Advertising: Persuasive techniques blog task

1) What does John Berger suggest about advertising in ‘Ways of Seeing’?

Advertising offers the chance to see an improved version of ourselves regardless of our gender.

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

We create a vision of ourselves living this idealised lifestyle as portrayed in the advert, and then behave in ways that help us to realise this vision constructed by the company. We can link this to Bandwagoners and Solgans as they can make people think differently about their lives and how a particular product can change them.

3) How was Marmite discovered?

German scientist Justus von Liebig discovered that brewer’s yeast could be concentrated,bottled and eaten.

4) Who owns the Marmite brand now?

Unilever

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

They use Zippy from the children TV show Rainbow which is a clear example of association. Marmite has also used Paddington to advertise Marmite as he 'switched from Marmalade sandwiches to Marmite' this is another example of association as well as bandwagoning as we can see here how a controversial action can gain a lot of coverage and an increase in sales.

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

Pop culture is to do with things that are new and exciting whereas high culture is to do with the more traditional, less techy and modern approach. This is good because it evokes a sense of patriotism in British buyers. It also evokes emotional appeal as well.

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

Because postmodern audiences arguably understand that they are being manipulated by marketing, Marmite makes their customers think that they know that they aren't being preyed on by marketing boffins but in fact they are. This makes the customers think that the can trust Marmite and think that Marmite is a safe and trustworthy brand.

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, as read in true stories’ such as A Child Called It. Postmodern advertising, like the postmodern humour of programmes like Life Is Short, may transgress boundaries of taste in order to make audiences question notions of what is real and of value in society.