Advertising: Persuasive techniques blog task
Create a new blog post called 'Advertising: Persuasive techniques'. Read ‘Marketing Marmite in the Postmodern age’ in MM54 (p62). You'll find our Media Magazine archive here.
Answer the following questions on your blog:
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
John Berger suggested about advertising that ‘All publicity works on anxiety’ in his seminal book Ways of Seeing (1972).
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists refer to as referencing , either knowingly or subconsciously, to lifestyles represented to us (through the media or in real life) that we find attractive. We create a vision of ourselves living this idealised lifestyle, and then behave in ways that help us to realise this vision.
3) How was Marmite discovered?
The product that was to become Marmite was invented in the late 19th century when German scientist Justus von Liebig discovered that brewer’s yeast could be concentrated, bottled and eaten. The Marmite Food Extract Company was formed in Burton-upon-Trent, Staffordshire in 1902 with the by-product yeast needed for the paste supplied by Bass Brewery.
4) Who owns the Marmite brand now?
Unilever, which is a British - Dutch transnational company)owns Marmite.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite has many adverts that feature characters from cartoons. One example is Marmite’s 2003 ad featuring Zippy from the children’s television programme Rainbow. Another example is a 2007 £3m campaign featuring the 1970s cartoon character Paddington Bear (watch below). This type of marketing technique links to association/celebrity endorsement.
Create a new blog post called 'Advertising: Persuasive techniques'. Read ‘Marketing Marmite in the Postmodern age’ in MM54 (p62). You'll find our Media Magazine archive here.
Answer the following questions on your blog:
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
John Berger suggested about advertising that ‘All publicity works on anxiety’ in his seminal book Ways of Seeing (1972).
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists refer to as referencing , either knowingly or subconsciously, to lifestyles represented to us (through the media or in real life) that we find attractive. We create a vision of ourselves living this idealised lifestyle, and then behave in ways that help us to realise this vision.
3) How was Marmite discovered?
The product that was to become Marmite was invented in the late 19th century when German scientist Justus von Liebig discovered that brewer’s yeast could be concentrated, bottled and eaten. The Marmite Food Extract Company was formed in Burton-upon-Trent, Staffordshire in 1902 with the by-product yeast needed for the paste supplied by Bass Brewery.
4) Who owns the Marmite brand now?
Unilever, which is a British - Dutch transnational company)owns Marmite.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite has many adverts that feature characters from cartoons. One example is Marmite’s 2003 ad featuring Zippy from the children’s television programme Rainbow. Another example is a 2007 £3m campaign featuring the 1970s cartoon character Paddington Bear (watch below). This type of marketing technique links to association/celebrity endorsement.
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