1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here.
In the marmite gene project they use narrative in a way to play on family situations such as a husband cheating and a son coming out to hi father as a marmite lover which makes use of their advertising technique of claiming that people either love or hate their product (binary opposition) and that there's nobody in between. They also use narrative to make it seem like marmite was a pet that was being neglected by people who would buy it, not like it and leave it at the back of their shelves. They then re homed the marmite to the people who are in love with the product and want to save the marmite.
2) What persuasive techniques are used by the Marmite advert?
The marmite advert makes use of 3 main persuasive techniques (repetition,slogan and emotional appeal) which are seen in both adverts. Repetition is used by repeating the marmite brand name and the slogan: 'Love it or hate it' which is also a powerful persuasive technique. We also see heavy use of he persuasive technique of emotional appeal in both adverts. In the first one we see heart warming moments as a son is accepted by his dad for being a marmite lover and we also see sad moments where families are broken apart over their love or hatred for marmite. In the second one we see use of emotional appeal with the neglected marmite and were positioned in a way to see the owners of the marmite as horrible people who are being raided by the marmite police which is communicated through the filming style and mise en scene and were made to feel sympathy for the poor marmite being left to expire in the back of the shelf.
3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’?
John Berger suggested that advertising works on anxiety by making people unhappy with the way they currently live/look and they offer a product which they convince us we NEED to have in order to be happy again.
4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Referencing is the process we go through when we see lifestyles in the media and refer to them to construct our own views and ways of acting that we believe are normal due to the media.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
The marmite adverts uses intersexuality by using paddington bear and making an advert where he eats a marmite sandwich rather than marmalade but he enjoys it despite everyone around him hating it. This is a good use of intersexuality as it brings a sense of nostalgia to the watcher who’s older and more likely to be doing the shopping for the house so they’re targeting them.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture- most commonly accepted set of ideas in society
John Berger suggested that advertising works on anxiety by making people unhappy with the way they currently live/look and they offer a product which they convince us we NEED to have in order to be happy again.
4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Referencing is the process we go through when we see lifestyles in the media and refer to them to construct our own views and ways of acting that we believe are normal due to the media.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
The marmite adverts uses intersexuality by using paddington bear and making an advert where he eats a marmite sandwich rather than marmalade but he enjoys it despite everyone around him hating it. This is a good use of intersexuality as it brings a sense of nostalgia to the watcher who’s older and more likely to be doing the shopping for the house so they’re targeting them.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture- most commonly accepted set of ideas in society
High Culture - ideas/ways of life that are considered sophisticated
Marmite plays on it by using the queens speech and the approval of the royal family to create their own version of the crest and their own speech which promotes marmite and uses their slogan.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
They do this to flatter their audience and make them feel like they’ve made a discovery which will improve their lives.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
Marmite plays on it by using the queens speech and the approval of the royal family to create their own version of the crest and their own speech which promotes marmite and uses their slogan.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
They do this to flatter their audience and make them feel like they’ve made a discovery which will improve their lives.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
Playfulness - twists different serious topics and narratives into something humorous and enjoyable but at the same time attracting attention to the problem and their own product.
Intertextuality - bring a nostalgic feeling by using older narratives from
before modern media/entertainment.
Satirises audience expectations - exaggerates conventions of other forms of media/other genres
Blending high and popular culture - ma’amite campaign mixes the high culture of royal warrants with the pop culture of marmite
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