Anda di halaman 1dari 19

STARTER TASK

FOLLOWING ON FROM REVISION HOMEWORK ADVERTISING POP QUIZ

EACH TABLE IS TEAM (WITH A TEAM NAME). QUIZ SHEET PER TEAM. ROUNDS: AUDIENCE CATEGORY, IMAGES ROUND, SHOT TYPES ROUND, ADVERT
TERMINOLOGY CATEGORY.

TOTAL OF 24 POINTS.

IMAGE ROUND

1. Name the institution whose logo this is

2. WHOSE LOGO IS THIS?

What do the company do? (total 2 points)

3. NAME THE LOGO

LOS REFRESH ADVERTISING KNOWLEDGE (QUIZ). INTRODUCING THE PRODUCT, HISTORY OF THE BRAND AND INSTITUTION
THAT WE WILL BE CONSIDERING FOR YOUR CONTROLLED ASSESSMENT.

THE PRODUCT WE WILL BE LOOKING AT ACROSS TWO ADVERTISING PLATFORMS IS


In 2011, beloved (or reviled) Marmite was banned in Denmark under food safety laws because it was fortified with added vitamins. One Yorkshire born ex-pat living in Denmark told the Telegraph: They don't like it because it's foreign. But if they want to take my Marmite off me they'll have to wrench it from my cold dead hands."

MARMITE: A HISTORY
HOW DID MARMITE COME ABOUT?

WAS DISCOVERED BY ACCIDENT BY A GERMAN SCIENTIST ( JUSTUS LIEBIG ) WHO FOUND THAT BREWER'S YEAST COULD BE CONCENTRATED, BOTTLED AND EATEN - MARMITE RESEMBLED MEAT EXTRACT BUT WAS IN FACT VEGETARIAN (A BI-PRODUCT OF THE BEER BREWING PROCESS).

HOW OLD IS IT AND WHAT IS IN IT?

IN 1902 THE MARMITE FOOD COMPANY WAS FOUNDED IN BURTON-ON-TRENT, STAFFORDSHIRE, WHERE THE RAW MATERIAL WAS READILY AVAILABLE FROM THE TOWN'S BREWERS. THE ORIGINAL RECIPE CONTAINED SALT, SPICES AND CELERY. LATER FOLIC ACID, VITAMIN B12, THIAMIN AND RIBOFLAVIN - VITAMINS WHICH OCCUR NATURALLY IN SOME FOODS - WERE ADDED IN HIGH CONCENTRATIONS.

WHO OWNS THE BRAND MARMITE? IN 1990, MARMITE LTD WAS BOUGHT BY CPC LTD (NOW NAMED BEST FOODS INC). MERGED WITH UNILEVER IN 2000, AND MARMITE IS NOW A TRADEMARK OWNED BY UNILEVER.

THE NAME OF THE BRAND AND HISTORY OF THE PACKAGING

THE NAME COMES FROM THE NAME OF A FRENCH CASSEROLE DISH CALLED A MARMITE

(PRONOUNCED MARMEET) A POPULAR FISH STEW. EVER SINCE THE 1920S THE RED AND YELLOW LABEL ON THE JAR HAS HAD A PICTURE OF A MARMITE STEW ON IT.

TODAY MARMITE IS A NUTRITIOUS, BLACK, TASTY, SAVOURY SPREAD ENJOYABLE ON TOAST OR


BREAD OR EVEN AS A COOKING INGREDIENT. AND COMES IN A DISTINCTIVE BLACK JAR WITH A YELLOW LID.
ONE OF THE UNIQUE HISTORICAL SELLING POINTS

MARMITE HAS BEEN DEEMED HEALTHY BY NUTRITIONISTS AND PLAYS A USEFUL PART IN MANY

PEOPLE'S DIETS. IT IS INCREDIBLY USEFUL FOR OLDER PEOPLE WHO ARE SHORT IN VITAMIN B-12 AND FULL OF FOLIC ACID, MANY YOUNG WOMEN OF CHILD-BEARING AGE ARE DEFICIENT IN FOLIC ACID. 1999 THE COMPANY SENT EXTRA SUPPLIES TO HOMESICK BRITISH PEACEKEEPING TROOPS IN KOSOVO.

HAS BEEN USED AS A DIETARY SUPPLEMENT IN SOLDIERS' RATIONS IN BOTH WW1 AND WW2. IN

Love it or hate it Advert from 2003

http://www.dailymotion.com/video/xfht6g_publifeguard-unilever-2-lifeguardzone_fun

Kissing couple Love it or hate it Advert from 2003

What do you notice about the slogan?

Mini task (5 mins): Put yourselves in the role of a Copywriter in an Advertising agency As a table come up with a new slogan for marmite. You will need to play on the advertising style of humour. You may wish to consider puns and other language devices. Write your best attempt down to share with the group.

Advert from 1997

QUESTIONS
What type of advertising/style is used to sell marmite? How are marmite lovers depicted. Do you find it unusual that the term hate is used in the advertising of the product? Why is ok to suggest that marmite doesnt taste nice? Why is it ok for the advertiser to do that? What is reinforced?

Marmite squeezy adverts (Print, 2006)

MAIN TASK:
In groups you are to act as the creative team for an ad agency and come up with an idea (story board) for a new TV ad for Marmite.
As well as this you will be creating a draft of a print advert (this can be done on computer but will need to be emailed to me if so). Things to consider: Working together as a group to a time limit The love it or hate it campaign and how you might or might not incorporate into your campaign? The age and reputation of the brand. The audience you are attracting (who buys Marmite?).

2013 ADVERT WE WILL BE ANALYSING FOR THE CONTROLLED ASSESSMENT

HOMEWORK

http://www.theguardian.com/media/2002/jan/04/advertising.foodanddrink http://www.bbc.co.uk/news/uk-13541148 http://www.unilever.co.uk/brands-in-action/detail/Marmite/293688/

Using the above websites create a brief factsheet about the history of marmite as a product. Include any facts you find interesting. Write up in books or on the computer. If completed on computer print out and bring out to Wed lesson after half term.