Advertising: Persuasive techniques

Read ‘Marketing Marmite in the Postmodern age’ in MM54  (p62). You'll find our Media Magazine archive here.

Answer the following questions on your blog:

1) What does John Berger suggest about advertising in ‘Ways of Seeing life'? ‘All publicity works on anxiety’ suggested John Berger in his seminal book Ways of Seeing (1972). Advertising offers us an improved version of ourselves, whether we are male or female: Publicity is always about the future buyer. It offers him an image of himself made glamorous by the product or opportunity it is trying to sell. The image then makes him envious of himself as he might be. The spectator-buyer is meant to envy herself as she will become if she buys the product. She is meant to imagine herself transformed by the product into an object of envy for others.

2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists in the field call this referencing. We refer, either knowingly or subconsciously, to lifestyles represented to us (through the media or in real life) that we find attractive. We create a vision of ourselves living this idealised lifestyle, and then behave in ways that help us to realise this vision.

3) How was Marmite discovered?
The product that was to become Marmite was invented in the late 19th century when German scientist Justus von Liebig discovered that brewer’s yeast could be concentrated, bottled and eaten. The Marmite Food Extract Company was formed in Burton-upon-Trent, Staffordshire in 1902 with the by-product yeast needed for the paste supplied by Bass Brewery.


4) Who owns the Marmite brand now?
By 1990, Marmite Limited had become a subsidiary of Bovril Limited, which became Best Foods Inc. in 1998, and merged with Unilever in 2000; Marmite is now a trademark owned by Unilever.

5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite’s 2003 ad featuring Zippy from the children’s television programme Rainbow is a good example. In 2007 an 18-month, £3m campaign featured the 1970s cartoon character Paddington Bear. These adverts continued the ‘love it or hate it’ theme, but also incorporated nostalgic elements that appeal to the family member with responsibility for
getting the grocery shopping done. 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

Read ‘Marketing Marmite in the Postmodern age’ in MM54  (p62). You'll find our Media Magazine archive here.

Answer the following questions on your blog:

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

‘All publicity works on anxiety’ suggested John Berger in his seminal book Ways of Seeing (1972). Advertising offers us an improved version of ourselves, whether we are male or female: Publicity is always about the future buyer. It offers him an image of himself made glamorous by the product or opportunity it is trying to sell. The image then makes him envious of himself as he might be. The spectator-buyer is meant to envy herself as she will become if she buys the product. She is meant to imagine herself transformed by the product into an object of envy for others.

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

Psychologists in the field call this referencing. We refer, either knowingly or subconsciously, to lifestyles represented to us (through the media or in real life) that we find attractive. We create a vision of ourselves living this idealised lifestyle, and then behave in ways that help us to realise this vision.

3) How was Marmite discovered?

The product that was to become Marmite was invented in the late 19th century when German scientist Justus von Liebig discovered that brewer’s yeast could be concentrated, bottled and eaten. The Marmite Food Extract Company was formed in Burton-upon-Trent, Staffordshire in 1902 with the by-product yeast needed for the paste supplied by Bass Brewery.


4) Who owns the Marmite brand now?

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

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

Marmite’s 2003 ad featuring Zippy from the children’s television programme Rainbow is a good example. In 2007 an 18-month, £3m campaign featured the 1970s cartoon character Paddington Bear. These adverts continued the ‘love it or hate it’ theme, but also incorporated nostalgic elements that appeal to the family member with responsibility for
getting the grocery shopping done. 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. ‘Paddington has eaten marmalade
sandwiches for 50 years. If he can change his habit, so can anyone,’ said Cheryl Calverley, Marmite marketing manager, on BBC News. 

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

Popular culture can be defined as a subculture that is shared by everyone or the mass of the society. High culture can be defined as a subculture that is shared by the upper class of the society only. Each culture has its own set of consumption patterns, lifestyle, literature, beliefs and attitudes, and leisure activities. However, Marmite are very clever to create a campaign (left) where they state that both cultures can 'either love' or 'hate' Marmite. 

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

Postmodern audiences arguably understand that they are being manipulated by marketing. They understand the conventions that are being deployed and satirised. 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. Postmodern consumers get the joke and, in doing so, they themselves may become promotional agents of the product through word-of mouth.
 on toast. ‘Paddington has eaten marmalade
sandwiches for 50 years. If he can change his habit, so can anyone,’ said Cheryl Calverley, Marmite marketing manager, on BBC News.

6) What is the difference between popular culture and high culture? How does Marmite play on this?
Popular culture can be defined as a subculture that is shared by everyone or the mass of the society. High culture can be defined as a subculture that is shared by the upper class of the society only. Each culture has its own set of consumption patterns, lifestyle, literature, beliefs and attitudes, and leisure activities. However, Marmite are very clever to create a campaign (left) where they state that both cultures can 'either love' or 'hate' Marmite.

7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Postmodern audiences arguably understand that they are being manipulated by marketing. They understand the conventions that are being deployed and satirised. 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. Postmodern consumers get the joke and, in doing so, they themselves may become promotional agents of the product through word-of mouth.