Introduction to advertising

Introduction to advertising: blog tasks

Answer the following questions on your blog:

1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here.

-The advert starts at an equilibrium where the family is peaceful and happy but then a disequilibrium comes along where the hidden marmite is discovered new equilibrium is where the marmite finds a home that appreciates the marmite and likes it.

2) What persuasive techniques are used by the Marmite advert?

-It was a funny narrative because it made the marmite look as if it had feelings and was an actual person,the narrative caused people to laugh and feel the comedy.

3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’?

-Advertising makes us dissatisfied with our present selves and promotes the idea that we can buy our way to a better life. There's the quotes of ‘All publicity works on anxiety.'

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

-Either knowingly or subconsciously, we refer  to lifestyles represented to us that we find attractive or have a certain appeal. 

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.

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

-High culture can be defined as a subculture that is shared by the upper class of the society. Popular Culture can be defined as a subculture that is shared by everyone or the mass of the society. 

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.

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

-A good example of postmodernism is programmes like Life Is Short, as they show the boundaries of taste in order to make audiences question its realism and value in society.

Comments

Post a Comment

Popular posts from this blog

Advertising assessment learner response

  Learner response blog tasks 1) Type up your feedback in  full  (you don't need to write the mark and grade if you want to keep this confidential). -WWW: Marwa, an overall fair assessment. Your question 2 was very good and clear and you were able to compare both adverts. -EBI: Not enough detailed textual analysis for question 1.Also question 3 was too opinionated and not supported with enough theory to validate your argument. 2) Read  the whole mark scheme for this assessment carefully . Identify at least  one  potential point that you missed out on for each question in the assessment. -Question one: monochrome: black and white colour scheme. -Question two: Representation of women in the Score advert reflects the changing role of women in the 1960s to some extent. This is no longer the stereotypical 1950s housewife -Question three: Paul Gilroy's theory about 'othering' 3) Look at your answer ...
Read more

Feminist theory: blog tasks

Image
  Media Magazine reading - two articles on feminism and theory Read  Playing With The Past: Post-feminism and the Media  ( MM40 , page 64 -  our Media Magazine archive is here ). This is a great example of sophisticated media analysis and an indication of the level we want to be writing at by the end of the two-year course. 1) What examples are provided from the two texts of the 'male gaze' (Mulvey)? -HBO’s Pan Am and Beyoncé’s music video for ‘Why Don’t You Love Me’, both  which use the historical setting of the Fifties and early Sixties, a time before the Feminist movement, to reinforce post-feminist ideologies. 2) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form? -In the pilot episode of Pam Am we see Laura having her weight and appearance checked this shows we do still need feminism as it acknowledges the terrible sexism the women experience, and even punishing male char...
Read more

Hesmondhalgh:Cultural Industries

Cultural Industries: blog task 1) What does the term 'Cultural Industries' actually refer to? - The term ‘cultural industry’ refers to the creation, production, and  distribution of products 2) What does Hesmondhalgh identify regarding the societies in which the cultural industries are highly profitable? - Hesmondhalgh identifies that the societies in which the cultural industries are highly profitable tend to be societies that support the conditions where large companies, and their political allies, make money. 3) Why do some media products offer ideologies that challenge capitalism or inequalities in society? - This occurs because companies in the cultural industry must consistently compete with each other to attract audience members. 4) Look at page 2 of the factsheet. What are the problems that Hesmondhalgh identifies with regards to the cultural industries? -Risky business -Semi-public goods; the need to create scarcity -High production costs and low reproduction costs -Cr...
Read more