Persuasive Techniques

Advertising: Persuasive techniques blog task

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

‘All publicity works on anxiety’

Publicity is always about the future buyer. It offers him an image of himself made glamorous by the product or opportunity it is trying to sell. The image then makes him envious of himself as he might
be. [...] The spectator-buyer is meant to envy herself as she will become if she buys the product.
She is meant to imagine herself transformed by the product into an object of envy for others.

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

we create an idealised vision of ourselves based on the ideals presented to us through either real life or through media products.

3) How was Marmite discovered?
 By accident in the late 19th century after a german scientist discoverd brewers yeast could be concentrated and eaten.

4) Who owns the Marmite brand now?

The Cranemere Group

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

Marmite’s 2003 ad featuring Zippy from the children’s television programme Rainbow is a good example. In 2007 an 18-month, £3m campaign featured the 1970s cartoon character Paddington Bear. These adverts incorporated nostalgic elements that appeal to the family member with responsibility for getting 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?

High culture is the consumption patterns, mannerisms, beliefs, amusement, leisure activities, and tastes and preferences of those with advanced education or economic success. And popular culture is the same thing, but for the mass of society.Unilever has spoofed the Royal Warrants of Appointment, with the Ma’amite series of advertisements, typifying the irreverent nature of their product – breadsticks 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’?

Postmodern audiences arguably understand that they are being manipulated by marketing. Consumers are simultaneously aware that they are being exploited, yet also prepared to play the game. Postmodern consumers get the joke and, in doing so, they themselves may become promotional agents of the product through word-of mouth.

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