Introduction to advertising

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

The advert uses Todorov's theory of equilibrium, where at the start their is an equilibrium of a peaceful family where a disequilibrium occurred through finds the hidden marmite to a new equilibrium where the marmite found a new home. Levi Straus theory of binary oppositions is illustrates through good vs evil to the family with marmite and love vs hate. Barth's theory of enigma and action codes males the audience question if it tastes good and why people deeply hate it. Finally Propp's theory of characters  communicate the marmite being the damsel in distress getting saved by the hero who are the rescue team from the villains of the family that had hidden the marmite.

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

There is emotional appeal towards saving the marmite as it is deemed important as family, the slogan of 'hate it' or 'love it' to attract an audience.

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

Advertising make us dissatisfied with our present selves and promotes the idea that we can buy our way to a better life. Theres the quotes of ‘All publicity works on anxiety’.

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

Either knowingly or subconsciously, we refer  to lifestyles represented to us that we find attractive or have a certain appeal. We create a vision of ourselves living this idealised lifestyle, and then behave in ways that help us to realise this vision.

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

In 2007 there was an 18 month campaign that cost £3m featuring the 1970s cartoon character Paddington Bear. These adverts they continued the ‘love it or hate it’ theme, as the character of Paddington Bear is shown to have marmalade sandwiches instead of the Marmite sandwiches. I think that this links to the idea of using celebrity endorsement through the bear loving this jam while others despise it continuing with the slogan of 'hate it' or 'love it'.

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

Popular culture is everything toward regular society and how the average person consumes. On the other hand, high culture is much more high brow aristocratic feelings and mannerisms. Marmite reinforces this by the series of Marmite advertisements.

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

Modern audience understand the manipulation of marketing making them more active that the past. They also understand how they are being exploited so Marmite positioning the audience as ‘enlightened, superior, knowing insiders’ makes them consciously fall into the trap feeling that they are finally being take seriously making them promote the industry through positive word of mouth.

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

A good example of postmodernism is is programmes like Life Is Short, as they show the boundaries of taste in order to make audiences question its realism and value in society. In the advertisements it is communicated through the #Marmite neglect as the Marmite’s 2003 advertisement featured Zippy from the children’s television programme Rainbow. We are able to see through some campaigns that not everyone wants to buy their product.