Advertising: Introduction to advertising blog tasks

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

The Marmite Gene project uses multiple narratives in order to engage and interest the reader, by having multiple narratives more action happens on screen which captures an audiences quick and limited attention span. For example, one could reference Roland Barthes and his theory of enigma and action codes. These codes can be seen through the video for example the envelope presents itself as an enigma code as it makes the audience question what is inside. Another theory which can be used is Levi-Strauss his theory of binary opposition. This can be seen in the clip as in one of the families the mother is a "lover" but the father is a "hater" in regards to marmite.

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

One persuasive technique used is repetition, this can be seen through the repeated times the logo and the company name "Marmite" is shown on screen, Moreover, the reinforcement of the question "are you a lover or a hater" is done deliberately as it engages the reader by directly addressing them making them answer the question in their heads. Another persuasive technique which is used by the advert is emotional appeal, this is done by telling stories which engages the audience causing them to feel feelings or resentment etc towards something or someone. In this case in the advert the old woman asking her husband whether he "did it" in their house on their table (referring to eating jam which is symbolised as cheating) makes audience feel sympathetic towards the woman.

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

John Berger suggests that advertising offers us an improved version of ourselves regardless our gender.

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

Referencing is when in society we refer (either knowingly or subconsciously) to lifestyles which are represented to us that we find attractive. Through this a vision is created where we live in this idealised lifestyle.

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

The Marmite Marketing team has used intertextuality in their adverts for example featuring or referencing a character named "Zippy" which is from a childrens television programme in 2003 or more famously the implementation of the 1970s famous character Paddington Bear. This creates an emotional appeal as a feeling of nostalgia is created.

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

The difference between popular culture and high culture is that high culture is more commonly targeted at the upper class of society whereas popular culture can be defined as a culture which is able to be shared by everyone or to the mass of society. Marmite took a twist on this approach by featuring the royal family and the queen. This is because Marmite has received a warrant by the Royal Warrants of Appointments which allows companies to provide goods or services to the British royal family. This also allows them to use the strap line "By appointments to Her Majesty the queen"

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

Marmite considers the audience as  "enlightened, superior" etc because audiences are aware of the fact that they are being manipulated by marketing but this creates a sense of superiority and creates a punchline/joke which further engages the audience. This then makes them "insiders" because an audience may promote the product through good word of mouth.

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

One example of why Marmite advertising is a good example of postmodernism can be seen through the use of the #Marmiteneglect campaign. This links to the reality that jars of Marmite often remain unused in the back of cupboards.