Introduction to advertising

 ‘Marketing Marmite in the Postmodern age’ in MM54 (p62):

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

If we refer to Todorov's equilibrium theory then we can link that with the video an how the disequilibrium is when the people find out if they are a marmite lover or hater, another theorist we can apply to this is Propp's character theory and how we have the hero's represented as the marmite lovers and the villains as the marmite haters.

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

They use typical and maybe "relatable" situations such as being cheated on and other things in a way in which they are related to them liking marmite or hating it.

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

He says that "we can see a improved version of ourselves whether we are female or male"

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

They do this by making the situation relatable or something in which we can see ourselves in this situation.

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

They have paired up with other British images such as Paddington bear and some kid's shows, this could also be a form of horizontal integration as they are reaching out to other audiences by spreading themselves around to make audiences more curious.

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

Pop culture is when something becomes popular and then becomes a part of society for a bit, while high culture is more of a traditional type of culture that would otherwise be seen from generations. 

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

It makes it so that they are aware that the audience is aware; advertising likes to manipulate viewers in which they satirise a lot of things in which make the audience more "enlightened"

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

They say that it is 

"Takes pleasure in playfulness"

"It employs intertextuality"

"It satirises audience’s expectations"

"It juxtaposes popular culture with high culture"

"It diversifies the brand to alternative spaces and places"

"It exploits the cultural zeitgeist - the mood of the times"

"It positions the audience as enlightened ‘superior, knowing insiders’ and promotional agents"

"It plays with hyper reality"

"It makes the disposable collectable"

"It is abstracted across other art forms"

"It creates discussion"