'Advertising: Introduction to advertising blog tasks

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 Create a new blog post called 'Advertising: Introduction to advertising blog tasks'. Read ‘Marketing Marmite in the Postmodern age’ in MM54  (p62). You'll find our Media Magazine archive here - remember you'll need your Greenford Google login to access. You may also want to re-watch the Marmite Gene Project advert above.


Answer the following questions on your blog:

1) How does the Marmite Gene Project advert use narrative?
The ad tells a fake story about people being tested to see if they love or hate Marmite. It’s made to look like a serious TV show but it’s funny and silly. It has a beginning, middle and end like a story. It copies real shows to make people laugh.

2) What persuasive techniques are used by the Marmite advert?
It uses comedy to get attention. It makes something boring like a food spread seem exciting. It surprises people with the idea of a Marmite gene. It also makes people think about if they are a lover or hater which gets them involved, while creating a binary opposition.

3) What does John Berger say about advertising in Ways of Seeing?
He says ads make people feel like they aren’t good enough. They show people looking better or happier after using a product. The ad makes you want to be like that so you buy the thing.

4) What is referencing and what persuasive techniques does it link to?
Referencing is when people look at things they see in ads or life and want to be like that. It links to stuff like wanting to fit in or wanting to look cool. Ads use this to make people buy stuff so they feel better about themselves.

5) How does Marmite use intertextuality and what technique does that link to?
They put in stuff from old TV shows like Paddington Bear or Zippy. That makes people feel happy or remember childhood. It links to using memories and feelings to make people like the product.

6) What is the difference between popular culture and high culture? How does Marmite use this?
Popular culture is stuff most people like like cartoons or pop music. High culture is things like posh art or opera. Marmite mixes them to be funny like pretending the Queen eats it. It makes fun of serious stuff in a silly way.

7) Why does Marmite make the audience feel smart or like insiders?
Because the ads don’t explain everything. If you get the joke you feel clever. .

8) What shows that Marmite ads are postmodern?
Through the use of Bricolage, and intertextuality

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