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 this advert?
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.
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
In 'Ways of Seeing', John Burger suggests "all publicity works on anxiety". Advertisement gives us the option to be an improved version of ourselves. Berger implies that advertising makes buyers contemplate their future. It offers them a glamorous image made by the product, the image then makes him envious of what he sees. The buyer is meant to image themselves 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 refer to the wasy that brands offer images about people as referencing. This idea suggests that brands can offer people a more glamorous or idealistic image of themselves, which encourages people to go out and purchase these products in order to have the lifestyle depicted by the brand. I think that this idea relates to the persuasive technique of emotional appeal. This is because it creates strong feelings of dissatisfaction and the advert uses the anxiety of the consumer to make their brands appear more attractive.
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.
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 has used intertextuality in various ways. For example, it has been used in conjunction with the Paddington Bear series. The adverts show the 1970s character trading his classic marmalade sandwiches for Marmite sandwiches. This links to the persuasive technique of association. It suggests that if this well known cartoon character can adapt his habits and enjoy Marmite, then audiences should be able to do the same.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
High culture relates to the cultural value of different products, whereas popular culture also relates to the same thing, but it is for the masses rather than a select audience. Marmite plays on the idea of popular culture and high culture through their creation of "Ma'mite". This series of advert plays on the iconography associated with the royal family (e.g. the crown and the motto) , which makes their product more memorable, as audiences would remember the comical aspect of the adverts.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Marmite positions the audiences as 'enlightened, superior, knowing insiders' because they understand that they are being manipulated by the marketing. They understand the conventions that are displayed and satirised. They are also aware that they are being exploited, but they still play along as it gives them a sense of superiority and social cache.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
The Marmite advertising is a good example of postmodernism because it makes audiences question notions of what is real and of value in society. One example is that it plays with hyper reality. The #Marmiteneglect campaign is rooted in the 'reality' that jars of Marmite often stay unused and at the back of cupboards. The 'real life concern' is then positioned with a narrative of social neglect, and exploits the conventions of misery-memoirs.
Advertisements are generally trying to persuade their target audience to:
- 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’
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 this advert?
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.
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
Psychologists refer to the wasy that brands offer images about people as referencing. This idea suggests that brands can offer people a more glamorous or idealistic image of themselves, which encourages people to go out and purchase these products in order to have the lifestyle depicted by the brand. I think that this idea relates to the persuasive technique of emotional appeal. This is because it creates strong feelings of dissatisfaction and the advert uses the anxiety of the consumer to make their brands appear more attractive.
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.4) Who owns the Marmite brand now?
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?
6) What is the difference between popular culture and high culture? How does Marmite play on this?
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
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