The Happy Memory Syndrome

I would like to introduce something I call "the happy memory syndrome." I do not know anyone who does not take pleasure in a pleasant memory. Thinking back on a happy time or moment makes all of us feel warm. These reflections transform us back to periods that give us joy. Of course, the older we get the more "happy memories" we accumulate even if, to a certain extent, we might tend to embellish or exaggerate them a bit. Nevertheless, they serve as our own private treasure boxes that are ours alone to enjoy whenever and how often we like. Also, they can help give us temporary refuge from what might be unpleasant situations in our present.

It is no surprise that many communication strategies revolve around taping into a person's happy memories. For example, one can turn on the television at any hour of the day or night and not have to wait long before a commercial appears that attempts to trigger moments from our past that were joyful, fun and loving. Coupled with these images is the message that those happy times can be resurrected today if we purchase a particular product or vote for a certain candidate. What could be more simple than that? Who among us would not want to have our present days filled with nothing but the kind of blissful times we used to enjoy?

Not surprisingly, many of these messages are quite successful. By taping into positive memories from our own realities, communicators are often able to motivate our actions in ways that bring benefit to their clients. From the stand point of the communicator, I have one note of caution. Communicators need to be careful not to mislead their public by going too far down the nostalgia path. Their messages need to maintain a proper and accurate balance between the so-called happiness of yesteryear and challenges of today. Playing too heavily to a person's "happy memory syndrome" can present a false portrait of where they are in their world of today.