persuasive techniques

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 on your blog:

1) What does John Berger suggest about advertising in ‘Ways of Seeing’?

John Berger suggested  ‘All publicity works on anxiety’.

2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?

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?

marmite was discovered when German scientist Justus von Liebig discovered that brewer’s yeast could be concentrated,bottled and eaten.

4) Who owns the Marmite brand now?

marmite brand is now owned by unilever.

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

They have done this by using different culture and ethical people to be in the advert and used the persuasive technique of slogan as they keep repiteing their logo "you hate or love it".

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

The difference between popular culture and high culture is that popular culture is how two people are arguing about the product in the advertisement in their household.

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

They do this because they want to sell their product and want to make profit for their business which they do by showing how their company is superior.

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

Marmite advertising is a good example of postmoderism is because they show how people hate their product but the slogan "you hate it or love it".