Advertising: Persuasive techniques
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
John Berger suggests that "all publicity works on anxiety". He suggests that advertising makes us feel dissatisfied with out current selves and influences us to purchase their products in order to feel better and lead a happy life.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists refer to brands offering images about people as referencing which suggests that brands offer a glamorous image of people which manipulates them to go purchase the products in order to have that lavish lifestyle the brand suggests. This relates to the persuasive technique of emotional appeal because it is designed to create a strong feeling between the product itself and the consumer.
3) How was Marmite discovered?
Marmite was invented in the late 19th century when a German scientist Justus von Liebig discovered that brewer's yeast could be concentrated, bottled and eaten. The discovery of vitamins made Marmite popular as it was a rich source of vitamin B. It was even more popular because Marmite was rationed for troops to take with them during the World War I.
4) Who owns the Marmite brand now?
Marmite is now a trademark owned by Unilever and it is a subsidiary under Bovril Limited.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite has used intertexuality by using the cartoon character Paddington Bear in a campaign. The Paddington Bear used to eat marmalade sandwiches but changed to marmite sandwiches. This links to the persuasive technique of association because the use of the cartoon character encourages more people to use Marmite instead on marmalade. The use of association suggests that if Paddington Bear can change his habit of 50 years eating marmalade then anyone can.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
High culture is shared by the upper class society and relates to the value of products whereas Popular culture is the same thing but for everyone else. Marmite uses the Queen and the motto as a play on for their advertisement which added a comical aspect for the audience to enjoy.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
The postmodern audiences understand that they are being manipulated by marketing. I think that they have positioned the consumers in this way so that it makes them feel superior and by doing this it helps promote Marmite through word-of-mouth.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
An example is the 'Football's Mr Marmite' advertisement which helped increase their consumer audience in order to maximise sales. Marmite has had made a sculpture of a marmite jar that Unilever invested in. The sculpture named 'Monumite' is recognisable to consumers because of it's distinctively shaped jar and is designed so consumers can step inside of it to take photos that will eventually be posted on social media increasing their promotion.
John Berger suggests that "all publicity works on anxiety". He suggests that advertising makes us feel dissatisfied with out current selves and influences us to purchase their products in order to feel better and lead a happy life.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists refer to brands offering images about people as referencing which suggests that brands offer a glamorous image of people which manipulates them to go purchase the products in order to have that lavish lifestyle the brand suggests. This relates to the persuasive technique of emotional appeal because it is designed to create a strong feeling between the product itself and the consumer.
3) How was Marmite discovered?
Marmite was invented in the late 19th century when a German scientist Justus von Liebig discovered that brewer's yeast could be concentrated, bottled and eaten. The discovery of vitamins made Marmite popular as it was a rich source of vitamin B. It was even more popular because Marmite was rationed for troops to take with them during the World War I.
4) Who owns the Marmite brand now?
Marmite is now a trademark owned by Unilever and it is a subsidiary under Bovril Limited.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite has used intertexuality by using the cartoon character Paddington Bear in a campaign. The Paddington Bear used to eat marmalade sandwiches but changed to marmite sandwiches. This links to the persuasive technique of association because the use of the cartoon character encourages more people to use Marmite instead on marmalade. The use of association suggests that if Paddington Bear can change his habit of 50 years eating marmalade then anyone can.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
High culture is shared by the upper class society and relates to the value of products whereas Popular culture is the same thing but for everyone else. Marmite uses the Queen and the motto as a play on for their advertisement which added a comical aspect for the audience to enjoy.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
The postmodern audiences understand that they are being manipulated by marketing. I think that they have positioned the consumers in this way so that it makes them feel superior and by doing this it helps promote Marmite through word-of-mouth.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
An example is the 'Football's Mr Marmite' advertisement which helped increase their consumer audience in order to maximise sales. Marmite has had made a sculpture of a marmite jar that Unilever invested in. The sculpture named 'Monumite' is recognisable to consumers because of it's distinctively shaped jar and is designed so consumers can step inside of it to take photos that will eventually be posted on social media increasing their promotion.
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