1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
John Berger stated that "All publicity works on anxiety", what this means is that audiences are constantly trying to improve themselves, and when a product comes around and promises that their product can improve them, our urges make us want to purchase that product.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists states that we refer, either knowingly or subconscious that we refer ourselves to an idea that a product or service will improve your life
3) How was Marmite discovered?
It was discovered by Justus von Liebig, a German scientist that found that concentrated brewed yeast can be made into an edible product.
4) Who owns the Marmite brand now?
It is now owned by unilever
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Two noticeable examples of intertextuality are marmites Paddington bear advertising campaign; a £3 Million project that appealed to older audiences. And their Zippy advertising campaign that featured zippy, a loveable cartoon character showed viewers that Marmite is also a family-friendly product.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Pop culture is the culture adopted by major society, while high culture are beliefs, mannerisms, hobbies etc that "elite" society has adopted
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
It has two effects, one being that the audience will have a boost of ego, making them more inclined to purchase from Marmite, second, it helps the audience ignore the fact that they're being advertised to.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
Hyperreality is when reality and fiction are fused to form a new reality. The Marmite advertisement uses hyperreality by showing that marmite is used (when in actuality it's barely used as much). Then through the narrative that bases itself on social neglect, it has the audience questioning their social values.
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