1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
Berger suggests that our lives without the product being advertised are worse than it actually is, trying to make us feel dissatisfied and the product being advertised will give us a better life.
Berger suggests that our lives without the product being advertised are worse than it actually is, trying to make us feel dissatisfied and the product being advertised will give us a better life.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?This is when we subconsciously refer to lifestyles, that we find attractive and we try to make our lives similar to that. This can be linked to repetition as that lifestyle is always on our minds as that is what we are trying to be like.
3) How was Marmite discovered?
Marmite was discovered when a German scientist Justus von Liebig discovered that the extraction of yeast can be bottled and eaten.
4) Who owns the Marmite brand now?
Marmite was bought by Best Foods in 1998- which is also now owned by Unilever.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite have used intertextuality by referencing other texts that the audience would be using on a day to day basis, mainly newspapers. Also, they have linked all of the people trying the Marmite test together in the advert, which I linked to bandwagoning as everyone I did it. Also, the use of the words "love" and "hate" are directly linked to their slogan, another technique which referenced constantly throughout the advert in this campaign,
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Marmite was discovered when a German scientist Justus von Liebig discovered that the extraction of yeast can be bottled and eaten.
4) Who owns the Marmite brand now?
Marmite was bought by Best Foods in 1998- which is also now owned by Unilever.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite have used intertextuality by referencing other texts that the audience would be using on a day to day basis, mainly newspapers. Also, they have linked all of the people trying the Marmite test together in the advert, which I linked to bandwagoning as everyone I did it. Also, the use of the words "love" and "hate" are directly linked to their slogan, another technique which referenced constantly throughout the advert in this campaign,
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Marmite play on high culture and popular culture by mixing the two when we see the high brow couple trying what seemed to be a popular product that everyone is trying, which I linked to bandwagoning. Marmite do this by associating it with the likes of the Queen, someone who is evidently quite weel respecting in the British eye, therefore allowing the two cultures to mix.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
They position the audience in a position that allows them to display the different opinions of the product, placing them in a place of power as most companies assume that everyone is going to love the product, whereas, in actual fact, Marmite has taken advantage of the hating people of Marmite.
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