: Marmite
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Approach: One to one Level: Year 8 
access task
Focus: Interpreting and comparing advertisements
Resources: Video recording on laptop computer, picture

Questions/instructions:

This activity uses the computer.

In this activity you are going to look at two adverts for Marmite.
One is a magazine ad and the other is a TV ad.

Show picture.

Marmite poster

 
% responses
2006 ('02)
y8

1. What do you think this magazine ad is telling us about Marmite?

 
 
Marmite has lots of iron
53 (65)
Marmite keeps kids pumped
41 (30)
Marmite makes kids/people energetic
35 (34)
Marmite makes kids/people strong
75 (68)
2. What things have been done so that this ad catches the magazine reader’s attention?
 
arm coming out of marmite jar
56 (40)
barbell/weight that arm is holding
68 (61)
Marmite appearance of arm/weight/barbell TV ad
28 (21)
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?
Marmite video
 
Marmite has lots of iron
63 (65)
Marmite is 100% vegetarian
5 (28)
Marmite makes us strong/powerful
49 (50)
Marmite makes us energetic
18 (16)
4. What things have been done so that this ad catches the TV viewer’s attention?
 
dramatic sound
19 (19)
image of vigorous movement inside jar, making it jump around
18 (23)
image of vigorous movement inside jar, making it appear ready to burst
17 (20)
strong arm popping out
55 (41)
basketball movement
53 (20)
image of Marmite ball descending onto toast and spreading
59 (51)
Now I want you to think about both ads.
5. Which ad tells us more about Marmite?
 
magazine
19 (13)
TV
78 (84)
6. How does it give more information about Marmite than the other ad?
 
only yeast spread with iron (written and spoken)
26 (29)
100% vegetarian (written)
7 (29)
Total score:
12–19
4 (5)
9–11
33 (25)
6–8
42 (43)
3–5
19 (21)
0–2
2 (6)
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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