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:
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
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’?
Berger suggests that our lives without the product being advertised is worse than it actually is, trying to make us feel dissatisfied and the product being advertised will give us a better life.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
This is when we subconsciously refer to lifestyles, that we find attractive and we try to make our lives similar to that. This can be linked to repetition as that lifestyle is always on our minds as that is what we are trying to be like.
3) How was Marmite discovered?
Marmite was discovered when a German scientist Justus von Leibig disocered that the extraction of yeast can be bottled and eaten.
4) Who owns the Marmite brand now?
Marmite was bought by Best Foods in 1998- which is also now owned by Unilever.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite have used intertextuality by referencing other texts that the audience would be using on a day to day basis, mainly newspapers. Also, they have linked all of the people trying the Marmite test together in the advert, which i linked to bandwagoning as everyone i doing it. Also, the use of the words "love" and "hate" are directly linked to their slogan, another technique which referenced constantly throughout the advert in this campaign
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Marmite play on high culture and popualr culture by mixing the two when we see the high brow couple trying what seemed to be a popular product that eberyone is trying, which i linked to bandwagoning. Marmite do this by assosiating it with the likes of the Queen, someone who is evidently quite weel respecting in the british eye, therefore allowing the two cultures to mix.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
They position the audience ina position that allows them to display the different opinons of the product, placing them in a place of power as most companies assume that everyone is going to love the product, where as in acual fact, Marmite have taken advantage of the hating people of Marmite.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
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’?
Berger suggests that our lives without the product being advertised is worse than it actually is, trying to make us feel dissatisfied and the product being advertised will give us a better life.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
This is when we subconsciously refer to lifestyles, that we find attractive and we try to make our lives similar to that. This can be linked to repetition as that lifestyle is always on our minds as that is what we are trying to be like.
3) How was Marmite discovered?
Marmite was discovered when a German scientist Justus von Leibig disocered that the extraction of yeast can be bottled and eaten.
4) Who owns the Marmite brand now?
Marmite was bought by Best Foods in 1998- which is also now owned by Unilever.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite have used intertextuality by referencing other texts that the audience would be using on a day to day basis, mainly newspapers. Also, they have linked all of the people trying the Marmite test together in the advert, which i linked to bandwagoning as everyone i doing it. Also, the use of the words "love" and "hate" are directly linked to their slogan, another technique which referenced constantly throughout the advert in this campaign
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Marmite play on high culture and popualr culture by mixing the two when we see the high brow couple trying what seemed to be a popular product that eberyone is trying, which i linked to bandwagoning. Marmite do this by assosiating it with the likes of the Queen, someone who is evidently quite weel respecting in the british eye, therefore allowing the two cultures to mix.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
They position the audience ina position that allows them to display the different opinons of the product, placing them in a place of power as most companies assume that everyone is going to love the product, where as in acual fact, Marmite have taken advantage of the hating people of Marmite.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
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