Advertising: Introduction to advertising blog tasks

Introduction to advertising: blog tasks

Read ‘Marketing Marmite in the Postmodern age’ in MM54  (p62). You'll find our Media Magazine archive here - remember you'll need your Greenford Google login to access. You may also want to re-watch the Marmite Gene Project advert above.

Answer the following questions on your blog:

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

They use the concepts of disequilibrium faced if a person is a hater of marmite and it causes problems that can only be resolved if you become a true lover of marmite (the new equilibrium). The previous equilibrium point in the Marmite project advert was that there was a sense of normality while everyone hid their true thoughts and said they liked marmite. They also use binary opposition with the product and the reaction people have to it as it is a dark brown coloured spread, whereas is brings happiness and joy to the lovers it has.

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

The marmite advert uses persuasive techniques such as repetition of the product name in order to promote it and spread awareness. It also uses the slogan which says, "Are you born a lover or a hater? Test it for yourself.", which tries to persuade the audience to try the marmite in order to see how they like it. Lastly, emotional appeal is used through the strong feelings characters display from the binary opposition and conflict of loving vs hating the spread, which may convince the audience that they should be lovers of marmite.

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

Advertising is designed to make the viewer feel envious of a "better" version of themselves that is supposedly achieved through buying products and advertising suggests that personal, freedom is defined by the ability to purchase and consume, turning shoppers into "active" consumers, rather than active citizens.

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

Referencing is to look at other people for an idea of how to react towards something. This can be linked to testimonial/association as celebrity endorsement is a good example of referencing for opinions on items or products and also expert opinion because that also influences a consumer's opinion on a product.

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

The core slogan, "You either love it or hate it," has become an intertextual reference in itself. It is frequently referenced by journalists, politicians, and pop culture to describe any divisive subject, allowing Marmite to become a linguistic phenomenon. This can be persuasive as it is a common and famous slogan that many people/ consumers follow in general, which could extend their will to purchase the product.

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

Popular culture is generally accessible, mass-produced, and enjoyed by the majority of people (e.g., pop music, reality TV, fast food), while high culture is associated with elitism, intellectualism, and refined taste, often requiring education or wealth to fully appreciate (e.g., opera, ballet, classical music, fine art). Marmite plays on the divide between these two, as well as the general human tendency toward extreme opinions, by utilizing its famously polarizing taste to frame itself as an "iconic" cultural staple. 

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

Marmite positions its audience as ‘enlightened, superior, knowing insiders’ to foster a "love it or hate it" tribe mentality, turning a divisive, niche product into a culturally confident badge of identity. This allows them to attract more consumers, by showcasing that their audience are valuable.

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

1. It takes pleasure in playfulness

2. It employs intertextuality

3. It satirises audience's expectations

4. It juxtaposes popular culture with high culture

5. It diversifies the brand to alternative spaces and places

6. It exploits the cultural zeitgeist - the mood of the times

7. It positions the audience as enlightened, 'superior, knowing insiders' and promotional agents

8. It plays with hyperreality

9. It makes the disposable collectible

10. It is abstracted across other art forms

11. It creates discussion