Introduction to advertising: blog tasks

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

Binary opposition is used in the advert as they say you are either a lover or hater the brand uses this to it's advantage to therefore market the product and subsequently connect with their target audience. 


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

 The advert persuade their target audience to agree with a point of view saying  to take the test to see if you are a  hater of marmite.

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

He says that  All publicity works on anxiety and that advertising offers us an improved version of ourselves, 

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

The buyer is meant to imagine themselves transformed by the product, as it's supposed to offer them an image of themselves made glamorous by the product or opportunity. They expect this transformation to then make them an object of envy for others. This is what Psychologists call referencing.

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

the End Marmite Neglect  advert , it parodies television documentaries, where officers are followed around with a camera as they get calls to respond to a case of animal neglect. Thd technique that is usually used is repetition 


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

Popular culture - a set of beliefs and practices that are popular at any given point in time in society. 


High Culture - the subset of experiences that shapes those in the highest class of society. T

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

The customers in the advert are aware that they could be manipulated during this event but   also want to play  prepared to play the game  to find out if they are a lover or hater of marmite


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

Postmodern advertising plays with reality and fiction, blending the two together. The #Marmiteneglect campaign is rooted in the ‘reality’ that jars of Marmite often remain unused

in the backs of cupboards (as identified by consumer data from market research). 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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