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| %
responses 2006 ('02) |
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| y8 |
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1. What do you think this magazine ad is telling us about Marmite? |
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Marmite has lots of iron |
53 (65) |
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Marmite keeps kids pumped |
41 (30) |
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Marmite makes kids/people energetic |
35 (34) |
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Marmite makes kids/people strong |
75 (68) |
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| 2. What things have been done so that this ad catches the magazine reader’s attention? | ||||||||||
arm coming out of marmite jar |
56 (40) |
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barbell/weight that arm is holding |
68 (61) |
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Marmite appearance of
arm/weight/barbell TV ad |
28 (21) |
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| Now let’s watch the TV ad for Marmite. Click the Marmite button. [Click to enlarge video image.] 3. What do you think this TV ad is telling us about Marmite? |
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Marmite has lots of iron |
63 (65) |
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Marmite is 100% vegetarian |
5 (28) |
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Marmite makes us strong/powerful |
49 (50) |
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Marmite makes us energetic |
18 (16) |
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| 4. What things have been done so that this ad catches the TV viewer’s attention? | ||||||||||
dramatic sound |
19 (19) |
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image of vigorous movement inside
jar, making it jump around |
18 (23) |
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image of vigorous movement inside jar,
making it appear ready to burst |
17 (20) |
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strong arm popping out |
55 (41) |
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basketball movement |
53 (20) |
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image of Marmite ball descending
onto toast and spreading |
59 (51) |
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| Now I want you to think about both ads. 5. Which ad tells us more about Marmite? |
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magazine |
19 (13) |
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TV |
78 (84) |
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| 6. How does it give more information about Marmite than the other ad? | ||||||||||
only yeast spread with iron
(written and spoken) |
26 (29) |
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100% vegetarian (written) |
7 (29) |
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Total
score: |
12–19 |
4 (5) |
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9–11 |
33 (25) |
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6–8 |
42 (43) |
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3–5 |
19 (21) |
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0–2 |
2 (6) |
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| Subgroup Analysis: |
Year 8 |
| Commentary: |
| This task asked year 8 students to analyse two forms of an ad for Marmite, in print and on TV. Students in 2006 performed slightly better than did students in 2002. There were no gender differences, but Pakeha and Pasifika students did somewhat better than Mäori students. |
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