Advertising Test Q's

USE THESE QUESTIONS FOR ALL THE ADVERTS (LINKS)

1.) How does the ad position the reader? ( Stuart Hall)

2.) How does it suggest narrative? (Narrative theories)

3.) How does it employ persuasive techniques?

https://www.youtube.com/watch?v=XjJQBjWYDTs&feature=youtu.be&safe=true

1) This ad tells the reader that their are still stereotypes to what a girl should be and how they typically run which insults them but its become a part of everyday life that we don't realise. even the girls are insulting themselves. it says that 'like a girl' is no way  bad thing but a good thing. 

2) todrov- their was a problem in the story which was the way the girls received themselves when told 'like a girl' but the resolution was the girls realising that thats not a bad thing and running the 'normal' way for example. 

3) The music, the way they showed the problem and then overcame it, the little girls were different to the bigger ones which shows how society creates this ideology for teens and that moulds them to be different from boys

B. https://www.google.com/search?safe=strict&rlz=1C1GCEU_enGB839GB839&tbm=isch&sa=1&ei=4KeYXOOCJPH0xgPqvJygCg&q=lynx+ad&oq=lynx+ad&gs_l=img.3..0i67j0l9.46019.52440..52560...5.0..1.343.2814.4j4j4j2......0....1..gws-wiz-img.....0.jBgZgPlWVvM#imgrc=u4GaaGfINytwCM:

4.  https://www.google.com/search?safe=strict&rlz=1C1GCEU_enGB839GB839&tbm=isch&sa=1&ei=baiYXP_UNoLoxgO-rquwBg&q=samsung+poster+ad&oq=samsung+poster+ad&gs_l=img.3..0.2688.5724..5805...0.0..0.158.1558.7j9......0....1..gws-wiz-img.......0i67j0i5i30j0i8i30j0i30.SoJZo84qUIw#imgrc=kHdUToaOtjX1gM:

5. https://www.google.com/search?safe=strict&rlz=1C1GCEU_enGB839GB839&tbm=isch&sa=1&ei=dKiYXIuqNIml1fAP55ioGA&q=diet+coke+ad&oq=diet+coke+ad&gs_l=img.3..0i67j0l9.26911.32618..32730...9.0..0.224.2096.14j6j1......0....1..gws-wiz-img.....0.v2LGxkSewWY#imgrc=0YDGRB6V75jnyM:

6.  https://www.google.com/search?safe=strict&rlz=1C1GCEU_enGB839GB839&tbm=isch&sa=1&ei=dKiYXIuqNIml1fAP55ioGA&q=diet+coke+ad&oq=diet+coke+ad&gs_l=img.3..0i67j0l9.26911.32618..32730...9.0..0.224.2096.14j6j1......0....1..gws-wiz-img.....0.v2LGxkSewWY#imgrc=-2_uj34CLaJHQM:

7.

https://www.google.com/search?safe=strict&rlz=1C1GCEU_enGB839GB839&tbm=isch&sa=1&ei=dKiYXIuqNIml1fAP55ioGA&q=dove+real+beauty+ad&oq=dove+real+beauty+ad&gs_l=img.3..0l3j0i8i30j0i24l4.4489.7884..8005...0.0..0.207.2132.7j10j1......0....1..gws-wiz-img.......0i67.q3v7iJmfxQI#imgrc=Yidm4tbwpM13-M:

8. https://www.google.com/search?safe=strict&rlz=1C1GCEU_enGB839GB839&tbm=isch&sa=1&ei=4aiYXJjEKPy71fAP5_GM2A8&q=nikki+minaj+ad&oq=nikki+minaj+ad&gs_l=img.3..0i10i24l2.16436.20324..20444...2.0..0.165.1678.9j7......0....1..gws-wiz-img.......0i67j0j0i10.leEdcBCCbTM#imgrc=9pvboo8A30R8fM:

Advertising: Maybelline case study and wider reading

Our second Advertising and Marketing CSP is the 2017 Maybelline 'That Boss Life Pt 1' mascara video advert.

This gives us an opportunity to explore the idea of gender fluidity in society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here:


Gender fluidity
Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years. 
Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression.
You can read more on this view and gender fluidity in this CNN article here.

Maybelline 'That Boss Life Pt 1'
The Maybelline ‘That Boss Life’ advert is part of a digital campaign for their ‘Big Shot Mascara’ product.
The campaign is significant as it is the first time Maybelline has used a male brand ambassador and digital influencers. The use of YouTube stars Manny Gutierrez and Shayla Mitchell means the brand can reach their combined 5.1 million Instagram followers and 2.5 million YouTube subscribers.
In addition, Gutierrez (‘MannyMua’) is Mexican-Spanish-American and openly gay, offering a very different representation of masculinity and sexuality to the 1967 Score hair cream advert.


Blog task: Maybelline 'That Boss Life' case study and wider reading
Work through the following tasks to make sure you're an expert on the Maybelline CSP and particularly the wider social and cultural context.


'That Boss Life' close textual analysis
Use your notes from class to write about the connotations and representations created by the following technical and audio codes. Write at least a paragraph on each:

1) Narrative & genre: narrative theory and sub-genre

the story is about how the mascara is a representation of wealth, prosperity and status, something that many people desire. Story of equilibrium- todrov. Romantic genre when instead of having pleasure they jump on the bed, its the makeup thats doing this. Also like a fantasy where they are transported to an amazing place just to have fun. All you need is mascara to get what you want and to feel great about yourself, boosting self esteem

3) Mise-en-scene: costume & props
Wearing gold and heavy makeup which signifies wealth and prosperity, luxury. The product being gold further demonstates its wealth and high value and how its a must have. The product was in a gold shining suitcase which sets it apart and demonstrates the importance of the particular fancy bag compared to the bland ones.  

4) Mise-en-scene: actors, setting, lighting and colour
Gold everywhere which makes the scene look valuable. Natural light at the beginning - minimal lighting used at the nighttime scenes to represent the glamour of New York at nighttime because of the city light. Gold shines on them as they open the case. The actors are well known and relatively famous which further portrays how these high up people use this. the setting is NY and it is shown high up in a lovely rich room which shows their status. Also NY is popular which can grab more viewers. Ny has connotations with huge people, starts, locations which further endorses the product as a product of high value. Also from the suitcase we see Gold shining from it which has intertextuality with money showing the high value of the product. They dance in it like people traditionally do with money which is like equal importance 

5) Editing: pace, transitions and visual effects
quick paced editing and CGI sparkles.  The whole gold shine coming out of the suitcase symbolising money and the wealth of the product. Near the end when after putting on the mascara, they walk into the room and the camera turns from almost upside down to up straight and this shows how by putting this on their whole life has been turned rich side up. positiveness. Really smooth and fast paced throughout. moves as if we are their with them. 

6) Graphics: text/graphics on screen\
Glamorising their lives- uses "Maybeline Presents" as if it were a film. Hashtag in bottom left, unconventional. Gold font, further glamorises the product and their lifetyle, making it look more appealing. Really trying to get people involved with the product and behind it which boosts popularity.

7) Sound: dialogue, music and sound effects
Backing track reflects the product. Sound effect on the chest suggets it' a prize. Sparkle sound effects suggest glamour and luxury. Music is upbeat and fast paced, mimicking a nightclub- as if you were a boss, which is the idea of this campaign. the beat slowly intensifies while they are putting it on and when we see the last product which is their full self wearing it, its super upbeat specifically targeted for younger audiences 

Maybelline 'That Boss Life': wider reading
Read the following articles on this campaign:
Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and Its a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand
Adweek: Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star
Complete the following questions/tasks:

1) Why was this campaign such a landmark for beauty product advertising?
This i due to the fact that the cometics brand have teamed up with influencers of similar product, as well as the fact that the main star of their campaign is a male.

2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
It is suggesitng that we are taking step in the right direction as to the repreentation of make-up and that i is made "for everyone." This obviouly meaning that these cosmetic products are for both genders, instead of what people had normally thought it put to be as just for girls.

3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?This i because of their followings and the influences they have over said people. This would obviouly allow these influencers to sway the opinion of their audiences through promotion and sponsored adverts which can deliberately paint the product in a brighter light. Also a lot of digital influencers have  young audience and that is a good audience to target. 

 4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
these influencers may have been chosen due to their following, as well as the fact that these people are the leader in term of what they are doing with their audience, in terms of interactivity, and the influence that they have over them.They are make up based youtubers so a large number of their viewers would be the target audience for the product and so when they promote the mascara their viewers will be more likely to buy the product, not only because they are in it, but it is something that is most likely they would enjoy

 5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
If they have a high following they can influence the product and if they are well known that can also endorse the product as a Brand 
ambassador 

Media Magazine: The Changing Face of Masculinity
Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions:

1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
It could be trying to communicate that not only does using this product make you 2100% straight, but it will also get you the girls that are displayed in the advert.

2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
This advert uses narrative through the mise on scene of the man as he looks to be celebrated for killing what we can assume is some sort of cat animal as that is what his carriage is draped in. This could have been done to present the idea of bravery and boldness, which is commonly linked with being masculine.

3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?

• Women being clumsy, as portrayed by the state of their clothes as they are all torn up
• Men being heros and being brave- he has the gun etc,
• Heavy sexualisation of either gender, minimal clothing of the females, also it can be said that his rifle is a phallic object.
• men are the top breadwinner- the best and smartest 
• women goal in life is to find a husband and nothing more 

4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?

Preferred Reading: It is a hair cream advert for men, designed by men. heterosexual male, one can achieve everything presented before them in the picture: power, control and sex appeal, with better hair.
Oppositional: It is a partially sexist advert- suggesting that only men can use the product- also objectifying women, also there is hyper-masculinity evidence as it is suggesting that use of the product will make you straight. would be that the macho-laden ideas presented in this image are damaging to male self- esteem and present women as passive and merely decorative (although they’re good for carrying your ammo).

5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?

The backgrounds of each of these people is evident as Manny is openly gay, meaning that the idea of masculinity is arguably reverted, going against what the designers of the Score hair cream advert's values of being a male. That make-up is for both genders. appealing to a wider audience
Shayla is a black women demonstrating her significance as not many ads have coloured women in it. she is also a popular make-up youtube.  

6) What is the narrative of the Maybelline advert?
The narrative of this advert is that the pair of beauty influencer are in New York and are trying to get "Bossed Up," by using the Maybeine mascara. The narrative is that after using the product they go from normal people to bosses who are very important, as the advert is trying to suggest through the heavy use of gold and such. the wealth, prosperity status that comes through owning this product 

7) What does the article suggest the Maybelline advert's message is?
That if you use the product, you will become bosses and that gender does't matter, as Maybeline go against the status quo by using a male a the star of the campaign, which had not been done before. They are trying to communicate the message that makeup is for both genders and such. Doing this was a bold move by the brand to try break down gender barrier.

8) The final section of the article focuses on masculinity. What do the Score advert and the Maybelline advert suggest regarding the changes in society and media between 1967 and 2017?
The score hair cream advert suggests that masculinity is being surrounded by beautiful female, killing a wild animal in the name of bravery and impressing women, whereas  Maybelline suggest that masculinity is being comfortable with your gender and sexuality  enough to go against the status quo and perform your gender role how you feel appropriate. Be whoever you want to be 

My photoshopped Score advert recreation

What is the product being sold? 

This product is for hair cream.

How does this advert create desire for the product?
Because if you don't women won't like you and by using this women will be attracted which men usually want and that creates the desire of it 

What is the idea being sold?

How does Score construct a narrative which appeals to its target audience?

How is this reinforced through Mise en Scene?


can you use semiotics? 
 so like the gun is a symbolism for the mans power and authority over the women. 

How and why audience responses to the narrative of this advert may have changed over time?

Advertising: Score case study- masculinity is advertisement changing. (Gelfer)

Advertising: Score case study and wider reading 

We have already studied the changing representation of women in advertising but there is no doubt that the portrayal of men and masculinity has also changed significantly too.

Our first advertising CSP, the 1967 Score hair cream advert, provides a compelling case study for the representation of both men and women.

Notes from the lesson and the blog task are below.

Hypermasculinity in advertising

Hypermasculinity is defined as: a psychological term for the exaggeration of male stereotypical behaviour, such as an emphasis on physical strength, aggression, and sexuality.

Advertising in the 1950s-1980s often featured a hypermasculine representation of men – and some representations in the media today still continue this.

Gelfer: Changing masculinity in advertising

Joseph Gelfer, a director of masculinity research, suggests that the way masculinity is represented in advertising is changing. Looking at advertising over the last 20 years:

 “Previously, masculinity was mostly presented in one of two ways: either a glamorous James Bond-style masculinity that attracted ‘the ladies’, or a buffoon-style masculinity that was firmly under the wifely thumb. 

Thankfully, and somewhat belatedly, things are beginning to change.” (Gelfer, 2017)

 Gelfer: Five stages of Masculinity

Gelfer suggests there are five stages of masculinity – how people perceive and understand what it means to be a man.

 Stage 1: “unconscious masculinity” – traditional view of men

Stage 2: “conscious masculinity” – as above but deliberate

Stage 3: “critical masculinities” – feminist; socially constructed

Stage 4: “multiple masculinities” – anyone can be anything

Stage 5: “beyond masculinities” – it doesn’t exist 

Gelfer says advertisers need to think about how their target audience views men and masculinity when creating campaigns.

Masculinity in crisis? David Gauntlett

Media theorist David Gauntlett has written extensively on gender and identity. He disagrees with the popular view that masculinity is ‘in crisis’:

“Contemporary masculinity is often said to be 'in crisis'; as women become increasingly assertive and successful… men are said to be anxious and confused about what their role is today.”

Instead, Gauntlett suggests that many modern representations of masculinity are “about men finding a place for themselves in the modern world.” He sees this as a positive thing. (Gauntlett, 2002)

Score hair cream advert: CSP contex

The Score hair cream advert is an historical artefact from 1967. It should be examined by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques.
Context: 1967 can be seen as a period of change in the UK with legislation on (and changing attitudes to) the role of women – and men – in society. Produced in the year of decriminalisation of homosexuality and three years before the 1970 Equal Pay Act, the representation of gender could be read as signalling more anxiety than might first appear. The reference to colonialist values can also be linked to social and cultural contexts of the ending of Empire.

Score hair cream advert

Answer the following questions to ensure you have a comprehensive textual analysis of the Score hair cream advert:

1) What year was the advert produced and why is the historical context important?
1967- its important because it shows how differently it may have been viewed compared to an earlier time due to the new legations and more rights for women. The advert producers may be worried about how it may be received in this feminist- forward starting era. However there is still sexism and products are heavily mainly dominated masculine driven 

2) Analyse the mise-en-scene in the advert how is costume, make-up and placement of models constructed to show male dominance?
Well the women are underneath him and holding him up demonstrating his dominance and how men are of higher status in power. not only that but the fact that there are lots of women holding him up portrays their weaknesses. The women are wearing quite limited, sexualised clothing and unrealistic to show submissiveness. Men are the best and the leaders of the world 
Costume
The costumes of the models display dominance due to the fact that the women have minimal clothing clothing on, meaning that we are able to see a lot of skin, whereas with the man, who is the main interest in the advert, only has his arms showing, which presents this idea of dominance and strength compared to the women as well as any challengers. The worth of women compared to men 

Lighting
The lighting of the set uses key lighting as well as some filler lights to make sure that there aren't any shadows that are visible. This may have been done to highlight body part to make the women look more desirable. This helps reinforce the idea of this advert being heavily heterosexual due to the fact that it is suggesting that if you use this product, you will get beautiful girls, just like this man seemingly has done so.

Actor Positioning
The positioning of the actors assists in displaying the power of the gender roles at this point in history as the women are on the sides of the man in the middle, which already represents power. The women are holding the man up demonstrating how he is has higher status. more powerful and he looks down to women. Bunch of women holding the man up demonstrating their weakness in strength. 

3) The main slogan is: 'Get what you've always wanted'. What does this suggest to the audience and how does it reflect the social and cultural context of 1967?
The slogan suggests that this hair cream is a sort of lust fragrance that attracts women. it really dehumanises women as like an object, that they are just nothing but a pet to "have". society and cultural this time was obvs very sexist and shows womens place in society is to serve the needs of men. they have no achievements.


4) Why is it significant that the advert text says it is "made by men" and that it also contains "Score's famous masculine scent"?  5) What representation of sexuality can be found in the advert?
It can be argued that this advert is perhaps trying too hard to be straight and shies away from being gay whatsoever. This is clear from the body of text at the bottom of the advert which says "Made by Men" which suggests that the producers of this advert are trying to suggest that there were no women in the making of this product, making it 100% for men and therefore 100% straight, which supposedly was a good thing as being homosexual was only legalised in 1967, the same year as this advert was created, therefore invoking the idea that even after it was decriminalised, it still wasn't a good idea to be an open homosexual.

6) How does the advert reflect representations of masculinity in advertising 50 years ago?
That the way to sell products was mainly through sexualising women or women aimed. It would be about how to get girls and demonstrate mens dominance which was ideal to men, and womens submissiveness they liked too.

7) How much do you think things have changed with regards to representations of masculinity in advertising?
I think it has changed to an extent because yes now ads specifically like fragrance ads are like just male based and promoting men through their own hard work etc and have nothing to do with women however a lot of the time it is very sexualised and we do see a sexy women attracted to the frangrece and involving sex.

The Drum: This Boy Can article

Read this article from The Drum magazine on gender and the new masculinity. If the Drum website is blocked, you can find the text of the article here. Think about how the issues raised in this article link to our Score hair cream advert CSP and then answer the following questions:

1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
The writer suggest that there is a lack of men being empowered in advertising today, disallowing growing boys to see a variety of role in performing that gender, which could cause wrong or incorrect views in the future.

2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?

Lynx/Axe have changed their marketing campaigns to make it seem as if men don't jut want to be surrounded by women and instead focues on themselves and their lives. This therefore pdisplays masculinity in a different light as it shows other thing than just being around women.

3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
Brockaway is suggesting that we need to be living in a world without stereotype as they are harming our youth in their preferences and potentially blocking out other possibilities of opinions and tastes.

4) How have changes in family and society altered how brands are targeting their products?
These changes have forced brands to advertise to appeal to both genders in order to reach thier netire market as not doing so would be a waste or advertising and marketing money.

5) Why does Fernando Desouches, Axe/Lynx global brand development director, say you've got to "set the platform" before you explode the myth of masculinity?
Desouches suggests that you need to give the audience what they know and what they are used to, before you can explore new ideas as well as myths that haven't perhaps been looked into before. 

Campaign: Why brands need to change

Read this Campaign article on Why brands need to change their approach to marketing masculinity. If the Campaign website is blocked, you can find the text of the article here. Think about how the article relates to our work on gender and advertising then answer the following questions:

1) What are two ways advertising traditionally presented masculinity?

• One for the ladies, James Bond esque style guy
• A buffoon who was under the control of the wife character.

2) What are the two reasons the writer Joseph Gelfer suggests for why this needs to change?

• A traditional take on masculinity is harmful to the wellbeing
• masculinity is constantly changing and brands need a versatile response in order to engage with consumers and stay relevant.

3) What are the five stages of masculinity?

DONE ABOVE

4) Take the Five Stages of Masculinity Personality Inventory testto see what stage of masculinity you are at. Where did it suggest your views are currently? Do you agree with its assessment? You can read more about the five stages of masculinity here.
It was recorded as stage 3

5) What stage of masculinity was the Score advert aiming at in 1967?

Stage 1 of unconscious masculinity

6) Why are the stages of masculinity important for companies and advertisers when targeting an audience?

Stages 1, 3 and arguable 4 can be important for advertisers as they allow the advertisers to construct their demographic and aim their products accordingly, this would obviously allow for more appeal to the product as if that is who their market is then the product should perform well in sales and popularity.

Advertising: Persuasive techniques

Advertising: Persuasive techniques

Adverts - both print and moving image - use a range of persuasive techniques to try and positively influence their audience.

We need to learn a range of these techniques and later apply them to the two CSP adverts we need to study for the exam..

Persuasive techniques

Advertisements are generally trying to persuade their target audience to:

·               Buy a product or service

·               Believe something or act in a certain way

·               Agree with a point of view

There are many persuasive techniques used in advertising. A selection include:

·               Slogan – a catchy phrase or statement

·               Repetition – constant reference to product name

·               Bandwagon – everyone is buying it

·               Testimonial/association – e.g. celebrity endorsement

·               Emotional appeal – designed to create strong feelings

·               Expert opinion – ‘4 out of 5 dentists…’

Examples:

·               Slogan – Just Do It

·               Repetition – Go Compare

·               Bandwagon – Maybelline ‘America’s favourite mascara’

·               Testimonial/association – FIFA18 ‘El Tornado’ / Ronaldo

·               Emotional appeal – WaterAid ‘Dig toilets not graves’

·               Expert opinion – Max Factor ‘The make-up of make-up artists’

Case study: Marmite

Marmite has a long history of unusual advertising based around the idea ‘You either love it or you hate it’. How many of the persuasive techniques can you spot in these adverts?
 https://youtu.be/7R1TDZtNq9g

https://youtu.be/B_191RnWwww

Advertising: Persuasive techniques blog task

Create a new blog post called '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’?

Advertising seeks to make us dissatisfied with our present selves and promotes the idea that we can buy our way to a better life. ‘All publicity works on anxiety’ suggested John Bergerin 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. 

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. But hold on a minute – this is the 21st century, isn’t it? We’ve known about this cynical manipulation of our baser emotions for decades now, haven’t we? Surely we’ve now evolved into sophisticated and highly critical  consumers who know how to get value for money, particularly as we are now offered ever more ways to shop in a global marketplace? Well, yes and no. Contemporary consumers seem tohave entered in to a different kind of covenant with advertising – one based around the notion that ‘we know that they know that we know...’: essentially, a classic example of postmodern thinking.

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. Marmite takes its name from the clay French stock- pot used for reducing foods into stews. It was originally

supplied in small earthenware pots, but was made available in the characteristically-shaped black glass jars from the1920s. The stockpot remains on the label, however, with the connotations of traditional cookery and ‘boiled-down goodness’ that were a feature of early advertisements.

4) Who owns the Marmite brand now?

The product’s popularity prompted the Sanitarium Health Food Company to obtain sole rights to distribute the product in New Zealand and Australia

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

A common tendency in postmodern advertising is to refer to other media products. 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,’

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

High culture is the consumption patterns, mannerisms, beliefs, amusement, leisure activities, and tastes and preferences of a societies elite. And we're going to define societies elite as those with advanced education or economic success. And popular culture is the same thing, but for the mass of society.

Royal Warrants of Appointment are acknowledgements to those companies that provide goods or services to the British royal family; since 1840, this approval has been used to promote products, with a warrant entitling them to use the strapline ‘By appointment to Her Majesty the Queen’ alongside the royal crest. Unilever has spoofed this approach, with the Ma’amite series of advertisements, typifying the irreverent nature of their product – breadsticks form a crown and the Queen’s corgi dogs replace the lion and unicorn. The motto ‘One either loves it or hates it’ is a delightful comic conjoining of the

familiar product slogan and the Queen’s idiosyncratic speech.

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.

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