Advertising: Persuasive techniques blog task

Advertising: Persuasive techniques blog task

Create a new blog post called 'Advertising: Persuasive techniques'. Read ‘Marketing Marmite in the Postmodern age’ in MM54  (p62). You'll find our Media Magazine archive here.

Answer the following questions on your blog:

1) 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. This is suggested in  his seminal book ' Ways of Seeking'.

2) 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.

3) How was Marmite discovered?
become Marmite was invented in the late 19th century when German scientist Justus von Liebig discovered that brewer’s yeast could be concentrated, bottled and eaten.

4) Who owns the Marmite brand now?
During 1990, Marmite Limited, which had become a subsidiary of Bovril Limited, was bought by CPC International Inc, which changed its name to Best Foods Inc during 1998. Best Foods Inc subsequently merged with Unilever.


5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
 Marmite marketing uses intertextuality to create a slogan which appeals to a very large target market and population. The fact that the consumers can relate to the slogan 'you either love it or hate it', it creates realism and shows that marmite has a bandwagon.

6) What is the difference between popular culture and high culture? How does Marmite play on this?
Marmite play a both high culture and popular culture. 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. They understand the conventions that are being deployed and satirised. Postmodern consumers are simultaneously aware
that they are being exploited, yet also prepared to play the game – if it brings them a sense of superiority and social cache.

8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
Postmodern audiences are shown to be getting manipulated by the Marmite slogan;   Postmodern consumers get the joke and, in doing so, they themselves may become promotional agents of the product through word-of mouth.

Advertising: Narrative in advertising

Advertising: Narrative in advertising

1) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert.
Levi- Strauss's binary opposition is shown in this advert due to two opposites continuously being repeated which is  success and failure. The advert also demonstrates some action codes, for example the footballers kicking the ball or the athletes running in the rain. 

2) Read this BBC feature on some of the people in the advert. How does the advert use celebrities and less well-known people to create stories in the advert?
This advert uses celebrities and less well-known to  create similarities between them to. the advert implies that the less well known can still become the biggest Londoner featured athlete. Furthermore, the advert also shows the contrast between the celebs and the less well-known of their skills,  to portray that that the less well-known aren't that far of from achieving their goals. 

3) Read this AdWeek feature and interview on the Nike London advert. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?
The Nike London advert uses amazing editing skills to really emphasis how talented these young athletes are. Mostly fast or slow pace editing it used whenever an action code is being showcased. The Props and uniform used connotes authority and power. Also the many celebs used appeals to a wider audience. 

4) What representation of London does the advert offer?
the advert depicts that London is very active during any seasonal time and overall has a very dark atmosphere that consists of very bright people. London offers opportunities to any social class as seen in the video the less well known played a very big part in the advert.

5) Why might this advert appeal to an audience?
This advert is trying to communicate that no matter how old or young you are, keep striving for your goal to better your future.  The audience could be motivated in a sense to become one of the celebs featured in the advert.