Introduction to advertising: blog tasks

 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.  

The Marmite Gene Project advert shows people reacting to Marmite in funny ways and plays on the “love it or hate it” idea.


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

It uses humour, surprising moments, and familiar characters to grab attention.


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

John Berger says ads make people feel like they need things to be better or cooler than they are.


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

Referencing is when we picture ourselves living the ideal life we see in ads or media.


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

Marmite uses characters like Paddington Bear or Zippy from Rainbow to make people notice and remember it.


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

Popular culture is stuff most people know, like TV and music, and high culture is things like art or the royal family. Marmite mixes these, for example by joking about the Queen.



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

The ads make people feel clever, like they understand the joke better than others.


8) What examples does the writer provide of why Marmite advertising is a good example of postmodernismThe ads make people feel clever, like they understand the joke better than others.


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