Advertising: Introduction to advertising

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

The Marmite Gene Project advert by Marmite uses a mock-documentary narrative to turn a simple taste preference into a dramatic discovery about identity. Following Todorov’s theory, the advert begins with normal life (equilibrium), introduces the “gene” idea as disruption, and ends with a resolution when participants learn whether they are “lovers” or “haters.” It also uses Barthes’ enigma code, as the audience waits to see the test results. The narrative is playful and postmodern, exaggerating science to make the product feel important and personal.

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

The advert uses humour, parody and emotional appeal to persuade the audience. By presenting taste as something genetic, it uses scientific referencing to make the brand seem credible, even though it is clearly exaggerated. It also reinforces Marmite’s famous “love it or hate it” slogan, creating a strong brand identity and encouraging audience loyalty.

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

 Berger argues in Ways of Seeing that advertising works by creating desire and envy. He suggests adverts sell not just products but improved versions of ourselves, promising transformation and a better future. Advertising makes consumers feel lacking in the present and offers the product as the solution to that dissatisfaction.

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

Referencing is when people look to others for guidance on how to think or behave, especially in uncertain situations. In advertising, this links to social proof and bandwagon techniques, where audiences are encouraged to follow the crowd or trust authority figures.

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

Marmite marketing often references popular culture and previous adverts, making its campaigns self-aware and humorous. By parodying scientific documentaries in the Gene Project, the brand uses intertextuality to create irony. This links to humour, parody and cultural referencing as persuasive techniques.

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

Popular culture refers to mass-produced entertainment and everyday media, while high culture is traditionally associated with elite art forms like classical music or fine art. Marmite plays with this distinction by presenting a basic food spread in an overly serious, almost scientific or high-status way, creating comedy through contrast.

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

By using irony and self-aware humour, Marmite assumes the audience understands the joke. This flatters viewers, making them feel clever and “in on it.” This strengthens brand loyalty because audiences feel part of a community of insiders

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

Marmite advertising is postmodern because it is self-referential, ironic and heavily intertextual. It blurs the line between seriousness and parody, mixes science with comedy, and plays with identity and consumer culture. Instead of simply selling a product, it sells an idea and a knowing attitude toward advertising itself.

A/A* Extension Task

One of the most impressive campaigns is Airbnb’s Wall and Chain advert by Airbnb. The narrative is powerful because it is based on a real story about two men connected by the Berlin Wall who unknowingly meet years later through Airbnb. The brand positions itself not just as accommodation, but as a platform that connects people across history and conflict. The emotional storytelling creates empathy and authenticity, which makes the message more persuasive than a standard sales advert.

Another particularly strong example is the WWI Christmas truce advert by Sainsbury's. By recreating a significant historical event, the campaign taps into national memory and collective emotion. The product placement (the chocolate bar) is subtle but central to the story, embedding the brand within a moment of unity and humanity. This emotional resonance makes the advert memorable and highly shareable.

Finally, the story of Jared Fogle and Subway is effective because it uses personal transformation as its core narrative. The audience connects with the idea of change and self-improvement. The brand becomes part of the solution in a real-life success story, which increases credibility and trust.

Overall, the most impressive campaigns are those where the brand is inseparable from the narrative. Rather than simply promoting a product, they tell a story about identity, connection, or transformation, making the message emotionally engaging and socially shareable.