Advertising: Persuasive techniques
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
Publicity is always about the future buyer. It offers him an image of himself made glamorous by the product or opportunity it is trying to sell.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists in the field call this referencing. We refer, either knowingly or subconsciously, to
lifestyles represented to us (through the media or in real life) that we find attractive.
3) How was Marmite discovered?
The product that was to become Marmite was invented in the late 19th century when German scientist Justus von Liebig discovered that brewer’s yeast could be concentrated, bottled and eaten.
4) Who owns the Marmite brand now?
Unilever.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
These adverts continued the ‘love it or hate it’ theme, but also incorporated nostalgic elements that appeal to the family member with responsibility for
getting the grocery shopping done.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Unilever has spoofed this approach, with the Ma’amite series of advertisements, typifying the irreverent
nature of their product – breadsticks form a crown and the Queen’s corgi dogs replace the lion and unicorn.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Postmodern consumers are simultaneously aware that they are being exploited, yet also prepared to play
the game – if it brings them a sense of superiority and social cache.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
Postmodern consumers get the joke and, in doing so, they themselves may become promotional
agents of the product through word-of mouth.
Publicity is always about the future buyer. It offers him an image of himself made glamorous by the product or opportunity it is trying to sell.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists in the field call this referencing. We refer, either knowingly or subconsciously, to
lifestyles represented to us (through the media or in real life) that we find attractive.
3) How was Marmite discovered?
The product that was to become Marmite was invented in the late 19th century when German scientist Justus von Liebig discovered that brewer’s yeast could be concentrated, bottled and eaten.
4) Who owns the Marmite brand now?
Unilever.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
These adverts continued the ‘love it or hate it’ theme, but also incorporated nostalgic elements that appeal to the family member with responsibility for
getting the grocery shopping done.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Unilever has spoofed this approach, with the Ma’amite series of advertisements, typifying the irreverent
nature of their product – breadsticks form a crown and the Queen’s corgi dogs replace the lion and unicorn.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Postmodern consumers are simultaneously aware that they are being exploited, yet also prepared to play
the game – if it brings them a sense of superiority and social cache.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
Postmodern consumers get the joke and, in doing so, they themselves may become promotional
agents of the product through word-of mouth.
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