Introduction to advertising

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

The Marmite Gene Project advert constructs a narrative based on the idea that a person’s love or hate for Marmite is genetically determined, linking to Levi Straus's theory on binary opposition through division of two groups.. Barthes’ enigma code is also present, as viewers are intrigued by the test results, keeping them engaged.

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

It uses emotional appeal by showing people's feelings/ views on marmite. For example, the pregnant woman finds out her baby is a hater, which acts as an emotional appeal, engaging the audience further.

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

John Berger argues that advertising plays on consumer desires, creating an aspirational world that people want to be part of. He suggests that advertising presents an idealized lifestyle, encouraging people to buy products.

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

Referencing refers to people believing that they can change due to a product. The bandwagon appeal applies here as advertisers persuade people that by buying the product, others will also buy it.

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

The "End Marmite Neglect" advert funnily mimics TV documentaries about animal rescue by depicting officers "rescuing" jars of Marmite from forgotten cupboards. This parody makes the ad entertaining and engaging. Additionally, the repeated mention of the brand name helps to reinforce its presence in the audience’s mind.

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

Popular culture refers to mass media and entertainment, eg trends and fashion, while high culture is associated with fine arts, literature, and the elite. Marmite plays on this through popular culture through the concept of "love vs hate" towards Marmite.

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

By making its campaigns playful and funny Marmite creates a sense of exclusivity. Those who understand the humor and intertextual references feel part of a group reinforcing brand loyalty.

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

Postmodernism mixes reality with fiction. Many people actually do forget about Marmite in their cupboards; however , the ad uses this by exaggerating the concept, making it funny for the audience while making them aware.