Advertising: Persuasive techniques blog task

answer the following questions on your blog:


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

Berger suggests that "all publicity works on anxiety." By this, Berger claims that advertisements make us feel dissatisfied with ourselves in the present in order to make us predisposed to wanting a product.

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

The idea of making audiences see 'better' version of themselves after using a certain product.. This could connect with endorsement, bandwagon and emotional persuasion.

3) How was Marmite discovered?

The result of a by-product yeast which was needed for a paste supplied by a Brewery.

4) Who owns the Marmite brand now?

Unilever currently owns Marmite.

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

Marmite used TV characters like Zippy or Paddington bear in order to attempt to persuade audiences to buy their products. This happened in 2003 and the reason was because adults were able to feel nostalgic when seeing these old TV show characters.

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

A popular culture is a belief or ideology within our society. High culture is more about the aesthetics and cultural values within our society. Marmite uses the high culture of the queen in order to contradict the 'common' stereotypes of Marmit

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

Allowing customers to see themselves as both consumers and outsider viewers. This makes them feel much more enlightened and superior.

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

There was a #MarmiteNeglect campaign which came across as humorous towards the audience. The transcendence of post modernistic humour allows audiences to question today's society where they think about what is real and what is truly valued within society.

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