Introduction to advertising
Introduction to advertising: blog tasks
Create a new blog post called 'Advertising: Introduction to advertising blog tasks'. 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.
The advert could use Todorov's theory of equilibrium. At the start there is an equilibrium of a family where then a disequilibrium occurs when the family finds hidden marmite to then a new equilibrium where the family finds a new found love with marmite.
2) What persuasive techniques are used by the Marmite advert?
-Repetition is used where this is constant referring to the name 'marmite'.
Create a new blog post called 'Advertising: Introduction to advertising blog tasks'. 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.
The advert could use Todorov's theory of equilibrium. At the start there is an equilibrium of a family where then a disequilibrium occurs when the family finds hidden marmite to then a new equilibrium where the family finds a new found love with marmite.
2) What persuasive techniques are used by the Marmite advert?
-Repetition is used where this is constant referring to the name 'marmite'.
-Their slogan: 'you either love it or hate it'
3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’?
3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’?
‘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.
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, their slogan, but also incorporated nostalgic elements that appeal to the family member with responsibility for getting the grocery shopping done.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture involves everything about normal society and how an average person may consume media. High culture is characterized by aristocratic feelings and behavior.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Post modern audiences know that they are being manipulated to by marketing. They understand the conventions that are being deployed and satirised. Audience are also aware that they are being exploited but still get ready to play the game – if it brings them a sense of superiority and social cache.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
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.
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, their slogan, but also incorporated nostalgic elements that appeal to the family member with responsibility for getting the grocery shopping done.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Post modern audiences know that they are being manipulated to by marketing. They understand the conventions that are being deployed and satirised. Audience are also aware that they are being exploited but still get ready to play the game – if it brings them a sense of superiority and social cache.
The #Marmiteneglect campaign is rooted in the ‘reality’ that jars of Marmite often remain unused
in the backs of cupboards. This ‘real-life concern’ is then positioned within a narrative of social neglect, and exploits the conventions of misery-memoirs, as read in ‘true stories’ such as A Child Called It.
in the backs of cupboards. This ‘real-life concern’ is then positioned within a narrative of social neglect, and exploits the conventions of misery-memoirs, as read in ‘true stories’ such as A Child Called It.
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