Persuasive technique
Create a new blog post called 'Advertising: Persuasive techniques'. Read ‘Marketing Marmite in the Postmodern age’ in MM54 (p62). You'll find our Media Magazine archive here.
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
He suggests that advertising offers us an improved version of ourselves whether we’re male or female. It also promotes the idea that we can buy our way into a better life.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
We refer to lifestyles represented to us that we find attractive. A buyer is meant to imagine themselves transformed by the product into a product of envy for others.
3) How was Marmite discovered?
A German scientist discovered that brewers 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?
The 2007 ad campaign featured Paddington Bear carrying on with the 'love it or hate it' theme. It created a nostalgia that appealed to family members responsible for grocery shopping. The advertising technique used here is an emotional appeal.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture would be growing trends within society or a particular culture like sport or fashion. High culture would be approval or endorsement with the monarchy. Marmite has been promoted by having patriotic advertisements on how the Queen uses Marmite.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Postmodern consumers know that they are being manipulated by advertisements and know what conventions are used to do this. They then have this superiority over the product.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
The writer includes a son coming out to his father, for example, which he responds well to (well being accepting, loving and happy as opposed to the 'pre' modern values that suggested being gay was wrong). This is amongst a bunch of other every day situations, which also feature inter-racial couples, and conventional families.
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
He suggests that advertising offers us an improved version of ourselves whether we’re male or female. It also promotes the idea that we can buy our way into a better life.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
We refer to lifestyles represented to us that we find attractive. A buyer is meant to imagine themselves transformed by the product into a product of envy for others.
3) How was Marmite discovered?
A German scientist discovered that brewers 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?
The 2007 ad campaign featured Paddington Bear carrying on with the 'love it or hate it' theme. It created a nostalgia that appealed to family members responsible for grocery shopping. The advertising technique used here is an emotional appeal.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture would be growing trends within society or a particular culture like sport or fashion. High culture would be approval or endorsement with the monarchy. Marmite has been promoted by having patriotic advertisements on how the Queen uses Marmite.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Postmodern consumers know that they are being manipulated by advertisements and know what conventions are used to do this. They then have this superiority over the product.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
The writer includes a son coming out to his father, for example, which he responds well to (well being accepting, loving and happy as opposed to the 'pre' modern values that suggested being gay was wrong). This is amongst a bunch of other every day situations, which also feature inter-racial couples, and conventional families.
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