Advertising persuasive techniques

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

  Advertisements use the idea people have of themselves as always needing improvement in order to sell us products to better our lives 

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

 Psychologists suggest that consumers see the better and new/improved version of themselves in the product that is being advertised to them. Persuasive techniques such as emotional appeal could link to this .

3) How was Marmite discovered?

Marmite was discovered as it was the by product yeast needed for paste supplied by a brewery 

4) Who owns the Marmite brand now?

 Unilever

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

marmite has used intertexuality to broaden and popularize the product. Some other media products used to promote marmite include:

  • Zippy from the children’s television programme Rainbow
  • 1970s cartoon character Paddington Bear


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

 High culture is the consumption pattern, , beliefs, amusement, leisure activities, and tastes and preferences of a societies elite.but popular culture is the same thing by for the mass of society instead. Marmite spoofed the  queen crest by using breadsticks to form a crown and the Queen’s corgi dogs replace the lion and unicorn. 

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

 through the consumers understanding that they are 'in on the joke' and can see  themselves as both a consumer and observer 

8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
  • love and hate party
  • #marmiteneglect
  • social stock

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