Introduction to advertising

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

Equilibrium theory:
- Equilibrium: Before the families/people receive their Marmite Gene Project letter
- Disequilibrium: Those who took a negative reaction to the results (e.g. the girl who argued with her mum after finding out she was a Marmite lover)
- New equilibrium: People who's lives changed for the better after finding out about the results

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

It ties into Marmite's "you either love it or hate it" marketing. The ad directly challenges audiences and asks them "are you born a lover or a hater?", encouraging them to go out and buy Marmite for themselves to see if they do infact love it or hate it.

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

John Berger suggests that advertising works on anxiety. In Ways of Seeing (1972), he suggests that advertising creates dissatisfaction with who we are and promotes the idea that we can "buy our way to a better life." Advertising attempts to paint an "ideal person" in consumers minds; they try to convince them that buying more is being more.

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

Referencing is when individuals (consciously or unconsciously) model themselves after lifestyles or identities they see as attractive or aspirational, especially through media. You could link this to slogans, testimonials or expert opinions in adverts.

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

Marmite uses intertextuality by referencing well-known media products like Rainbow's Zippy and Paddington Bear in its adverts. We can possibly link this to repetition or emotional appeal, as audiences would've seen these before; it could possibly trigger nostalgia.

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

Popular culture refers to things like TV, movies and music that most people enjoy. High culture is more sophisticated, like fine art and classical music. Marmite combines the two by making fun of British traditions, like the Royal Warrant, in its "Ma'amite" campaign. This makes the brand seem more relatable to audiences.

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

Marmite's advertising assumes that its audience is familiar with media and will understand the joke. These consumers recognise the satirical and postmodern elements at play and feel superior for understanding them. It again, makes them seem more relatable and in turn makes them seem self-aware.

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

- Playfulness: An advert depicts a mother's baby who keeps vomiting on her because they're being fed Marmite
- Intertextuality: referencing Rainbow's Zippy or Paddington Bear
- Satarizes audiences expectations: self-aware with things like the Marmite Neglect campaign
- Juxtaposes pop culture with high culture: The Ma'amite campaign
- Diversification: Marmite has branched out into multiple products