These help to construct a rudimentary framework of analysis, identifying salient features of what could be termed a ‘postmodern marketing approach:’
- Focus on emotional and symbolic meaning
- Customisation and audience interactivity
- Emphasis on tribalism and identity
- Irony, playfulness and intertextuality
Marmites 2004 ad payed homage to the classic horror film 'The Blob' by showing a giant mass of black breakfast spread terrorising helpless shoppers in a small high street town. No individual actually said the 'M' word throughout the ad, the only piece of branded imagery included was a small pot of the product placed alongside the b-grade science fiction slogan flash.
This advert is post modern because it uses intertextuality and the 'love it or hate it' slogan flash has a modern day emotional and symbolic meaning within modern culture. The ad is also obviously ironic (what is scary about marmite? 'hating' a spread does does not result in running for an individuals life).
And if you were wondering .... yes, I 'love it'.
Some other Post Modern ads ....
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