Introduction to advertising: blog tasks

1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here.

It creates a narrative of neglect by placing the product as the princess and the audience as the heroes, creating a story-line where the audience can save it by purchasing and cherishing it. Todorov - character types.

2) What persuasive techniques are used by the Marmite advert?

Slogan, repetition and emotional appeal. 

3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’?

That ‘All publicity works on anxiety’ - because people want to be the best versions of themselves.

4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?

We refer, either knowingly or subconsciously, to lifestyles represented to us (through the media or
in real life) that we find attractive. We create a vision of ourselves living this idealised lifestyle, and then behave in ways that help us to realise this vision.

5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?

Marmite’s 2003 ad featuring Zippy from the children’s television programme Rainbow is a good example. 2007 - featured Paddington bear. Creates nostalgia through testamonial/association.

6) What is the difference between popular culture and high culture? How does Marmite play on this?

They use breadsticks to form a crown and the Queen’s corgi dogs replace the lion and unicorn. They use Royal Acknowledgement to promote it is generally a unexpected choice but gives Marmite authority, power whilst also being funny.

7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?

Postmodern consumers are simultaneously aware that they are being exploited, yet also prepared to play
the game – if it brings them a sense of superiority and social cache. Postmodern consumers get the joke and,
in doing so, they themselves may become promotional agents of the product through word-of mouth.

8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?

It transgresses boundaries of taste in order to make audiences question notions of what is real and of value in society.

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