Persuasive Techniques

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

'All publicity works on anxiety,' he claimed. Whether we are male or female, advertising gives us a better version of ourselves: Publicity is always about the future buyer. It presents him with a glamorous picture of himself as a result of the product or opportunity it is trying to sell.

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

Marketers, according to psychology, use images to make themselves appear attractive and persuade customers to buy their products. Advertising portrays us as a more attractive version of ourselves, whether we are male or female. We imagine ourselves living this idealised lifestyle and then act in ways that reinforce that perception.

3) How was Marmite discovered?

Justus von Liebig, a German scientist, discovered that brewer's yeast could be concentrated, bottled, and consumed in the late 1800s, and invented marmite.

4) Who owns the Marmite brand now?

By 1990, Marmite Limited had merged with Bovril Limited, which had become Best Foods Inc. in 1998 and merged with Unilever in 2000; Marmite is now a Unilever trademark.

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

Paddington Bear, a well-known fictional character, was used in Marmite commercials to demonstrate intertextuality. Because Paddington Bear is a well-known character, he receives a lot of attention and exposure.

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

Pop culture caters to the masses, while high culture refers to the viewing habits of society's 'elite.' In Marmite, the Royal Warrant of Appointment is juxtaposed with everyday, modern society.

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

Postmodern listeners, on the other hand, are arguably aware that they are being manipulated by advertisers. They are aware of the conventions that are being used and mocked. Consumers of the postmodern era are aware that they are being exploited at the same time.

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

Hyperreality is a state in which reality and fiction are seamlessly blended to the point where there is no discernible difference between the two. This concept can also be seen in postmodern advertising.