Advertising: Introduction to advertising blog tasks

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

Binary opposition - Lover/Hater
Enigma/Action codes - Viewers will see the product and want to buy it to know how it tastes

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

Slogan - Are you a lover or a hater?
Repetition - Lover/Hater

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

All publicity works on anxiety

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?

In 2007 an 18-month, £3m campaign featured the 1970s cartoon character Paddington Bear. These adverts continued the ‘love it or hate it’ theme, but also incorporated nostalgic elements that appeal to the family member with responsibility for getting the grocery shopping done.

It uses emotional appeal by utilising nostalgia

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

Popular culture - a culture based on the tastes of ordinary people rather than an educated elite

High culture - the subculture that encompasses the cultural objects of aesthetic value, which a society collectively esteem as being exemplary works of art

The motto ‘One either loves it or hates it’ is a delightful comic conjoining the familiar product slogan and the Queen’s idiosyncratic speech.

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

Postmodern audiences arguably understand that they are being manipulated by marketing. They understand the conventions that are being deployed and satirised. 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 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 takes pleasure in playfulness

It employs intertextuality

It satirises audience's expectations

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