Advertising:persuasive techniques

1) What does John Berger suggest about advertising in ‘Ways of Seeing’?

Berger suggests that advertising seeks to make us dissatisfied with our present selves and promotes the idea that we can buy ourselves a better life.

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

When advertisers offer an image of the consumers life being better and more glamorous with that product it is trying to sell which can be done through cynical manipulation.

3) How was Marmite discovered?

It was dicovered in the late 19th century by a german scientist.

4) Who owns the Marmite brand now?

The Cranemere group limited.

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

 Marmite's 2003 advert featuring zippy can be linked to emotioanal appeal as it makes the audience feel nostalgic and reflect on their childhood.

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

 High culture is the mannerisms and behaviour of the elite and higher people in society.Popular culture reflects the culture of the masses 

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

 Marmite does this to make it seem like people who buy marmite are unique,special and superior which feeds the audiences ego.

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

 The ad uses scenes that are recognisable to an audience form film/TV or from real life situations they may have experienced by making it humorous.

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