Advertising: Introduction to advertising
Read ‘Marketing Marmite in the Postmodern age’ in MM54 (p62). You'll find our Media Magazine archive here - remember you'll need your Greenford Google login to access. You may also want to re-watch the Marmite Gene Project advert above.
Answer the following questions on your blog:
1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here.
A first theory is Todorovs equilibrium theory, How Marmite needs to be helped and then is helped, bringing a state of disequilibrium to a state of new equilibrium. Another theory is Propps, how the Marmite is portrayed as in danger and needs to be saved, like the princcess.
2) What persuasive techniques are used by the Marmite advert?
Slogan, false reality
3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’?
How adverts make us feel like we are missing something, therefore leading us to buy whatevers being promoted.
4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
How we refer to different lifestyles or ways to our own lives,altering our behaviours in the process.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite has used the idea of their product needing to be saved, constantly promoting the fact that the public need to do something and have even provided a phone number to help the gimmick.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture is everything that goes on in the world with the general public, while high culture are whats currently popular with those who are above most of society. Marmite plays on this idea through changing their designs to fit a more royal aesthetic.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
To try and make them feel good about themselves, leading them to show more respect for marmite.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
How adverts make us feel like we are missing something, therefore leading us to buy whatevers being promoted.
4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
How we refer to different lifestyles or ways to our own lives,altering our behaviours in the process.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite has used the idea of their product needing to be saved, constantly promoting the fact that the public need to do something and have even provided a phone number to help the gimmick.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture is everything that goes on in the world with the general public, while high culture are whats currently popular with those who are above most of society. Marmite plays on this idea through changing their designs to fit a more royal aesthetic.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
To try and make them feel good about themselves, leading them to show more respect for marmite.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
How the #marmite neglect movement acknowledges that not many people like marmite, associating with a large piece of society to try and change their opinion.
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