marmite

 1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here.

This advert within the first few seconds of the advert we are shown a controversy to Propp's character theory as we are shown both a male and a female police officer which is a subject due to controversy as originally we have been brought up to think that being a police officer was a man's job, this is annotated from the word man in 'policeman'. Later on in the video where the marmite is being locked down, we are shown the families reaction and the mother seems to have the most sentimental negative reaction compared to the male family members which could connote the sexist stereotype that women cherish any product in their kitchen.

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

It employs historical and emotive methods. This is due to the fact that the product is advertised through a tale, which helps readers relate to the product and understand its significance.

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

'All publicity reduces anxiety, according to Ways of Seeing (1972)'. Publicity is about the future, and advertising aims to make that person's present self a miserable one. It provides a person who has been made glamorous by the product.

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

often psychologists say that referencing is the act of using social influence to make a point/influence someone’s behaviour. This is often used as a persuasive technique in communication as a form of showing the receptors a different perspective. this is similar to repetition in a way as they both include a comparison between two elements.

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

Paddington Bear, a 1970s cartoon character, was featured in an 18-month, £3 million campaign in 2007. These advertisements kept the "love it or hate it" concept going while also included nostalgic themes that would appeal to the family member in charge of food shopping. In the video, Paddington Bear exchanges his well-known marmalade sandwiches for Marmite ones. While others find the taste repulsive, he is seen to like it. The advertisements aim to persuade more people to use the sandwich spread, which is less well-liked than Marmite on toast. For fifty years, Paddington has consumed marmalade sandwiches. Everyone can quit their habit if he can, according to Cheryl Calverley, marketing manager for Marmite, on BBC News.

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

Since 1840, enterprises who supply goods or services to the British royal family have been acknowledged with royal warrants of appointment. A warrant entitles the company to use the strapline "By appointment to Her Majesty the Queen" alongside the royal crest. The Ma'amite series of adverts from Unilever parodied this strategy by using breadsticks to represent a crown and the Queen's corgi dogs in place of the lion and unicorn. One either likes it or hates it is the motto, a delightfully comedic mashup of the well-known brand slogan and the Queen's eccentric speech.

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

The audiences feel superior and as though their position is boosted because they are aware of the advertising practises and how they are being taken advantage of. As a result, they start acting as marketing consultants and spread the word.

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

audiences are made to relate to their product. With time, advertising strategies have evolved as well, becoming more current with movements and relatable to audiences in the present era. This is a good illustration of postmodernism because it is current with society.