Advertising: Introduction to advertising

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 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.
It uses an entertaining story using Propps Character types where the people in the homes are the villains for not using the marmites and the marmite is the damsels in distress being saved by the workers.

2) What persuasive techniques are used by the Marmite advert?
Funny narrative to make the audience laugh and a lot of dramatic exaggeration when the people found out whether they were marmite lovers or haters

3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’?
Publicity is always about the future buyer. It offers him an image of himself made glamorous by the product or opportunity it is trying to sell. The image then makes him envious of himself as he might be. [...] The spectator-buyer is meant to envy herself as she will become if she buys the product. She is meant to imagine herself transformed by the product into an object of envy for others.

4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
We refer, 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?
Marmite’s 2003 ad featuring Zippy from the children’s television programme Rainbow


6) What is the difference between popular culture and high culture? How does Marmite play on this?
High culture can be defined as a subculture that is shared by the upper class of the society. Popular Culture can be defined as a subculture that is shared by everyone or the mass of the society. Royal Warrants of Appointment are acknowledgements to those companies that provide goods or services to the British royal family; since 1840, this approval has been used to promote products.


7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Postmodern audiences arguably understand that they are being manipulated by marketing. They understand the conventions that are being deployed and satirised.


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

Postmodern consumers get the joke and, in doing so, they themselves may become promotional agents of the product through word-of mouth.

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