Advertising: Introduction to advertising

 1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here.

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. The Marmite Food Extract Company was formed in Burton-upon-Trent, Staffordshire in 1902 with the by-product yeast needed for the paste supplied by Bass Brewery. Marmite takes its name from the clay French stock-pot used for reducing foods into stews. It was originally supplied in small earthenware pots, but was made available in the characteristically-shaped black glass jars from the 1920s. The stockpot remains on the label, however, with the connotations of traditional cookery and ‘boiled-down goodness’ that were a feature of early advertisements.

2) What persuasive techniques are used by the Marmite advert?

it uses emotional and historical techniques this is because it uses an story to advertise this product,this makes readers connect with the product and see the meaning behind the story of the product.

3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’?

Advertising seeks to make us dissatisfied with our present selves and promotes the idea that we can buy our way to a better life. ‘All publicity works on anxiety’ suggested John Berger in his seminal book Ways of Seeing (1972).

4) 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. We create a vision of ourselves living this idealised lifestyle, and then behave in ways that help us to realise this vision.

5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?

In 2007 an 18-month, £3m campaign featured the 1970s cartoon character Paddington Bear. 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. Paddington Bear is shown trading his well-known marmalade sandwiches for Marmite sandwiches. He is shown enjoying the taste, while others are repelled by it. The ads are designed to encourage more people to use the spread in sandwiches – less popular than Marmite on toast. ‘Paddington has eaten marmalade sandwiches for 50 years. If he can change his habit, so can anyone,’ said Cheryl Calverley, Marmite marketing manager, on BBC News.

6) What is the difference between popular culture and high culture? How does Marmite play on this?

Royal Warrants of Appointment are acknowledgements to those companies that provide goods or services to

the British royal family; since 1840, this approval has been used to promote products, with a warrant entitling the to use the strapline ‘By appointment to Her Majesty the Queen’ alongside the royal crest. 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. The motto ‘One either loves it or hates it’ is a delightful comic conjoining of the familiar product slogan and the Queen’s idiosyncratic speech.

7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?

Well, I’m being thoroughly postmodern by playing with your expectations and making a knowing, intertextual

wink to anyone who’s seen the spoof rock documentary Spinal Tap and knows that it’s better because it goes up to eleven! It’s essential to get your campaign, and therefore your product talked about – the only thing worse than being talked about in contemporary advertising is not being talked-about. Thus, Unilever has promoted Marmite as a term that implies polarised responses. Note the by-line in the Daily Mirror for Robbie Savage: ‘Football’s

Mr. Marmite. Love him or hate him; you can’t ignore him’. Since the 1990s, Unilever’s campaigns admit that not everyone will want to buy their product. Companies normally try to maximise their potential consumer-audiences, so to admit that this is a targeted niche product might seem to be against conventional advertising wisdom. Ultimately, the evidence for the success of these postmodern ads remains sales of the product. Sales figures and market research suggests that Marmite can now be found in a quarter of all British homes.

8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?

Well, I’m being thoroughly postmodern by playing with your expectations and making a knowing, intertextual wink to anyone who’s seen the spoof rock documentary Spinal Tap and knows that it’s better because it goes up to eleven! It’s essential to get your campaign, and therefore your product talked about – the only thing worse than being talked about in contemporary advertising is not being talked-about. Thus, Unilever has promoted Marmite as a term that implies polarised responses.

Note the by-line in the Daily Mirror for Robbie Savage: ‘Football’s Mr. Marmite. Love him or hate him; you can’t ignore him’. Since the 1990s, Unilever’s campaigns admit that not everyone will want to buy their product. Companies normally try to maximise their potential consumer-audiences, so to admit that this is a targeted niche product might seem to be against conventional advertising wisdom. Ultimately, the evidence for the success of these postmodern ads remains sales of the product. Sales figures and market research suggests that Marmite can now be found in a quarter of all British homes.