Page 6 - Selling Fantasies
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ticular way by similar style, themes expressed, or environment constructions (Miletto, 2018).
Ultimately, the writers note that interpreting a visual to determine the producer's intention is
difficult and complex as it does not correspond to the viewers' possible perceptions inspired by
their personal experience. Meaning, according to them is not inherent in a visual; rather, it is
formed through a complicated "social interaction between viewers, context", and the visual.
In conclusion, interpretations of images and visuals are dependent on the context in which they
are viewed and analyzed, societal and cultural codes, and the viewers themselves (Miletto,
2018).
d- Pop culture and subculture in advertising
Advertisers are constantly seeking for innovative ways to differentiate themselves from their
rivals and stand out from the competition. Being unique, on-trend, and different while
remaining faithful to one's brand identity may be a difficult task. For the last few decades,
mainstream media such as television, movies, and, more recently, social media platforms like
Youtube, TikTok, Instagram, Twitter, and Facebook have altered how marketers advertise. In
addition, popular culture played a critical part in this change (Makara, 2021).
Advertisers recognize that target audiences are more than simple figures; they are individuals
with feelings, emotions, perceptions, senses, and intellect. People like relevance
and relatability, trustworthiness, and humour. Remaining relevant entails adhering to the
culture. There are, of course, exceptions. It all boils down to the type of product
being offered and the brand size. Many major names in the market, notably Google, as well as
fashion and luxury companies such as Gucci, and Louis Vuitton, actively follow pop culture in
order to stay relevant because they rely on popular demand (Makara, 2021).
Disney
Disney, both as a brand and as an empire, has become a staple in popular culture. Known for
its charming animated movies, majestic castle-filled theme parks, and iconic characters –The
Disney brand had a significant impact on global media (mrpopculture, 2021). According to
Disney, the world's largest entertainment empire, the world giant, is enthusiastic about
developing advertising and promotional solutions for like-minded brands by assisting
their clients in connecting with customers and meeting their business objectives in novel and
creative ways. Throughout its long history, Disney has formed several partnerships with other
brands? enabling its partners to benefit from the power and range of their assets, which extend
from Disney to Pixar, ESPN, Marvel, and Lucasfilm (Disney, n.d.). The following are some of
their advertising and promotional services.
5|Page
Ultimately, the writers note that interpreting a visual to determine the producer's intention is
difficult and complex as it does not correspond to the viewers' possible perceptions inspired by
their personal experience. Meaning, according to them is not inherent in a visual; rather, it is
formed through a complicated "social interaction between viewers, context", and the visual.
In conclusion, interpretations of images and visuals are dependent on the context in which they
are viewed and analyzed, societal and cultural codes, and the viewers themselves (Miletto,
2018).
d- Pop culture and subculture in advertising
Advertisers are constantly seeking for innovative ways to differentiate themselves from their
rivals and stand out from the competition. Being unique, on-trend, and different while
remaining faithful to one's brand identity may be a difficult task. For the last few decades,
mainstream media such as television, movies, and, more recently, social media platforms like
Youtube, TikTok, Instagram, Twitter, and Facebook have altered how marketers advertise. In
addition, popular culture played a critical part in this change (Makara, 2021).
Advertisers recognize that target audiences are more than simple figures; they are individuals
with feelings, emotions, perceptions, senses, and intellect. People like relevance
and relatability, trustworthiness, and humour. Remaining relevant entails adhering to the
culture. There are, of course, exceptions. It all boils down to the type of product
being offered and the brand size. Many major names in the market, notably Google, as well as
fashion and luxury companies such as Gucci, and Louis Vuitton, actively follow pop culture in
order to stay relevant because they rely on popular demand (Makara, 2021).
Disney
Disney, both as a brand and as an empire, has become a staple in popular culture. Known for
its charming animated movies, majestic castle-filled theme parks, and iconic characters –The
Disney brand had a significant impact on global media (mrpopculture, 2021). According to
Disney, the world's largest entertainment empire, the world giant, is enthusiastic about
developing advertising and promotional solutions for like-minded brands by assisting
their clients in connecting with customers and meeting their business objectives in novel and
creative ways. Throughout its long history, Disney has formed several partnerships with other
brands? enabling its partners to benefit from the power and range of their assets, which extend
from Disney to Pixar, ESPN, Marvel, and Lucasfilm (Disney, n.d.). The following are some of
their advertising and promotional services.
5|Page
