Advertising: Introduction to advertising

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

Props: The brand Marmite can be seen as a hero and a villain to the consumer.

Todorov: The advert starts off as a enigma since they are trying to find out whether the person is a Marmite lover/hater. The disequilibrium starts when they start arguing over the choice. The new equilibrium is when the people make up and accept each other's choice.

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

The advert uses a rhetorical question at the end which intrigues the audience to find out if they are a lover or hater of Marmite. This tricks them into purchasing their product. They also use metaphors from real life examples such as the man cheating on his wife and the dad accepting his son as gay.

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

Publicity is focused upon the future and is showing how someone has improved because of the product. The current person before the product would be worse than the future.

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

They created artificial lifestyles which appeal to the audience watching at home. This is done to satisfy them. They also use a expert opinion and the product itself.

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

The ad normally contained the character Paddington the Bear which may appeal to family audiences. If Paddington can change so can the audience. This gives them incentive to purchase the brand.

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

The Royal Family purchases Marmite products so they took advantage of that. The lions were replace by the Queen Corgis and the quote is "One either loves it or hates it." This is directly linked to the Queen's speech.

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

Marmite makes the audience feel superior which they are the ones judging the brand. This gives them more confidence and a incentive to talk about this brand to others. Hence, they are spreading the word of the product.

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

The advert uses modern references such as the son coming out to the ad. This is done to give the audience relate to this experience and they have a a emotional connection with the brand.