Advertising: Persuasive Techniques

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Marketing Marmite in the Postmodern age- MM54 Pg 62

1) What does John Berger suggest about advertising in ‘Ways of Seeing’?

John Berger suggests "All publicity works on anxiety." He also argues that advertising makes the audience feel dissatisfied with their present selves and promotes the idea that they can buy their way to a better life.

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

Psychologists hint at the fact that brands use images in order to appear glamorous and to manipulate the consumer into going and purchasing the products. By doing this it indicates to the viewer that they can share the lavish lifestyle that the product has too.

 3) How was Marmite discovered?

Marmite was discovered in the late 19th century. A German scientist named Justus Von Liebig found that the brewer's yeast could be concentrated, bottled and eaten. 

 4) Who owns the Marmite brand now?

Marmite is now owned by Unilever and is now a trade mark.

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

Marmite has used intertextuality by including the Paddington Bear which is a famous cartoon character. This supports the testimonial/association idea because the famous character encourages more people to purchase Marmite due to it being portrayed as tasty and unique.

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

Popular culture is the dominant idea where it's considered to be for everyone but the high culture is shared by only the upper class and they are the ones that can relate to the certain value of products. Marmite uses the Queen and the motto as a play on for their advertisement which created humour for the audience to enjoy.

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

Marmite positions the audience as 'enlightened, superior and knowing insiders' in order to encourage the audience that there is a sense of pleasure and fulfilment when purchasing their products and there is no down-side to it.

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

 The writer points out a 'Football's Mr Marmite' advertisement in order to communicate the postmodernism perspective because it uses a sculpture called 'Monumite' where the consumers are able to step inside of it and take photos to post on social media and increase the promotion of the product. This also helps to maximise their sales and gain a wider audience. 

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