for what has passed and will never come back. Although it may have a different meaning for each of us, nostalgia is a strong feeling. It sends us back to the past with a memory that has marked us, which we often share or reflect upon.
In marketing, the use of nostalgia proves to be a powerful tool. We relive pop culture on social media, in television ads, and at events. Nostalgia maintains the sparkle for fans of celebrities and events that may have faded over time. On the other hand, in the private sphere, nostalgia creates hours of conversation between friends and family, entertains children and grandchildren for hours without end, with stories from a past.
In the communication of a speech, nostalgia can bring with it the power to grab the listener´s attention, however only if its use is done strategically, will it be effective.
Easily, if this tool is not applied correctly, the speech can become boring for the listener, because the report of this nostalgia becomes something very personal, centered on the self in a very individualistic way, which creates very little or no synergy with others.
It is therefore useful to understand how we can strategically use nostalgia as storytellers, protagonists of memorable speeches that grab the listener´s interest.
How to use nostalgia
- • First, when planning a speech using nostalgia, we should ask ourselves what are the key elements of the past that make a certain moment, individual or event nostalgic: if I am making a speech about life examples , I am referring to a past in which figures that marked me have certain characteristics that make them examples for me. I must then ask myself what are these superpowers that make them stand out, that make them a memory that sticks on our mind, and that deserves to be shared. These key elements give life to the discourse, as they serve as foundations that refer to ideas shared among many, not just one.
- • Second, if we are sharing nostalgia, it means remitting the past to the present, with a purpose. We must have a purpose with this recourse to the past. This may be an explanation of something that went wrong with time, and that must therefore be worked on to be improved and re-established, albeit in a new reality. It can also be a positive evolution, which has improved over time, or something that has passed, and it simply won’t be able to be the way it was again.
Regardless of the purpose, the use of nostalgia must contain a logic, which leads to structuring a conclusion. Otherwise it becomes a circular speech.
Often, when we talk to older people, we feel that, despite such a rich life experience and worthy of sharing, there is quickly a lack of interest from listeners in their stories. This is associated with a circular discourse, which only refers to memories that do not bring any relevant” lesson learned for” others. For these memories to be truly nostalgia, they must have a symbolic component that brings meaning with power to teach in the present.
And finally, nostalgia must be shared sincerely. Sometimes we wonder about the vulnerability that a given report may have.
Nostalgia can refer to vulnerability, in the sense that we are exposing our memories, which can evidence weaknesses and fears. However, considering the purpose is sincere, there is a clear distance from what can be taken as victimization, which already enters a negative sphere. Sincerity may not be victimization, so vulnerability can, with good sense, work in our favor when we want to use nostalgia as a powerful communication tool.
Thus tips on how to strategically use the communication of nostalgia when preparing the speech have been presented.