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 advert tells a story using different narrative techniques:

• Todorov’s Theory – It starts with a normal situation (families just living their lives), then there’s a disruption when they get their Marmite gene test results, and finally, they react and adjust to the news.
• Levi-Strauss’s Binary Opposites – The whole advert is based on the idea that people either love or hate Marmite, creating a clear contrast.
• Propp’s Character Theory – While not as obvious in this advert, Marmite often uses characters like heroes and villains in their ads, like the "Marmite Rescue" campaign where people saved neglected jars.

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

Emotional appeal – Seeing real families react to their test results makes it relatable and funny.

Slogan – "You either love it or hate it" is memorable and reinforces the brand’s identity.

Fake science – The "gene test" idea makes it seem more legitimate and interesting, even though it’s more of a fun gimmick. 

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

Berger argues that advertising makes people feel like they’re not good enough as they are. Ads suggest that buying a product will make your life better, more exciting, or more glamorous. He also says advertising plays on people’s anxieties to make them want something

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

Referencing is when we relate new information to something we already know. Advertisers use it to make their ads more familiar and convincing. This links to:

• Intertextuality – Using references to pop culture, TV, or movies to make the ad feel relevant.
• Social proof – Showing that other people (celebrities, influencers, or everyday people) like the product, so we should too.

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

Marmite often references other well-known media to make its ads stand out. Examples include:

• Zippy from Rainbow (2003) – Aimed at people who grew up with the show, using nostalgia.
• Paddington Bear (2007) – Showing him trying Marmite instead of marmalade, playing on his famous love for spreads.

This links to:

• Nostalgia appeal – Making people feel connected to their childhood.
• Bandwagon effect – If well-loved characters enjoy Marmite, maybe you should too!

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

Popular culture – Everyday entertainment like TV, music, and memes that most people enjoy.

High culture – More ‘elite’ things like classical music, fine art, or literature.

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

Marmite fans are made to feel like they’re part of an exclusive club. If you love Marmite, you "get it," which makes you feel like an insider. The brand plays on this by openly admitting that some people hate it, making those who love it feel special.

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

• Use parody – The "Marmite Rescue" ad spoofs animal rescue campaigns in a funny way.
• Play with intertextuality – They reference famous characters like Zippy and Paddington Bear.
• Blur the lines between high and low culture – They present a basic spread as something more ‘elite’ in a humorous way