Bahuaud, Myriam <br/><br/>
The generational past of advertising 

 -  2019.<br/>							 
<br/><br/> 2 
<br/><br/> ‪Commercial brands seeking to express an anchoring in the past and a sense of continuity between past, present and future, select and revive elements of their heritage as guarantees of authenticity. In this article we analyze a corpus of contemporary television commercials which reuse previously aired communication campaigns. We explore, by means of a generational approach, visual and discursive staging as well as the links created between past, present and future. Authenticity and nostalgia are the preferred basis of this form of advertising communication.‪