The Commodification of Nostalgia: Star Wars, Advertising, and The Collectors
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Date
2007-07-23
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Abstract
"The Commodification of Nostalgia" and the documentary The Collectors analyze the Star Wars Saga and the marketing practices employed by Kenner and Lucasfilm to sell Star Wars toys to young and old generations. Both works examine the effect of advertising on adult males and their continued desire to collect (and horde) Star Wars products. I contend that the early commercials enabled the toy manufacturer the opportunity to instill consumerism in young children; and that the prequel films relied on the nostalgic desires of adult male audiences to buy the new commodities. The recent toys allowed the adult male public — that grew up with the old films—the chance to relive their childhood by purchasing new Star Wars merchandise. I argue that this practice exemplifies the emptiness and superficiality of current consumer culture.
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Keywords
Documentary, Fan Culture, Fredric Jameson, Marketing
Citation
Degree
MA
Discipline
English
