Introduction to advertising: blog tasks

 Create a new blog post called 'Advertising: Introduction to advertising blog tasks'. Read ‘Marketing Marmite in the Postmodern age’ in MM54  (p62). You'll find our Media Magazine archive here - remember you'll need your Greenford Google login to access. You may also want to re-watch the Marmite Gene Project advert above.


Answer the following questions on your blog:

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

The marmite Gene Project advert uses a simple narrative structure where people discover they have a special marmite gene that determines whether they love or hate marmite. The advert shows people are tested and react emotionally when they discover their result. This can be linked to Todorov’s narrative theory. The equilibrium is everyday life before discovering the gene test. The disruption occurs when characters take the test and learn about their genetic relationship with marmite. The new equilibrium is their acceptance that they are either a marmite lover or hater.

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

Humour, Shock or surprise, Repetition and branding, Personalisation

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

Ways of Seeing by John Berger suggests that advertising works by creating desire. It shows idealised images of life and persuades audiences that buying products will improve their lives.

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

intertextuality, Humour, Cultural references or parody

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

The Gene Project advert mimics the style of scientific documentaries and medical testing shows. Intertextuality here is linked to persuasive techniques such as: Humour, Parody, Audience recognition.

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

Popular culture refers to everyday entertainment and media enjoyed by large audiences, such as TV shows, social media and mainstream advertising. High culture usually refers to art, literature or cultural products considered more intellectual or elite. Marmite plays on this difference by combining both.

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

Marmite advertising often assumes the audience understands the jokes, references and irony used in the campaign. This makes viewers feel like they are part of a collective who understand the humour and meaning behind the advert. This positioning can make audiences feel more intelligent or culturally aware, which strengthens their connection to the brand.






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