Case study: Marmite
Marmite has a long history of unusual advertising based around the idea ‘You either love it or you hate it’. How many of the persuasive techniques can you spot in this advert?
Advertising: Persuasive techniques blog task
Create a new blog post called 'Advertising: Persuasive techniques'. Read ‘Marketing Marmite in the Postmodern age’ in MM54 (p62). You'll find our Media Magazine archive here.
Answer the following questions:
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
- He suggests that the viewer of the advertisement will see that the product changes someones life for something so glamorous so they themselves will want to purchase it in order for it to do the same thing for them.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
- I feel as if this ad could be linked to emotional appeal seeing as the situations used in the advertisement are real life situations that real people can relate to therefore this makes people feel as if marmite is a necessity in order to live a normal life
3) How was Marmite discovered?
- It was invented by accident. In the late 19th Century a German scientist, Justus Liebig, discovered brewer's yeast could be concentrated, bottled and eaten. In 1902 the Marmite Food Company was founded in Burton-on-Trent, Staffordshire, where the raw material was readily available from the town's brewers.
4) Who owns the Marmite brand now?
4) Who owns the Marmite brand now?
- It is owned by Unilever
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
- The mood and setting in each house is somewhat similiar which makes it more fascinating for the audience and the non-digetic music makes the mood even more intense with a very sound which makes the situations much more serious then it really is which may make viewers feel like they must do it eventhough it is a joke.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
- Popular culture is what majority of the population are into and their beliefs, interests etc, however high culture is what the elite and higher class people are interested in, in my opinion the marmite ad tried to relate more to popular culture seeing as the things played out are things that most people probably go through or live around
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
- We see the results first and we can understand very well seeing as it is a joke we can tell the actual situations they are trying to compare to.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
- Popular culture is what majority of the population are into and their beliefs, interests etc, however high culture is what the elite and higher class people are interested in, in my opinion the marmite ad tried to relate more to popular culture seeing as the things played out are things that most people probably go through or live around
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
- We see the results first and we can understand very well seeing as it is a joke we can tell the actual situations they are trying to compare to.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
- Lots of the scenarios were very common to modern for example the DNA test being negative is very normal nowadays (e.g jeremy kyle) and the son being gay.
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