Advertising: Persuasive Techniques Marmite

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 1) John Burger in "Ways of seeing" stated that advertising offers us an improved version of ourselves and also that all publicity works on anxiety.

2) Referencing is when a person knowingly or subconsciously refer to lifestyles represented to us. This could be linked to some persuasive techniques like inadequacy marketing where advertisers exploit peoples insecurities to give them a further incentive to buy there products.

3) Marmite was created by a German scientist in the 19th century who discovered brewers yeast could be concentrated. 

4) Currently Unilever owns the Marmite brand .

5) Marmite has used intertextuality by featuring other media products (e.g. Zippy from rainbow) in there advertisements to gain attraction. This grants the audience a feeling of gratification if they recognise one of the media products referenced.

6) Popular culture is the beliefs, consumption patterns and mannerisms of the mass majority of people while high culture is to do with the preferences and tastes of societies elite.

7) Marmite positions its audience as enlightened and superior knowing insiders because the audience already knows they're being exploited but are prepared to play this game as long as it grants them a feeling of superiority or social gratitude.

8) The writer has 11 examples of how Marmites uses post-modernism to its advantage: Taking pleasure in playfulness, employing intertextuality, satirising the audiences expectations, juxtaposing high culture with popular culture, diversifying its brand, exploiting the cultural zeitgeist (The mood or spirit of a specific period of history), positioning the audience as superior insider, playing with hyper reality, making the disposable collectable, abstracted across other art forms and it creates discussion.

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