Introduction to advertising

Introduction to advertising

Create a new blog post called 'Advertising: 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.

• Todorov-- equilibrium: everyone doing their own thing, dis equilibrium: getting the results, new equilibrium: 
• Propp-- hero/false hero: marmite, 
• Levi Strauss-- good vs evil, hate vs love

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

'Hate it' or 'love it' is the tagline used to draw attention, and there is an emotional settlement to preserve the marmite since it is respected as family. 

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

Advertising seeks to make us dissatisfied with our present selves and promotes the idea that we can buy our way to a better life. ‘All publicity works on anxiety’ suggested John Berger in his seminal book Ways of Seeing (1972).

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

Psychologists in the field call this referencing. We refer, either knowingly or subconsciously, to lifestyles represented to us (through the media or in real life) that we find attractive. We create a vision of ourselves living this idealised lifestyle, and then behave in ways that help us to realise this vision.

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

In 2007 an 18-month, £3 million  campaign featured the 1970s cartoon character Paddington Bear. These adverts continued the ‘love it or hate it’ theme, but also incorporated nostalgic elements that appeal to the family member with responsibility forgetting the grocery shopping done. Paddington Bear is shown trading his well-known marmalade sandwiches for Marmite sandwiches. He is shown enjoying the taste, while others are repelled by it. The ads are designed to encourage more people to use the spread in sandwiches – less popular than Marmite on toast.

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

Popular culture is available to everyone, whereas high culture is usually experienced by the wealthiest classes of people. Unilever has spoofed this approach, with the Ma’amite series of advertisements, typifying the irreverent nature of their product – bread sticks form a crown and the Queen’s corgi dogs replace the lion and unicorn. The motto ‘One either loves it or hates it’ is a delightful comic conjoining of the familiar product slogan and the Queen’s idiosyncratic speech.

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

One may argue that postmodern audiences are aware of how marketing is manipulating them. They are aware of the customs that are being used and parodied. When it comes to feeling good about themselves and having social cache, postmodern consumers are ready to play the game even when they are aware that they are being taken advantage of. As a result of understanding the humour, postmodern consumers may spread the word about the product on their own.

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

Like the postmodern humour of shows like Life Is Short, postmodern advertising may cross taste boundaries in order to get viewers to reevaluate their ideas of what is genuine and valuable in society. This is demonstrated in the commercials by Unilever's admission that not everyone will want to purchase their product, as well as by Marmite's 2003 commercial, which featured Zippy from the children's television show Rainbow. Given that businesses often want to reach as many potential customers as possible, acknowledging that this is a niche product may go against accepted advertising practices.