Application The Аnemoia Phenomenon In Formation Of Communication Messages For Youth Audience

This work examines the little-studied phenomenon of anemoia (“nostalgia for a time you never experienced”) in the framework of research on nostalgic marketing among a youth audience. There is a wide range of multidirectional research on nostalgia, but at the moment there is a need to study a special direction of this phenomenon - the use of references and attributes of time in which a person has never lived, that becomes more and more popular nowadays. We will look at the development and formation of nostalgic marketing in general, and also try to deepen knowledge about the phenomenon of anemoia. We will also explore the possible effects and feasibility of using anemoia among a youth audience in modern communication by qualitative design method. The qualitative part in the form of an interview will allow forming a pool of elements of views and reflections about Soviet Union anemoia for modern youth. This period is widely know among russian audience and starts to become a subject of mythologization. That is why it seems comprehensible to look upon anemoia phenomenon through a prism of Soviet period. This way we will be able to continue and extrapolate our data for further communication messages formation, draw more practical conclusions and suggest ways for further research.