Advertising: Introduction to advertising

Alezey

 Introduction to advertising

Read ‘Marketing Marmite in the Postmodern age’ in MM54  (p62).

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 tells a story by pretending that loving or hating Marmite is based on your DNA. It is shown like a scientific investigation, which makes it more interesting to watch. This links to Blumler and Katz’s Uses and Gratifications theory, especially diversion, because the advert entertains the audience. It also creates curiosity around the slogan “love it or hate it,” turning the product into something bigger than just food.

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

One persuasive technique used is bandwagon. The advert makes it seem like lots of people are taking part in the “Gene Project,” which can make others want to join in. It also uses identity, as people see themselves as someone who either loves or hates Marmite.

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

In Ways of Seeing, John Berger explains that advertising makes people feel unhappy with how they are now. He says that “all publicity works on anxiety” because adverts show a better version of ourselves. This makes us think that buying products will improve our lives.

4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?Referencing is when we compare ourselves to the people and lifestyles we see in adverts. We might imagine ourselves living like that. This links to persuasive techniques like aspiration, because adverts show lifestyles that people want.

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

Marmite has used intertextuality by including famous characters in their adverts, such as Zippy from Rainbow and Paddington Bear. This links Marmite to things people already know and like. It creates nostalgia and makes the advert more funny and memorable.

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

Popular culture is aimed at everyone and includes things like TV and everyday products. High culture is seen as more traditional or upper class, like the Royal Family. Marmite mixes the two together. For example, they have made references to the British Royal Family in a humorous way, combining something serious with an everyday product.

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

Marmite makes the audience feel like they are in on the joke. If you understand the humour or references, you feel clever. This makes people feel part of a group. It also encourages people to talk about the brand and share their opinions.

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

Marmite advertising is postmodern because it is playful and doesn’t take itself too seriously. It uses references to other media, makes fun of advertising, and mixes popular culture with high culture. It also reflects what is happening in society at the time and makes the audience feel like knowing insiders. The adverts create discussion and make the brand more than just a product.

A/A* extension task

Read the marketing blog linked above on narrative in advertising. Which campaigns are particularly impressive in your opinion? How do they use narrative to connect with their audience?

• Airbnb – “Wall and Chain”
This campaign tells the story of two people who met because of Airbnb around the Berlin Wall. It doesn’t just say “use our service,” it shows how Airbnb connects real people and changes lives. That human story makes the brand feel meaningful.

• Skype – Long-Distance Friends
Skype shared the story of two best friends who had never met in person, even after years of friendship. Their reunion shows how Skype brings people closer, and this emotional narrative makes the ad memorable and relatable.

• Sainsbury’s WWI Truce Ad
Sainsbury’s recreated the famous Christmas truce from World War I in their advert. By using a powerful moment from history, they created a narrative about peace and shared humanity, which really connects with the audience’s emotions and cultural memory.

What I like about these campaigns is that they don’t just focus on a product—they tell a story that makes people feel inspired. The audience becomes part of the narrative, and that helps build a stronger connection with the brand.