Mass Observation (I): The Biggest Exaggeration In Advertising?

by Jarvo J May. 02, 2011 4432 views

I quite like Marmite. A lot of people quite like Marmite, but you will be hard pressed to find anyone who says so. For the past few years they have used the phrase, 'you either love it or you hate it' quite vigorously to promote the black sticky beer bi-product. This phrase has dripped itself into the national psyche, so that you can even see it used by members of Photoblog [photoblog.com].

It might seem quite strange that a company would deliberately use the word hate in relation to one of their products. Surely, that would put people off of buying it. But their's is a very clever campaign that recognises the fact that opinions about this strange tasting spread are quite polarised. It is true that lots of people love it and lots of people hate it. Of course, if you hate it you're not going to buy it anyway so there's no loss there. The beauty of the campaign though is based on a lie. It is secretly aimed at people like me. If we are led to believe that we either love it or hate it, then we have a choice to make. We can't chose hate because that isn't true, therefore everyone in the middle is forced into the love camp. Darned clever these advertising people.

Please click here to see other people's observations. [photoblog.com]

Marmite's Funny Website [marmite.com]

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Helen Hooker 9 years, 5 months ago

Thanks for the link Jon! I wsa originally going to use Marmite for my shot but realised I'd been beaten to it by you and went for Opal Fruits instead. Whether it's true or not you've got to admit it's an inspired ad campaign!

9 years, 5 months ago Edited
Moira 9 years, 5 months ago

very good point , and love your shot .

9 years, 5 months ago Edited
Anna-Marya Tompa 9 years, 6 months ago

I like your pictures but ... DID YOU EAT THE TOAST?

9 years, 6 months ago Edited
Michael Sakowicz 9 years, 6 months ago

Excellent take, Jon. I was actually thinking of using something with a historical figure on toast, but not this one... ;)

9 years, 6 months ago Edited
Diane Davis 9 years, 6 months ago

Oh, yes, they're thinking ALL the time! Good subject for mops.

9 years, 6 months ago Edited
Roger 9 years, 6 months ago

Great post, reminded me of our cough medicine here in Canada.
[url=http://www.buckleys.ca/about/advertising.htm]BUCKLEY'S[/url]. It Tastes Awful. And It Works.
That campaign made it a leader in cough medicine over night

9 years, 6 months ago Edited
Marsha 9 years, 6 months ago

Haha.....funny and great idea and shot for MOP, Jon! I don't remember eating it while in England....we don't have it here!!

9 years, 6 months ago Edited
Eloise Murray 9 years, 6 months ago

Very cool! And I tried marmite once... hated it haha :)

9 years, 6 months ago Edited
Gerd Korts 9 years, 6 months ago

Great post Jon, as up to now no Tesco appeared in Georgia we will have to suffer most probably all the 3 years here in Georgia

9 years, 6 months ago Edited
Jarvo J 9 years, 6 months ago

Yes good advice from S.O.L. It has a very strong flavour. If anyone is tempted to buy some, you only need the merest hint of it.

9 years, 6 months ago Edited
Jarvo J 9 years, 6 months ago

In response to Dan's post, they used to have a Marmite art competition and I'm afraid min wouldn't come close. [url=http://www.mirror.co.uk/celebs/news/2010/09/09/marmite-masterpiece-artist-uses-toast-as-canvas-for-celebrity-portraits-of-david-beckham-and-stephen-fry-115875-22549015/]This guy takes it to new levels though.[/url]

9 years, 6 months ago Edited
Gonia 9 years, 6 months ago

I had to look in Wikipedia what is this, I've never know such product.

9 years, 6 months ago Edited
Yulia 9 years, 6 months ago

I already want to taste!

9 years, 6 months ago Edited
Gregg Maretka 9 years, 6 months ago

never seen or tried...neat post though !!

9 years, 6 months ago Edited
Gillian 9 years, 6 months ago

It also shows that a winning catchprase that gets taken into everyday language is a great way to keep the product in people's minds. Although of course there are times when people use the catchprase but cant remember what the product relates to! Good idea for the project.

9 years, 6 months ago Edited
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