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Introduction to advertising

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

They use different techniques such as a Slogan which is a catchy phrase or statement or Repetition which is a constant reference to product name and a Bandwagon – everyone is buying it

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

The campaign plays around the usual love it or hate it debate, using subliminal messaging to persuade haters to become lover. A series of logo-free print ads feature Marmite jar silhouettes surrounded by psychedelic swirls and accompanied by a single command hater become a lover

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

Advertising is never a celebration of a pleasure-in-itself. Advertising 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. The image then makes him envious of himself as he might be.

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

A persuasive technique you can use is a slogan which can get stuck in someone head which can persuade them to buy the products 

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

The love it or hate theme it has a comedy which can persuade people to purchases Marmite as it is funny and entertaining 

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

Definitions of High Culture and Popular Culture: High Culture: High culture can be defined as a subculture that is shared by the upper class of the society. Popular Culture: Popular Culture can be defined as a subculture that is shared by everyone or the mass of the society.

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

It is a element of comedy and it tells that people who use their product are clever smart and reasonable 

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

It provides comedy and the postmodernism element of the advert has loads of intertexuallity and different messages 

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