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.