一场基于怀旧情结的文化消费盛宴--《泰坦尼克号》3D版的怀旧营销解读

《泰坦尼克号》（以下简称《泰》）3D版于2012年4月10日开始在我国上映，通过借力时下最新的3D技术对原电影进行了修复。虽然属于“老片重映”的范畴，但该片再次在中国引发了一股观影热潮。这种热潮的出现，深层次的原因是中国观众对十五年前集体记忆的强烈怀旧。这种怀旧情绪中包含着对坚贞爱情的永恒追求，对理想道德范式“乌托邦”的设想以及底层人士在怀旧中所寻找的身份认同。同时该片也完成了一次成功的以符号化价值为主导、以情感诉求为利器的怀旧营销。

A Cultural Consumption Based on Complex of Nostalgia --Comprehension of Nostalgic Marketing about the 3D Version of Titanic

On the April 10th,2012,the 3D version of Titanic began to show.It’s a remake of the old version which had been showed 15 years ago,repairing it using the 3D technology.Although the story hasn’t changed at all,it still set off a new upsurge in China.The deep reason of this phenomenon is the complex of nostalgia existing in Chinese people’s collective memory,which including the eternal pursue of the perfect love,the utopia hypothesis of the morality,and the identity recognition of the lower-class people.At the same time,the advertisement of this new version is successful,which use the symbolization and the emotional appeal.