Advertising: Persuasive techniques blog task
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
John Berger- "All publicity works on anxiety", what this means is that through anxiety, we are always looking for ways to improve ourselves, to try our best to make ourselves better. Once an advertisement makes us feel that their product and or their service can make us better, we then have an urge to buy that product or service, that urge results into action.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists refer referencing as either Knowingly or Subconsciously, we refer ourselves to an idea that the product or service can change our lives, or make it better.
3) How was Marmite discovered?
Marmite was discovered by a German scientist called Justus von Liebig, he had discovered that brewed yeast could be concentrated into an edible product.
4) Who owns the Marmite brand now?
Marmite is 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 multiple forms of intertextuality throughout their existence, more notable examples would be their £3 million campaign to have Paddington bear in one of their advertisements, this led to nostalgia with older audiences, creating a family-friendly atmosphere for the company, and also zippy, a lovable cartoon character, suggesting the idea to audiences that Marmite can be suitable for children too.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
High culture is the mannerisms, beliefs, hobbies etc, that society elite took and adopted, popular culture, on the other hand, is culture adopted by the majority of society.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
When Marmite tells the audience that they are ‘enlightened, superior, knowing insiders’ it not only boosts the ego and the perception of themselves, but it helps the audience ignore the fact that they are being marketed towards, that they're being sold to.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
The advertisement is an example of hyperreality when reality is fiction is blended, this is due to the fact that reality is marmite is often unused, then through the usage of narratives featuring social neglect, audiences begin to question social values.
John Berger- "All publicity works on anxiety", what this means is that through anxiety, we are always looking for ways to improve ourselves, to try our best to make ourselves better. Once an advertisement makes us feel that their product and or their service can make us better, we then have an urge to buy that product or service, that urge results into action.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists refer referencing as either Knowingly or Subconsciously, we refer ourselves to an idea that the product or service can change our lives, or make it better.
3) How was Marmite discovered?
Marmite was discovered by a German scientist called Justus von Liebig, he had discovered that brewed yeast could be concentrated into an edible product.
4) Who owns the Marmite brand now?
Marmite is 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 multiple forms of intertextuality throughout their existence, more notable examples would be their £3 million campaign to have Paddington bear in one of their advertisements, this led to nostalgia with older audiences, creating a family-friendly atmosphere for the company, and also zippy, a lovable cartoon character, suggesting the idea to audiences that Marmite can be suitable for children too.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
High culture is the mannerisms, beliefs, hobbies etc, that society elite took and adopted, popular culture, on the other hand, is culture adopted by the majority of society.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
When Marmite tells the audience that they are ‘enlightened, superior, knowing insiders’ it not only boosts the ego and the perception of themselves, but it helps the audience ignore the fact that they are being marketed towards, that they're being sold to.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
The advertisement is an example of hyperreality when reality is fiction is blended, this is due to the fact that reality is marmite is often unused, then through the usage of narratives featuring social neglect, audiences begin to question social values.
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