Millennial Fever

James R. Rosenfield

The author muses on five symptoms of millennial fever affecting the American consumer, and comments on their implications for advertising and marketing.

Millennial Fever

The global psychological and cultural response to the end of the century

James R. RosenfeldRosenfeld & Associates

Turn on the TV, and go into retrodrive.

August Busch woodenly voiceovers Budweiser's long history, accompanied by ancient black and white footage of vats and hops. Ed Sullivan's back from the dead, pitching Mercedes, and the Doublemint Twins take a sudden vacation from oblivion. Miller Lite's smart-aleck 'Dick' campaign uses 1970s' imagery, matching and even exceeding that decade's legendary tastelessness. Ford reels its F-series trucks through the years, beginning with 1948.

Nostalgia is all over the tube, and all over...

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