persuasive techniques

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

John Berger suggests that advertising offers us an improved version of

ourselves, whether we are male or female and that publicity is always about the future

buyer.

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

When we refer either knowingly or subconsciously to lifestyles represented to us through the media or in real life that we find attractive. 

3) How was Marmite discovered?

German scientist Justus von Liebeg discovered that brewers yeast could be concentrated ,bottled and eaten which then formed marmite.

4) Who owns the Marmite brand now?

It became a subsidiary of bovril limited which took formed it into best foods.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?

Paddington bear is shown trading his well-known marmalade sandwiches for Marmite sandwiches. He is

shown enjoying the taste, while others are repelled by it. The ads are

designed to encourage more people to use the spread in sandwiches –

less popular than Marmite on toast.

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

High culture is the the consumption patterns, mannerisms, beliefs, amusement, leisure activities, and tastes and preferences of a societies elite whereas a popular culture  is the same thing, but for the mass of society.

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

Postmodern consumers are simultaneously aware

that they are being exploited, yet also prepared to play

the game – if it brings them a sense of superiority and

social cache.By describing them as superior other audiences may feel inferior and feel the need to buy marmite to be part of the elite.

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

In marmite advertisements, the camera quality and the use of actors is quite old fashioned since they don`t really use humans but rather puppets which does not attract an audience these days.