Introduction to Advertising

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

Todorovs theory: advert starts off with the 'dilemma'/cliffhanger, people finding out if they are a lover or a hater of Marmite. Once the results are revealed, they enter the disequilibrium- you can see how many of them are distorted to the idea pf being a 'lover/hater' and some are seen arguing. In particular, the Dad and son are seen to reach a new equilibrium as the father becomes "accepting" of his child being a lover. 

Barthes: the advert contains many enigma codes for majority of the families- what happens after the ad finishes.

Propps; Marmite can be seen as a hero and a villain according to lover/hater

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

The advert uses many common scenarios(real life metaphors) which are relatable to peoples lives- son coming out to a parent, finding out your partner has been "cheating" or realising you're not biologically related. Also, the rhetorical question at the end, lures the audiences to see if they are a lover/hater as it became a sensation, like a trend. It creates a community.

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

"All publicity works on anxiety" Ways of Seeing (1972). Publicity is about the future and advertisement works on creating a dissatisfied version in the present of that person. It offers someone made glamorous due to the product.

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

The producers create lifestyles that appeal to the consumers, they creative idealised lifestyles. You could link testimonial/association showing how celebrities live and that they use the specific product and expert opinion.

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

Marmite adverts used Paddington Bear which would be nostalgic to older people who would be the ones to do the grocery shopping. The advert showed him changing Marmalade sandwiches, which he has been eating for 50 years, for Marmite sandwiches. This showed "if Paddington could change, then so could anyone", Cheryl Calverley, marketing manager, on BBC news. 

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

As there product would be consumed by The Royal Family, this got used to promote the products. The poster changed things to make it look more like the crest. The crown was replaced by the Marmite jar and breadsticks, the lions were replaced by the Queens corgi's, and the motto "One either loves it or hates it" was related to the Queens speech.

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

The audiences understand the conventions of the advertisements and are aware that they are being exploited, this makes them feel superior and makes them feel that their status gets elevated. This makes then makes them become promotional agents and they then spread the word-of-mouth. 

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

With all the intertextual references, the type of advertising and the techniques used (mentioned above), it creates popularity and discussion between audience. This makes there product relatable to audiences. They ways they advertise have also changed with time, being more relevant to movements and relatable to modern day audiences.