INTRODUCTION TO ADVERTISING

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

- Tododrov's Equilibrium: Disequilibrium- saving the marmite, New Equlibrium- the marmite is saved.

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

- Emotional appeal.

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

-  Advertising seeks to make us dissatisfied with our present selves and promotes the idea that we can buy our way to a better life. 


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

- When we refer, either knowingly or subconsciously,lifestyles represented to us that we find attractive., e.g. through the media or in real life.

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

- Paddington Bear is shown trading his well-known marmalade sandwiches for Marmite sandwiches. He is shown enjoying the taste while others are repelled by it. This shows that if Paddington, who has eaten marmalade for 50 years, can break his habit then so can you.

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

- High culture is typically experienced by the most elite classes of individuals.
- Pop culture is accessible to all people.

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

- This is because postmodern audiences arguably understand that they are being manipulated by marketing. They understand that the conventions that are being deployed are satirised. Postmodernism consumers are aware they are being exploited yet they are prepared to play the game.

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

-  Marmite’s 2003 ad Unilever’s campaigns admit that not everyone will want to buy their product. Postmodern advertising make audiences question what is real and of value in society.

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