Advertising: Persuasive techniques
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
John Berger suggest that "ways of seeing" in advertising is that the consumer will always want something which they begin to believe they will not be able to live without and the article says, "It offers him an image of himself made glamorous by the product or opportunity it is trying to sell". It states in the article that advertising seeks to make us dissatisfied with our present selves and promotes the idea that we can buy our way to a better life.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists refer to referencing to be a way in which we imagine ourselves in the situation we wish to be and advertisers exploit this by constantly showing us situations in which we imagine ourselves with the product or opportunity which they are providing.They often show a product to to be a necessity item so that we feel like we require it or they use celebrities to make us feel as if the product is a premium product and everyone wants a premium product.3) How was Marmite discovered?
It was invented by accident. In the late 19th Century a German scientist, Justus Liebig, discovered brewer's yeast could be concentrated, bottled and eaten.
4) Who owns the Marmite brand now?
Best Foods Inc subsequently merged with Unilever in 2000, and Marmite is now a trademark owned by Unilever.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
The Marmite marketing was used inter textually, for example in Paddington it was used and obviously highly promoted as it was shown that the main character, who is Paddington bear loves the product and may encourage children to make their parents for them and also appeals to families as it targets a wide audience as this is a family film. 6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture are things which become in fashionable and this causes people to want it more as it is something that everyone has and it would be odd even to not have it, an example of this is the fidget spinner. High culture is the consumption patterns, mannerisms, beliefs, amusement, leisure activities, and tastes and preferences of a societies elite. And we're going to define societies elite as those with advanced education or economic success.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Marmite positions the audience as "enlightened, superior and knowing insiders" as they know that the product is very love or hate and even promote it like that and they know that the people who enjoy it are going to tell people about it through word of mouth and promote it themselves which allows them to be knowing and entitled insiders who are superior as they hold the information about the product and are able to make the decision of sharing it.8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
Marmite is a good example of postmodernism as people were obviously big fans of it, however there is an online community now who rate products. I think that many people have not even tried the product due to people such as Youtubers online have posted videos of them trying the product and due to the fact that we do not want to put ourselves through that. I think that due to the fact that they have such a wide audience this has created a situation were there are so many people who have avoided the product due to this and makes things such as the paddington advertisement pointless.
John Berger suggest that "ways of seeing" in advertising is that the consumer will always want something which they begin to believe they will not be able to live without and the article says, "It offers him an image of himself made glamorous by the product or opportunity it is trying to sell". It states in the article that advertising seeks to make us dissatisfied with our present selves and promotes the idea that we can buy our way to a better life.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists refer to referencing to be a way in which we imagine ourselves in the situation we wish to be and advertisers exploit this by constantly showing us situations in which we imagine ourselves with the product or opportunity which they are providing.They often show a product to to be a necessity item so that we feel like we require it or they use celebrities to make us feel as if the product is a premium product and everyone wants a premium product.3) How was Marmite discovered?
It was invented by accident. In the late 19th Century a German scientist, Justus Liebig, discovered brewer's yeast could be concentrated, bottled and eaten.
4) Who owns the Marmite brand now?
Best Foods Inc subsequently merged with Unilever in 2000, and Marmite is now a trademark owned by Unilever.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
The Marmite marketing was used inter textually, for example in Paddington it was used and obviously highly promoted as it was shown that the main character, who is Paddington bear loves the product and may encourage children to make their parents for them and also appeals to families as it targets a wide audience as this is a family film. 6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture are things which become in fashionable and this causes people to want it more as it is something that everyone has and it would be odd even to not have it, an example of this is the fidget spinner. High culture is the consumption patterns, mannerisms, beliefs, amusement, leisure activities, and tastes and preferences of a societies elite. And we're going to define societies elite as those with advanced education or economic success.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Marmite positions the audience as "enlightened, superior and knowing insiders" as they know that the product is very love or hate and even promote it like that and they know that the people who enjoy it are going to tell people about it through word of mouth and promote it themselves which allows them to be knowing and entitled insiders who are superior as they hold the information about the product and are able to make the decision of sharing it.8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
Marmite is a good example of postmodernism as people were obviously big fans of it, however there is an online community now who rate products. I think that many people have not even tried the product due to people such as Youtubers online have posted videos of them trying the product and due to the fact that we do not want to put ourselves through that. I think that due to the fact that they have such a wide audience this has created a situation were there are so many people who have avoided the product due to this and makes things such as the paddington advertisement pointless.
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