Advertising: Introduction to advertising
1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here.
The Marmite Gene Project advert uses a compelling narrative to illustrate the impact of genetics on our lives. It begins by introducing the concept of the Marmite Gene, a unique variation of the gene that some people have which makes them “love or hate Marmite”. The narrative follows the classic Freytag's Pyramid structure of exposition, rising action, climax and resolution.
2) What persuasive techniques are used by the Marmite advert?
- Repetition: The advert uses the phrase “love it or hate it” several times to emphasize the fact that Marmite is something that has a strong emotional response.
- Bandwagon: The advert encourages people to join the Marmite Gene Project “to find out what your Marmite gene is”, implying that it is something that is popular and many people are doing.
- Appeal to Emotions: The advert uses images of people with different expressions to evoke an emotional response and emphasize the range of opinions that can be held about Marmite.
3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’?
4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite has used intertextuality to create a humorous and memorable brand identity with their marketing campaigns. For example, their ‘Love it or Hate it’ campaign is a classic example of intertextuality in marketing, as it uses a common phrase to link their product to the idea of strong opinions.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture refers to the culture that is widely accepted and enjoyed by the majority of people. High culture refers to the culture of the elite, often seen as more refined or sophisticated. Marmite is a product that plays on the difference between popular culture and high culture. Marmite is a popular food item in the UK, but it is not seen as a sophisticated or high-end food. It has its own unique flavour, which some people love and some people hate, making it a very divisive product.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Marmite aims to create an exclusive brand image that positions its consumers as “enlightened, superior, knowing insiders”. This helps draw attention to the brand and create a sense of exclusivity around it. By positioning the audience in this way, Marmite hopes to create a loyal group of consumers that will remain committed to the brand and continue to purchase its products.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
‘All publicity works on anxiety’ suggested John Berger in his seminal book Ways of Seeing (1972).
4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists in the field call this referencing. We refer, either knowingly or subconsciously, to lifestyles represented to us (through the media or in real life) that we find attractive. persuasive techniques that could be linked to referencing include using examples and anecdotes, citing sources, using analogies and metaphors, and providing evidence-based arguments.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite has used intertextuality to create a humorous and memorable brand identity with their marketing campaigns. For example, their ‘Love it or Hate it’ campaign is a classic example of intertextuality in marketing, as it uses a common phrase to link their product to the idea of strong opinions.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture refers to the culture that is widely accepted and enjoyed by the majority of people. High culture refers to the culture of the elite, often seen as more refined or sophisticated. Marmite is a product that plays on the difference between popular culture and high culture. Marmite is a popular food item in the UK, but it is not seen as a sophisticated or high-end food. It has its own unique flavour, which some people love and some people hate, making it a very divisive product.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Marmite aims to create an exclusive brand image that positions its consumers as “enlightened, superior, knowing insiders”. This helps draw attention to the brand and create a sense of exclusivity around it. By positioning the audience in this way, Marmite hopes to create a loyal group of consumers that will remain committed to the brand and continue to purchase its products.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
It employs intertextuality:
A common tendency in postmodern advertising is to refer to other media products. Marmite’s 2003 ad featuring Zippy from the children’s television programme Rainbow is a good example. In 2007 an 18-month, £3m campaign featured the 1970s cartoon character Paddington Bear.
A common tendency in postmodern advertising is to refer to other media products. Marmite’s 2003 ad featuring Zippy from the children’s television programme Rainbow is a good example. In 2007 an 18-month, £3m campaign featured the 1970s cartoon character Paddington Bear.
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