Introduction to advertising

 Introduction to advertising: blog tasks

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

The advert sets up a clear contrast between people who love Marmite and those who can't stand it, creating a binary opposition that encourages the audience to choose a side. You could also apply Propp’s character theory, positioning Marmite as the "villain" that causes conflict and divides families.

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

The advert taps into emotions by acknowledging that some people really dislike Marmite, which makes it stand out from other ads. By splitting the audience into two groups, lovers and haters, it makes those who enjoy it feel special and unique, appealing to their sense of individuality and personal image. The ad also uses repetition and features a catchy, recognizable slogan.

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

Advertising often plays on our dissatisfaction with who we are right now, convincing us that we can buy our way to a better version of ourselves. As the saying goes, "All publicity thrives on creating anxiety."

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

We often look to lifestyles we find appealing, whether through the media or in real life, and either consciously or subconsciously, we start to picture ourselves living that ideal life. This vision influences how we act, pushing us to make choices that help bring it to life.

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

Marmite’s 2003 ad featuring Zippy from the children’s television programme Rainbow In 2007 an 18-month, £3m campaign featured the 1970s cartoon character Paddington Bear.

• creates nostalgia - emotional appeal
• well known characters - testimonial
• You could also say Bandwagon because so many people are buying marmite that even cartoon characters are trying it 

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

Popular culture is something that’s widely enjoyed and accessible to everyone, while high fashion tends to be more exclusive, aimed at the elite and those with wealth. The "love" and "hate" sides in the advert target different groups: the hate side resonates with a broader, mainstream audience, while the love side connects with a more niche, high-fashion crowd. This makes anyone who loves Marmite feel unique and special, almost as if they belong to an exclusive group.

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

Makes the audience feel special and unique so that them liking marmite can become part of their image and personality

Postmodern consumers are simultaneously aware that they are being exploited, yet also prepared to play the game – if it brings them a sense of superiority and social cache. Postmodern consumers get the joke and, in doing so, they themselves may become promotional agents of the product through word-of mouth.

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

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.