Introduction to advertising

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

The Marmite Gene Project advert uses narrative structure, following the protagonist's quest to discover their genetic feelings towards loving or hating Marmite, engaging viewers through suspense and curiosity.


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

  • Emotional Appeal
    • Evoking strong emotions tied to personal food preferences and memories.
  • Humour
    • Using wit, satire, and comedic elements to engage the audience.
  • Contrast
    • Highlighting the stark differences between those who love Marmite and those who don't.

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

In "Ways of Seeing," John Berger suggests that advertising appropriates and manipulates images to create desires for consumerism.

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

Referencing refers to the tendency of individuals to look to others for answers on how to behave or what to think, which can be linked to the persuasive technique.

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

Marmite marketing has used intertextuality by referencing popular culture, such as their "Marmite Neglect" campaign which caused the Sarah McLachlan animal cruelty ads, linking to the persuasive technique of humour to engage the audience.

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

Marmite uses the difference between popular culture, with its widespread appeal and accessibility, and high culture, by incorporating references and parodies that resonate with a diverse audience.

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

Marmite positions the audience as superior, knowing insiders by using cultural references that require a certain level of knowledge or understanding.

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

The writer provides examples such as Marmite's references, use of irony and parody, and blurring of boundaries between high and popular culture, all characteristic of postmodernism.

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