Advertising: Introduction to Advertising

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

Since they are trying to determine whether the customer is a Marmite lover or hater, the advertisement initially seems weird. When they begin debating the option, the unrest begins. When individuals reconcile and respect one another's decision, a new equilibrium is achieved.

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

The advertisement employs a number of common scenarios (real-life metaphors) that are relatable to people's lives, such as a son coming out to a parent, discovering that your partner has been "cheating," or discovering that you are not biologically related. Also, the rhetorical question at the end entices the audience to determine whether they are a fan or hater, as it has become a sensation, similar to a trend. It fosters community.

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

Publicity emphasises the future and demonstrates how a person has improved as a result of the product. Before the product, the current individual would be worse than the next.

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

Producers design lifestyles that are appealing to consumers; they create idealised lifestyles. You could include a testimonial/association demonstrating how celebrities live and use the specific product, as well as expert opinion.

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

This is related to the persuasive strategy of emotional appeal because some commercials with children's characters allow the audience to relive their own childhood experiences and experience nostalgia, which undoubtedly evokes strong feelings in the audience.

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

According to Van Zoonen, sexist portrayals of women were only slightly different from "new" representations of women in the 1970s and 1980s. that, although it has changed somewhat, women are still oppressed.

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

Because the audience is the one evaluating the brand, Marmite makes them feel superior. This offers consumers additional confidence and an incentive to communicate about this brand to others. 

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

Similar to the postmodern humour of shows like Life Is Short, postmodern advertising may trample on limits of taste in an effort to challenge audiences' perceptions of what is genuine and worthwhile in society.

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