Advertising: introduction to advertising blog tasks

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

Todorov's theory of equilibrium is used in this advert. Some narratives end in equilibrium and some in disequilibrium based on whether they were a 'lover' or 'hater.' Levi-Strauss' theory of binary opposition could also be applied, as some audiences may not pick one of the sides.

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

By giving the audience the idea of 'picking a side' gives them an incentive to try it for themselves. While it is uncommon for an advert to show someone disliking their product this is used as a persuasive technique to intrigue the audience. 

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

He states that "all publicity works on anxiety," and that advertising seeks to make us dissatisfied with our present selves.

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

When the audience refers subconsciously or knowingly to lifestyles represented to them. They then create a vision of living this idealised lifestyle and behave in ways to realise this vision.

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

A Marmite 2003 ad featuring Zippy from the children's television programme 'Rainbow.' As well as the well-known cartoon character Paddington Bear for an ad campaign in the 1970s. 

6) What is the difference between popular culture and high culture? How does Marmite play on this?
The slogan for Marmite used to be "By appointment to Her Majesty the Queen" but due to popular culture this was changed to add more of a 'comic effect.' The idea of being a lover or hater started here with the motto "One either loves it or hates it."

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

Postmodern consumers are aware that they are being exploited but take on the superiority from knowing this. They also become promotional agents of the product through word-of mouth.