Advertising: Persuasive techniques blog task (MM54 (p62)
1) In 'Ways of Seeing', John Burger suggests "all publicity works on anxiety". Advertisement gives us the option to be animproved version of ourselves. Berger implies that advertising makes buyers contemplate their future. It offers them aglamourous image made by the product, the image then makes him envious of what he sees. The buyer is meant to image themselves transformed by the product into an object of envy for others.
2) Psychologists refer to referencing as 'knowingly' or 'subconsciously', to lifestyles represented to us ,by the media or real life, that we find attractive. we create a vision of ourselves living this idealised lifestyle, and then behave in certain ways that help us realise this vision. You could maybe link 'Bandwagon' to this idea. This is because they may see others buying it and aspire to look like them. You could probably link 'Emotional appeal' because it creates strong feelings for the buyer.
3) Marmite was discovered in the late 19th century by German scientist Justus Von Liebig. He realised that brewer's yeast could be concentrated, bottled and eaten. The Marmite Food Extract Company was formed in Burton-upon-Trent, Staffordshire in 1902.
4) The Marmite brand is now owned by Unilever.
5) The Marmite marketing used intertextuality by referring to other media products. One example of this is Marmite's 2003 advert featuring Zippy from the children's television programme 'Rainbow'; this suggests that the product can be suitable for people of any age. Also, in 2007 an 18-month, £3m campaign featured the cartoon character, Paddington Bear. This advert 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 marmalade sandwich for Marmite ones. He is shown enjoying the taste. The advert is designed to encourage more people to use the spread on their sandwiches. Additionally, it shows that if he can change his eating habits, so can the consumers/audiences.-"Paddington has eaten marmalade sandwiches for 50 years. If he can change his habit, so can anyone"-Cheryl Calverly, Marmite marketing manager. This could link to many persuasive techniques. One example is testimonial/association. This is because Paddington is a very popular bear, almost a celebrity, so they are using him to get to the audiences. Another persuasive technique this could be linked to is slogan. This is because the slogan is 'love it or hate it'.
6) High culture is the consumption patterns, mannerisms, beliefs, amusement, leisure activities, and tastes and preferences of societies elite. Popular culture is the same thing, but for the mass of society. Marmite plays on this by using the strapline ' By appointment to Her majesty the Queen' They also conjoin their slogan with this.
7) Marmite positions the audiences as 'enlightened, superior, knowing insiders' because they understand that they are being manipulated by the marketing. They understand the conventions that are displayed and satirised. They are also aware that they are being exploited, but they still play along as it gives them a sense of superiority and social cache.
8)The Marmite advertising is a good example of postmodernism because it makes audiences question notions of what is real and of value in society. One example is that it plays with hyper reality. The #Marmiteneglect campaign is rooted in the 'reality' that jars of Marmite often stay unused and at the back of cupboards. The 'real life concern' is then positioned with a narrative of social neglect, and exploits the conventions of misery-memoirs.
2) Psychologists refer to referencing as 'knowingly' or 'subconsciously', to lifestyles represented to us ,by the media or real life, that we find attractive. we create a vision of ourselves living this idealised lifestyle, and then behave in certain ways that help us realise this vision. You could maybe link 'Bandwagon' to this idea. This is because they may see others buying it and aspire to look like them. You could probably link 'Emotional appeal' because it creates strong feelings for the buyer.
3) Marmite was discovered in the late 19th century by German scientist Justus Von Liebig. He realised that brewer's yeast could be concentrated, bottled and eaten. The Marmite Food Extract Company was formed in Burton-upon-Trent, Staffordshire in 1902.
4) The Marmite brand is now owned by Unilever.
5) The Marmite marketing used intertextuality by referring to other media products. One example of this is Marmite's 2003 advert featuring Zippy from the children's television programme 'Rainbow'; this suggests that the product can be suitable for people of any age. Also, in 2007 an 18-month, £3m campaign featured the cartoon character, Paddington Bear. This advert 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 marmalade sandwich for Marmite ones. He is shown enjoying the taste. The advert is designed to encourage more people to use the spread on their sandwiches. Additionally, it shows that if he can change his eating habits, so can the consumers/audiences.-"Paddington has eaten marmalade sandwiches for 50 years. If he can change his habit, so can anyone"-Cheryl Calverly, Marmite marketing manager. This could link to many persuasive techniques. One example is testimonial/association. This is because Paddington is a very popular bear, almost a celebrity, so they are using him to get to the audiences. Another persuasive technique this could be linked to is slogan. This is because the slogan is 'love it or hate it'.
6) High culture is the consumption patterns, mannerisms, beliefs, amusement, leisure activities, and tastes and preferences of societies elite. Popular culture is the same thing, but for the mass of society. Marmite plays on this by using the strapline ' By appointment to Her majesty the Queen' They also conjoin their slogan with this.
7) Marmite positions the audiences as 'enlightened, superior, knowing insiders' because they understand that they are being manipulated by the marketing. They understand the conventions that are displayed and satirised. They are also aware that they are being exploited, but they still play along as it gives them a sense of superiority and social cache.
8)The Marmite advertising is a good example of postmodernism because it makes audiences question notions of what is real and of value in society. One example is that it plays with hyper reality. The #Marmiteneglect campaign is rooted in the 'reality' that jars of Marmite often stay unused and at the back of cupboards. The 'real life concern' is then positioned with a narrative of social neglect, and exploits the conventions of misery-memoirs.
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