Advertising: Introduction to advertising
1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here.
The Marmite Gene Project advert uses narrative by showing a family discovering that taste for Marmite is genetic. It follows a simple story structure with a beginning (normal breakfast), a disruption (genetic testing), and a resolution (results revealed). Narrative theories like Todorov’s equilibrium model and Barthes’ enigma code explain how suspense and resolution engage the audience.
2) What persuasive techniques are used by the Marmite advert?
The advert uses persuasive techniques such as humour, curiosity, exaggeration, and identification. It encourages viewers to relate to the family, laugh at the reactions, and see themselves reflected in the genetic experiment.
The advert uses persuasive techniques such as humour, curiosity, exaggeration, and identification. It encourages viewers to relate to the family, laugh at the reactions, and see themselves reflected in the genetic experiment.
3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’?
n Ways of Seeing, John Berger suggests that advertising constructs meaning by making products appear desirable through context, storytelling, and suggestion rather than just showing the product.
4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists call this referencing, which links the product to familiar ideas or cultural cues. This can be connected to techniques like association, celebrity endorsement, or lifestyle appeals.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite marketing uses intertextuality by referencing scientific studies, media culture, and genetic testing trends. This connects to persuasive techniques like authority and credibility, making the advert seem believable and topical.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture is mainstream and widely consumed, while high culture is elite or intellectual. Marmite plays on this by combining everyday breakfast culture with scientific, “high-culture” genetic testing, making it feel clever and unique.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Marmite positions the audience as ‘enlightened insiders’ by suggesting they understand the science and humour behind the advert, creating a sense of superiority and belonging.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
The writer argues Marmite advertising is postmodern because it mixes genres, parodies science, uses irony and self-awareness, and blurs the line between reality and marketing narrative.
n Ways of Seeing, John Berger suggests that advertising constructs meaning by making products appear desirable through context, storytelling, and suggestion rather than just showing the product.
4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists call this referencing, which links the product to familiar ideas or cultural cues. This can be connected to techniques like association, celebrity endorsement, or lifestyle appeals.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite marketing uses intertextuality by referencing scientific studies, media culture, and genetic testing trends. This connects to persuasive techniques like authority and credibility, making the advert seem believable and topical.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture is mainstream and widely consumed, while high culture is elite or intellectual. Marmite plays on this by combining everyday breakfast culture with scientific, “high-culture” genetic testing, making it feel clever and unique.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Marmite positions the audience as ‘enlightened insiders’ by suggesting they understand the science and humour behind the advert, creating a sense of superiority and belonging.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
The writer argues Marmite advertising is postmodern because it mixes genres, parodies science, uses irony and self-awareness, and blurs the line between reality and marketing narrative.
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